Intro to Schema Markup and Rich Snippets

The Key to Standing Out

It doesn’t matter what type of site you’re running, everyone wants to be noticed on the web. That’s why people create websites in the first place, right? To get discovered and be the next big thing that everyone is talking about! Schema markup and rich snippets can be the key that makes your site stand out in a google search. The reality is that there are thousands and thousands of websites that don’t stand out. Even the best site with the best content could get swept under the rug. This is why schema markup is so important. Before I dive into that, let’s back up a bit and talk about search engine optimization… 

SEO Overview

We have previously written an extensive post on SEO, so I will not go too far into depth on all the ins and outs here. In short, SEO works by crawling the web and indexing everything it finds. This index is then used by search engines to analyze the data given, determine what content is considered “most relevant” to the term that is being searched, and then from that provide a ranking. When it comes to optimal SEO, good content (lots of good content) along with lots of reputable links to your site are two major keys. So how does schema fit into this? Schema is what makes you stand out in a search list. In essence, SEO works to get you noticed by search engines, and schema works to get you noticed by people. Let’s talk more about this…

What is Schema?

You know when you do a Google search and you see results for websites that have images and rankings with them? Like these:

Those are called rich snippets and they are generated by a process called schema markup. With ratings, images, and key info (i.e. pricing, cook time, reviews, etc.), your site has a much higher chance of getting clicked. One thing to make clear is that schema does not necessarily improve your SEO. At least not as of right now. What it does is it improve is your rich snippets, making your site look much more appealing from a google search. It also makes it easier for search engines to categorize your site’s content. So while search engines are indexing your site (SEO), the schema markup gives the search engines a better context for what your content means.

How to add Schema

If you’re using a well-coded WordPress theme, you’re in luck! Schema markup is now built into the code of most up-to-date themes. This includes all Kadence themes! What does that mean? Essentially, the code markup tells search engines which part of the content is the header and which is the main content and so on. It will differentiate posts from products, and pull key information such as pricing and reviews. This is all based on the micro formatting that is built directly into the code. As I stated above, most well-coded themes have implemented schema markup for standard posts, and WooCommerce has it integrated for products. For most people, this means you don’t need to do anything. Just sit back knowing schema is helping to get you noticed in search results.

Adding Custom Schema

For some sites, more work is required to get the rich snippet results you need for the type of content you have. For example, if you’re adding recipes then using rich snippets specifically for recipes is very important. An easy way to handle this is to use a recipe specific plugin like WP Recipe Maker. But let’s say you need to add some custom rich snippet data to a page or post. For this, you can use a plugin like All In One Schema Rich Snippets. Once you have installed and activated the plugin, you can adjust the configurations within the plugin settings. You will also find settings to customize the font colors of your rich snippets to ensure they are in sync with the style of your site.

 Next, in your edit page/post you will find a “Configure Rich Snippet” tab where you can select what the post is about, and customize the rich snippet for that individual page/post.