In The Grand Schema of Things: Does Schema Boost Search Rank?
The goal of search engines is to deliver the right result to the right user at the right
time. To accomplish this, search engines are moving away from purely using keyword search, and focusing more on conversational and semantic search. Especially with the evolution of new technology and platforms, such as Google glasses and driver-less cars, voice search is becoming crucial for engines. Conversational search is only powerful when search engines can understand the meaning behind website content. Schemas provide meaning to your content. Searchmetrics released a study last month that shows over a third of Google's search results include schema rich snippet data. Interestingly enough, the same study concluded that only 0.3% of websites are using schema markup.First of all, what exactly are schemas and why use them? According to schema.org,
"On-page markup enables search engines to understand the information on web pages and provide richer search results in order to make it easier for users to find relevant information on the web". Schemas are html tags that allow search engines to better understand the content and information on websites by categorizing the data. Because search engines have a limited understanding of what the content of a webpage is all about, schema is a way to tell them, "Hey Google (or Bing, etc), this page talks about a hotel near San Francisco Airport offering a 'park and fly' package." Search engines can then apply this information to the intent of a user's search. Milestone's content management system (CMS) uses 40+ different types of Schemas, specially customized for the lodging industry.To learn more about schemas and Milestone's CMS, go to Milestone Insights.
About Milestone Inc
Milestone drives online discovery and customer acquisition with our digital presence platform and performance marketing services. Over 2,000 companies in Hospitality, Retail, Financial Services and Automotive industries use Milestone to drive online growth. Our customers include global brands in hospitality, banking, retail, automotive, including Marriott, US Bank, One Nevada Credit Union, VMWare, Nissan, Motel6, Preferred Hotels, Sun Outdoors, mid-market companies, and SMBs.
Milestone platform includes Website CMS, Schema Manager, Local listings, Reviews management, FAQ Manager, and Analytics. In addition, Milestone offers Performance Marketing Services - Content, Design, SEO, Paid Marketing, and Analytics to our clients. Annually, over 300 million visitors use websites developed on Milestone CMS, 540M consumers click on content powered by Milestone Schemas, and 3.7B consumers search for businesses powered by Milestone Local. Milestone platform is amongst the highest-rated Martech platforms with awards and recognition from Forrester, G2, Adrian Awards, US Search Awards, Search Engine Land, CMS Wire and many more organizations.
Jamie Lesperance
Sales and Marketing Specialist
408-200-6934
