SEO - Inform Search Engines

Improve your website's visibility in web searches

Creating metadata for search engines isn't hard, but it can take a while to appreciate how many options you have. The schema.org vocabulary used for SEO is already amazing, and growing smarter all the time.

Although schema.org is published as a knowledge graph, Tag includes a simplified version that works in smart content. It doesn't have the same level of detail, but it does contain all the class and property names.

The process is simple:

1) Choose the classes you want
2) Choose the properties you want
3) Enter data
4) Generate script

You will probably want multiple scripts, to describe feature/landing/pricing/etc. pages differently. Some examples of rich search results are included below.

The schema.org SEO setup panel with category menu open

Choosing classes

The Start Screen has a setup panel for schema.org that can save you a lot of time. It uses a wizard to gather class/property names and prepare a form for data entry.

The classes are grouped in categories, which are top-level classes in the schema.org hierarchy. In the latest release there are 877 classes grouped within 9 categories.

The setup panel lets you choose classes and open the wizard.

Choosing properties

The wizard prompts for a folder to copy files into, and displays a page of properties for every class selected.

This step can be time consuming as you search for information on how to apply SEO best practices for your industry.

When all properties have been selected, a form is automatically created.

SEO export wizard with 2 properties selectd for 1 of the classes
Form for EducationEvent class that has 2 form controls

Enter data

The form will have one tab for every selected class. Each tab will only contain controls for selected properties.

All the normal features available in smart content forms work here. In particular, auto fill lets you fill in multiple fields at once by selecting a row in a CSV.

Generate script

When all the data has been entered, a wizard opens that gathers a file name to save to.

The file is saved in JSON-LD format. It should be sufficient for whichever tool or team member is responsible for publishing your website.

You can then repeat this process for every web page on your website that you want to display better in web search results.

SEO export menu for demo data file

The goal of adding schema.org metadata to your website is to get rich web search results. These results look different for different search types.

The following images are from the Google Search Gallery which has a lot of helpful information. Click on them to jump to that feature on the search gallery website.

Rich Search Features