Tips for Using Schema.org

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In 2011, Google, Yahoo, Bing, and, later, Yandex (the largest search engine in Russia) teamed up to create Schema.org, a common vocabulary that webmasters and SEOs can use to markup their data. Structured data is becoming much more important as we move further into the “entity search” world. Using the schemas, users can essentially describe their content in a way that makes it more visible and relevant to search engines. Following are a few helpful tips for working with Schema.org.

Get some help. You do not necessarily need to know how to code to use Schema, but it helps. While it would take years to learn coding, you can get a crash course and at least learn the common terms and constructions to make marking up your text easier. CodeAcademy is one free, interactive resource that you can check out.

Know your <div> from your <span>. These are two very common elements that you’ll need. <div> can group sections of code and format them with CSS. <span>s are used to group inline elements.  Here is an example of each:

 

<div id=”content” style=”background-color:#0000FFheight:225px;width:450px;float:right;”>
Content goes here</div>

<span itemprop=”author”>Jack Smith</span>

Get familiar with Schema.org. Look at the types, properties, and hierarchies. Let’s say you have a men’s clothing shop. Your hierarchy looks like this:

Thing>Organization>LocalBusiness>FoodEstablishment>Bakery.

You would then open a text editor or HTML editor to markup your pages. Here’s how we would tell the search engines our business type and pertinent information:

<div itemscope itemtype=“http://schema.org/Bakery”>
<h1> Bakery </h1>
<p>Intro Text</p>
<p>Address: <span itemprop=”address”>555 Bakery Avenue, London, UK  E4454</span></p>
<p>Phone: <span itemprop=”telephone”> 444-555-3333</span></p>
</div>

Use the schemas to markup other areas of content. If you have a recipe on your bakery website, for instance,

<div itemscope itemtype=”http://www.xys.uk/Recipe”><h1 itemprop=”name”>zucchini bread</h1>

By <span itemprop=”author”<Bill Smith</span>

Published: <time itemprop=”published” datetime=”2013-09-25”>September 25, 2013</time>

<span itemprop=”summary”>A wonderful, moist zucchini bread recipe, perfect for cold fall days.</span>

<span itempropr=”rating”>4.8</span> stars based on

<span itemprop=”count”>210</span> reviews

Marking up your text ensures that search engines have detailed information about your website. It takes some time to complete, but once you have the basics, the rest is easy!

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