SEO On-Air: Structured Data

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In this episode, we cover:

Today, we are talking to Edward Ritter, the Founder of WP Suites, a value-driven digital agency with a core speciality in technical SEO.

In this episode, he will talk on structured data.

Stay tuned for the next podcast episode, where our guest, Bryan Shetsky, discusses SEO vs. SEM.

Show notes

[01:18-02:21] Can you tell us more about the origin of the schema markup? 

[02:33-05:28]  Does implementing schema improve online rankings? 

[07:30-13:03]  Can you explain the best practices for choosing the right schema for an e-commerce website?

[13:32-18:57] Which schema plugins do you recommend? 

[19:42-22:13]Can you debug some common myths surrounding rich snippets and schema markups? 

Show Notes Explanation

Hello everyone, this is Senthil. Welcome to another episode of SEO on-Air. Today we are going to talk about structured data, which is also known as semantic data that you add to your site to help search engines find your content easily. 

For all SEOs, it is important to implement structured data to reap more value.

 To speak more on this topic, we have Edward Ritter, the founder of WP Suites, a value-driven digital agency with a core speciality in technical SEO. Welcome to the show, Ed.

Time Stamp: 01:18-02:21

Can you tell us more about the origin of the schema markup? 

  • It was created in a collaboration between Google, Bing, Yahoo, and Yandex.
  • It was basically to organize information on your webpages.
  • Structured data is a great solution to organize data in a simple way for web crawlers to understand your content better. 

Time Stamp: 02:33-05:28

Does implementing schema improve online rankings? 

  • If you have a local business schema for your business, it helps Google understand your geography, your contact information, service information, and other essential information related to your business. 
  • That information in your schema markup matches the information in your Google My Business. That helps to keep your business information consistent. 
  • For other types of sites, it does help by organizing information on your page for Google and other search engines identify the information by referencing Wikipedia. 
  • There are also rich results that will show your e-commerce store rating and other details in the SERP and boost the CTR. 

Time Stamp: 07:30-13:03

Can you explain the best practices for choosing the right schema for an e-commerce website?

  • For an e-commerce store, you can utilize schema for listing product reviews, product availability, etc. so that they show up in the search results. 
  • People often click on the first listing on the SERP only to find out that the product they are searching for is out of stock. With the availability schema, you can tell people that the product is available on your site right from the SERP. 
  • You can utilize schema to enhance product descriptions, such as highlighting ingredients of a health supplement or an energy drink.

Time Stamp: 13:32-18:57

Which schema plugins do you recommend? 

  • I don’t think Yoast Rankmap or All in one SEO have enough specific schema. 
  • If you are on WordPress, I’ll recommend the Schema Pro plugin, it is one of the best plugins for schema on WordPress.
  • The other plugins I’ll recommend are Schema and Structured Data for WP, which is free, and for higher-end websites, I’ll suggest using Schema App.
  • Ensure whatever schema plugins you use supports your site properly. 

Time Stamp: 19:42-22:13

Can you debug some common myths surrounding rich snippets and schema markups? 

  • The difference between rich snippets and schema markup is just the terminology. 
  • Rich snippets are the result of schema markup. 
  • If you have video schema, you provide all the details related to it, which show up in the SERP as rich snippets. The same goes for the review schema. 
  • Google prefers the JSON code for structured data.
  • JSON code is structured and specific, so it’s a different piece of code from the actual HTML.
  • But essentially, it’s almost the same markup now as the regular code.
  • When you implement AMP for your webpages, ensure that you check the AMP plugin well because sometimes, depending on which AMP plugin you use, it can erase the schema on your standard site. 

Meet the speakers

Edward Ritter

Founder – WP Suites

Senthil Kumar

VP Marketing –
Stan Ventures