When it comes to optimizing your website for search engines, understanding the nuances between Structured Data, Schema, and Rich Results is crucial. These terms often surface together, but they play distinct roles in how your content is interpreted and displayed by search engines. Implementing the right schema, like Product Schema or Article Schema, helps search engines understand your content and significantly improves your search result visibility, driving more traffic to your site.
Schema, Structured Data and Rich Results
To define the differences, structured data is the format used to organize page information; schema refers to the vocabulary used within that format. Rich results are the enhanced search results generated when search engines understand this structured data.
Schema.org is the standard for creating schema, developed and maintained as a joint non-profit effort by Google, Microsoft, Yahoo, and Yandex. These search engines collaborated to create a common set of structured data markup to improve how content is represented in search results.
In contrast, Facebook developed its own form of structured data called Open Graph (OG) data, which is primarily used to control how a webpage is displayed on social platforms.
What does Product Schema Look Like?
Implementing Product Schema on a webpage can significantly enhance how that page appears on the Search Engine Results Page (SERP).
With schema the goal is not to change the look and feel of the content of the page for the front-end experience, but to better inform search engines what purpose the page serves. This does not affect the user experience when visiting the site, but it does technically change the user experience when the user is searching for information related to the products or services provided.
For example, when I do a search for landing page templates, with a query on Google in Canada for landing page templates, I come across these results in image 1. Search results look basically the same, and when I look at those pages, I can see that none of the pages listed have product schema.
Part of the purpose of schema is, to generate Rich Results. Rich Results are a way to enhance the search result on the SERP. Often this will be seen with recipe sites, a quick search for spaghetti sauce recipe reveals some Rich Results as in Image 2.
One company that implements product schema for their digital product is templatemonster.com
Image 3 and 4 show results on the SERP. Key components for product schema are price and reviews. The review ratings really help out the CTR as referenced in Google’s doc with the lift in CTR for Rotten Tomatoes and The Food Network.
Benefits of Product Schema
Here is more of a list for how structured data for products, either physical or digital can help.
1. Rich Snippets
– Enhanced Visual Display: Product Schema can enable rich snippets that display additional information directly in the search result, such as product price, availability, and star ratings.
– Example: Instead of just a title and meta description, the SERP listing might show “$29.99 – In Stock – 4.5 Stars (200 Reviews).”
2. Increased Click-Through Rate (CTR)
– More Engaging Listings: Rich snippets are more visually appealing and informative, which can lead to a higher click-through rate. Users are more likely to click on results that provide detailed and relevant information upfront.
– Example: A product with clear pricing and positive reviews in the snippet may attract more clicks than a generic listing.
3. Product Carousels
– Eligibility for Product Carousels: Pages with properly implemented Product Schema may be featured in Google’s product carousels, which display a row of products related to a search query.
– Example: For a query like “best running shoes,” a carousel featuring multiple products might appear at the top of the SERP, with your product potentially being one of them.
4. Visibility in Google Shopping
– Inclusion in Google Shopping Results: Product Schema can help your products appear in Google Shopping search results, particularly if they are linked with Google Merchant Center.
– Example: A search for a specific product might display your item with its image, price, and a link to purchase directly in the Shopping tab or even in the main search results.
5. Voice Search Optimization
– Better Results in Voice Search: Product Schema helps search engines understand the context of your products better, making them more likely to be returned as results in voice searches.
– Example: A voice search query like “Where can I buy [Product Name]?” could return a result with your product details.
6. Featured Snippets
– Eligibility for Featured Snippets: Although more common with other types of structured data, Product Schema can sometimes contribute to your content being pulled into a featured snippet, especially for product-related queries.
– Example: A query like “best [product] under $50” might feature your product with key information at the top of the SERP.
7. Mobile Search Enhancements
– Enhanced Mobile Search Appearance: On mobile devices, Product Schema can make your listings stand out more by providing additional product information in a format optimized for mobile SERPs.
– Example: Product images, ratings, and prices might be prominently displayed in mobile search results.
8. Improved Local Search Results
– Integration with Local SEO: If your product schema includes local business information, it can help your products appear in local search results, especially in the “Local Pack.”
– Example: A search like “buy [product] near me” could show your business in the local pack with product details included.
9. Potential Impact on Ranking
– Indirect Ranking Boost: While Product Schema itself is not a direct ranking factor, the increased CTR and engagement from enhanced listings can lead to improved rankings over time.
– Example: Higher engagement metrics from rich snippets could signal to search engines that your content is more relevant, potentially leading to better rankings.
By implementing Product Schema, you make your content more accessible and understandable to search engines, which can result in these types of rich and enhanced search results on the SERP. Another type of schema you want to consider, if you regularly post is Article Schema.
Benefits of Article Schema
Implementing Article Schema on your web pages can bring several benefits, particularly in how your articles are displayed and indexed by search engines. Here are some key benefits of using Article Schema:
1. Enhanced Visibility in Search Results
– Rich Snippets: Article Schema can enable rich snippets that display additional information about your article, such as the headline, publication date, author, and even an image thumbnail. This enhanced visibility can make your article stand out in search results.
– Example: Instead of a plain text result, your article might appear with a thumbnail image, the author’s name, and the publication date, making it more attractive to users.
2. Improved Click-Through Rate (CTR)
– More Informative Listings: Rich snippets generated by Article Schema can provide users with more information directly in the search results, which can lead to a higher click-through rate.
– Example: If users see that your article is recent, written by a reputable author, and includes an engaging image, they are more likely to click on it.
3. Inclusion in Top Stories Carousel
– Eligibility for Top Stories: For news publishers and blogs, implementing Article Schema can make your articles eligible to appear in the “Top Stories” carousel in Google search results, especially for timely news and trending topics.
– Example: Your news article could be featured prominently at the top of the search results in the carousel, alongside other major news outlets.
4. Improved Mobile Search Experience
– Mobile-Optimized Features: Article Schema helps ensure that your content is displayed optimally on mobile devices. This includes features like AMP (Accelerated Mobile Pages), which is often associated with Article Schema to improve loading times and user experience on mobile.
– Example: Faster loading and better presentation of your article on mobile devices can lead to increased user engagement and lower bounce rates.
5. Better Content Classification
– Enhanced Content Understanding: By using Article Schema, search engines can better understand the type of content your page contains (e.g., news article, blog post, scholarly article). This improved understanding can lead to more accurate indexing and better relevance in search queries.
– Example: An article on a scientific discovery might be more accurately categorized and thus shown to users searching for related academic content.
6. Increased Chances of Featured Snippets
– Eligibility for Featured Snippets: Article Schema can increase the likelihood of your content being chosen for a featured snippet, especially for “how-to” articles, guides, or detailed explanatory content.
– Example: A well-structured article could be highlighted in a featured snippet, providing direct answers to users’ queries and increasing your page’s visibility.
7. Improved Social Media Sharing
– Better Integration with Social Media: Article Schema, when combined with other metadata like Open Graph (OG) data, can improve how your articles are displayed when shared on social media platforms. This can lead to better engagement and click-throughs from social shares.
– Example: When shared on Facebook or Twitter, your article could automatically display an optimized title, description, and image, making it more appealing to social media users.
8. Potential SEO Benefits
– Indirect Ranking Boost: While the schema itself is not a direct ranking factor, the increased visibility, CTR, and engagement from rich snippets and featured placements can contribute to better SEO performance over time.
– Example: Higher engagement metrics from rich snippets could signal to search engines that your content is relevant and valuable, which may lead to improved rankings.
9. Support for Accelerated Mobile Pages (AMP)
– Faster Loading Times: If you use AMP in conjunction with Article Schema, your articles can benefit from faster loading times on mobile devices, improving user experience and potentially leading to higher rankings in mobile search results.
10. Structured Data for Voice Search
– Voice Search Optimization: Article Schema helps search engines better understand your content, making it more likely to be featured in voice search results, especially for informational queries.
– Example: A well-structured article might be used as a source for a voice assistant when answering a user’s question.
By implementing Article Schema, you can improve how your articles are displayed in search results, increase user engagement, and potentially boost your overall SEO performance.
Final Comments
Incorporating structured data into your website is a strategic move that enhances how search engines interpret and display your content.
Whether it’s through Product Schema to showcase your offerings or Article Schema to highlight your latest blog posts, the benefits are clear: improved visibility, increased click-through rates, and a better overall user experience. By taking advantage of these powerful tools, you’re not just improving your search engine rankings—you’re making your content more accessible and engaging for your audience.
Interested in performing your an audit on your own property? Be sure to checkout our Audit Template, which is free of charge, and if you would ultimately like us to take a look, please contact us.
