You may have put a lot of effort into your bail bond company website. But if you are not implementing schema markup, you are missing out on a ton of potential Google hits. In a sandbox test run by Search Engine Journal, it was shown that a client website had 43% more clicks on their website when they added schema markup after previously having none.
The numbers are staggering. Another case study published on the Ryan MacKellar website in which organic traffic was measured after schema markup resulting in rich snippet content was added, showed that the organic traffic increased by a whopping 138%.
But as a bail bondsmen, you may be scratching your head as to what “rich snippet content” and even schema markup even is. Don’t worry, you’re not alone. A lot of business owners across all industries are unfamiliar with this SEO practice. While schema markup isn’t exactly a new practice, it has only recently become so important to Google rankings. December of 2017 is about the time when schema markup started to become so crucial. That is when Google started to penalize websites on Search Engine Result Pages (SERPs) that didn’t have any schema markup.
So what is schema markup anyway? Today’s blog post will answer that question and will explain why it is so important to your bail bond business. But if you want answers on how to grow your business right now, you can always contact the team here at Bail Webmasters. But for now, let’s start with the basics.
What is Schema Markup?
Schema markup is a microdata language that labels certain aspects of your website and helps search engines (Google, Yahoo, Bing, etc.) better understand the context of your website, web pages, and other content.
Why Bail Bondsmen Should Care
When implementing Bail Bond SEO, the goal is to rank #1 for relevant keywords. Any signal that can help Google understand your site is working towards that goal. While schema markup is not considered a direct ranking factor, it is known to improve SERP presentation (how your website looks on search results) which can lead to a higher click-through-rate (CTR) and ultimately higher rankings. Not doing schema markup in 2020 is negligent.
What if I Still Don’t Want to Do It?
If you have a bail bond website but Google had no language with which to communicate with your website, it may think your website was for a painter based in Greenland. The language that is spoken between Google and the endless websites on the internet is how it knows what to pull up when they search for things like “bail bondsmen near me.”
And schema markup (sometimes called structured data) is one of the languages that Google uses to communicate with your website and find out what information is on it.
Schema markup is created by using code that Google can read. It creates what is called rich snippet content on your website which usually comes in the form of a numbered list, bulleted list, an image, a star rating, or some other kind of list (i.e. a list of services or list of answers to a certain question). Schema markup usually shows up right under the website listing, and it helps the website to rank high on Google searches. That’s because schema markup usually comes in the form of a helpful list or image that clearly and immediately answers a question that someone may type into Google.
For example, let’s say that someone searches “how does posting bail work?” If you have a properly formatted schema list on your website that explains as a numbered list of steps how posting bail works, your website and that particular list will likely show up near the top of that search page…which leads us to our next topic of discussion.
How Can Schema Markup Improve your Bail Bond Business?
One of the basic principles for all kinds of businesses is “the more people see your business, the more likely they will be to patronize it.” Schema markup goes hand in hand with SEO because it is all about helping your website rank higher on Google searches.
Google is constantly trying to improve its service and provide helpful, relevant, and useful information to the searcher as quickly as possible. That’s why lists generated by schema markup always ranks so high on searches. These lists are the fastest way that people can get answers to pertinent questions.
So what can schema markup do for your bail bond business? The following is a list of just a few of the ways that you can leverage schema markup to increase traffic to your site and convert more consumers:
It Makes your Business Stand Out
If you compare the SERP listings of websites that utilize some form of schema markup and those that don’t you will notice something immediately: the ones that use schema markup are significantly more noticeable. And that’s not just because they tend to rank higher. Rather, having schema markup makes your website stand out in a vast crowd. Images and lists make your webpage listing more noticeable and enticing.
It Provides Value
By answering a question that a consumer may be in desperate need of, you are inspiring trust in your brand and demonstrating its value. This trust means a lot as we can plainly see in this Marketing Charts article which explains that 8 in 10 consumers agree that their trust in a brand affects their purchasing decisions.
It Enhances Local Recognition
Schema markup can also be used to display where your business is located and the areas it services. In these cases area, address, and contact information are displayed prominently via schema code. People aren’t looking for a bail bondsman three counties over. They want one in their area. Schema markup can display your area information so that more locals will know that you aren’t too far away.
Using Schema Markup
Using schema markup is unquestionably important for marketing but learning how to implement it can be difficult. But there are many companies that are still not taking advantage of its benefits. If you implement schema markup for your website now, you will be getting ahead of the pack on a lot of your competitors. Let us here at Bail Webmasters help you navigate these tricky waters and leverage schema markup to grow your business.