Structured data in the format of schema markup can have multiple benefits when it comes to search engine optimization (SEO). While it is not a ranking factor, it does indirectly help position your website for better rankings.
Some of the benefits of utilizing structured data are:
There are many schema markup opportunities now, as the schema community and the search engines have worked over the years to expand the compatibility of different content types.
The majority of websites on the internet are using some level of schema markup, however, there are some underutilized schema markup opportunities that can have great benefits if leveraged.
Here are four schema markup opportunities to take advantage of.
There are quite a few things you can specify within this markup to further enforce your branding and have more items appear on your knowledge graph panel.
Example: AZEK utilizes alternate names of items within its Organization schema markup to highlight different brand name variations.
Example: Roomandboard.com highlights an 800 number and email address in their organization schema markup.
The ImageGallery schema markup is a great opportunity to mark up all images within a gallery. This can be impactful for product pages which usually have an image gallery displaying four or five images. It allows Google to easily recognize the different images and utilize them for different types of results.
Example: Roomandboard.com utilizes the ImageGallery markup to highlight all images on individual product pages.
With more smartphones being used, many companies now have mobile applications. However, many sites do not leverage schema MobileApplication markup on their sites. Most websites have a dedicated landing page for their mobile applications.
Example: Macy’s app landing page
Example: MobileApplication markup
Many websites list employee profiles for their executive teams and others. There is an opportunity to mark up this information, which often includes the employee’s name, title and photo, and sometimes a short description, with schema Person markup. This can help your site to power knowledge graph results and appear in certain rich results for your employees.
Example: Direct answer with employee info
Example: Healthfirst utilizes schema Person markup on its Leadership page.
So, there you have it: four schema markup opportunities you may not currently be using and can leverage if applicable to your site.
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