Comprehensive Guide to Schema Markup – Enhance Your Search Engine Presence

Comprehensive Guide to Schema Markup – Enhance Your Search Engine Presence


Many websites with good content are hurt in ranking, thanks to their poor representation in the search results. Various search engine study suggest that first position for a keyword gets an average 33% of the traffic, while number two and three gets 18% and 11% respectively. If you are  experiencing a poor CTR, Google’s Rankbrain algorithm will push you down further as your competitor wins your ranking. 

What is a Schema Markup?

Schema Mark-up is a structured way to present your information to search engines. By just putting an additional tag to your HTML, you can help search engines understand, organize and present the information in a better way. it increases your chances of appearing in rich snippets which is the new way of representing information on google.

Off late, Google search is getting richer with focus on answering maximum queries on the platform itself (As opposed to sending traffic to your website.) is a collaborative effort of Google, Bing, Yahoo and Yandex browser. The structured data helps search engine understand the meaning of your content. You tell the search engine that the word Titanic on your page represents the famous movie, that J k. Rowling is the author of Harry Potter Series, that Oracle is an Organization. This helps search engine align your content with the searcher intent.

Facts about Schema Mark-up

  • Over 25% Google search results has rich snippets. Adding Structured data increases your chances of appearing in rich snippet.
  • Only .3 percent websites use schema mark-up as of now.
  • The most common schema mark-up is breadcrumb and article.
  • has a huge library, you can mark almost anything in schema.

Benefits of using Schema Mark-up

  • Your content is better understood by search engines.
  • You can appear for in-depth articles and Google news.
  • The position zero is the new top – your chances of appearing in knowledge graph becomes high.
  • Google will consider your website for rich snippets.
  • You can appear in google answer box
  • Google voice assistant can use the searchable information using voice, you can appear for voice search as well.
  • By using the video tag, you can help google rank your video in search results
  • Google shopping feed requires microdata to pick information from your page.
  • Structured data helps better representation of your website on social media
  • If you are using a chatbot, schema mark-up can help chatbots interpret the information on your website.

Start with Google AnswerBox

Google Answer box is the prominent knowledge Graph Item. Appearing in Google answer box does not require schema markup. Types of answer box results

  1. Paragraphs
    Paragraph type responses are prominent, they appear for 80% of answer box. Its easiest to rank for, any straightforward answer to a 
  2. Lists
  3. Tables

Here are some facts about Answerbox you should know. 

  • Google picks answers from the high authority websites in their niche.
  • Just like search results, the place is dynamic 
  • You need not be in top three or top 10 to appear in Answerbox, even websites with lower ranking can get the zero position. 

Steps to appear in Google answer box 

  • Prepare a list of queries for which Google Answerbox appears. 
  • Answer the queries in your content. 
  • You can add an FAQs session on your page to keep the format and the terms. 
  • Matching the query format and the exact sequence increases your chance. 
  • Add a logical and to  the point answer. 

How to drive clicks from answer box
Google shows 100 words in the Answerbox, if your paragraph is longer and truncated, your will get clicks from people looking for complete answer. If your answer appears in a list format and has more than 6 bullets, user will click on the link to get complete list. Check this quick guide to answerbox or the Whiteboard Friday on Google answerbox to learn more. 

How to add Schema Mark-up to your website

You can add Schema Mark up using different methods.

  • Via Google Schema Mark up Helper
  • With WordPress Plugin
  • Add schema mark-up using Google search console
  • Add Schema mark up using Google tag manager

Add Schema markup Using Google Structured data Markup Helper –
Open Structured Data Markup Helper 

Google Structured data markup helperSelect the type of markup you want to add and enter the URL to start tagging. 
On the next screen, select the fields you want to tag. 

Google Structured data markup screen

Once you are done with tagging, generate HTML and post inside the header tag of your page. 

How to add Schema Markup with WordPress Plugin 
Install the Plugin All in one Schema Markup

Schema Markup Do’s and don’ts

  • Mark as much content as you can
  • Follow Google’s guidelines for Structured Data.
  • Check competitor mark ups with free tools
  • Do not mark hidden content
  • Do Not Mark in Wrong Category
  • Mark Valuable content only

Schema Markup FAQs

How do you markup a schema?
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Does Yoast Plugin do schema?
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What is local schema markup?
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How do I create a rich snippet for my website?
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What does schema markup do?
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What is an example of a schema?
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What is wordpress schema?
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How do I add rich snippets to WordPress?
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How do I add a schema org to my website?
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How do I add a schema org to my website?
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What is rich snippet SEO?
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What is HTML schema?
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Where do I enter rich snippet code?
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How do I add a schema in WordPress?
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Put your email list to innovative use


Having an engaged and valid email list can be a great asset if you know how to use it. Here are some innovative ways to engage your audience

Re-target Your email list – Reach Outside inbox

You can reach out to your email list without sending them an email. Add your email list to your most relevant retargeting campaign on Facebook, LinkedIn, Google Display ad. You can reach out to over 60% of your subscribers with a well crafted retargeting campaign.

Appear on Top of inbox without sending email

Start using Gmail inbox ads offered by Google. You can be on top of the Gmail promotions tab without sending an email. Create a retargeting Gmail campaign to reach out to your email audience. Since its a paid campaign, you need to see what you are promoting.

Cross-Promotion and Partnerships

You can collaborate with people in your shoulder niches (Targeting similar demographic with a different product)

Learn The fundamentals of Sending Email



Learn Google Postmaster

Worried about email landing in promotion or spam? You need to earn the trust of Google. Any promotional campaign would naturally lend in promotions tab (That’s what it meant for), but your regular, educational and transactional content should make it to the primary tab. You can use multiple email addresses for different purposes.

Track email engagement

Email engagement is not limited to open rates. How many of your email subscribers are regular readers, what percentages of them clicks on the link. How they interact with your email over a period of time decides the importance and hierarchy of your email in their inbox.

Understand how Spam Filter works

Spam filters are constantly updated to fight the latest spam technique, they have a unique algorithm and machine learning to constantly update content and reputation metrics which keeps spammers at bay. As a marketer you need not master the spam filter. There is no trick to surpass the filters either, but understanding some basic traps help you stay in good books. As a user you will appreciate the effort and investment email service provider put to keep your inbox spam free. The spam filters are entrusted to deliver important transactional emails in your inbox without fail. They also need to keep your inbox spam free. A small error on either side hurt the entire email ecosystem.

Desirability is another important factor. Mailbox providers calculate engagement based on multiple signals. Metrics like read rate, response rate, forward rate are positive metrics. Spam complaints delete before reading, or not opening at all is negative signal.

Gmail Tabs (Primary, Promotions)

90% of your email list will be Gmail users. By understanding how gmail categorizes the email messages helps in getting the right message in the right tab.

Be innovative with your automated Sequence

Most email marketing software would sell automated sequence as one stop shop for customer engagement. In fact, they would like you to see this as their USP. In reality the reader would be bored of a sequence very quickly. The real success of an email sequence lies in your email copy and your ability to keep the reader curious. The answer is in your content not in the technology.

Learn Advance Segmentation

Not every message is meant for everyone. Your reader/customer are at different stages of their buyer journey. Use segmentation techniques to bifurcate your email lists in to several categories such as buyers, repeat buyers, subscribers, people consuming free content and your competitors.

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