Google advises how to utilise various schema markup
Schema markup is a code implemented on your website to help search engines understand your content and provide more informative results to web users.
There are various types of schema markup, from review to event and organisation markup entities, all of which boost SEO by improving the way your page displays in search engine result pages (SERPs).
However, when adding schema markup to your website, there are several rules you want to follow to achieve the desired results.
During a Google Search Central SEO hangout record on July 2nd, Google’s John Mueller informed site owners of what they need to consider when using multiple schema data markup on one page.
While this is an acceptable SEO practice, to ensure that the schema does not conflict with one another, site owners need to ensure that schema properties align with the primary elements on the page.
For example, if the primary content on the page is a recipe, but there is a small FAQ section at the bottom of the webpage, adding both recipe and FAQ markup would be counterproductive.
It’s also important to follow Google’s guidelines on the schema to ascertain what types of structured data markup can be combined as an FAQ-rich result cannot be used in conjunction with HowTo structured data.
Instead of combining several types of schema markup on a page, Senior Webmaster Trends Analyst John Mueller advises focusing on a specific rich result you want to show and using the relevant markup to help highlight that information.
Suppose you have written a how-to guide, which walks the reader through a set of steps to complete a task, but you have also included a FAQ section at the bottom; if the primary content is the priority, you might want to focus on using HowTo structured markup.
Alternatively, if you want to produce a FAQ-rich result, then using FAQ schema markup would achieve a more desirable outcome in SERPs.
Google also announced a new structured data markup for job postings to allow users to apply directly for a listing from the search results.
Google announces new directApply schema markup for job applications
Earlier this month, Google unveiled a new directApply property structured data markup, allowing employers to produce results showing that they are open for job applications on their website.
The new direct apply method is expected to improve searches for job listings and help users understand the types of positions on offer from SERPs.
Google said this type of markup is suitable for job postings with a short and straightforward application process.
The tech giant said a “direct apply experience” is only achieved if the following conditions are met:
- Jobseekers complete the application process on your site
- The user does not have to click on an “apply” button after landing on the website from the search listing
- Applicants do not have to provide personal information more than once to complete the application, e.g. uploading a CV then being required to re-type that information into forms on the site
To guarantee a good user experience, Google urges site owners to remove any spammy listings, excessive or obstructive ads and ensure the information on the page is not misleading so that the markup accurately reflects the job post.
Although web managers can implement this markup now, as Google is currently integrating this markup into its system, it may take some time before any immediate results are seen on search.
It is also releasing new guidance on editorial content policy to advise users on how to properly optimise content, emphasising basic grammar, punctuation, and spelling practices.
New search editorial content policy coming soon
The multinational tech company has introduced a new editorial content policy with “guidance around obstructive text and images, excessive and distractive ads, or content that doesn’t add any value to the job posting” to help site owners improve user experience.
Google offers tips to employers on how to boost the reputation of their website and produce content that will attract more applicants.
According to the latest findings, employers could boost webpage performance by doing the following:
- Ascertain that there are no spammy or scammy listings on the site as these will deter users from applying for jobs
- Improve user experience by boosting page load times, minimising redirects and ensuring there are no poor quality pages and broken links
- Remove expired job posts as they don’t present any real opportunities
- Don’t include misleading information on the page – make sure content is accurate and attractive
Google’s new editorial content policy for job posts is scheduled to become operational from October 1st 2021.