Insight & expertise


By Unknown, blog post 12/04/2012

We have talked about Rich Snippets on the Strategy blog once before – but what we didn’t tell you is how to do it. Schema.org is the answer to that question.

Currently, there are many ways of creating websites and implementing your content within them. But not all of the current ways are easily read by the search engines. This is where schema comes in. Schema tags are all about helping users find the right websites. And if your site has these schema tags, it makes it easier for the search engines to know why yours is that right website.

What You See and What You Get

Take a page from your website; you have titles, pictures, descriptions and all other manner of data. You may know exactly how it all fits together and what it all means, but how you, or your customers, see your website is very different to how it is seen by a search engine.


And because a search engine does not read all of the elements of your website as a person would, schema has been introduced.

Schemas are essentially HTML tags that you can use to accurately describe elements of your website to ensure they appear correctly in search results.

You may already have seen HTML tags on websites showing information about the page such as a title <h1>Table</h1> which would tell the browser to display the text included within the HTML as the main heading.

This HTML tag, however, does not tell the browser about any of the attributes that the word carries – only how to format it. So we wouldn’t know whether <h1>Table</h1> was referencing a table of data, or an actual wooden table.

By adding in schema, we are able to correctly tag what kind of table it is. None of this code is visible on the site to your visitors, but just by having this extra information in, you can be sure that visitors who click on that link are more likely to do so because they are looking for that exact kind of table.

This can lead to a lower bounce rate and a higher conversion rate!

So why not take a look at schema.org and see how you can make your site more relevant.