Structured Data is a way of representing your content in the form of tags which makes it understandable to search engines. Due to the vast array of different types of websites available in the digital space, a unified language was created by all search engines in the form of a database called Schema.org. This contains an exhaustive list of markup data that can be used in your website code which will make it easier for search engines to read and understand your website content.
Structured data allows your website content to be displayed on Rich results, Rich Cards and to be used in the Knowledge Graph. However, there are no guarantees you’ll get rich listings; it’s all up to the search engines.
Rich snippets show extra information related to your product or service in the search result. In addition to the regular meta description, it can display additional bits like prices, reviews or product specifications.
A Rich Card appears on mobile. Local restaurants, recipes, movies and courses can be represented in this format. This visual format displays content in a more engaging format, with a focus on providing a better mobile user experience.
The Knowledge Graph appears on the right-hand side in Google search results. It has varied information including, logos, social media profiles and other relevant information related to the search query. If you have a validated company or if you are an authority on a certain subject, you might see your name, logo and social media profiles appear.
Implementing structured data on your websites gives you a better chance of displaying your website results in rich formats. These formats make your search results more inviting for web visitors to click on. Hence, although markup data does not directly improve your organic rankings, it indirectly helps you boost your search result performance by enticing people to click on your rich listings and thus increasing CTRs. If your web pages are very relevant to user search queries, this results in lower bounce rates. All these factors together will help you to get a head start on your competition.
Here’s a set of commonly used structured data markup:
The full list of data types is available here.
Now is a good time as any to implement structured data on your website, if you haven’t done so already. It will make your search results stand out from the competition and help search engines read your content better. All of this will boost your organic search performance.
18 Jan 2018
17 Jan 2018
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