When you’re looking at a webpage or video, there’s plenty of things going on behind the scenes. The way it looks and runs depends on the code that was used to build it. And by using a specific type of code throughout your site’s content, you can appeal to the algorithm and work your way to the top of search engine results pages (SERPs).
In the most basic terms, schema markup, also known as structured data, is a type of code that can help the search engines understand your site’s content. Incorporating schema markup into your search engine optimization (SEO) strategy can showcase your relevance and value to the algorithm. It can improve your search engine visibility while also boosting traffic and conversions.
By learning the ins and outs of what schema markup is and why it’s important for your healthcare practice, you can make sure that it’s not skipped over in the SEO strategizing. We’ll also go over a few of the questions you may have and how BURG+CO. can help you understand the importance of the data.
What is schema markup?
Let’s cover the basics. The structured data of schema markup is a specific code added to the site’s HTML. It indicates the content’s meaning and value to the search engine algorithm through the most pertinent information. It allows the algorithm to gain a deeper understanding beyond just the words so it can see how the site’s content is relevant to specific queries.
If you run a healthcare practice, the schema markup may include:
- Practice name
- Specialty
- Location
- Accepted insurances
There are a few different formats of the structured data, but the most commonly used (and recommended by Google) is JSON-LD.
Why schema markup matters for SEO and content marketing
Schema markup can benefit your SEO and content marketing efforts because the enhanced understanding of your content can contribute to a variety of benefits:
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Improves content displays
Schema markup helps you to create rich results, which means the listing has a better user experience than the average result, including extra features like images or star ratings. It can also create engaging snippets and knowledge panels that increase the likelihood of click-throughs.
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Boosts visibility
Anything that’s used in your SEO strategy should be helping to boost your visibility. Once the search engine algorithm gains an understanding of your practice and what you offer, it will see you as a valuable site to list on relevant SERPs, putting your name in front of more eyes and spreading brand awareness.
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Supports voice search
Let’s be honest: We’re all always looking for ways to take back just a couple minutes of our day. That’s why voice search has become a feature that’s used by approximately 21% of people on a regular basis. By using schema markup, voice assistants (e.g., Alexa and Siri), can extract accurate, concise information from your content.
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Builds trust
By including schema markup, you’re creating more complete and professional listings, which can help you to build trust with users before they even book an appointment with you. The way that your listings are presented on SERPs reflects the credibility of your practice.
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Helps connect content to queries
It can be very frustrating to click on a result on a search engine, only for it to have little to no value to what your concern is. Structured data reduces the risk of that happening to your users. It strengthens the topic relevance that ties your site to the SERP. It also helps to establish you as a local authority on the query, making it easier for your practice to pop up in people’s minds when they have a concern.
Why schema markup is especially important for healthcare brands
Even though the benefits we listed are great, it can be helpful to look at them through a finer, more niche scope. There are particular ways that structured data can help your practice grow and succeed through digital marketing, including:
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Establishes accuracy and trust
Every business should pride itself on putting out accurate information that the user can trust. And accuracy and trust are even more important in the healthcare industry than in many others. When a person is trying to book an appointment, they want to be confident that all the information they see is accurate and up to date, including your locations and hours.
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Boosts local SEO
As a medical provider, you’re a community resource for your served area. Using schema markup can enable you to increase the visibility of your site on local search engine results pages and maps. It allows the algorithm to understand your proximity to the user and the value that you can provide for their specific search.
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Highlights expertise and reputation
One of the main ways that schema markup sets great site listings apart from average ones is by showcasing reviews or FAQs right off the bat. By having such telling information so readily available, you’re highlighting your expertise in an engaging way while also improving your online reputation and presence.
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Sticks to regulations
A common challenge with digital marketing as a healthcare provider is ensuring that all user interactions are HIPAA compliant. Structured data ensures that your search engine results are both accurate and compliant with the necessary guidelines.
Frequently asked questions about schema markup
Even after everything that we’ve covered in this guide, anything that has to do with coding and data often comes with many questions. That’s what we’re here for. Here are a few questions about schema markup that can help you have a more comprehensive understanding of it as a healthcare provider:
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What’s the difference between schema markup and metadata?
Metadata is all about the general information of a webpage, such as title and URL, while schema markup gets into the specifics. Both can play a role in your SEO success.
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Does schema markup directly affect rankings?
The simple answer is no, it doesn’t. But by boosting your click-through rate and authority, it can help contribute to the factors that actually do affect your rankings on SERPs.
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Can I use schema without coding knowledge?
The word “coding” can be intimidating, but schema markup doesn’t take a deep knowledge of the process. There are plug-ins and extensions that can help take care of it, along with schema generators.
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How often should I update schema markup?
Schema markup isn’t something that you can just set and forget. It should be regularly updated, especially when there are significant changes in your content.
Want to learn how to incorporate schema markup into your website? BURG+CO. can help
At BURG+CO., our team understands how to appeal to the algorithm to get on its “good side” and get the rankings needed to help your practice. And one of the aspects of your technical SEO that we can dive into is your schema markup, and making sure that it’s checking all the boxes. It might seem confusing at first glance, but we’ll be by your side every step of the way as you rise through the ranks.
Our team has years of experience in helping healthcare brands improve their digital presence to attract new patients and retain existing ones. If you’re looking to perform better in search engine results and attract more potential patients to your site, we’re ready to talk to you to see how we can help.
Want expert support with your digital marketing? Connect with BURG+CO. today to explore how we can help your healthcare brand grow.