{"id":25421,"date":"2014-11-05T11:55:04","date_gmt":"2014-11-05T11:55:04","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/blog\/?p=5255"},"modified":"2025-03-09T10:13:09","modified_gmt":"2025-03-09T10:13:09","slug":"top-schemas","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/top-schemas\/","title":{"rendered":"The Most Popular Schema.org Markup Type"},"content":{"rendered":"

Maximizing your organic search traffic is one of the most important areas for ensuring your site is a success. You may feel as though you\u2019ve already captured all the traffic you possibly can, but there\u2019s always untapped traffic to target. Content is increasingly being viewed as the key element in driving traffic online, so just imagine the benefits of search engines aggregating rich information about your content to search results. It sounds quite appealing, but also rather complex. However, what if this led to your organic search traffic increasing<\/a> by 30%? And what if all you had to do was implement a small change to your site\u2019s code?<\/p>\n

Well, this code does exist, it’s called “structured markup,” and surprisingly few websites have adopted it so far. Schema.org, the most popular type of structured markup, allows publishers to tag various database-driven content elements so that Yahoo, Bing and Google will recognize the significance of this content and display it accordingly. Schema<\/a> is what powers “rich snippets,” those non-textual parts of Google’s search results that show product prices, publication dates, star ratings and even thumbnail images; at the same time Schema also offers the possibility of superior search visibility for those who adopt the standard. Schema.org is the site that provides a collection of schemas that webmasters can use to markup HTML pages in ways recognized by major search providers, and that can also be used for structured data interoperability. The top search engines<\/a> including Bing, Google, Yahoo! and Yandex rely on this markup to improve the display of search results, making it easier for people to find the right Web pages.<\/p>\n

One estimate<\/a> from a few years back indicated that sites using Schema receive 30% more clickthroughs from Google than those without. And yet only 20% of websites have Schema markup in their code, according to stats touted by the Schema commission’s leadership.<\/p>\n

Rolling Out Search within Search<\/h2>\n

In September, Google rolled out<\/a> a new interface on its search results pages that allows users to easily navigate to specific content within websites. Here’s an example of what it looks like.<\/p>\n

\"schema<\/p>\n

It’s called the sitelinks search box, and as you can see, it even supports autocomplete<\/a> in many cases. But the only way you can use it to send searchers directly to your pages is if you use Schema’s SearchAction markup<\/a> in your site’s code. To understand Schema’s adoption trajectory in further detail, we used Technology Lookup<\/a> to analyze the available source code of the entire web and track new implementations of Schema since the sitelinks search box rollout.<\/p>\n

Who’s Newly Tagged for Snippets<\/h2>\n

Google’s new sitelinks search box release \u2013 and, along with it, the prospect of increased website traffic<\/a> \u2013 has apparently prompted many websites to start using Schema.org. In fact, Similarweb’s data shows that 44,121 new websites started to use SearchAction tags in September.<\/p>\n

\"44,121<\/p>\n

As for the geographic locations of publishers using the markup, SearchAction Schema is most popular, by far, in the United States, followed by the UK and France. Note that Brazil\u2019s ever-growing internet market<\/a> has embraced markups in 4th<\/sup> position and demonstrates a healthy markup adoption in Latin America.<\/p>\n

\"geographic<\/p>\n

Broadening our analysis, below we can see usage across the entire internet of the nine Schema markup tags that are especially popular with marketers:<\/p>\n