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.


About NLP London

NLP London is all about providing you with the best possible guidance on how to get the Google Rankings that your website deserves.

A lot of the content you will find will provide you with hints, tips and recommendations on how to get your London based business a fantastic SEO strategy that will help you stand out from the crowd.

There are a lot of digital marketing techniques that you will be able to carry out yourself and, with the help of the advice on this site, some great organisation skills and top-notch research, you might be able to successfully implement an excellent SEO strategy that does the trick perfectly.

However, not everyone has the time or inclination to delve into the world of SEO and come up with a plan they can execute all by themselves, which is why it is also important for us to cover digital marketing agencies and what they have to offer.

Hiring a digital marketing agency effectively gives you a shortcut to the best possible strategy for your business and budget without too much input from you.

A good SEO agency, especially for London based businesses where competition can be extremely high for local seo rankings, will have a great deal of knowledge about the area and business needs.

They will be able to discuss and understand your business needs effectively and they will be able to implement tailor made strategies that help you decide what will work best for your business.

When hiring, it is important to get a feel for the company, ensure they are someone you are willing to work closely with and who will let you know what you really need if you go off track.

Beware of companies who can’t offer evidence of their results or offer you the number 1 spot on Google before they even know what your key terms are or what your business is all about.

Budget is also an interesting topic when it comes to marketing agencies as there can be vast difference in the cost of services and sometimes it isn’t always obvious to us exactly where our money is going and why the prices vary so much.

Here are a few words about the prices you are most likely to be charged when looking for top quality SEO services…


As well as budget, the length of time it can take to see results is often underestimated. The seo techniques with sticking power tend to take time but are the techniques that end up the most worthwhile to your business in the end.