Does Schema Help Boost Site Authority?

Andrew Scherer

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The other day I saw a poll online asking if Schema helps boost authority. It was a landslide with the majority voting No, which kind of surprised me.

seo-signals-lab-schema-poll.png

I think the results should be flipped, where the majority should be voting Yes.

So I thought it prudent to drop some Schema knowledge since it seems many don’t understand its significance.

Schema allows us to spoon-feed Google information it wouldn’t normally be able to decipher contextually.

One of the most helpful things you can do is set up connections between entities. If a local business, organization, or author is mentioned online you can point to these URLs inside your schema to make the connections less ambiguous.

Think of each connection you make with Schema like a thread. The more threads, or connections, you make the stronger the “web” will be.

Making these distinct connections plays an important role, particularly if the connection is “muddy” or difficult for a search engine to pick up on organically.

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Once you look at Schema deeper, it’s going to become immediately apparent the sorts of properties you can match up that will lend legitimacy, and tangentially authority.

Sameas is used commonly to create connections to an entity’s social profiles, Wikipedia page, etc.. But we can do a lot of other things, too.

20+ Useful Schema Properties to Consider

For example, look up these properties and what they do for a brand or Organization: duns, award, legalname, memberof, naics, even simple things like address and phone number help.

The authoritative benefit of Schema becomes even more true for your content production as a Person.

Here’s some helpful properties to look up when you’re looking to build out authoritativeness for a Person: alumniof, author, memberof, contactpoint, hasoccupation, owns, worksfor, worklocation

Doing a lot of local? We can think beyond the NAP and actually get a lot more granular.

Look at openinghours, pricerange, paymentaccepted, hasmap, longitude/latitude, and areaserved makes for an interesting property for service area businesses.
 

tiiberius

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This is a tricky one.

I consider Schema part of on-page optimization which definitely doesn't contribute to Authority.

It does make contentions and associations clearer for engines though.

You can include all those things on the page without Schema and engines will probably make something out of it like
Product: Name (just basic HTML)

Schema just makes it easier for them, like you mentioned.

In our world the real Authority is all about 3rd party references and your position in whatever the hierarchy is.

Everyone can just do Schema on their website. In our world that would be like claiming "I am the best". You're just self-proclaimed.

When you reference someone/thing who already has authority via Schema and they link back to you... well, that's where the fun begins : )

If you have already have authority, it makes it easier for engines to recognize it so I'm gonna give it a Yes :)
 

Mr Positive

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Personally I recommend it to clients, but I have seen many site owners not use it and yeg have good results so cant say If one should use it or no
 

Soucha

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I like the idea of people still thinking that the Domain authority is part of Google and it actually matters :D :D :D

I believe you're the only who has said 'domain authority' so far in this thread.
When the others were talking about authority, they were not talking about MOZ DA.
 

Andrew Scherer

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In our world the real Authority is all about 3rd party references and your position in whatever the hierarchy is.

Everyone can just do Schema on their website. In our world that would be like claiming "I am the best". You're just self-proclaimed.

When you reference someone/thing who already has authority via Schema and they link back to you... well, that's where the fun begins : )

If you have already have authority, it makes it easier for engines to recognize it so I'm gonna give it a Yes :)

"What constitutes authority?" is a good question to ask ourselves.

I think if you asked 100 SEOs you would get 100 different answers as to what it is.

Authority could be a multitude of elements.

However, if legitimacy and trust play a role, and schema helps establish those 2 things, then I believe schema benefits authority (however it might be measured) at least indirectly.

That's just theorycrafting and opinion, though.
 

tiiberius

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However, if legitimacy and trust play a role, and schema helps establish those 2 things, then I believe schema benefits authority (however it might be measured) at least indirectly.

Yeah, my thoughts exactly.

"What constitutes authority?" is a good question to ask ourselves.

That's true. I saw another poll some time ago when they asked this and answers were all over the place.

I'd swaer it was Steven's room again as well.
 

True SEO

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One point everyone acknowledges it won't harm authority rating if you use schema.
So, It will help to boost directly or indirectly.
 

Stephen Paul

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Schema markup is a formatted data that interpret the search engines about your web page’s content. Only 31% of websites have used schema and most of them are of the initial level.

Schema markup does not effect the authority of the website but it will help to increase online presence, boost local SEO and generate rich snippets. In turn, these all help to enhance website ranking in the SERPs.
 

fifibrindacier

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There is no definitive answer to this question. However, many experts believe that using schema can help improve a website's visibility and authority.

This is because schema provides search engines with more information about a website's content. This extra information can help the search engine better understand the website's content.

Using schema can also help improve the website's CTR (click through rate). This is because search engines will show richer snippets for relevant search queries. A rich snippet includes information that would be relevant to a user's search query, such as the star rating of the different businesses listed in a search result page.

Schema can also help improve the website's SEO (search engine optimization) ranking. This is because schema markup can help make a website's content more relevant to search engines.

In short, using schema can help improve a website's visibility, authority, CTR and SEO ranking. However, it is important to note that using schema alone will not guarantee these improvements. A website's content must be high quality and relevant to users in order to see these benefits.
 
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