Search engine marketing is a highly complex field that you need to know all about if your business is going to be more successful. Schema and JSON-LD are just two of these concepts that you need to better understand to know how they can impact your website. The good news is that if you are struggling with these concepts, there are online marketing professionals that can explain them to you and help you see how important they are to your website.
The first thing that you should know is what schema actually is. This is semantic vocabulary or code that is used on your website as a way to help search engines bring back the most informative results for their users. While you may struggle with understanding it through its definition, you will definitely know what this means when you have completed a search on a website. For instance, say that you use Google to search for a local venue. It will sometimes popup with a link that has a short description about the venue as well as have a list of events that are coming up at the venue. Since the schema markup tells Google what your content means, this will create a better and more informative search result for the search engine users. In fact, these were created for the sole purpose of improving the search experience for users.
Your next question may be “why does it matter?” Schema markup can actually have a huge impact on your website’s search ranking. Search engines tend to favor websites with these markups, giving you a big advantage in rankings. There has been some research that shows business that use this technique will get a boost in rankings by at least 4 spots. This means that if your website uses schema markup, you end up with an incredible advantage over your competition that may not be utilizing this yet. It has yet to be seen if these huge boosts are as a direct result of schema markup or if it is just one of the many factors that are considered when search engines rank your website, but there is a correlation between schema markups and website rankings. There is some evidence that only around 1/3rd of websites use schema markups as of now, but this number will surely rise as people realize the benefits they will get from using it.
As a business, you need to gain every advantage that you possibly can over your competition. The best way to do this right now is to make sure that your website ranks higher than the websites of your competitors. People tend to pick from the first page of search results, especially the top few on the list, when they are looking for a specific product and service. This makes it even more important for you to do whatever you can in order to get at the top of the list of search results on sites like Google.