What is Schema? Rich Snippets? Structured Data? and Why Should You Care?

What is Schema?

Yahoo, Bing and Google got together and agreed to sponsor the implementation of Schema, which are HTML tags (structured data) for code in websites so that search engines can more easily read your website.  By using Schema, Mannix Marketing strives to make it easier for the search engines to learn about your website. Most notably, we use Schema because we want your site to show up with “rich snippets,” which can help your listings stand out in the search engine results.

Why should my website use Schema- isn’t that more work?

rich snippetsYes, adding schema to your website is more work, but it’s integral to having an SEO friendly website. It’s called “semantic SEO.”  According to semanticweb.com, websites that use structured data have up to a 30% increase in click-through rates when search results display rich snippets.  Best Buy saw a 30% increase in traffic to individual store websites by enhancing store descriptions with structured data (Schema).

What are Rich Snippets? What do they look like?

Rich snippets are the few lines of text beneath the search results with extra information to let web searchers know exactly what is on that page.  Here are some examples:

By adding Reviews Schema to your website, you may end up with star ratings on your results: search snippet for Lake Placid Hotels







Event Schema can result in this type of search results:

Event Schema results in search engine

Product schema can result is rich snippets like this:

product schema results in search engine

Author Schema

Around the time schema emerged, author schema was a pretty big deal. Author schema allowed the author info to stand out in the search engines, and this could increase a website’s click through rate by over 30%! However, getting an author’s photo to show up in the search results seems to be a thing of the past.

Author Rich Snippet as a result of authorship schema in blog
By using the Author Snippet, Mannix Marketing’s blogs stand out in competitive search results and therefore get a higher click through rate.

What are the most popular types of Schema?

  • Person
  • Product
  • Event
  • Organization
  • Movie
  • Videos
  • Book
  • Recipes
  • Review

Where can I learn about Schema?

Schema.org is the official site: https://schema.org/
SEO Scout has a fabulous site: https://seoscout.com/tools/schema-generator
Structured Data Testing Tool: https://search.google.com/structured-data/testing-tool/u/0/
Google Webmaster Tools: https://support.google.com/webmasters/answer/3069489?hl=en
See what your competitors are doing – who is using Schema: http://sindice.com/

How can I get Schema added to my site?

Call Mannix Marketing (518) 743-9424 or fill out our contact form and get in touch with a Digital Marketing Strategist.

About Sara Mannix

Sara Mannix founded Mannix in 1996 with a goal to get clients found on the web through organic search engine optimization (SEO). The company now serves over 1500 clients worldwide and employs a team of 30 specialists, operating under the tagline "Success Measured." The tagline reflects the company's focus on measurable results for every client. This multifaceted company is an industry leader, specializing in organic SEO, conversion rate optimization, SEO-friendly website design, paid advertising (PPC). Mannix Marketing has two divisions, one side is focused on lead generation for nationally competitive businesses. The other side is focused on local businesses. Mannix has one of the largest portfolios of tourism and city guides in Upstate New York. These guides, (Albany.com, Saratoga.com, LakeGeorge.com, and Adirondack.net etc), reach over 10 million visitors a year. Corresponding social media profiles for the region extend this reach to millions every month.