Why B2B businesses need schema markup
Let’s tackle a common concern: “Schema markup sounds great for e-commerce or local businesses, but does it really make a difference for B2B?”
The answer is a resounding yes. In the B2B landscape, competition is fierce and visibility is everything. This is even more true in industries with low search volume. As an SEO agency specialising in B2B, we will always recommend adding schema markup to your website.
Adding schema markup to your B2B website can significantly impact how search engines understand and display your content, influencing your click-through rates and ultimately, your bottom line.
- Contextual clarity: Schema markup provides context to the data on your page. For instance, it tells Google whether a specific string is a date, an address, a product name or an event. This clarity helps Google to categorise and present the information accurately
- Disambiguation: Schema helps to disambiguate entities that could otherwise be misunderstood. For instance, a name like “Apple” could refer to either the fruit or the tech company. Schema markup can specify the context
Real-life concerns of B2B marketers
Imagine you’re a B2B marketer struggling to stand out in a crowded space. You’re investing in content marketing, but your target audience isn’t finding your content.
Schema markup can help address several real-life concerns:
- Visibility: Improve the chances of your content appearing in rich snippets
- Click-through rate: Increase your click-through rate by providing more detailed, richer search results
- Segmentation: Better categorise your various types of offerings—products, services, whitepapers, case studies, etc.
Essential schema markup types for B2B businesses
B2B businesses have unique needs and challenges; therefore, they can benefit from specific types of schema markup that cater to those needs.
Organization schema markup
The organization schema markup is essential for any B2B site. This markup helps search engines understand critical facts about your business.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Industrial Equipment Supplier Co.",
"url": "https://industrial-equipment-supplier.com",
"logo": "https://industrial-equipment-supplier.com/logo.png",
"contactPoint": {
"@type": "ContactPoint",
"telephone": "+1-877-555-1234",
"contactType": "Customer Service",
"areaServed": "US",
"availableLanguage": ["English", "Spanish"]
},
"sameAs": [
"https://www.facebook.com/IndustrialEquipmentSupplier",
"https://twitter.com/IndEquipSup",
"https://www.linkedin.com/company/industrial-equipment-supplier",
"https://www.youtube.com/channel/UC1234567890"
],
"parentOrganization": {
"@type": "Organization",
"name": "Global Industrial Holdings"
},
"subOrganization": [
{
"@type": "Organization",
"name": "Industrial Equipment Supplier Canada",
"url": "https://industrial-equipment-supplier.ca"
},
{
"@type": "Organization",
"name": "Industrial Equipment Supplier Europe",
"url": "https://industrial-equipment-supplier.eu"
}
],
"address": {
"@type": "PostalAddress",
"streetAddress": "1234 Industrial Park Road",
"addressLocality": "Metropolis",
"addressRegion": "NY",
"postalCode": "10001",
"addressCountry": "US"
},
"founder": {
"@type": "Person",
"name": "John Industrialist"
},
"foundingDate": "1995-05-15",
"numberOfEmployees": "5000",
"taxID": "12-3456789",
"duns": "123456789",
"vatID": "US123456789",
"alumni": [
{
"@type": "Person",
"name": "Jane Smith",
"description": "Former Head of Research and Development"
},
{
"@type": "Person",
"name": "Robert Jones",
"description": "Former CFO"
}
],
"department": [
{
"@type": "Organization",
"name": "Sales Department",
"contactPoint": {
"@type": "ContactPoint",
"telephone": "+1-877-555-5678",
"contactType": "Sales"
}
},
{
"@type": "Organization",
"name": "R&D Department",
"contactPoint": {
"@type": "ContactPoint",
"telephone": "+1-877-555-6789",
"contactType": "R&D"
}
}
],
"award": [
"Best Industrial Supplier 2020",
"Innovation Award 2019"
],
"memberOf": "https://www.industry-association.org",
"knowsAbout": [
"Industrial Automation",
"Heavy Machinery",
"Manufacturing Solutions"
],
"affiliation": [
{
"@type": "Organization",
"name": "National Industrial Group"
},
{
"@type": "Organization",
"name": "Global Manufacturing Association"
}
],
"makesOffer": {
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Industrial Equipment Maintenance",
"description": "Comprehensive maintenance services for heavy industrial equipment.",
"provider": {
"@type": "Organization",
"name": "Industrial Equipment Supplier Co."
}
},
"priceCurrency": "USD",
"price": "1000.00"
},
"sponsor": {
"@type": "Organization",
"name": "Industrial Safety Council",
"url": "https://www.industrialsafetycouncil.org"
}
}
</script>
Product schema markup
B2B companies often have a range of products; showcasing these products accurately can make a huge difference.
<script type="application/ld+json">
{
"@context": "https://schema.org/",
"@type": "Product",
"name": "Heavy Duty Industrial Drill",
"image": [
"https://example.com/photos/1x1/photo.jpg",
"https://example.com/photos/4x3/photo.jpg",
"https://example.com/photos/16x9/photo.jpg"
],
"description": "A robust and reliable drill for industrial use.",
"sku": "DRIL123",
"mpn": "925872",
"brand": {
"@type": "Brand",
"name": "DrillMaster"
},
"review": {
"@type": "Review",
"reviewRating": {
"@type": "Rating",
"ratingValue": "4",
"bestRating": "5"
},
"author": {
"@type": "Person",
"name": "John Doe"
}
},
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.4",
"reviewCount": "89"
},
"offers": {
"@type": "Offer",
"url": "https://example.com/product/heavy-duty-drill",
"priceCurrency": "USD",
"price": "199.99",
"priceValidUntil": "2023-11-05",
"itemCondition": "https://schema.org/NewCondition",
"availability": "https://schema.org/InStock",
"seller": {
"@type": "Organization",
"name": "Industrial Equipment Supplier Co."
}
},
"manufacturer": {
"@type": "Organization",
"name": "DrillMaster",
"logo": "https://example.com/logo.png",
"url": "https://example.com",
"contactPoint": {
"@type": "ContactPoint",
"telephone": "+1-877-555-5555",
"contactType": "Customer Service",
"areaServed": "US",
"availableLanguage": "English"
}
},
"additionalProperty": [
{
"@type": "PropertyValue",
"name": "Power Consumption",
"value": "1200W"
},
{
"@type": "PropertyValue",
"name": "Voltage",
"value": "240V"
},
{
"@type": "PropertyValue",
"name": "Weight",
"value": "5kg"
}
]
}
</script>
For example: Imagine you’re a B2B company offering SaaS products. By using product schema markup, you can display product details, pricing and reviews, which can be crucial for decision-makers looking to invest in your solutions.
Service schema markup
If your B2B offerings are more service-oriented, you need service schema markup. This schema helps present service details clearly in SERPs, making it easier for potential clients to understand your offer.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "FinancialService",
"name": "Prestige Asset Management UK",
"url": "https://prestigeassetmanagement.co.uk",
"logo": "https://prestigeassetmanagement.co.uk/logo.png",
"description": "Prestige Asset Management UK specializes in providing comprehensive asset management services to institutional clients.",
"address": {
"@type": "PostalAddress",
"streetAddress": "1 Lombard Street",
"addressLocality": "London",
"addressRegion": "Greater London",
"postalCode": "EC3V 9AA",
"addressCountry": "GB"
},
"contactPoint": {
"@type": "ContactPoint",
"telephone": "+44-20-7123-4567",
"contactType": "Customer Service",
"availableLanguage": [
"English",
"French",
"German"
],
"areaServed": "EU"
},
"sameAs": [
"https://www.linkedin.com/company/prestige-asset-management-uk",
"https://twitter.com/PrestigeAssetsUK"
],
"parentOrganization": {
"@type": "Organization",
"name": "Global Financial Holdings"
},
"serviceType": [
"Institutional Asset Management",
"Investment Advisory",
"Risk Management"
],
"areaServed": {
"@type": "Place",
"geo": {
"@type": "GeoCircle",
"geoMidpoint": {
"@type": "GeoCoordinates",
"latitude": 51.51279,
"longitude": -0.09184
},
"geoRadius": 500
},
"name": "UK"
},
"founder": {
"@type": "Person",
"name": "James Worthington"
},
"foundingDate": "2005-04-15",
"numberOfEmployees": "150",
"DUNS": "987654321",
"taxID": "GB123456789",
"members": [
{
"@type": "OrganizationRole",
"member": {
"@type": "Person",
"name": "Sarah Johnson",
"jobTitle": "Chief Financial Officer"
}
},
{
"@type": "OrganizationRole",
"member": {
"@type": "Person",
"name": "David Thompson",
"jobTitle": "Head of Risk Management"
}
}
],
"makesOffer": {
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "Comprehensive Asset Management",
"description": "A service offering tailored asset management solutions for institutional investors.",
"provider": {
"@type": "Organization",
"name": "Prestige Asset Management UK"
}
},
"priceCurrency": "GBP",
"price": "5000.00"
},
"department": [
{
"@type": "Organization",
"name": "Client Services Department",
"contactPoint": {
"@type": "ContactPoint",
"telephone": "+44-20-7123-4568",
"contactType": "Client Services"
}
},
{
"@type": "Organization",
"name": "Investment Department",
"contactPoint": {
"@type": "ContactPoint",
"telephone": "+44-20-7123-4569",
"contactType": "Investment Inquiries"
}
}
],
"award": [
"Best Asset Manager UK 2020",
"Top Institutional Investment Firm 2021"
],
"memberOf": "https://www.ukinvestmentassociation.org",
"knowsAbout": [
"Wealth Management",
"Alternative Investments",
"Portfolio Management"
],
"affiliation": [
{
"@type": "Organization",
"name": "European Asset Management Association"
},
{
"@type": "Organization",
"name": "United Kingdom Business Council"
}
],
"sponsor": {
"@type": "Organization",
"name": "UK Financial Conduct Authority",
"url": "https://www.fca.org.uk"
}
}
</script>
These details can significantly impact how prospective clients perceive your service offerings from the search results.
Article and BlogPosting schema markup
Content marketing is a critical part of B2B strategies. Using schema for your articles and blog posts can enhance their visibility. Article and BlogPosting markup can make your content eligible for rich snippets featuring images, titles, and brief descriptions.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "BlogPosting",
"headline": "The Ultimate Guide to Choosing Cloud Services for Your Business",
"alternativeHeadline": "Expert Tips on Selecting the Best Cloud Services",
"datePublished": "2023-10-01",
"dateModified": "2023-10-05",
"author": [
{
"@type": "Person",
"name": "Jane Doe",
"url": "https://example.com/authors/janedoe"
},
{
"@type": "Person",
"name": "John Smith",
"url": "https://example.com/authors/johnsmith"
}
],
"publisher": {
"@type": "Organization",
"name": "Tech Insights",
"logo": {
"@type": "ImageObject",
"url": "https://example.com/logo.png"
}
},
"image": {
"@type": "ImageObject",
"url": "https://example.com/images/cloud-services.jpg",
"height": 800,
"width": 1200
},
"mainEntityOfPage": {
"@type": "WebPage",
"@id": "https://example.com/blog/cloud-services-guide"
},
"description": "Learn how to navigate the complex world of cloud services with our comprehensive guide. From cloud storage to SaaS, get the information you need to make informed decisions.",
"articleBody": "Cloud services have become an essential part of modern business infrastructure. In this guide, we will explore the various types of cloud services available, including cloud storage, software as a service (SaaS), and infrastructure as a service (IaaS). We will also discuss the benefits of using cloud services, such as cost savings, scalability, and enhanced security...",
"keywords": "cloud services, cloud storage, SaaS, IaaS, cloud security, business infrastructure",
"wordCount": "2000",
"commentCount": "45",
"interactivityType": "Comment",
"citation": [
{
"@type": "CreativeWork",
"name": "10 Benefits of Cloud Storage",
"url": "https://example.com/resources/benefits-of-cloud-storage"
},
{
"@type": "CreativeWork",
"name": "Understanding SaaS for Businesses",
"url": "https://example.com/resources/understanding-saas"
}
],
"isPartOf": {
"@type": "Blog",
"@id": "https://example.com/blog",
"name": "Tech Insights Blog",
"publisher": {
"@type": "Organization",
"name": "Tech Insights"
}
},
"articleSection": "Cloud Computing",
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.7",
"reviewCount": "89"
}
}
</script>
FAQ Schema Markup
B2B websites often have extensive FAQs to address common questions from potential clients. Schema markup for FAQs can directly pull these questions and answers into the search results. This provides immediate value and encourages users to visit your site for more detailed information.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [{
"@type": "Question",
"name": "What is schema markup?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Schema markup is a form of microdata that helps search engines understand your website content better."
}
}, {
"@type": "Question",
"name": "How do I implement schema markup?",
"acceptedAnswer": {
"@type": "Answer",
"text": "You can implement schema markup by generating the necessary code using tools like Google's Structured Data Markup Helper and embedding it in your website's HTML."
}
}]
}
</script>
FAQs schema implementation varies depending on the CMS you are on, but many plugins allow you to deploy them at scale.
1. Schema Pro
Schema Pro is a powerful plugin that effortlessly adds schema markup to your website. It supports a wide range of schema types and is very user-friendly.
-
Features:
- Easy-to-use interface
- Supports 20+ types of schema
- Automatic markup
- Compatible with popular SEO plugins like Yoast
2. Yoast SEO
Yoast SEO is a comprehensive SEO plugin offering robust schema markup features. It automatically adds structured data to your pages and posts.
-
Features:
- Integrated with Google’s Knowledge Graph
- Supports multiple schema types
- Comprehensive SEO functions
- Automatic structured data output
3. JSON-LD for SEO
JSON-LD for SEO by Little Stream Software is one of Shopify’s most popular schema markup plugins. It aims to make your store’s structured data comply with JSON-LD standards.
-
Features:
- Automatic installation and setup
- Supports rich snippets for products, reviews and more
- Continuous updates for future schema types and improvements
- Expert support
Advanced Schemas for B2B
After you’ve mastered the basics, consider advanced schema types that can offer even more value for your B2B site.
How to Schema Markup
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "HowTo",
"name": "How to Install a Widget",
"step": [{
"@type": "HowToStep",
"name": "Step 1",
"text": "Open the package."
}, {
"@type": "HowToStep",
"name": "Step 2",
"text": "Install the widget as per the user manual."
}]
}
</script>
This makes it easy for users to follow your instructions and positions your content as highly useful and actionable.
Review Schema Markup
Showcasing customer reviews can add significant credibility to B2B services and products. Review schema markup can help these reviews appear in the search results, enhancing your social proof.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Review",
"itemReviewed": {
"@type": "Product",
"name": "Widget Pro"
},
"author": {
"@type": "Person",
"name": "Jane Doe"
},
"reviewRating": {
"@type": "Rating",
"ratingValue": "4",
"bestRating": "5"
},
"reviewBody": "This is the best widget I have ever used!"
}
</script>
Video Schema Markup
Videos are an increasingly popular medium for B2B marketing. Whether product demos, webinars, or testimonials, video schema markup can make your content stand out and be more accessible in video search results.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "VideoObject",
"name": "How to Install a Widget",
"description": "A step-by-step guide on how to install a widget.",
"thumbnailUrl": "https://example.com/thumbnail.jpg",
"uploadDate": "2023-10-01",
"duration": "PT2M33S",
"contentUrl": "https://example.com/video.mp4",
"embedUrl": "https://example.com/embed/video"
}
</script>
How to implement schema
Identify the Content Types: Determine the most critical types of content you have—products, services, articles, etc.
- Generate Schema Markup: Use tools like Google’s Structured Data Markup Helper or the Schema Markup Generator by Merkle.
- Embed the Markup: Add the generated schema markup to relevant sections of your HTML. Ideally, place it in the <head> or <body> tags.
- Test and Validate: Use Google’s Rich Results Test tool to implement your schema markup correctly. This tool will also show you any errors or warnings that must be addressed.
- Monitor Performance: Monitor your website’s performance and how implementing schema affects it. Use tools like Google Search Console to see if there are any improvements in search rankings, click-through rates, and visibility.
- Update and Revise: As your website evolves and new content is added, update and revise your schema markup accordingly. This will ensure that all your content is accurately represented in search results.
The Future of Schema Markup in B2B
With the growing sophistication of search engines, the importance of schema markup will only increase. Voice search and AI-powered assistants are becoming indispensable tools in B2B, and structured data plays a crucial role in how effectively these technologies interact with your content.
Staying ahead of the curve by continually updating and expanding your use of schema markup can give your B2B site a competitive edge.
You’ve reached the end of this detailed guide on schema markup for B2B businesses. From understanding the why and what to how to implement it, you now have the tools to enhance your B2B website’s visibility and user experience effectively.
Don’t just stop here—deep dive into the different types, experiment with what works, and refine your strategy. In no time, you’ll see the tangible benefits of schema markup in boosting your search engine rankings, enhancing user engagement, and driving more qualified leads to your business.
Ready to take the plunge? Implement schema markup and transform your B2B website today.
Key elements of the schema markup used in the examples
Below is a list of all the elements we have used for these examples, but you can find ALL the different schema types on the schema.org website.
- @context: Defines the schema context, generally “https://schema.org”
- @type: Specifies the type of schema, such as “Organization”, “Product”, “FinancialService”, or “BlogPosting”
- name: The name of the entity (organization, product, service, etc.)
- url: The URL to the entity’s webpage
- logo: The URL to the entity’s logo image
- description: A brief description of the entity
- image: URLs of images relevant to the entity
- author: Details of the author
- @type: Indicates the type of schema (Person)
- name: Name of the author
- url: URL to the author’s profile
- publisher: Publisher information
- @type: Indicates the type of schema (Organization)
- name: Name of the publisher
- logo: URL to the publisher’s logo
- contactPoint: Contact details for customer service or another point of contact
- @type: Indicates the type of schema (ContactPoint)
- telephone: Phone number
- contactType: Type of contact (e.g., Customer Service)
- areaServed: Geographic area served by the contact point
- availableLanguage: Available languages for communication
- sameAs: URLs to the entity’s social media profiles
- founder: Information about the founder
- @type: Indicates the type of schema (Person)
- name: Name of the founder
- foundingDate: The date the entity was founded
- address: Physical address of the entity
- @type: Indicates the type of schema (PostalAddress)
- streetAddress: The street address
- addressLocality: The city or locality
- addressRegion: The state or region
- postalCode: Postal code
- addressCountry: Country code
- numberOfEmployees: Total number of employees
- taxID: Tax ID number
- duns: DUNS number (Data Universal Numbering System)
- vatID: VAT number (Value Added Tax)
- parentOrganization: Details of the parent organization
- @type: Indicates the type of schema (Organization)
- name: Name of the parent organisation
- subOrganization: Information about sub-organisations
- @type: Indicates the type of schema (Organization)
- name: Name of the sub-organization
- url: URL to the sub-organization
- department: Details of various departments within the organization
- @type: Indicates the type of schema (Organization)
- name: Name of the department
- contactPoint: Contact details for the department
- alumni: Information about notable alumni
- @type: Indicates the type of schema (Person)
- name: Name of the alumni
- description: Description of the alumni’s role or contribution
- award: List of awards received by the entity
- memberOf: Memberships in associations
- knowsAbout: Areas of expertise
- affiliation: Affiliations with other organizations
- serviceType: Types of services provided
- areaServed: Geographic areas served by the entity
- @type: Indicates the type of schema (Place)
- geo: Geographic coordinates
- members: List of key members and their roles
- makesOffer: Details of services or products offered by the entity
- @type: Indicates the type of schema (Offer)
- itemOffered: Specifics about the offered service or product
- priceCurrency: Currency of the price
- price: Price of the service or product
- articleBody: Full text of the article or blog post
- headline: The headline of the article or blog post
- alternativeHeadline: An alternative headline
- datePublished: The date the content was first published
- dateModified: The date the content was last modified
- mainEntityOfPage: URL to the main webpage of the article or blog post
- @type: Indicates the type of schema (WebPage)
- @id: URL to the main webpage
- keywords: List of keywords relevant to the article or blog post
- wordCount: Total word count of the article or blog post
- commentCount: Number of comments
- interactivityType: Type of interactivity (e.g., Comment)
- citation: References or citations used in the article or blog post
- @type: Indicates the type of schema (CreativeWork)
- name: Title of the cited work
- url: URL to the cited work
- isPartOf: Indicates a larger entity to which the item belongs
- @type: Indicates the type of schema (Blog, WebSite, etc.)
- name: Name of the larger entity (e.g., Blog, Website)
- articleSection: Section of the article
- aggregateRating: Aggregated rating information
- @type: Indicates the type of schema (AggregateRating)
- ratingValue: Average rating value
- reviewCount: Total number of reviews
- review: Information about a review
- @type: Indicates the type of schema (Review)
- reviewRating: Rating details
- author: Details of the review author
- sku: Stock Keeping Unit identifier for a product
- mpn: Manufacturer Part Number
- brand: Details about the brand
- @type: Indicates the type of schema (Brand)
- name: Name of the brand
- additionalProperty: Additional properties of a product
- @type: Indicates the type of schema (PropertyValue)
- name: Name of the property
- value: Value of the property
- offers: Details of the product offer
- @type: Indicates the type of schema (Offer)
- url: URL to the offer
- priceCurrency: Currency of the price
- price: Price of the product
- priceValidUntil: Validity date of the price
- itemCondition: Condition of the item (e.g., NewCondition)
- availability: Item availability status (e.g., InStock)
- seller: Seller details
- @type: Indicates the type of schema (Organization)
- name: Name of the seller
- sponsor: Information about sponsoring organizations
- thumbnailUrl: URL to a thumbnail image
- uploadDate: Date of upload
- duration: Duration of the video
- contentUrl: URL to the content
- embedUrl: URL to embed the content
By now, it should be clear that schema markup isn’t just for e-commerce or local businesses. B2B companies can leverage schema markup to stand out from the competition in a crowded online space.
Schema markup helps search engines understand your content better, which can lead to increased visibility, improved click-through rates, and ultimately, more leads and sales.
For B2B businesses with unique needs, specific schema markup types like organization, product, service, article, FAQ and more can provide significant advantages.
If you’re not already using schema markup, we strongly recommend that you start. It’s a relatively simple and effective way to improve your B2B SEO efforts. And with the help of available plugins, implementation can be a breeze.
Ready to get started with schema markup? Get in touch and we’ll be more than happy to walk you through.