In The Grand Schema of Things: Does Schema Boost Search Rank?
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.
"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.
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Milestone is a leading provider of digital marketing software and services for hospitality, retail and finance. We provide a full range of solutions including website and mobile design, content creation, SEO, analytics and competitive intelligence. Our best in class technology and solutions drive revenue and ROI for clients across the globe. Over 2,000 companies do business with Milestone, including leading hotel chains, major retailers and financial services companies. Milestone has garnered over 400 awards and a reputation for blending outstanding design with advanced technological capabilities. Milestone is one of Silicon Valley Business Journal"s fastest growing companies and is an Inc. 5000 company.