Don’t Be Scared of Schema

Perhaps the biggest battle for any website is to appear higher in search engine ratings meaning that it appears near the top of any search, be it from a laptop, tablet or smart phone. There are lots of ways to do this, all with varying degrees of success. One that may seem a little intimidating to use but that has real concrete results is the Schema markup. But what is it and why should your business use it?

Understanding Schema

When you submit information to a search engine, it can appear in a variety of ways. When you search for something and see a neat little box with a quality image, additional information about the site and even things like customer ratings or associated keywords, then this is what is called a ‘rich snippet’. To create these snippets, you need to use a special markup that adds extra details to the basic text for a search result.

Rich snippets not only tell the search engine who the business is but also what it does, information about products or services offered, possibly even information about where the business is. Because it has an attractive format and images, it is also more clickable and therefore more likely to catch the eye of the person doing the search.

Avoiding confusion

Using Schema markup can be hugely beneficial in ensuring your business is found and for the right reasons. Let’s take the search term ‘avatar’ used by Schema themselves to describe what their system does. If you searched for ‘avatar’ you could get results about the film, about an avatar in a game or a profile picture. All of these are relevant to avatar but if you just wanted to search for something about the movie, you would have to plough through these to figure out which one you wanted.

On the other hand, if the makers of the film used Schema markup, the movie poster would appear next to their listing along with information about the film, the stars even a rating from when it was at the cinema. All of these things would catch the eye of the searcher and let them know that this was the result they require.

Why use Schema?

So what kind of businesses and what kind of content can benefit from using Schema markup? The list is quite extensive and includes everything from local businesses, restaurants and pubs, software applications, events and products. It is used for TV episodes including their ratings, book and movie reviews and also to showcase articles.

As well as creating a more attractive snippet to attract attention, Schema also appears higher in SERPs than those without it. In fact, some studies say it could be as much as four positions higher with the use of Schema than without it, although these ratings are as variable as anything else in search results.

Finally, the amount of tools available mean that grabbing these advantages is relatively simple – as the system was created with the likes to Google, there are tools such as the Structured Data Markup Helper and the MozBar can all create Scheme markup to replace standard HTML at the touch of a button.


Why You Need SEO

The online world has helped millions of companies grow their business thanks to its ease of use and accessibility. Search engines are able to give visitors details regarding a plethora of different companies all offering services the visitor is looking for. But in order to be listed within the search results, the right kind of search engine optimisation needs to be carried out.

SEO Agency Solutions

Search engine optimisation, also known as SEO, is a practice that helps a website demonstrate its relevance to search engines like Google for specific search terms, by ensuring a number of factors are taken into account. These factors can include keywords associated with the business, on-page factors such as image size and meta tags and the number of reputable links to the website from other websites.

Selecting the Right Kind of SEO

When a business considers which company they should work with to improve their Search Engine Optimisation, it’s worth considering a number of points. It can be tempting to go with an individual or organisation that promises a lot for very little, but if it seems too good to be true, then it normally is.

Although anyone offering SEO at a cheap price may promise a certain number of social network followers and backlinks, it is unlikely that these links will be the quality required to improve  rankings – and worse they may even be detrimental to a business’s attempts to rank better. Unnatural and spammy backlinks will do nothing to help a company in search engine results.

A business also needs to ensure it is ranking for the most relevant keywords. Some keywords are more competitive than others, so it can be beneficial for a business to research what keywords they are realistically able to rank for. While they may not be the ‘marquee’ keywords your business is hoping to rank for, choosing less competitve terms can mean easier/quicker rankings, which can mean that a healthier stream traffic is being driven your website, which in turn can convert more customers over the long run.

Instilling SEO as Part of Your Business

Not everyone has the time to focus on SEO and run a business, so it makes sense to look to work with a company that can provide the right kind of SEO for a business. The best SEO agency London businesses can work with is one that is able to offer tailor-made solutions to help businesses move up in the rankings – but for the right terms to drive traffic, enquires and sales.

More and more people use search engines to find the services and products they’re looking for, as such, a company needs to ensure that that it has the best possible presence in the search results in order to grow its business online.

A good agency is able to adapt to each client and develop an approach to suit their specific needs. For example, a local plumber may require different SEO services to that of a national finance company, as it is likely the optimisation will be more locally-focused.

Customers will also be advised as to whether there are any issues in relation to their business website that could be stopping them from ranking for relevant search terms. The right provider will offer honest and transparent advice as to whether these issues can be overcome, and what will need to be done in order to achieve this.