'Inbound & Down' S03 E07: How to use Schema Markup to Boost Your SEO

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On this episode of 'Inbound & Down,' co-hosts Jon Sasala and Danielle Esposito discuss schema tags, and share a template for adding schema to HubSpot sites.


Every employee at Morey Creative Studios has vowed to stick to their New Year's resolutions for 2018. For Jon Sasala, our creative director, this was figuring out how to implement schema on a sitewide basis for all our clients—and so we did!

Consequently, of course, we'd follow up this accomplishment with a podcast episode sharing all we've learned!

What is Schema?

Also referred to as microdata or structured data markup, schema is the result of a collaboration between tech giants Google, Bing, Yandex and Yahoo! to create a standardized library of terms that all people can utilize. It's a specific vocabulary of tags (or microdata) that can be added to the HTML of websites to declare your site's data to search engines. These tags help search engines better understand the site's content, which assists in delivering the best results possible.

"There are two different ways that you can apply schema or structured data markup," explains Sasala. "One is sitewide, because there are certain things that are consistent on every page on the website... Then there are item-specific declarations that you should be making."

Sitewide tags include your company's name and address, while more specific tags are added to particular pages containing more unique items. For example: If you have a blog post that has a podcast, you can add tags to communicate to search engines who the hosts are, what the topic is, and much more.

Though adding schema to your sites may be time-consuming, it's well worth it. According to a study by global search and content performance provider platform Searchmetrics, pages containing Schema.org markup rank better by an average of four positions when compared to those without. Search results with rich snippets created using Schema may also have a higher click-through rate.

If you're a HubSpot agency or manage your site on the platform and want to add schema tags, Jon has created a template for sitewide and blog-wide schema to simply copy and paste into your HTML.

Key Takeaways From This Episode:

  • Schema is microdata you can add to your site to help search engines crawl each page and better understand the content.
  • Schema can help increase your search engine rankings and improve your click-through rates.
  • If you want to add schema tags to your HubSpot sites, we've put together a template, so you don't have to!


Questions about schema? Comment below, or email us at inbound@moreycreative.com.