Ever heard of schema? If you haven’t and you’re responsible for writing or uploading great product descriptions, you’d better get acquainted ASAP.
Schema is just that, a collection of schemas, which webmasters use to get major search engines to recognize their content, web pages and, yes, even product descriptions. As content is created and prepared for the Web, it is often translated into HTML. That makes it difficult for search engines to find the original content created before the translation. Schemas change all that by using on-page markup to assist search engines in conducting their most important task: finding your content.
It may seem confusing, but schemas work because they share a common markup vocabulary, making it easier for webmasters to use the same terminology and optimize their content to make it search-engine friendly. That makes it easier for the search engine to find the necessary content.
So what parts of your product description need a schema?
The first answer is the title. Every product has a name, but incorporating some other terms into the title will make it more search-engine friendly. After that, make sure the description itself is written with schema in mind. After all, you want people to find your product.
Next, make sure you apply schemas to any ratings, reviews or comments the product has received and any images that accompany the product. Remember, it’s all viable when Google sends its spiders out searching, so make sure your product description is easy to find. For some tips on creating product descriptions that actually sell, click here.
You can learn more about schema and how to do it effectively at schema.org.