Structured data helps organize information in a standard format, making it easier for search engines like Google to understand and display content effectively. By implementing structured data, websites can enhance visibility and improve search rankings, ultimately driving more traffic to client sites. Let’s explore the benefits of structured data for optimizing online presence.
When first encountering structured data, marketers might feel confused. Even those well-versed in marketing concepts might find two common definitions of structured data that aren’t entirely the same.
The general and correct definition of structured data is information organized in a specific format or layout, making it easier to store, process, and analyze. Another definition limits structured data to how it’s used for optimizing search engine results pages (SERPs) and other marketing applications.
Consider a client running a YouTube channel who wants to grow their blog audience. To attract searchers, your agency needs to display the right information. For instance, you might encode rich text snippets to tell Google essential details about a recipe, such as cook time, serving size, nutrition information, and reviews. This is done using recipe schema markup on the backend, which increases the chances of the website appearing at the top of search results.
This article will delve into what structured data is, provide examples, and explain how to leverage it for client success:
- What Is Structured Data?
- Structured Data Examples
- Why Is Structured Data Important?
- What Is Nesting?
- Structured Data vs. Unstructured Data
- Google Structured Data
- Potential Drawbacks of Structured Data
- How To Add Structured Data to a Website
- 4 Common Schema Markup Examples for Structured Data
- Structured Data Tools and Testing
What Is Structured Data?
Structured data is any data organized and stored according to a set of standard parameters. A common example would be data in SQL databases, typically stored in a data warehouse, predefined before processing, and generally more accessible than unstructured data.
For example, a simple spreadsheet or CMS where data points like name, title, email, and company name are organized is structured data. In contemporary marketing, structured data is used by search engines to enrich content such as a product page, with details hidden in the code that enables search engines to provide additional information to users.
Common Structured Data Types
- Schema.org: General purpose structured data markup
- JSON-LD: Lightweight structured data markup
- Microdata: HTML-based structured data markup
- RDFa: Resource Description Framework in attributes
Examples of Structured Data
Imagine a client selling electric bicycles. An ideal customer might search for “ebike for sale near me.” Structured data, such as LocalBusiness Schema markups, helps Google provide useful details to end users, like starred reviews and item availability.
Structured Data vs. Unstructured Data
Structured data is easier for non-experts to access, is stored in predefined formats, and is more easily automated. Unstructured data, like blog posts and social media content, is more flexible but requires more effort to process and analyze. Both have their applications in SEO, with structured data often used for specific tasks like recipe or product schema markup.
How Google Uses Structured Data
Google uses structured data to enable rich elements in SERPs, such as sitelinks, breadcrumbs, featured snippets, carousels, knowledge panels, videos, how-tos, and FAQs. This data is added to site code, indicating key pieces of information that Google uses to enhance search results.
Potential Drawbacks of Structured Data
Implementing structured data requires technical expertise, and errors can negatively impact search rankings. It’s essential to stay updated on SEO trends and use structured data responsibly to avoid penalties. Testing and validating structured data with tools like Google’s Structured Data Testing Tool can help identify issues.
How To Add Structured Data to a Website
- Determine the Type of Structured Data: Research and choose the best-suited type for your website and business goals.
- Choose the Right Markup: Identify specific elements on your page to mark up, such as product descriptions or reviews.
- Add Structured Data to the Website: Add the appropriate code to your HTML manually or with a plugin. Ensure it’s added correctly and doesn’t interfere with website performance.
- Test and Validate Structured Data: Use tools like Google’s Structured Data Testing Tool to check for errors and monitor search rankings to gauge impact.
4 Common Schema Markup Examples
- Product: Product, Offer, Review
- Recipe: Recipe, Review, Nutrition Information
- Article: Article, NewsArticle, BlogPosting
- Local Business: LocalBusiness, PostalAddress, GeoCoordinates
Structured data is crucial for any SEO strategy, improving search visibility, enabling rich results, and optimizing for mobile. By following best practices and structured data guidelines, agencies can enhance search rankings and drive more traffic to client websites.
