Structured data, also known as Schema markup’s use, is increasing day by day. Millions of websites are now using structured data to their advantage, helping search engines understand their website content. The use of structured data to markup your content goes beyond just helping the search engine understand the content.
But before we dive into knowing how Structured data is beneficial to your business it is important to know what Structured data is.
What is Structured Data?
Structured data refers to data presented in an organized form. Whenever a website wants its content to be presented as an event listing page, product page, lists, etc. its code needs to be marked up with a relevant schema type. With the addition of structured data, a site converts its HTML from unstructured content to structured content making it easier to understand for a search engine.
Schema.org provides aids to present your content to Google in a way that is understandable by the machines. With that structured data, Google will likely show your content in rich results, site links, knowledge graphs, etc.
There are three ways to implement structured data:
Microdata and RDFa are ideationally similar: both syntaxes define attributes that get added to your existing HTML elements.
Google prefers JSON-LD structured data because it’s easier to implement. JSON-LD has a set of easy rules and can easily be added or removed to the site.
Why should you implement it?
As mentioned earlier, structured data tells search engines exactly what is on each of your pages, and it allows them to easily pick out the important pieces of information they need. Below are some benefits worth considering that can help improve brand findability and make your business more visible.
Structured data can enhance AMP pages
Structured data helps sites appear in Google’s Knowledge Graph
Structured data is vital for improving a site’s click-through rates
Improves findability online
Greater brand control
Improves content strategy
Improves website rankings and CTR
What’s the impact of structured data on SEO?
Structured data is very important for SEO because it makes it easier for Google to understand what topic your web pages and your website is about. Using structured data is like talking to search bots, making them understand the theme of your website.
When used correctly, the structured data can help search engines understand what your content is about and may therefore contribute to a stronger relevancy signal. It has been seen that rich snippets can improve click-through rate (CTR), which can lead to better rankings.
When marked up correctly, Google can identify the relevance of your page which makes ranking in the SERPs a tad bit easier.
Schema types every website should implement
A business’ success is now dependent also on its online presence. And to ensure complete visibility for your business it is necessary to utilize the relevant schema types for your web pages that can help you rank.
It is important to add organization schema structured markup to the company’s “About” or Home page. With this markup, you are confirming to web crawlers who you are and exactly what you do. Google themselves recommends implementing this to enhance the appearance of your official website and make its presence known in the SERPs.
With this schema type and approach of presenting structured data markup, Google and other search engines will be able to find you with more ease. With webpage schema, the pages are likely to rank in rich results and specific pages can get highlighted when users are looking for a certain type of business.
Breadcrumb schema markup will give your business website the ability to generate breadcrumb rich snippets in the SERPs.
Adding Article structured data to your blog, news, and sports article page can enhance your appearance in Google Search results. The page can then be eligible for different features, depending on what code is applied on the page.
Product schema facilitates the search engines to showcase more information about your products, and since search engines can attain more product information as possible in a structured format, it helps the web page rank higher. Hence by adding this markup to your product pages, Google can provide detailed product information as a rich result in Google Search. Users can see specifications such as images, price, availability, and review ratings in the search results.
Local business schema is a type of structured data markup code you can add to your business's website to help the search engines understand what type of organization you are and what you do. With Local Business structured data, you can tell Google all your business details like business hours, different departments within a business, reviews for your business, and more.
There are over 700 schema types suitable for different types of content. Based on the business niche and type, you can always pick what works best, but adding the above-mentioned schema types will certainly help you establish your presence across the web.
Adding schema to your business website will always be worth the value it brings in the long term – increased visibility, more clicks, therefore translating into more converting traffic.
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