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Structured data is a mark up that provides information about pages to the search engines and Schema.org is a vocabulary that can be used with many different encodings supported by HTML that can help boost organic search performance. There are hundreds of different schema.org entity types, and you can locate a full list of schema.org entity types at schema.org.
While some types of entity types are used often, other types are underutilized and underrepresented. Some of the most commonly used entity types include CreativeWork, Book, Movie, TVSeries, Person, Place, Restaurant and more. But what about breadcrumbs schema, FAQ schema, Review and all the others that may be useful to your pages? Let’s take a look at some of the more important entity types that are undervalued by SEOs.
Supported by Google for Rich Results
Not yet supported by Google for Rich Results.
Other vocabularies that are underutilized include Contact pages, Search Result Page, Profile page and real estate listings.
In order for your pages to be included in Google’s SERPs, you have to follow their structured data guidelines as you implement schema on your site. Google states that they will penalize your pages and take “manual action” if guidelines are not followed. Be sure to become familiar with and follow Google’s guidelines. You can find technical, quality, relevancy and more guidelines straight from Google.
Some of Google’s guidelines are simple. Don’t markup spammy data, fake reviews or fake content, misleading data and more. Other guidelines are slightly more complex. When considering using FAQ schema, people want to leverage it to sell. Google specifically responds negatively to using FAQ markup to sell and emphasize that sites cannot use FAQ schema for selling purposes. FAQ schema has to be factual and if it’s used for sales, you will have rich results removed from search results.
Schema.org and structured data are extremely valuable to your pages for organic search performance purposes. Begin using schema markup by first deciding which entity types are most relevant to your content and then add it to your code.
While schema.org vocabulary may seem extremely complicated, once you begin to understand how to align your content with existing entity types and how to implement it into your webpage’s HTML, you will more easily understand how valuable a tool it can be in your SEO workflow.
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