Schema markup powers rich snippets, which often have higher clickthrough rates than ‘regular’ search results. That means more traffic to your site.
However, the primary function of the markup is to help search engines better understand your content.
It’s no coincidence that schema.org, the community behind the markup, was created a year before Google’s Knowledge Graph—a knowledge base of entities and the relationships between them—came to life.
And you guessed it, one of the primary sources for this data is the schema markup.
All the edges connecting the nodes above represent real schema markup properties.
This is where we get to the heart of the matter.
Providing easy-to-read information and connecting the dots about you, your company, products and content benefits everyone involved:
- Google understands it much better than plain text.
- Users get more relevant search results.
- Website owners get rich snippets and can become an entity in the Knowledge Graph.
Being included in the Knowledge Graph provides excellent branding opportunities in the SERP.
First, you can get a Knowledge Panel when people search for your brand:
Second, your brand can appear as a relevant solution for some non-branded queries:
In the bigger picture, schema markup is a crucial part of structured data that makes the semantic web and search possible. In layman’s terms, it allows URLs to convey the actual meaning of their content to machines like the Googlebot.