Schema Markup is a type of code you add to your website’s HTML to help search engines like Google better understand your content. It uses a standardised vocabulary from Schema.org to explicitly define what different pieces of information on your page mean. For a training provider, this is a powerful way to establish authority, as you can directly tell search engines that your content is authoritative.
This HTML coding is useful for many types of businesses who offer a service or sell products on their website, as there’s different schema types that can be used to help with how your website appears on Google’s search engine results pages (SERPs). The ‘Course’ schema is great for an individual course or training module. It provides details that can be displayed directly on SERPs, making you stand out from any competitors.
In this guide, we will take a look at how schema markup can have a positive impact on training websites and helps Google determine whether or not it’s authoritative. Continue reading to find out more.
How Schema Markup Establishes Authority for Training
Schema markup works by providing machine-readable context that helps Google get a better understanding of what’s on your page. When you implement schema for your training content, you’re giving Google a clear map of key details that they can then use when listing your website on their search results. Let’s look at how it can work.
Trust Signals
Course, EducationalOccupationalProgram or EducationalOrganization schema show that you’re signaling to search engines that your content is a formal educational resource. This helps search engines differentiate your legitimate training from generic blog posts, so you can rank better for your keyword search terms. A search for “online photography course” is very different from a search for “how to take a good photo.” Schema helps Google understand that your page about a photography course is a perfect match for the first query.
Rich Snippets
Schema markup can give you rich snippets on SERPs. This allows your search result to display a summary of the course, star ratings, cost and even the instructor’s name. This enhanced visibility drives a higher click-through rate while building trust with users before they even visit your website.
E-E-A-T Alignment
Schema can tell Google who the author is, their credentials and the organisation they represent, providing clear signals of authority that search engines can easily process. Google’s emphasis on Experience, Expertise, Authoritativeness and Trustworthiness (E-E-A-T) is directly supported by schema, making this very worthwhile.
Key Schema Types for Training Content
Course
This type of schema allows you to specify details like the course name, description and prerequisites, as well as the link to the course materials. This will make Google instantly understand that you offer training courses, so you can rank better for the relevant keywords that you want.
Educational Occupational Program
This enables you to define the program’s learning outcomes and credentials awarded, which gives Google extra information as to what you’re going to be offering customers and clients. It increases the authoritativeness of your website. Providing a clear duration of your training also helps manage user expectations and gives Google more precise information to use in rich snippets. This can help attract serious trainees who are ready to commit to a full program.
Educational Organization
This is ideal for a company or institution that provides training, as it allows you to define your brand, contact information and logo, connecting all your individual courses back to a single authoritative entity. Google can also build a Knowledge Graph entry for your brand. This is the information panel that often appears on the right side of the search results for a brand name, containing details like your logo, a brief description and contact information. This panel instantly communicates your credibility to Google, so they know you’re legitimate and they can then make your rankings improve based on this.
Local Business
If you’re a training provider with a physical location or one that serves a specific geographic area, this schema will be perfect. It’s a key component of a strong local SEO strategy and offers numerous benefits beyond simply helping search engines understand your business. Lifft Group has this schema on their website to help Google understand their physical location, which can help get enquiries for their training courses.
Conclusion
Without schema, a page could be just another blog post or forum discussion. It tells search engines that your page is genuine for trainees who want to learn whatever it is you’re offering. This helps search engines categorise your content correctly, making it more likely to be displayed for users who are actively searching for training or courses, rather than just general information. If you implement it correctly, you will increase the visibility of your website and make it more authoritative in the eyes of Google.
