Say, your SEO team has built a strong foundation for your website, your content team is consistently producing quality content, your website is performing decently well, and your website is one of your key conversion channels.
If your marketing is at this mature stage, investing in structured data can bring that extra lift you want to see from your website.
It can drive more qualified traffic to your site, increase click-through rates, and grow conversions – which ultimately results in more revenue. Furthermore, it can be a competitive advantage that sets you apart from your competitors on the SERP.
At Schema App, our enterprise customers have seen an increase of 10-30% in traffic after implementing this strategy. This number is even higher for pages that have achieved a rich result.
If you can track your conversions, it is a measurable way for you to show your leaders how your team is moving the needle.
Your Organization Needs To Prepare For AI Search
The world of search is changing with the introduction of AI and large language models. Many marketing leaders have been pressured to answer how they plan on preparing for this change.
Schema Markup could be the answer to this. As mentioned earlier, when you implement this, you are translating the content on your website into a machine-readable format for search engines and AI bots to consume.
When you do proper markup, you also define the relationship between things on your website, creating a content knowledge graph of your web content.
Knowledge graphs can ground large language models and give your organization control over how AI search engines understand your content. It is also a reusable data layer supporting internal AI innovations and content optimization.
If your organization is looking for ways to prepare for AI search, it is time to start doing this method.
You Are Building A New Website, Undergoing Website Consolidation, Or Rebranding
Many marketing teams undergo website rebranding projects and consolidate their websites to ensure a consistent, thoughtful user experience.
However, these projects run the risk of loss in organic traffic due to search engines not understanding the change in company name or website URLs.
Thankfully, you can overcome this by utilizing Schema Markup to communicate this change to search engines.
During the rebranding process, you can notify search engines of the new name using the ‘alternateName’ property and use the ‘sameAs’ property to communicate that the old and new brands are the same.
After transitioning to the new brand, you can leverage the ‘legalName’ property to reference the new brand name and update the ‘alternateName’ and ‘sameAs’ property to reference the old name.
Part of a rebranding project might also involve you migrating to a new content management system. In that case, the case for implementing this technique is even more compelling.
You Are Migrating To A New Content Management System
Migrating to a new content management system often involves reviewing your existing content and how it is presented on a page.
This makes it a great time to start implementing it. Why? Because the content on your page informs you of the rich results you can achieve and what you can optimize with it.
As you build your new website, plan to have the SEO foundation, robust content, and scaleable templated content. As soon as it goes live, you can start your journey and maximize the value.
Are You Ready To Start Doing Schema Markup?
Doing it might be a natural course in your digital marketing journey, especially in the age of generative AI.
It could also be a way to mitigate traffic losses during your rebranding or CMS migration projects.
Whatever your reason, your website should have a strong technical SEO foundation and good-quality content before investing in a Schema Markup solution.
That way, you’ll be able to achieve rich results and create a robust content knowledge graph, reaping the full benefits of this strategy.
More resources:
Featured Image: Gracia Chua/Schema App