Schema markup explains to search engines how the physician pages on your website relate back to your healthcare organization. These connections create relevance as Google crawls your web pages, which leads to more relevant search queries being matched with services like yours. The benefits of structured data extend beyond achieving multiple rich results in search. Those benefits are visible and effective, as we’ve demonstrated above. To maximize your search engine optimization performance, it’s important to understand how structured data really works.  You’re actually taking control of how the data on your website is defined to show the best information in search results, and not just hoping Google will figure it out on its own. This control helps medical organizations—and their physicians—retain credibility with customers and search engines alike. Through schema markup, you can also increase your E-E-A-T, establishing your brand as a trustworthy source of information. Schema markup is all about context and relevance, and when done effectively, you can increase both the quantity and quality of leads coming through your website. For healthcare organizations, this means more appointments booked by customers who are well-aligned with the services you offer. We help you leverage structured data to showcase the unique value of your health system in search. By working cross-functionally with different areas of your organization, we introduce agility to your team in the rapidly changing landscape of search engine optimization. We’ve worked with some of the top healthcare leaders in the industry, such as Sharp Healthcare, AdventHealth, and Baptist Health—executing business results using our expertise and technology.   Martha is the CEO and co-founder of Schema App. Schema App is an end-to-end Schema Markup solution that helps enterprise SEO teams create, deploy and manage Schema Markup to stand out in search. She is an active member of the search engine optimization community, and the work that she does through Schema App is helping brands from all over the world improve their organic search performance.