By Carrie-ann | Jul 06, 2014 | Internet Marketing

Should you use Schema Mark Up for your Website?

My clients are probably fed up with me telling them what’s good for Google is good for website visitors. What’s coming (no surprise) is another one of those instances where the needs of Google and customers align perfectly.
As a small business owner you may never have heard of Schema Mark Up.  But it is, I promise you, already turning the world of Google search into haves and have nots.  I strongly recommend you grasp what it is now, and make an informed decision to use it in your website.
Schema is a form of HTML mark up: In other words, code.  It’s understood by all the major search engines and essentially helps them to better understand the meaning of your page.  At the same time Schema Mark Up also allows webmasters to enhance their listings in the search engine in ways that are customer orientated.  They are a form of ‘rich snippet’ enabling you to add extra detail to the text within any url.
As the index gets bigger and more complex, any initiative that makes it easier for the search engines to understand your page is worthy of your attention. That it dovetails with making your entry on a Google page more relevant and attractive to visitors, makes it a ‘must do’ for any business.
But I need to be crystal clear on one point. Using Schema Mark Up won’t improve your search engine rankings, but crucially it can significantly improve a page’s Click Through Rate (CTR). As an example, take a look at the screen shot below. You can clearly see the site that has used the review snippet, the site stands out from the rest. Mark up’s like reviews are particularly important where competition is rife and consumer opinion counts.

Although coding experience is helpful it’s not essential. If you use the WordPress platform you can take the compromise route of using a plugin.
Currently very few sites are taking advantage of Schema Mark Up. More will and take up will snowball. Right now the advantage is with those adopting early.
Schema has its own website at Schema.org where you will find plenty of examples of Schema in action. Pared down, and in simple terms, Schema Mark Up allows you to identify what code describes an item using the itemscope tag. You can then go on to identify what type of item it is using the itemtype attribute. The list of variables that can be classed as an ‘item’ is provided by Schema in the form of a hierarchy.
Further examples at Schema.org  are helpful whether you have a grasp of code or not.
For anyone wanting to hear Google’s view on this subject i have provided a link below:
https://support.google.com/webmasters/answer/1211158?hl=en