Schema is a type of markup that webmasters can use to markup HTML pages in ways recognized by major search engines including Bing, Google, Yahoo! and Yandex. Search engines have become increasingly more reliant on schema to improve the display of their search results. It should be noted that Schema is a type of Microdata and is not customer facing. Schema markup can be used for articles, local businesses, reviews, events, products, and now in-site search results.

It is my speculation that without schema markup added to your site in 2015 the likelihood of your pages appearing in search results will decrease by 10-20%. The pages currently most at risk from not appearing in search results are in-site search results pages and local business information.

The application of schema markup to your web pages should not take more than 1 week of development time and can be even implemented in phases to reduce development hours. Schema is relatively easy for any experienced webmaster to implement and does not hinder page performance or will not conflict with other scripts on the page.

The expected revenue lift from a fully optimized site with schema can be as high as a 20% revenue lift with results appearing from the schema markup in as few as four to six weeks.

So how do you add Schema markup to your website? There are hundreds of different ways to use Schema for your site so let’s take at one example that would optimize your local search results by adjusting the markup on a store locator page:

Before getting started be sure to read the documentation guides for local businesses:


A superb collection of skateboard, snowboard, surf, and streetwear.

4001 204th St SW

Phone: 425-551-1500

The amount of information a website should present to the search engine will be specific to the website’s goal and niche. For more information on Schema