First, what is “person” schema and why should I care?
“Person” schema is a type of structured data markup (most SEO specialists–including ourselves– just call this a “schema property”). We make sure to include it when talking about specific people, or referencing an author that contributes to a piece of content on your website.
Schema properties in general, and “person” schema in particular enhance a search engine’s understanding of who it is writing the content, what their bonafides are, and why they should be viewed as an authority.
You can see why this can become important for finance services and fintech startups looking to do SEO.
1. “Person” Schema Builds Trust and Credibility
In the fintech space, trust is crucial. Potential clients and users get bombarded with offers, fantastical (and hard to believe) results, and some out-there technology (all of which we personally love).
But your target audience needs to know that the individuals behind the platform are credible and qualified. In reality, the “Person” schema helps highlight the expertise and qualifications of key figures — think authors of educational blog posts, the CEO, or even financial experts on the team. The most important part about schema itself is how Google (and other search engines) use it to feature all that information to the user.
2. Schema Helps Improve Search Visibility
Schema itself improves how search engines interpret and present information online. Schema ensures that search engines understand the importance of these people which can possibly lead to rich snippets or knowledge panels.
The “Person” schema allows search engines to display more detailed and relevant information directly in search results. Our managing partner Tanya has her own featured snippet on Google thanks to Schema.
3. Boosting Content Relevance
Fintech startups generally rely on creating educational content like expert articles, advice, analysis, and FAQs to build trust. Instead of a general brand giving this information out, associating this content with key team members using the “Person” schema can help search engines attribute authority to the content.
For fintech startups in particular, the richer the information, the higher the ranking potential.
5. Support for Google’s E-E-A-T Framework
Google’s increasing emphasis on Experience, Expertise, Authority, and Trustworthiness (E-E-A-T) favors sites that transparently showcase their experts. The “Person” schema touches all of those requirements and can help facilitate more visibility in search results pages.
Long story short, fintech startups can enhance both their SEO efforts and user trust with person schema.
