Today, digital marketers and SEO agencies adapt to various strategies to optimize the web contents they’re handling. However, digital marketing is crucial and it requires more than just having “a well-curated site” or producing “mind-blowing content.”
You may already know about social media marketing, content marketing, or influencer marketing. But one strategy that’s deemed effective in optimizing content and increasing your E-A-T is schema markup. In this post, we’ll be learning how to maximize your schema markup to boost your website’s E-A-T.
What is Schema Markup?
Schema markup refers to codes that you can integrate into your website to aid search engines in yielding more informative results for users. It’s attached to your HTML to improve how search engines read and represent your page in SERPs or Search Engine Results Pages.
How Can Schema Markup Increase E-A-T?
However different their definition and functions may be, the right integration of schema markup would lead to an escalation of your E-A-T. Take note of these various types of schema markup and property that help increase your E-A-T, and integrate them on your website.
1. Person Schema Markup
You know how job-seekers have to show their credentials and expertise to their potential employers so their chances of getting hired might be high?
That particular principle is also applicable to the strategy of increasing your E-A-T. To increase your E-A-T, you need to communicate your expertise and authoritativeness to various search engines, and you can do it by using the person schema.
The person markup includes numerous choices of properties that could be listed on your page to yield context about you, many of which strongly support the E-A-T. The choices include the award, brand, affiliation, alumniOf, honorificPrefix, honorificSuffix, hasCredential, sameAs, jobTitle, and many more. Your biography page is a great page to feature the person schema.
2. Organization Schema Markup
Organization schema is, without any questions, one of the best schema types to back-up your E-A-T efforts. It supports generating brand signs that could improve your website snippet presence in SERPs and your Knowledge Graph entry.
This schema type brings various properties that could provide further details regarding your brand. These properties include but aren’t limited to address, founder, foundingDate, duns, hasCredential, parentOrganization, memberOf, and knowsAbout. You may include these pieces of information on your “Contact Us” or “About Us” page. Always ensure to mark up your page accordingly!
3. Article Schema Markup
If you’ve ever seen content like news articles or blog posts on Google News and article search suggestions, the article schema markup is being utilized.
You can choose between BlogPosting or NewsArticle schema, depending on your content.
The pre-requisite properties for the article schema markup are image, headline, and datePublished.
4. Product Schema Markup
If you’re engaging in e-Commerce, the product schema markup is the best option for you. Structured data for product pages aid search engines in understanding the purpose and content of the web page where the products are listed.
But always remember to fill in the fields that would strengthen your company’s reputation, include proof of your expertise or authority, and ask for reviews from famous people.
Say your page is selling fashion accessories and makeup products. Structured data will communicate to the search engines that they’re on-sale products relevant to the phrase or question that the user typed in.
This schema markup serves business pages on a whole new level by bringing in more interested customers to their web page.
5. ReviewedBy Schema Property
Another schema property that’s highly efficient in increasing your site’s E-A-T is the “reviewedBy.” Don’t miss out on this property because it’s best for exhibiting your website’s great E-A-T. We trust almost anything reviewed or recommended by experts, don’t we?
To increase your E-A-T, ask experts to post their reviews and display their names on your webpage for proof and accuracy. Employing this property is an effective strategy if you or your authors lack a strong online presence, but your reviewers have a popular online presence and are true experts in a certain niche.
6. Author Schema Property
“Author” is a schema property that you can utilize for whatever schema type as long as it falls under the Review or Creative Work classification.
The author schema property should be used as a markup for your byline on web content or blog post. The schema type for this property is either organization schema or person schema. If your site posts content for the company, you must list yourself as an organization and not a person.
7. Citations Schema Property
Citation is a type of schema property that you can use to list down articles, creative works, or other publications that your content cites or links to. By applying this property, you’re showing search engines that you’re referencing from reliable and authoritative sources.
Additionally, creating a list of citations in the schema markup may position your business relative to other brands that you associate with. In return, this technique can most likely provide the search engine with quality information that you’re trustworthy and credible online.
Why is Using Schema Markup Important?
One thing’s for sure: marketers won’t be making all the buzz if schema markup wasn’t making an impact on their E-A-T. Now that you already know the what’s and the how’s of schema markup and its effect on your E-A-T, it’s essential that you also understand the why. Why is schema markup crucial, particularly its role in boosting your E-A-T?
The following are the benefits of using schema markup to help your website gain visibility, conversion, and traffic by building its expertise, authority, and trust:
- Schema markup curates your site to make it more engaging, informative, attractive, and trustworthy in SERPs.
- Through schema markup, you can display your credentials, necessary information, and expert reviewers; hence, making your site more authoritative and trustworthy.
- It helps define the content to strengthen the search engines’ likelihood of pairing your content to relevant user queries.
- Because it increases your E-A-T, it will then increase your number of conversions. Once you’ve established your expertise, authority, and trust, users will be drawn to convert.
It’s exciting to know that there are multiple schema markups and properties that your business can use for your marketing strategies.
The challenge lies in determining which one could effectively skyrocket your E-A-T and give you the online visibility and trust that you desire. However, with determination, sufficient knowledge, and the right mindset, you’ll eventually experience your E-A-T increase.
Now that you have an idea as to how schema markup could increase your E-A-T, it’s time that you put it into practice. Use this strategy to your advantage, and see optimal results in no time.
Before joining the team at Ethical Digital, Izaias built a successful SEO agency in São Paolo, Brazil. With over twelve years of experience providing data-driven SEO, he has worked with businesses of all sizes – from SMBs to Fortune 500 companies. After selling his business to travel the world with his wife, “The SEO Hustler” has been helping companies in more than 15 countries and 6 languages thrive in the digital and search world.