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    State of Digital Publishing Logo
    Publisher SEO Course Chapter 2: Technical SEO Schema
    5

    Schema

    Schema
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    Learning Objectives

    After going through this guide, you should be able to add schema to your articles to improve Google’s ability to comprehend your website.

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    16:57

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    2.5.1 What Is Schema?

    Schema markup is code or structured data that helps search engines more easily classify and display a page’s contents.

    There is an unfathomable amount of data on the internet, complicating search engines’ ability to provide the ideal search results for their users. In response to this challenge, search giants Google, Bing, Yahoo! and Yandex collaborated to create schema markup, which allows publishers to better communicate their content to the search engines.

    Common examples of schema markup include:

    • Rich reviews
    • Snippets
    • Events
    • Carousels
    • Recipes
    • Breadcrumbs
    • FAQs
    • How-Tos

    If you were looking for a recipe for Chicken Tikka Masala on Google, wouldn’t you be more likely to click on a link that mentions the cooking time, has a snippet of ingredients as well as a user rating?

    Schema allows search engines to display your web page in the rich-content format. See the below example to see what we mean.

    Upgrade to a premium plan to access the content.

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    5

    Schema

    See more

    1

    Design and Layout

    2

    Site Architecture

    3

    Page Experience

    4

    News Sitemap

    6

    Crawl Speed and Frequency

    7

    Links to Sponsored and User-Generated Content

    8

    Google Publisher Center

    9

    Bing News PubHub

    10

    Ads, Popups and Best Practices

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    STATE OF DIGITAL PUBLISHING – COPYRIGHT 2023

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    PUBLISHERS, THESE 20+ TOOLS WILL SUPERCHARGE YOUR GROWTH

    Subscribe to our newsletter and receive the ultimate list of smart technologies and free resources to boost your publisher SEO and content efforts.

    Join 3,000+ publishers around the world and get exclusive tips and resources delivered to your inbox.

    Being a part of the SODP Community has made a real impact on my problem-solving at work. From bouncing off paywalls solution ideas to thinking about an SEO strategy for my paywall, it’s the most value-adding professional community I’m a part of.

    Yvette Dimiri, Head of Growth, Stears