Structured data, also known as schema markup, is the next stage in our long (and quite literally endless) series on SEO.
First thing first – SEO can be split into four types, and structured data falls under the umbrella of technical SEO. As part of a website's technical SEO strategy, structured data plays a role in helping search engine algorithms crawl and index your site, which enables you to show up in search results pages.
Of course, as with anything SEO, there's a bit more to it. Let's get into it!
What is Structured Data?
With computers becoming so impressively user-friendly, it's easy to forget that they don't function like we do—we don't speak the same language.
Structured data prevents your web pages from looking like alphabet soup from the search engine's perspective. It's a method of organizing website content to provide Google with clear information about each element on a page.
By tagging content with specific data types, structured data ensures that search engines can accurately identify and categorize each piece of information and show that content in a richer appearance in search results.
The Scoop on Schema Markup
Schema markup is the specific HTML code used to implement structured data on your website.
It acts as the language that communicates directly with search engines, explaining what each part of your content represents.
Schema markup helps define various elements on your page—whether it's a product, video, or article—making it easier for search engines to understand your content and rank it more quickly. Additionally, it enhances search results, making them more engaging and likely to encourage users to interact with your website through rich results.
Basically, schema markup tells a search engine, “Hey, this is a product!” or “Hey, this one’s a blog!” A product schema would contain information like the product name, price, and availability, while an article schema would contain information about the author, headlines, and keywords.
Best Practices for the Best Websites
While simple in theory, structured data and schema markup can be challenging to navigate the first time around.
To effectively implement structured data on your website, begin by selecting the appropriate schema markup that corresponds with the specific content you want to emphasize – Google’s Structured Data Markup Helper is your best friend in this stage (well, aside from The Brand Brew ®, of course).
To make sure that your schema has been implemented correctly, Google’s Structured Data Testing Tool is here to help. Ensure that the schema you use accurately reflects your content and is kept up-to-date with the latest standards, and test regularly to avoid potential errors or the use of outdated schemas that Google and other search engines may no longer recognize.
Not sure if your site has structured data? Our Website Audit offers a comprehensive analysis of your website’s setup and performance, providing the answers you need to guide your next SEO steps.
Why Bother with Structured Data?
As we know, it helps search engines understand what’s going on in your web pages. But why does that matter?
1. Enhanced Search Engine Understanding
Structured data helps search bots better understand and index content (which you can monitor and optimize using Google Search Console).
By providing clear, unambiguous information about each element on your page, structured data allows search engines to interpret and categorize your content accurately. The better search engines understand your website, the more likely they will put you in front of your target audience.
Here’s some food for thought:
When Rotten Tomatoes added structured data to 100,000 unique pages, it observed a 25% higher click-through rate for pages enhanced with structured data than those without.
The Food Network has converted 80% of its pages to enable search features and has seen a 35% increase in visits.
Nestlé has measured that pages that appear as rich results in search have an 82% higher click-through rate than non-rich result pages.
Need more convincing? Browse other SEO case studies and success stories.
2. Improved SERP Features
Search Engine Results Pages (SERPs) are no longer just a list of websites to choose from. Now they include a whole range of special search result features and enhancements, from the local business map pack to the sitelinks or sitelinks search box and even image metadata, that further increase your chances of earning clicks from interested buyers.
Needless to say, you want these features.
Structured data can greatly enhance your chances of appearing in rich results, such as featured snippets, image and video carousels, and knowledge panels (seen as part of a Google Business Profile). This significantly increases your website’s visibility and helps you to stand out in a sea of search results.
3. Staying Ahead of the SEO Curve
SEO is never static, and search engines are constantly updating their algorithms to prioritize user experience.
Since search engines are continually refining how they interpret and display structured data, as algorithms evolve, structured data is likely to play an even more significant role in how content is indexed and ranked.
Staying ahead of these changes by implementing structured data – alongside other SEO best practices like internal linking and SEO keywords – can keep your site at the top of the search results and keep you at the top of your game.
Looking for a Technical SEO Pro?
Now you’re equipped with the basics of structured data implementation, and you’re ready to get started with technical SEO!
If you want to take things to the next level and really boost your search engine visibility, The Brand Brew ® can provide the professional eye you need. Our Website Design builds your website from the ground up – structured data included – to transform your online presence and results! Book a call with The Brand Brew ® today.
Comments