Importance of Markup

Post by Colin Mumma, Content Analyst markup is meant to enhance content blocks for search engines to categorize and display in the search engine results pages (SERP) as rich media. markup is technically HTML wrapping of predefined tagging with contextual associations.

Google and other search engines have become nimbler and smarter with the ability to parse website content for quick retrieval as they begin to interpret the meaning of search queries. For brands, this is an opportunity to gain real estate in the SERP for increased organic CTRs as well as serve search engines with rich data – specifically in the news and blog sections of a website.

The simplicity and non-intrusive nature of the markup creates a seamless experience for the user and can be deployed without interfering with the appearance of pages.

VideoObject Markup

Google recommends using the VideoObject schema markup for videos on a website. Using this schema will help search engines understand the content of the videos, allowing for better indexation of videos on the SERP with enhanced results. Some basic rules of thumb that accompany the recommendation of using VideoObject schema markup are:

  1. Use as many properties as possible or appropriate. Visit for a full list of available properties.
  2. The schema code must be visible to search engines without being nested in JavaScript* or Flash. This is because search engines cannot read either Flash or JavaScript and therefore will not be able to read the nested code. Brands can test how these pages will appear to Google by viewing their video pages in a text only browser.
  3. Brands should submit a video sitemap that grants Google the ability to better discover and surface the video content across their website to search engines. A video sitemap also provides supplementary data about the content of the videos including length, description, etc.
  4. Once the VideoObject markup has been added to a page, brands should use the Google Structured Data Tool to properly test the markup. If the code is placed correctly, Google will confirm the location of the code via URL or code snippet input.

*This does however include the ability to utilize JSON-LD markup in lieu of in-lining the META tagging in the HTML. Both methods are accepted and approved by Google.

Adding VideoObject Markup to a Video

Brands should ensure they are adding the schema markup directly into the HTML of their video’s page. This code is never displayed to users and will not affect the other HTML or coding elements present on the page.

When Google decides to crawl a video’s page again, it will take the provided information into effect when indexing the video. Not all properties describing the video are necessarily needed. For example, the director or bit rate of the video may be unknown, but the duration, encoding format, actor in the video, etc. may be known – and therefore helpful to input. Adding as many properties to the schema markup as possible can enhance the way a video appears in the SERP and encourage more clicks.

By following the above guidelines, brands can give search engines a better understanding of their website video content. On-page markup enables search engines to understand the information on Web pages and provide richer search results in order to make it easier for users to find relevant information on the Web.

To learn more about markup, contact Performics today.

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