You will hardly be surprised that about 75% of user clicks are on the first three urls in the SERP list. The buyer opens a search engine to quickly get an answer to his question, so he does not intend to scroll down the final page. At the same time, the choice of device and smartphone does not affect user behavior.
But we are interested in the other side of reality. Since the requirement to increase attendance is on the task list, you need to pay special attention to this. Now you can move on to the main thing – schema org, markup and how it affects the conversion of site pages.
Header markup seems not to be the most important component, because the metric is not actually checked by the Google system. But it’s too early to talk about uselessness. It is worth using micro-markup with symbols, because they contain:
Microdata for news is not as important as for other types of publications. But it is worth spending a little time preparing the description. You will use it for promotion. To get more features, you can use special services – schema.org.
The catalog includes many schemes for the correct placement of markup on pages with text, images or recipes. In addition to schemes, the service offers two popular code formats to try. So, the user makes a choice between microdata and JSON-LD.
Marking up the data on the page using the method is listed as preferred in the Google help menu. But the use of schema org in combination with this schema is not always a priority. Choose the JSON-LD code format for the following topics:
JavaScript Object Notation for Linked Data is the full name of microdata. Codes are limited to script tags in the first section of the markup (head). The syntax is placed inside curly braces in the form of a key and its value. The article posted in the section describes the individual properties of the elements.
Microdata consists of only two factors: a dictionary and the type of the element being described. You can choose any dictionary, including the one offered by the schema catalog Schema.org.
The schema microdata clause allows you to select this code format for texts that are not included in the previous list. As the name suggests, Microdata contains information about an element. For example, «itemscope» tells the algorithms that there is an element in the article, and the «itemtype» attribute defines its type.
The list of tags is quite large, but in practice it is not difficult to hone your skills. The following are usually used:
You can create code in several steps: first, indicate the type of element and its presence, and then describe the properties. Sometimes it may be necessary to add some tags to the “head” section. This is usually done when using WordPress.
The quality of materials is assessed according to the YMYL scheme (“your money or your life”). This is a common type of content for commercial pages because the seller’s offer involves a solution to some problem. The search algorithm evaluates compliance with the requirements in the presence of markup.
Micromarking for the author of the article indicates the authorship and expertise of the opinion. Now E-E-A-T has the leading role: experience, expertise, credibility and reliability. Using such content, it is necessary to note the author himself and the expert who assessed the reliability of the information.
Micro-markup for blogposting and other categories of texts is reflected in the promotion results, which are indicated in the counter. The absence of tags and attributes will lead to the disappearance of snippets (a short description of the content) and a decrease in traffic.
These effects are interrelated. Lack of explanation makes the site less attractive in the eyes of users. For them, there is no value and the reason to open and go to the page disappears.
To familiarize yourself with the schema org directory, use the answers on how to use the suggested schemas. The instruction contains a description of the methods of application and illustrative examples for the correct preparation of micromarking and a list of “breadcrumbs”. This greatly simplifies the work with the text and improves ranking.
