Schema markup provides search engines with even more information about the pages on your site, such as what is available for sale and for how much, rather than leaving it open for interpretation by the spiders and algorithm.

Although Google does tend to be relatively accurate about the purpose of websites, schema markup can help minimize the potential for any mistakes. In a increasingly competitive digital ecosystem, brands do not want to leave themselves open to errors.

Schema has also been attracting attention because of its potential to help brands trying to gain extra attention on the SERP in the form of Quick Answers and other universal content. Brands that want events included in the new Google Events SERP feature, for example, should use schema to call the search engine’s attention to the event and its details.

Things to do to make sure your site has the correct level of schema markup:

  • Markup pages that have been optimized for Quick Answers and other rich answers
  • Markup any events you list on your page or transcripts for videos
  • Check for common schema errors including spelling errors, missing slashes, and incorrect capitalization
  • Use Google’s Structured Data Testing Tool to ensure the markup has been completed correctly