Search Engine Optimization (SEO) can be used to structure data to deliver the most potent information on their web pages to search engines. Schema Markup is a common tool used by SEO strategists. It offers substantial opportunities to enhance a website’s rankings by assisting search engines to better comprehend a website’s content.
Google seldom updates internet marketers of supported features that allow sites to be presented as rich organic results. On the other hand, Schema.org is constantly increasing and fine-tuning its documentation of proper technique and procedures to utilize.
If that is not enough, newer Schema types allow you to use them to generate additional clicks to a page on a site through a single organic listing. There are three novel Schema variations that can be utilized to increase organic search traffic with appealing listing properties: FAQ Schema, How To Schema, and Q&A Schema.
Google states that FAQ Schema can be utilized for any web page that consists of a list of questions and answers about any specific topic. You can use the tool to show search engines that the structure of the content is in FAQ form.
FAQ Schema can really have a significant effect on organic listings. You can use FAQ Schema on your content to create results that rank extremely well among Search Engine Results Pages (SERP). It will also help your content capture a massive amount of vertical space on SERP.
The FAQ content must be completely congruent with the content displayed on the page. Failure to do so will lead to stringent measures taken by Google against your page. Moreover, FAQ Schema heightened content should not be used for advertising.
Risks of FAQ Schema
Now there is a downside to using FAQ Schema: if you add too much information to your content, those that search for the answers you have to offer may find them directly from the SERP. If so, click through rates for your web pages will drop significantly which could defeat the purpose of using the FAQ Schema tool.
The solution to the problem above is a thrilling FAQ Schema feature by Google which allows you to include support links and other HTML within the answers. By placing the links in the content, you can organically direct users to more than one relevant page on your website. This is particularly helpful in driving traffic from the FAQ to product and/or service pages on your site.
It is vital for you to note that the links you include should also be of value to the user. Any links you add need to be included in the page content surrounded by relevant context to ensure that the content in the FAQ page is completely congruent to the content on the article page you are directing them to.
HowTo Schema is a tool that can be used to improve instructional articles explaining ‘how to’ do something. On the other hand, Google still has rules about content that can or can’t be enhanced with HowTo Schema.
Violent or explicit content cannot be marked up with HowTo Schema and you can’t use it to advertise a product. You also have to mark up each step of the content.
Contrary to FAQ Schema, content in HowTo Schema cannot have external links. However, you can link the steps themselves using them as anchor text to pages in your site that correspond to the steps.
You can layout the content in HowTo Schema in two ways. The first consists of thumbnails for each step in the process. Users can click the thumbnails to be directed to that step on your page. The second layout includes using accordions to present the steps.
HowTo schema has the added advantage of being used for voice searches. When implementing HowTo Schema, it is crucial that you monitor the effect it has on your page impressions, clicks and rankings.
Q&A Schema is utilized for pages that comprise of a question and an avenue for users to respond to that question. The tool can only be applied to pages with a single question. If you cannot add your own answers to the question, FAQ Schema should be used instead as Google has a way to differentiate the two.
Q&A Schema is especially great for forums and online message boards where users ask questions and the community submits answers. You can use Q&A Schema to link URLs directly to each answer and improve user experience.
Blending Different Schema Types
The ability to blend the different Schema types is a very thrilling prospect. It can help you generate great results on the same page. You can use the Schema variations to generate stars, review counts, or other attributes in SERP.
Before blending the different Schema types first ensure it is applicable to your content especially for pages that already have other Schema types. Google could present several rich results for your page at once or change the appearance of your listing according to the query leading to a significant increase in your click through rate.
Risks of Implementing Schema
Google has very specific requirements about how to implement different Schema types. Failure to meet these requirements can lead to structured data manual action such as your content not being visible to Google users.
Use of Schema types can also reduce your click through rates if woefully implemented. Strategic use of individual or a mixture of Schema types is recommended. Interested in learning more about our SEO services?