Why Structured Data for B2B Tech Companies?

B2B Tech is competitive. Your technology has been built to solve a specific problem for your customers. We want to help you stand out in SERPs (search engine result pages) as your customers explore solutions to their problems.

The fact is, customers start their research on Google. Good news! Structured data allows you to take control of how your brand, products, solutions, webinars, articles, research, how-tos, videos, case studies…can stand out and capture your customers’ interest, and click!

Beat your competition by owning the most real estate on the first page of Google. We’ll show you how! By the way—we’re also a B2B tech company. We know a little bit about this and we’re excited to share our learning.

Structured data is an advanced SEO strategy that you can see the visual change in the search result AND measure the results. When search engines read structured data, they reward you with a rich result.

Trusted by Tech Brands Worldwide

GOOGLE SEARCH

Paid vs Organic Search

Are you debating whether to focus on paid versus organic search to drive more quality traffic to your website? Don’t worry — you aren’t alone!

There are benefits to both pay-per-click (PPC) marketing and search engine optimization (SEO). PPC marketing gives you control over your ad copy with who, when, and where the information in your ads is being shown. What many digital marketers don’t know is that structured data, a technical facet of SEO, gives you a similar type of control: over how your content appears in organic search.

By helping search engines better understand the content on your page through structured data markup, you’re streamlining Google’s ability to match your content to a user’s search intent. You’re controlling how your content appears in organic search results by telling Google who your company is, what you do, and which users would find this information useful.

You’re building trust with Google by providing more information about your brand in a form that search engines can understand — structured data — which can improve your E-A-T. You’re also building trust with users through the control that structured data gives you over how your content appears in search.

FREQUENTLY ASKED QUESTIONS

FAQPage Schema Markup for Tech

Frequently asked questions (FAQs) are one of the most popular schema markup types for three key reasons:

1. Your content can take up more space in search engine result pages (SERPs).
2. You’re delighting your prospects by answering questions right in the SERPs in an engaging and helpful way.
3. You’re building trust with search engines by demonstrating your expertise in this particular topic, which can increase your E-A-T.

PRODUCT

Product Schema Markup for Tech

What’s AWESOME about Product rich results is that users can see price, availability and review ratings right in the SERPs.

Whether you show a price, rating, a price range, or not — there are options for your products to stand out. More advanced is that we can combine this with FAQ!

SCHEMA MARKUP FOR B2B TECH

Frequently Asked Questions

How do you know if your schema markup is working?

There are several tools you can use to test your schema markup:

1. The Schema Markup Validator (SMV) checks the syntax of your schema markup to make sure that it’s been written correctly.
2. Google’s Rich Results Test (RRT) shows errors and warnings for your schema markup to ensure that you have included all recommended and required properties for rich result eligibility.
3. Schema App’s Editor and Highlighter show errors and warnings for your schema markup as you’re writing it, to ensure that all required and recommended properties for rich result eligibility are included.
4. Google Search Console provides comprehensive, customizable reports that reflect how Google understands (and renders) your markup. Measure the impact of your structured data by comparing different time periods and search appearance performance.
5. Schema Performance Analytics is Schema App’s scalable, customizable structured data reporting solution. SPA enables your SEO  team to track schema markup efforts, to compare trends over different time periods, and to visualize your growth and results from structured data.

How can B2B companies leverage schema markup?

B2B organizations can use schema markup to help search engines better understand their website content. This means that Google can more easily match a user’s search query to products or services like yours. You have the content already on your site — now it’s time to have it stand out and get the organic click with rich results!

By following Google’s structured data guidelines and marking up certain types of content with schema.org types and properties, your brand can take up more real estate on search engine results pages (SERPs) and engage users at different stages of the customer journey.

How does structured data improve your B2B SEO performance?

Schema markup helps search engines contextualize the information on your website, so that Google can better match your content to a user’s search intent. This means more quality website traffic to your site because the user is more likely to find the information that they’re looking for!

Through schema markup, you’re actually defining objects on your webpages as distinct entities with their own properties and relationships to other entities. You’re also connecting your well-defined entities to a search engine’s knowledge graph, which contains entities already defined by trusted sources like Wikipedia and LinkedIn.

Through a customized schema markup strategy, SAP saw a 400% net growth in rich result organic traffic. For Donovan Digital Solutions, they found working with Schema App to be 20x faster than doing the markup manually.

Still not convinced? Check out our ROI of Schema App whitepaper!