{"id":1206,"date":"2020-07-09T08:27:05","date_gmt":"2020-07-09T08:27:05","guid":{"rendered":"https:\/\/www.sheerseo.com\/blog\/?p=1206"},"modified":"2020-07-09T08:27:06","modified_gmt":"2020-07-09T08:27:06","slug":"faq-how-to-and-q-a-schema-a-winning-seo-strategy","status":"publish","type":"post","link":"https:\/\/www.sheerseo.com\/blog\/faq-how-to-and-q-a-schema-a-winning-seo-strategy\/1206\/","title":{"rendered":"FAQ, How-to and Q &#038; A Schema: A Winning SEO Strategy"},"content":{"rendered":"\n<p>If you\u2019ve been in the business of digital marketing for a while,\nyou\u2019ve had the luxury of watching things develop over the years. SEO has gone\nfrom <em>keyword stuffing<\/em> your way to the\ntop of the search results, to the art of implementing over 200 ranking factors\nto achieve a top-ranking.<\/p>\n\n\n\n<p>Google isn\u2019t even 30 years old and it is one of the most powerful\ninfluences on digital marketing today. When a new development or update comes\nup it\u2019s in your best interest to learn it quickly and incorporate it into your\nSEO strategy.<\/p>\n\n\n\n<p>Today, every competitive edge for outranking your competition should\nbe considered. <\/p>\n\n\n\n<p>The quality of search results and level of competition is increasing\nalong with a growing awareness of the importance of search engine optimization.<\/p>\n\n\n\n<p>Implementing structured data markup is one of the few things that hasn\u2019t been as quick on the uptake being that only one-third of sites are using Schema.<\/p>\n\n\n\n<p>The latest update Google has released is rich results for FAQ, How-To\nand Q &amp; A, schema.<\/p>\n\n\n\n<p>As things get more competitive on the search engine result page,\nadding the markup for either of these types of Schema can help to attract more\nclicks and improve your bottom line.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_40 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" area-label=\"ez-toc-toggle-icon-1\"><label for=\"item-6a07d0a3409eb\" aria-label=\"Table of Content\"><span style=\"display: flex;align-items: center;width: 35px;height: 30px;justify-content: center;direction:ltr;\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/label><input  type=\"checkbox\" id=\"item-6a07d0a3409eb\"><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.sheerseo.com\/blog\/faq-how-to-and-q-a-schema-a-winning-seo-strategy\/1206\/#What_is_Schema\" title=\"What is Schema?\">What is Schema?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.sheerseo.com\/blog\/faq-how-to-and-q-a-schema-a-winning-seo-strategy\/1206\/#Does_schema_improve_your_ranking\" title=\"Does schema improve your ranking?\">Does schema improve your ranking?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.sheerseo.com\/blog\/faq-how-to-and-q-a-schema-a-winning-seo-strategy\/1206\/#What_are_the_benefits_of_a_rich_result\" title=\"What are the benefits of a rich\nresult?\">What are the benefits of a rich\nresult?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.sheerseo.com\/blog\/faq-how-to-and-q-a-schema-a-winning-seo-strategy\/1206\/#FAQ_rich_results\" title=\"FAQ rich results\">FAQ rich results<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.sheerseo.com\/blog\/faq-how-to-and-q-a-schema-a-winning-seo-strategy\/1206\/#What_are_the_advantages_of_using_FAQ_schema\" title=\"What are the advantages of using\nFAQ schema?\">What are the advantages of using\nFAQ schema?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.sheerseo.com\/blog\/faq-how-to-and-q-a-schema-a-winning-seo-strategy\/1206\/#How_to_implement_faq_structured_data_markup\" title=\"How to implement faq structured\ndata markup\">How to implement faq structured\ndata markup<\/a><ul class='ez-toc-list-level-4'><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.sheerseo.com\/blog\/faq-how-to-and-q-a-schema-a-winning-seo-strategy\/1206\/#How_to_insert_structured_data_markup_using_HTML\" title=\"How to\ninsert structured data markup using HTML\">How to\ninsert structured data markup using HTML<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.sheerseo.com\/blog\/faq-how-to-and-q-a-schema-a-winning-seo-strategy\/1206\/#How-to_rich_results\" title=\"How-to rich results\">How-to rich results<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.sheerseo.com\/blog\/faq-how-to-and-q-a-schema-a-winning-seo-strategy\/1206\/#Advantages_of_how-to_markup\" title=\"Advantages of how-to markup\">Advantages of how-to markup<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.sheerseo.com\/blog\/faq-how-to-and-q-a-schema-a-winning-seo-strategy\/1206\/#One_disadvantage_of_How-to_Schema\" title=\"One disadvantage of How-to Schema\">One disadvantage of How-to Schema<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.sheerseo.com\/blog\/faq-how-to-and-q-a-schema-a-winning-seo-strategy\/1206\/#How_to_add_how-to_structured_data_markup\" title=\"How to add \u201chow-to\u201d structured\ndata markup\">How to add \u201chow-to\u201d structured\ndata markup<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.sheerseo.com\/blog\/faq-how-to-and-q-a-schema-a-winning-seo-strategy\/1206\/#Q_A_rich_results\" title=\"Q &amp; A rich results\">Q &amp; A rich results<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.sheerseo.com\/blog\/faq-how-to-and-q-a-schema-a-winning-seo-strategy\/1206\/#Implement_structured_data_markup_where_it_makes_sense\" title=\"Implement structured data markup\nwhere it makes sense\">Implement structured data markup\nwhere it makes sense<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What_is_Schema\"><\/span>What is Schema?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Schema is a code created by the major search engines for better\ncommunication on semantic meaning and the relationship between entities.\nGoogle, Microsoft, Yahoo and Yandex agreed on a basic vocabulary for\nidentifying entities across all search engine platforms to establish a better\nunderstanding of content and provide a richer user experience.<\/p>\n\n\n\n<p>Schema.org was invented to make things easier to understand and faster\nto process. For example, the word \u201ccars\u201d on a web page could refer to a variety\nof entities. Does the user mean Cars, the movie or is it referring to\nautomobiles? Schema helps to clarify meaning and break down any barriers in\ncommunication between a website and a search engine.<\/p>\n\n\n\n<p>There are currently 829 Types, 1351 Properties and 331 Enumeration values\n(<a href=\"https:\/\/schema.org\/docs\/schemas.html\">Schema.org<\/a>).<\/p>\n\n\n\n<p>You can implement Schema on a web page using one of three different\nlanguages:<\/p>\n\n\n\n<ol><li>Microdata<\/li><li>JSON-LD<\/li><li>RDFa<\/li><\/ol>\n\n\n\n<p>Google recommends using JSON-LD as their preferred language, however,\nyou can use any one of these types of structured data to imbed information on a\nweb page. <\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Does_schema_improve_your_ranking\"><\/span>Does schema improve your ranking?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>To date, there has been no solid evidence that implementing schema\nwill improve your ranking on a search engine result page. However, there is\nmuch-documented evidence on the effects of improving click-through rates and\nincreased traffic from improved search visibility.<\/p>\n\n\n\n<p>In fact, in the initial months of FAQ schema being released, Luca\nTagliaferro tested the effectiveness of FAQ snippets to find his CTR jump from <a href=\"https:\/\/searchengineland.com\/lessons-i-have-learned-from-adding-faq-schema-a-test-of-1000-keywords-321535\">1.82%-2.75%<\/a>. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"638\" height=\"386\" src=\"https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/faq-snippet-ctr.png\" alt=\"\" class=\"wp-image-1207\" srcset=\"https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/faq-snippet-ctr.png 638w, https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/faq-snippet-ctr-300x182.png 300w\" sizes=\"(max-width: 638px) 100vw, 638px\" \/><\/figure>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"What_are_the_benefits_of_a_rich_result\"><\/span>What are the benefits of a rich\nresult?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>To put it plainly, a rich result makes your search listing stand out\nfrom the rest of the listings and becomes more attention-grabbing. The benefit\nof a rich result is that it ultimately encourages a higher click-through rate\nto your website.<\/p>\n\n\n\n<p>Currently, there are only a few types of rich results that Google has\nprovided to make your page stand out in a search result.<\/p>\n\n\n\n<p>Q &amp; A, FAQ and How-to rich results make for great opportunities to\nimprove the quality of your page on a search engine result page.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"FAQ_rich_results\"><\/span>FAQ rich results<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>FAQ structured data markup incorporates schema specifically for\nmarking up pages that have a frequently asked questions section. You can add\nthis section to virtually any web page to create a more interactive search\nresult listing.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"629\" height=\"412\" src=\"https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/faq-page.png\" alt=\"\" class=\"wp-image-1208\" srcset=\"https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/faq-page.png 629w, https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/faq-page-300x197.png 300w\" sizes=\"(max-width: 629px) 100vw, 629px\" \/><\/figure>\n\n\n\n<p>The criteria for your page to be eligible for markup is as follows:<\/p>\n\n\n\n<ul><li>The answers must\nbe provided by the site owner and not be user-generated.<\/li><li>The questions and\nanswers on the page must be identical to the markup.<\/li><li>Only the pages on\nthe first page of search results will display the rich result.<\/li><\/ul>\n\n\n\n<p>Note, that even with the correct implementation, there\u2019s no guarantee\nGoogle will show a rich result. Potential reasons for your rich snippet not to\nappear could be:<\/p>\n\n\n\n<ul><li>Your questions\nand answers on your page don\u2019t match what\u2019s in your markup. This can result in\na manual action against your site.<\/li><li>Your markup was\nnot implemented correctly.<\/li><li>You have\nduplicate questions and answers on another page of your website.<\/li><\/ul>\n\n\n\n<p>You can test whether your structured data markup is eligible or a rich result on Google\u2019s Structured Data Testing Tool for a limited time. Google has recently announced that they will deprecate the tool in favor of the Rich Results Test Tool.<\/p>\n\n\n\n<p>This announcement has caused a bit of an uproar within the SEO\ncommunity.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"576\" height=\"1024\" src=\"https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/tweet-576x1024.png\" alt=\"\" class=\"wp-image-1209\" srcset=\"https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/tweet-576x1024.png 576w, https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/tweet-169x300.png 169w, https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/tweet.png 750w\" sizes=\"(max-width: 576px) 100vw, 576px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"576\" height=\"1024\" src=\"https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/tweetThread-1-576x1024.png\" alt=\"\" class=\"wp-image-1211\" srcset=\"https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/tweetThread-1-576x1024.png 576w, https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/tweetThread-1-169x300.png 169w, https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/tweetThread-1.png 750w\" sizes=\"(max-width: 576px) 100vw, 576px\" \/><\/figure>\n\n\n\n<h3><strong><\/strong><strong><\/strong><\/h3>\n\n\n\n<h3><span class=\"ez-toc-section\" id=\"What_are_the_advantages_of_using_FAQ_schema\"><\/span>What are the advantages of using\nFAQ schema?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The beauty of this particular feature is that it takes up more real estate in the search engine result page provided. With a larger area, you can attract more attention and push your competitors further down the SERP (search engine results page).<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"881\" height=\"522\" src=\"https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/googleRealEstate.png\" alt=\"\" class=\"wp-image-1212\" srcset=\"https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/googleRealEstate.png 881w, https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/googleRealEstate-300x178.png 300w, https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/googleRealEstate-768x455.png 768w\" sizes=\"(max-width: 881px) 100vw, 881px\" \/><\/figure>\n\n\n\n<p>In addition, you can include links to other pages within the answers\nyou provide. Users have access to not only one of your pages, but multiple\noptions when clicking on the question displayed in the SERP.<\/p>\n\n\n\n<p>When used correctly the faq snippet provides an opportunity to\nincrease your website click-through rate.<\/p>\n\n\n\n<p>You have to be strategic with the information you provide in an FAQ\nsnippet when you\u2019re ranking an informational page. If you provide too much info\nand completely answer the user\u2019s intent for the search, there\u2019s no need for\nthem to click any further.<\/p>\n\n\n\n<p>Leave more for the user to find on your page in order to entice them\nto click for further reading.<\/p>\n\n\n\n<p>Use the opportunity to link to other related informational pages on\nyour site as well. You can get more content in front of your audience by\nstrategically linking to other pages that a user would be highly interested in\nbased on their search.<\/p>\n\n\n\n<p>Product pages have a stronger possibility for enticing the click\nbecause purchasing the product is the final destination of their search.\nProviding useful and compelling information about the product can help sway\nusers to click through and buy your product.<\/p>\n\n\n\n<h3><span class=\"ez-toc-section\" id=\"How_to_implement_faq_structured_data_markup\"><\/span>How to implement faq structured\ndata markup<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>There are two ways to deploy FAQ schema to get a rich result. One is\nto manually insert the code into your HTML and the second is to use a plugin.<\/p>\n\n\n\n<h4><span class=\"ez-toc-section\" id=\"How_to_insert_structured_data_markup_using_HTML\"><\/span><strong><em>How to\ninsert structured data markup using HTML<\/em><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>To avoid making any mistakes, go to the<a href=\"https:\/\/developers.google.com\/search\/docs\/data-types\/faqpage\"> <\/a><a href=\"https:\/\/developers.google.com\/search\/docs\/data-types\/faqpage\">developer\npage Google provides<\/a> to get a copy of their sample markup. They have\nthe option to select either JSON-LD and microdata.<\/p>\n\n\n\n<p>Keep in mind that JSON-LD is the preferred language Google recommends.\n<\/p>\n\n\n\n<p>The sample should look like this:&nbsp; <\/p>\n\n\n\n<pre class=\"wp-block-code\"><code>      &lt;script type=\"application\/ld+json\">\n    {\n      \"@context\": \"https:\/\/schema.org\",\n      \"@type\": \"FAQPage\",\n      \"mainEntity\": [{\n        \"@type\": \"Question\",\n        \"name\": \"What is the return policy?\",\n        \"acceptedAnswer\": {\n          \"@type\": \"Answer\",\n          \"text\": \"Most unopened items in new condition and returned within &lt;strong>90 days&lt;\/strong> will receive a refund or exchange. Some items have a modified return policy noted on the receipt or packing slip. Items that are opened or damaged or do not have a receipt may be denied a refund or exchange. Items purchased online or in-store may be returned to any store.&lt;br \/>&lt;p>Online purchases may be returned via a major parcel carrier. &lt;a href=http:\/\/example.com\/returns> Click here &lt;\/a> to initiate a return.&lt;\/p>\"\n        }\n      }, {\n        \"@type\": \"Question\",\n        \"name\": \"How long does it take to process a refund?\",\n        \"acceptedAnswer\": {\n          \"@type\": \"Answer\",\n          \"text\": \"We will reimburse you for returned items in the same way you paid for them. For example, any amounts deducted from a gift card will be credited back to a gift card. For returns by mail, once we receive your return, we will process it within 4\u20135 business days. It may take up to 7 days after we process the return to reflect in your account, depending on your financial institution's processing time.\"\n        }\n      }, {\n        \"@type\": \"Question\",\n        \"name\": \"Will I be charged sales tax for online orders?\",\n        \"acceptedAnswer\": {\n          \"@type\": \"Answer\",\n          \"text\":\"Local and State sales tax will be collected if your recipient's mailing address is in: &lt;ul>&lt;li>Arizona&lt;\/li>&lt;li>California&lt;\/li>&lt;li>Colorado&lt;\/li>&lt;\/ul>\"}\n        }]\n    }\n    &lt;\/script>\n<\/code><\/pre>\n\n\n\n<p>Replace the questions and answers within the quotation marks with your\nown questions frequently asked questions and answers.<\/p>\n\n\n\n<p>Insert the code in the HTML on your page.<\/p>\n\n\n\n<p>Test your results in the<a href=\"https:\/\/search.google.com\/test\/rich-results?utm_campaign=devsite&amp;utm_medium=jsonld&amp;utm_source=faq-page\"> <\/a><a href=\"https:\/\/search.google.com\/test\/rich-results?utm_campaign=devsite&amp;utm_medium=jsonld&amp;utm_source=faq-page\">structured\ndata testing tool<\/a> to see if you\u2019ve made the switch without any\nerrors.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"365\" src=\"https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/yoastPlugin-1024x365.png\" alt=\"\" class=\"wp-image-1213\" srcset=\"https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/yoastPlugin-1024x365.png 1024w, https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/yoastPlugin-300x107.png 300w, https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/yoastPlugin-768x273.png 768w, https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/yoastPlugin.png 1267w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption>Using a plugin (Yoast)<\/figcaption><\/figure>\n\n\n\n<p>There are other plugins that can help, but Yoast is by far one of the\neasiest to use.<\/p>\n\n\n\n<p>You simply click the plus sign to add a block and select <em>Yoast Structured Data Blocks<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"424\" height=\"442\" src=\"https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/Yoast-Structured-Data-Blocks.png\" alt=\"\" class=\"wp-image-1214\" srcset=\"https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/Yoast-Structured-Data-Blocks.png 424w, https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/Yoast-Structured-Data-Blocks-288x300.png 288w\" sizes=\"(max-width: 424px) 100vw, 424px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"600\" height=\"287\" src=\"https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/yoast2.png\" alt=\"\" class=\"wp-image-1215\" srcset=\"https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/yoast2.png 600w, https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/yoast2-300x144.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/figure>\n\n\n\n<p>Once your block has appeared, type in the question and the answer. Add\nas many questions and answers as you like.<strong><\/strong><\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"How-to_rich_results\"><\/span>How-to rich results<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>How-to rich results were released at the same time FAQ rich results\nwere released in May 2019. These snippets are interactive and have the ability\nto display your page as a prominent result on the first page of Google.<\/p>\n\n\n\n<p>Unlike the FAQ rich result, there is no option to link to other pages\non your site. You can however use tags to anchors your headings so that users\ncan jump directly to that particular section of your guide from the search\nresults.<\/p>\n\n\n\n<p>There are different displays you can use depending on what content you\nhave to showcase. The standard how-to rich result displays as an accordion. <\/p>\n\n\n\n<p>Users can click on the steps to open up the section for more detail.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"380\" height=\"521\" src=\"https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/accordion-display.png\" alt=\"\" class=\"wp-image-1216\" srcset=\"https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/accordion-display.png 380w, https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/accordion-display-219x300.png 219w\" sizes=\"(max-width: 380px) 100vw, 380px\" \/><\/figure>\n\n\n\n<p>For rich results that have an image for each step, you can use structured data markup to display each image with each step:&nbsp; <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"391\" height=\"457\" src=\"https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/steps-display.png\" alt=\"\" class=\"wp-image-1217\" srcset=\"https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/steps-display.png 391w, https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/steps-display-257x300.png 257w\" sizes=\"(max-width: 391px) 100vw, 391px\" \/><\/figure>\n\n\n\n<p>You can find all code samples to implement your markup on<a href=\"https:\/\/developers.google.com\/search\/docs\/data-types\/how-to\"> <\/a><a href=\"https:\/\/developers.google.com\/search\/docs\/data-types\/how-to\">Google\u2019s\npage for developers.<\/a> There is also markup to use for a how-to video.<\/p>\n\n\n\n<h3><span class=\"ez-toc-section\" id=\"Advantages_of_how-to_markup\"><\/span>Advantages of how-to markup<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Adding structured data for a rich result creates a more prominent\nlisting in the search results. There\u2019s no doubt that with more space in the\nSERP you can attract more attention to your site for more clicks.<\/p>\n\n\n\n<p>The addition of markup will also make your page eligible for voice\nsearch results. Your result is more likely to be read out loud when search\nengines have that information readily available on your page.<\/p>\n\n\n\n<h3><span class=\"ez-toc-section\" id=\"One_disadvantage_of_How-to_Schema\"><\/span>One disadvantage of How-to Schema<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The downside to using this form of structured data is that it could\ndiminish your click-through rate. If you\u2019re a publisher that relies on ads to\ngenerate revenue, it may not make sense to provide information that eliminates\nthe need to click through to your page.<\/p>\n\n\n\n<h3><span class=\"ez-toc-section\" id=\"How_to_add_how-to_structured_data_markup\"><\/span>How to add \u201chow-to\u201d structured\ndata markup<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The how-To schema can be deployed using the same options that are\navailable for faq structured data markup (mentioned above).<\/p>\n\n\n\n<p>Use the sample HTML code markup provided by Google to copy and paste\nyour own steps.<\/p>\n\n\n\n<p>Yoast also has a specific section for adding How-To structured data\nmarkup.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"599\" height=\"349\" src=\"https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/how-to-schema.png\" alt=\"\" class=\"wp-image-1218\" srcset=\"https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/how-to-schema.png 599w, https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/how-to-schema-300x175.png 300w\" sizes=\"(max-width: 599px) 100vw, 599px\" \/><\/figure>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Q_A_rich_results\"><\/span>Q &amp; A rich results<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>If you have user-generated answers to questions, then the Q &amp; A\nmark up is right up your alley. This gives users instant access to the\nquestions and answers on your page.<\/p>\n\n\n\n<p>The answers must be generated by users and not provided to readers;\notherwise, FAQ markup is the more appropriate choice.<\/p>\n\n\n\n<p>The Q &amp; A rich result displays the question and multiple answers\nto that question.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"562\" height=\"501\" src=\"https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/q-and-a-rich-results.png\" alt=\"\" class=\"wp-image-1219\" srcset=\"https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/q-and-a-rich-results.png 562w, https:\/\/www.sheerseo.com\/blog\/wp-content\/uploads\/2020\/07\/q-and-a-rich-results-300x267.png 300w\" sizes=\"(max-width: 562px) 100vw, 562px\" \/><\/figure>\n\n\n\n<p>Just like the how-to schema, your answers can become clickable links\nif you tag them appropriately to create anchor links. <\/p>\n\n\n\n<p>To create an anchor link you wrap the heading in anchor tags:\n&lt;a&gt;&lt;\/a&gt;<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Implement_structured_data_markup_where_it_makes_sense\"><\/span>Implement structured data markup\nwhere it makes sense<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Schema is the language of the search engines, and with the right\nimplementation, you can clearly define the content of your pages.<\/p>\n\n\n\n<p>Although Schema is expanding the number of categories to define\nentities, Google only offers a shortlist of options that produce rich results.\nCapitalize on those opportunities to make your search listing more attractive\nto users and provide a better user experience.<\/p>\n\n\n\n<p>The effort you put into improving your search listing can pay off with\nadditional traffic from an increased click-through rate.<\/p>\n\n\n\n<p>Christian Carere is an SEO expert and the founder of Digital Ducats\nInc., an <a href=\"https:\/\/digitalducats.com\/seo-services\/seo-toronto\/\">all\nSEO company in Toronto<\/a>. Christian is a regular contributor to the\ndigital marketing community and a social media evangelist.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you\u2019ve been in the business of digital marketing for a while, you\u2019ve had the luxury of watching things develop over the years. SEO has gone from keyword stuffing your way to the top of the search results, to the art of implementing over 200 ranking factors to achieve a top-ranking. Google isn\u2019t even 30 [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":1207,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[20],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.sheerseo.com\/blog\/wp-json\/wp\/v2\/posts\/1206"}],"collection":[{"href":"https:\/\/www.sheerseo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sheerseo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sheerseo.com\/blog\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sheerseo.com\/blog\/wp-json\/wp\/v2\/comments?post=1206"}],"version-history":[{"count":2,"href":"https:\/\/www.sheerseo.com\/blog\/wp-json\/wp\/v2\/posts\/1206\/revisions"}],"predecessor-version":[{"id":1222,"href":"https:\/\/www.sheerseo.com\/blog\/wp-json\/wp\/v2\/posts\/1206\/revisions\/1222"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sheerseo.com\/blog\/wp-json\/wp\/v2\/media\/1207"}],"wp:attachment":[{"href":"https:\/\/www.sheerseo.com\/blog\/wp-json\/wp\/v2\/media?parent=1206"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sheerseo.com\/blog\/wp-json\/wp\/v2\/categories?post=1206"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sheerseo.com\/blog\/wp-json\/wp\/v2\/tags?post=1206"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}