What is Schema?

You might be wondering what schema is. Schema.org refers to a sort of markup that your site can use in order to allow search engines, such as Google, Yahoo, and Bing to promote your site locally.

The concept behind Schema.org is that it helps search engines take a look into your business particulars and mark out content or substance available on the site, which will appear during searches. Different Schema is used for different topics or areas; for example, one Schema would be used for the business address, phone number, and name and another Schema would be used for customer testimonials or promotional videos.

Who is Schema For?

You might be pondering who or what Schema is for, are there any particular businesses or specialties required? Not really. As long as your business offers products or services and is considered a local business, you can and probably should, setup a Schema. Pretty much every business has a structured or properly formatted data markup; this data is what is needed to setup the Schema.

Making the NAP is just the start; this helps search engines filter out your location. However, it does not give the details of what services you provide or what you do. Marking up what you sell or which products you provide is your job. The better you do this, the better results you will get from the search engines.

How to Use Schema?

You need to first determine what the Schema’s goal will be in your business. Do you want to be noticeable in Google and other search engines or do you simply want to create a space on the Internet for the business that you have created (without much interest in being visible)? Depending on your intended outcome, your specifications will differ. The more specific and accurate your Schema is pertaining to the type of business and kind of services your business provides, the more likely you are to attract customers through the Internet.

Remember, it is crucial that you do not leave your Schema vague, it needs to be specific in order to generate the best results.

For example, something like ‘Local Business’ is too vague, you would need to select a specific type of business. You can utilize a Schema generator (for free) in order to generate a Schema blob or splotch for the business in hand. You can use the likes of: Raven Tools’ generator or MicrodataGenerator.com in order to markup the blobs.

Getting Started

It is essential to know how to start your Schema. Try to make the first line of your blob of Schema something that portrays your business. You can use MicrodataGenerator.org to create your Network Access Protection (NAP) blob.

There should be several common businesses listed; if you find one that portrays your business precisely, don’t hesitate to select it and then move on to making your own blob of NAP and putting it on the site. Once you have selected the group and made your own NAP, you can move on to the next step.

Fix the single code by specifying your business type then situate the entire block of code on each page of the site. Specifying your business will lead to the search engines bringing in customers who have needs closest to your business products.

Not Finding the Right Category?

If you are unable to find the right category to put your business under and you feel that the categories are just not specific enough, no need to panic. There are extra sites that you can use in order to fix this issue.

Use an extra Productontology, which is an ontology, to go to their website and get into the specifics. The site works wonderfully and helps you specify products or even services. It can be utilized additionally to aid in extending other schemas in order to become more specific. Basically, the process comprises of locating or finding the corresponding unit in Wikipedia, after which, using Productontology to generate an URI.

The steps are as follows:

If we were to make a Schema for something like a deli, the following is a general overview of the steps we would have to go through:

First, we log on to Wikipedia, after which, we need to get a hold of the Deli page.

Second, change it to a URI for Productontology. This is how it starts; http://www.productontology.org/id/. Then, taking Wikipedia’s URL, use the latter portion; http://en.wikipedia.org/wiki/Delicatessen, which is then inserted along with the URI for Productontology.

Third, for the deli, we get the complete Productontology URI: http://www.productontology.org/id/Delicatessen.

Fourth, include it with the markup. For this, use the “additionalType” option.

An Example

The following is an example of what a NAP code would look like for a beauty parlor that specialized in laser hair removal and is called “Specialized Removal” (hypothetically):

<div itemscope itemtype=”http://schema.org/HealthAndBeautyBusiness“>
<link itemprop=”additionalType” href=”http://www.productontology.org/doc/Laser_hair_removal” />
<span itemprop=”name”>Specialized Removal</span>
<div itemprop=”address” itemscope itemtype=”http://schema.org/PostalAddress”>
<span itemprop=”streetAddress”>96 Billiard Ave</span>
<span itemprop=”addressLocality”>South Ampletown</span>,
<span itemprop=”addressRegion”>VA</span>
<span itemprop=”postalCode”>70834</span>
<span itemprop=”telephone”>(408) 738-5690</span>

The Results

Even though initially setting up the right schema for the sake of your business might sound long, complicated, and maybe even unnecessary, it really is not. Once you get the hang of it and are able to set up the right schema, it can be your gateway to finding numerous customers both in your locality and those coming from further off. The Internet portal includes numerous customers and businesses in the 21st century which simply cannot progress without assistance from technology.

Having the right Schema will definitely pay off once the numbers start kicking in. All the while you will be left wondering why you didn’t choose and setup your own Schema from the onset of your business.

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