Schema Essentials with Jeannie Hill @essentialskill #vcbuzz

Despite popular belief, search engine optimization is not just about adding keywords and building links. It is mostly about making your site easy to understand to a machine, i.e. a search crawler.

The better you are at translating your site to crawlers, the more organic visibility they will be willing to give you.

One of the best ways to make your site content, purpose and structure understandable to a search crawler is to use schema.

Let’s talk about schema essentials and how schema helps your online visibility!

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About Jeannie Hill @essentialskill #vcbuzz

Jeannie Hill @essentialskill is an experienced organic and AdWords Optimization and Campaign Manager, marketing communications project manager, Accelerated Mobile Page Implementation, SEO copywriter, mobile website manager, web content management and leader with excellent client management skills.

Questions we discussed

Q1 How did you become a digital marketer? Please share your career story!

I started out in high school when my test scores said I should take up engineering. Smiling face with open mouth and smiling eyes First job was at corporate Hallmark Cards headquarters in Kansas City.

Q2 What is schema and why should we care?

10 million+ sites use schema markup to augment their SEO efforts. Top search engines like Google, Yahoo, Bing, and Yandex initially collaborated on the development of in 2011. Schema markups can create rich, extensible user experiences and give context to your content. If not there – your competiors are! Search engines rely on various methods to decipher how & when to display various structured data types. Schema empowers possibilities but leaves a lot of room for customization.

It’s really exciting how schema let’s businesses inform search engines of what’s most important to them. You can push out the content and details you want in ways that you want to to be represented in SERPs, including Knowledge Graphs.

Q3 Are there particular schema types you have found effective and when should we implement those?

So many sites may look great, and say just what the executives/someone want said in their language form, but fail to get found. It’s awesome when you’re hired and have a great team to move the needle. Schema can make a HUGE difference.

Q4 What are some structured data mistakes you saw being made again and again?

  • Schema is added to too thin pages
  • Spending too much time on schema markup that provides little benefit
  • Relying on many plugins which is prone to generating conflicts and unwanted schema errors
  • Lack of adherence to Google’s Guidelines for specific data types

Common Schema Mistakes:

  • Reacting too quickly to SERP fluctions before thorough testing and loosing gains that bounce back.
  • A lack of follow-up checks using schema audits to quickly identify updated schema requirements.
  • Manipulative efforts
  • Lack of relevancy

Q5 What are your favorite Schema and structured data tools?

Schema Tools:

  • Google Rich Results Testing Tool
  • InLinks via @Dixon_Jones let’s you modify schema
  • JSON-LD Generator by Hall Analysis
  • JSON-LD Schema Markup Generator by @jdflynn
  • Schema Markup Generator by @RankRanger
  • Schema App Tool @marthavanberkel

Definitly use @wordliftit – I have for years and love it!

Our previous Schema chats:


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