What is Schema in Digital Marketing?

Learn all about digital marketing, we have built this glossary to help you understand everything to thrive in online marketing and promoting your website or business.

What is Schema
Schema, also known as Schema Markup, is a semantic vocabulary of tags and microdata that you can add to your HTML to improve the way search engines read and display your page in SERPs (Search Engine Results Pages). It helps the search engines understand and interpret your content accurately.
For instance, you can use schema to tell a search engine that specific data on your webpage is a product review, a recipe, or an upcoming event. This detailed information helps search engines display your content efficiently, and it can also enhance your webpage's visibility and click-through rates.
Notably, while schema doesn’t impact your rankings directly, it can influence factors that do. So, incorporating schema is an essential part of a holistic SEO strategy.
Schema's Role in Digital Marketing
With digital marketing becoming more competitive, standing out in crowded SERPs is a challenging task. Schema can help your pages appear more prominently in SERPs by providing more informative and attractive results.
Using Schema can lead to more click-throughs due to enhanced visibility. Additionally, it can help reduce bounce rates by qualifying clicks—people who click know exactly what they're getting, so they're more likely to stay.
Besides, Schema helps support local SEO efforts. If you’re a business that benefits from local search traffic, providing search engines with as much local-specific information as possible can help you outperform your competitors.
Schema Examples
Schema can significantly be applied in various situations to enhance your content's visibility. For instance, if you have a recipe blog, you can use Recipe schema to specify ingredients, cooking time, calories, and more.
If you run an ecommerce store, you can use Product schema to detail the product's price, availability, and reviews. This data is then shown in SERPs, helping your product listings stand out and enticing more users to click your link.
Similarly, local businesses can use Local Business schema to highlight their address, opening hours, and contact information, which can help to attract more local customers.