If you have questions on using schema, read this article by .
Here's a thread with a little summary.
Why use structured data? "Structured data gives machines and search engines the ability to understand your data and parse it."
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Can schema really help you do better on Google? Ash shares several case studies saying yes. Here's one:
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Adding structured data can improve your click through rate. Some structured data can get you rich results (carousels, images, reviews, Q&A) which can lead to more clicks.
Test your pages here:
search.google.com/test/rich-resu
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There are other potential benefits to adding structured data including helping with indexing, helping Google understand which intent is met on your pages, helping get info into the knowledge graph, and helping people discover your company's events.
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Understand triples. This is how Google's crawler parses and understands your data in a way it can insert into a graph database.
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More from on this. (Bill was helping Ash write this before he passed away. Bill was helping so many people!😭)
Ash goes into detail in the article on how to write good triples.
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Make sure your structured data matches what is on your page.
Sometimes it's hard to know which schema to use. Use the most specific. For a dentist, while you could use localbusiness or medical organization, a better choice would be to use dentist schema which combines both.
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mainEntity, URL, SameAs and About help Google better understand your topics better.
You can also link your entities to named entities (ie to make it clear you're talking about Paris the city, rather than Paris Hilton.)
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Use nested schema where you can. Much more in this example.
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To sum up see the images below. I'd recommend reading the full article.
Thank you for writing this detailed article . It's so good and will help a lot of people better understand the power of schema!
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Oops! Somehow I linked to the homepage instead of the article itself. Here you go!
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