Structured Data

Structured data refers to the schema markup on websites, a code that assists search engines in comprehending the content of URLs, resulting in enhanced display in search engine results, known as rich results. Common examples include ratings, events, and more. The following glossary provides essential information on structured data.

What are structured data?

Structured data involves content markup crafted to assist search engines in understanding and categorizing site content.

Various vocabularies are available at schema.org, an initiative by Google, Microsoft, Yahoo, and Yandex. This results in a standardized catalog of data markups that numerous search engines can interpret.

Structured data elements can show as rich results in search engines results, making them vital for SEO. Users receive enhanced results in SERPs, besides the usual title, link, and description. Common examples include preparation time for recipes or shop ratings in snippets.

Not all schema markups appear as rich results in organic search results. While Google, Bing, or Yandex may not always generate rich results from structured data, comprehensive markup enhances the likelihood. It aids search engine crawlers in better interpreting your content.

Databases like the Google Knowledge Graph also utilize entity data from schema markup.

What types of markups are there?

Below are key markups in the structured data repository:

• Organization: Provides business information, ensuring it's displayed in branded search queries, including company logos.
• Local Business: Adding structured data to business listings helps local businesses present themselves better in search results, possibly including opening hours or business type. Reservations can be made via the Reserve with Google feature.
• Event: Event data is beneficial for generating interest, whether for concerts, Pilates sessions, or online conferences.
• Article: Publishing articles can enhance visibility in search results. This structured data improves search engine evaluation and placement, such as in the Google News widget.
• Product: eCommerce businesses can improve rich search results by adding details like price, availability, or reviews.
• AggregateRating: Recognizable as the five yellow stars in Google or Bing results, with specific review schemas for books and films.
• Breadcrumb: Indicates the clickstream visitors follow, showing hierarchy in search results and aiding navigation.
• FAQ, How-to, Q&A: FAQ schema is for Q&A sections, How-to schema for instructional content, and Q&A schema is another useful SEO tool.
• Jobs: In the job market, schema.org offers elements for job postings, salaries, or reviews, used by Google Jobs.
• Recipe: Essential for recipes, involving details like prep times or nutritional info, crucial for SEO in recipe content.
• Video: Adds video information, such as descriptions, thumbnails, upload dates, or lengths.
• Speakable: Indicates which text sections are suitable for voice responses, read aloud by digital assistants like Google Home.

How can I integrate structured data?

JSON-LD is the most common format for adding structured data markup. Besides this JavaScript option, microdata can be inserted into HTML as code snippets, though Google no longer supports RDFa since 2000. Google recommends JSON-LD for its dynamism and flexibility.

JSON-LD can be integrated into websites in various ways. For CMS users like WordPress, adding JSON-LD is simple with plugins like Yoast SEO, allowing markup implementation site-wide or customized per category or URL.

While search engines may not always award rich snippets to pages with schema markup, using diverse schema elements is beneficial for better indexing and ranking. Search engine layouts constantly evolve, impacting elements required for rich results.

Previously, almost every Google search result featured AggregateRating snippets, but this has significantly decreased. Now, ratings for products and services are typically generated through third-party sites like online review platforms.

How can I test and validate structured data markup?

General test: Use the schema Markup Validator to check your URL against all schema.org vocabularies. Different search engines accept various schemas, making this tool valuable. The validator is a successor to Google's now-defunct Structured Data Testing Tool.

• Google test: The rich results test checks URL markup schema used by Google for rich snippets. It identifies structured data and checks for errors, displaying a preview of rich results.
• Bing test: The Bing Webmaster Tool can also verify structured data on URLs.

Once a URL is re-indexed, immediate checks can confirm whether identified elements appear as rich snippets. However, not all markup schemas yield rich results, so success isn't guaranteed. In SEO, success often translates to increased organic traffic, with the Google Search Console's click-through-rate reflecting rich result effectiveness.

What are the benefits of using structured data?

1. Structured data enhances search engines' understanding of website content.
2. Some markup schemas result in rich snippets in SERPs, boosting click-through-rates.
3. Enhanced understanding and higher click-through-rates can ultimately improve website ranking.