Schema Markup (also known as Structured Data) is a form of code that helps search engines understand the content of your web pages and award your page with the enhanced result called rich results on the search engine results page.
Schema Markup has been around since 2011. Since 2019, it’s been gaining significance and is now considered a must-do SEO strategy. As organizations strive to differentiate themselves from other businesses in their market, Schema Markup provides a measurable way to gain traction over the competition.
Schema Markup is a great way to make your content stand out on the search engine results page as a rich result, but implementing an advanced SEO strategy is often challenging, and costly. If your organization manages a sizeable website or multiple domains, deploying Schema Markup becomes an even more complex process.
Fortunately, you can overcome the challenges of managing Schema Markup by partnering with Schema App. Our team provides an end-to-end Schema Markup solution that is designed to accelerate the implementation process and and maximize the return of adopting this advanced SEO strategy.
Not sure if Schema App’s end-to-end Schema Markup solution is right for your organization? Here are four distinct benefits of our Schema Markup solution:
Benefit 1: Ability to Manage Schema Markup at Scale
Managing your Schema Markup on a page-by-page basis is already tough as it is. Such an approach is not nearly scalable enough to facilitate implementation across a large-scale site.
For instance, let’s say that you wanted to add FAQ Schema Markup to all of your company’s location pages. To accomplish this, you would have to write code for each page, then add it to the individual pages manually. If you change the content on your page, you’ll also need to go back and update the Schema Markup to avoid Schema Drift.
Conversely, as a Schema App client, you would gain access to our Schema App platform, including our Highlighter. With our Highlighter, users can create Schema Markup templates for pages with similar layouts (i.e. blogs, location pages, etc.) and then use those templates to rapidly deploy markup to all alike pages.
Every Schema App client is also assigned a dedicated Customer Success Manager who would help to create the Schema Markup templates on the Highlighter. Once the templates are created and published, the Schema Markup will be dynamically generated and deployed based on the content on your page. Your SEO team can also make changes to your Schema Markup without worrying about the risk of manual coding errors.
When you create a new blog post for example, the Highlighter will automatically add the Schema Markup to the page if it fits the template. This avoids the need for teams to have to take the time to create Schema Markup for these new pages.
Benefit 2: Access to Schema Markup Experts
Schema Markup is essentially a language of its own. So while your SEO team undoubtedly understands the benefits of implementing Schema Markup, they are unlikely to become an expert in the subject due to the other responsibilities on their plate.
If your team is already stretched thin, tasking them with learning Schema Markup can be stressful and leave them feeling overwhelmed. By partnering with Schema App, you will have access to a dedicated Customer Success Manager (CSM).
Your Customer Success Manager is an extension of your SEO team and an expert in Schema Markup.
To start, your dedicated Customer Success Manager will create a customized Schema Markup strategy to fit your organization’s desired outcomes. Next, they will bring your strategy to life by setting up, authoring and deploying your Schema Markup on the Schema App platform.
As Schema Markup experts, your CSM will provide guidance on content recommendations and improvements to your Schema Markup strategy during your monthly High Touch Support hour. This ensures that you maximize your return from our tools and services.
Here’s what our customer, Laura Losito from Sonova, has to say about their Customer Success Manager.
Our customer success manager is very responsive and helpful whenever we find errors in Google Search Console or see a decline in certain metrics. She’s always able to assist and willing to investigate the issue and provide explanations or solutions.
Read the Sonova Audiological Care Business case study to learn more about the value and services provided by a Schema App Customer Success Manager.
Benefit 3: Reduce Dependency on IT and Increased Agility
One of the primary reasons that enterprises struggle to implement an effective Schema Markup strategy is the limited bandwidth on their IT team.
In order to deploy and update the markup, SEO teams often require support from IT. If the IT team has other business priorities, the creation and implementation of the Schema Markup will be delayed.
With our Schema App platform and Customer Success team, your SEO team can operate with more agility. After the initial integration process, your SEO team can rely on their Schema App Customer Success Manager to make any updates to the markup using our Editor or Highlighter tool.
They’ll no longer require the assistance of the IT team to implement and manage their Schema Markup strategy.
Ultimately, that will prevent markup implementation delays and help your SEO staff manage your new strategy more effectively.
Benefit 4: Measurable ROI
According to a 2021 survey, 84% of marketing professionals feel pressured to demonstrate their ROI to justify marketing spending, and while paid digital advertising offers an easy-to-measure ROI, the results are often lackluster.
Measuring the ROI of SEO is considered extremely difficult, but SEO is widely viewed as one of the most effective marketing tactics.
Schema Markup offers a perfect balance between the two, as you can clearly measure the impact of it on your business objectives and achieve an exceptional ROI.
When you incorporate Schema Markup on your site, you will start achieving rich results on Google’s search engine results pages (SERPs). Results of rich results can be measured through Google Search Console as well as our Schema Performance Analytics platform. By accessing Schema App’s Schema Performance Analytics, you can view detailed reports about the impressions and clicks that you generate from those rich results.
One of the reports in Schema Performance Analytics shows the click through rate (CTR) for a URL or group of URLs when it achieves a rich result and when it does not achieve the rich result. Most often, URLs with rich results yield a higher click through rate, and contributes to higher conversion.
By using these ROI measurement methods, Schema App clients can see a positive return on their work with Schema App. Read our customer stories to see how we’ve helped clients across different industries gain measurable results from implementing Schema App.
Schema App: The Ideal Solution for Schema Markup Management
Our Schema Markup solution can help you accelerate your Schema Markup, provide measurable results, and yield a strong ROI. Our clients, like SAP, CAPREIT, Sonova, and AdventHealth have all seen significant growth in organic traffic through our Schema App solution.
If you need help implementing a sophisticated Schema Markup strategy at scale, we can help. Get in touch with us today.
Ready to implement a sophisticated Schema Markup strategy at scale?
Martha is the CEO and co-founder of Schema App. Schema App is an end-to-end Schema Markup solution that helps enterprise SEO teams create, deploy and manage Schema Markup to stand out in search. She is an active member of the search engine optimization community, and the work that she does through Schema App is helping brands from all over the world improve their organic search performance.