Schema microdata is applied to the content of a page to define exactly what it is and how it should be treated. Schema elements and attributes can be added directly to the HTML code of a web page to provide the search engines’ crawlers with additional information.

1. Winning SEO using Schema Markup
and Structured Data.
Knowledge. Willingness. Action.

2. Why are we doing this?
• Gain increased real estate on 1st page of SERPS
• Provide Google and others more information so they can show the end-user the
most relevant results.
• Increase CTR = Increase traffic & conversions
• Create a more informed end-user thereby increasing the quality of traffic.
• Provide the SE’s with detailed descriptions of our data so they can make best use
of it.

3. Definitions
• The difference between ranking factors and
search results.
• Ranking factors are the items Google takes into
consideration when deciding how to rank your
site in the search results.
• Search results refer to the actual ranked website
listings users experience when using Google
search engine.

4. Definitions
What is Schema?
Schema is a type of microdata that makes it easier for search
engines to parse and interpret the information on your web
pages more effectively so they can serve relevant results to users
based on search queries.
What is Schema.org?
• Schema.org is the centralized home on the web for the
Schema project, a collaboration between Google, Bing, Yahoo!
and Russian search engine Yandex (the one trying out search
without links) to standardize structured markup.
Source: http://www.wordstream.com/blog/ws/2014/03/20/schema-seo

5. How Schema Works
Schema microdata is applied to the content of a page to define exactly what it is and
how it should be treated. Schema elements and attributes can be added directly to
the HTML code of a web page to provide the search engines’ crawlers with additional
information.

6. How Schema Works - itemscope
itemscope - Tells the search spiders that any particular HTML container <div>,
<span>, <p> etc. etc. is "about" something. Signals the spider to "care". Tells the
search spider,"Heads up, next I'm going to tell you precisely what this content is
about and what it means.

7. How Schema Works - itemtype
itemtype - describes what TYPE of content is contained in the HTML container.
<div itemscope itemtype="http://schema.org/Movie">
Tells the search spiders,"Hey, the following information should be categorized as a "movie" and next I'll give
you some more details about the movie OR describe the "properties" of the movie, like title, director etc.
etc.”

8. How Schema Works - itemprop
itemprop - used to label the properties of an item.
View the full list of itemtype attributes: http://schema.org/docs/full.html

9. How to Implement.
Use the Google Structured Data Markup Helper
https://www.google.com/webmasters/markup-helper/u/0/
Read this: https://support.google.com/webmasters/answer/3069489?
How to vidoes (Youtube Search Results for “Structured Data Markup Helper“):
https://www.youtube.com/results?search_query=%22Structured+Data+Markup+Helper%22
How to implement walk-thru: https://blog.kissmetrics.com/get-started-using-schema/
Wordpress Plugin: https://wordpress.org/plugins/schema-creator/
Good read for local businesses: http://www.localvisibilitysystem.com/2014/06/30/how-to-pick-or-improvise-
the-right-schema-org-markup-for-your-local-business/
Test Your Markup: https://developers.google.com/structured-data/testing-tool/
Test Your Markup “how to” video: https://www.youtube.com/watch?v=33rT1Sw_arM
Google Structured Main page - https://developers.google.com/structured-data/