Your law firm’s search engine optimization (SEO) program will perform better on Google if you pay more attention to an advanced SEO technique called structured data or Schema.
Structured data or Schema is what we use to tell Google what our individual web pages are about and to take advantage of advanced features on Google.
You want to use structured data to take advantage of advanced SEO features on Google, like adding star ratings to your SEO listings.
When you add star ratings to your SEO listings, you attract more attention to your firm because you get better SEO rankings and get more high quality web traffic to your firm’s website.
Look at what Google’s Gary Illyes said about structured data and Schema in November 2017.
“Structured data. This is one of those things that I want you to pay lots of attention to this year.” “It is almost like we started building lots of new features that rely on structured data, kind of like we started caring more and more and more about structured data. That is an important hint for you if you want your sites to appear in search features, implement structured data.”
“more importantly, add structure data to your pages because during indexing, we will be able to better understand what your site is about. And don’t just think about the structured data that we documented on developers.google.com. Think about any schema.org schema that you could use on your pages. It will help us understand your pages better, and indirectly, it leads to better ranks in some sense, because we can rank easier.”
Many law firms still haven’t correctly added structured data or schema markup to their websites. If you aren’t sure if your SEO service has done this correctly for you, you can look at your SEO listings to see if your star ratings appear just above your SEO descriptions. You can also look for errors in your website’s schema using Google’s Structured Data Testing Tool, https://search.google.com/structured-data/testing-tool
In 2017, Google had over 40 updates to Google’s schema markup recommendations and the schema.org vocabulary. We aren’t surprised to hear that Google is publicly recommending that everyone commit to adopting schema markup.
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