Structured data helps search engines better understand your site’s content, improving visibility with rich snippets, localized results, and other SERP features. Implement them using Schema.org to attract more clicks and increase qualified traffic.
Structured data is a powerful tool within an SEO strategy. This comprehensive guide explains how to achieve excellent positioning with your website, leveraging structured data to stand out in organic search results.
Structured Data: What Is It?
Structured data is information that helps search engines better understand the content of web pages, facilitating indexing and improving the relevance of search results.
This data is implemented directly into the HTML code of web pages, using a specific language like Schema.org, to provide search engines with precise details about the type of information present on the website, such as articles, events, products, reviews, and much more.
How Structured Data Improves Your Website’s SEO
Structured data affects your website’s “search engine optimization (SEO) by increasing its visibility and” effectiveness. Let’s understand better how:
- Improves content understanding: structured data provides search engines with clear and precise information about what your website covers. This way, you increase the likelihood of your site being shown in search results, improving targeting and accuracy of user queries.
- Increases visibility through rich snippets: “using structured data allows you to qualify for rich snippets in the SERP, which include star ratings, product prices, availability, and much more. These snippets offer a” visually more attractive preview of your site, distinguishing it from the competition and increasing the click-through rate (CTR).
- Supports voice search: with “the increase in” use of voice assistants, structured data is essential for optimizing your site for voice search, as it helps position it as a relevant answer to questions posed through voice search.
- Facilitates knowledge graph creation: structured data contributes to the creation of knowledge graphs, which collect and connect information about people, places, and things, and offer users a “richer search experience. Having your site included in a knowledge graph can increase visibility and strengthen the” domain’s authority.
- Improves website indexing: “by using structured data, you facilitate the work of search engine crawlers in” indexing your site. This way, your pages are added more quickly and accurately to the search engine’s database.
Why Is Structured Data Important?
Structured data acts as a bridge between your website and search engines, improving communication and content understanding.
Providing search engines with clear and structured information means having a significant advantage.
Not only does it improve ranking and visibility in the SERP, but it also enhances the “user” experience, making it easier for them to find the information they’re looking for.
Difference Between Structured Data and Simple Data
- Structured data is organized in an easily readable and interpretable format. It allows systems to understand the content and context of information. On the web, structured data often refers to the use of specific markup (such as those defined by Schema.org) inserted into a web page’s HTML code to describe its content, for example, reviews, people, events, products. This helps search engines interpret the content of web pages more accurately, improving the quality of search results and enabling the appearance of rich snippets.
- Simple or unstructured data does not follow an organized model and can include any type of information, such as free text, images, videos, emails. This data is more difficult to analyze and interpret automatically because it lacks a defined structure that makes it easily processable. Most of the information generated daily, such as social media posts and blog articles, is considered unstructured data.
Schema.org: The Universal Language for Organizing Data on the Web
Schema.org is a collaborative initiative launched in 2011 by Google, Microsoft, Yahoo! and Yandex, with the aim of creating and promoting common structured data schemas to organize and label information on the web in a way that is understandable to both people and search engines.
It provides a shared vocabulary that webmasters and developers can use to indicate to search engines the exact nature of the site’s content.
This vocabulary covers a wide range of data types, from simple entities like people, places, and things, to more complex concepts related to events, products, recipes, reviews, and much more.
How to Make the Most of Schema.org
The strategies we propose below will help you improve your site’s visibility in search engines, qualify for rich snippets, and provide users with more relevant and detailed information. Here’s how to do it:
1. Identify Relevant Data Types
Examine your website’s content to identify the types of data that can be indicated with Schema.org. For example, information about products, reviews, people, events, companies, recipes, articles, and much more. Choose the schema types that match your content for an accurate description.
2. Use the Preferred Format for Data Entry
Schema.org can be implemented in various ways, such as RDFa, Microdata, and JSON-LD, although the latter is the format recommended by Google for its ease of implementation and management. JSON-LD is inserted in the of the page or in the body of the document, making it easier to add or modify markup without interfering with existing HTML.3. Add Detailed MarkupWhen implementing structured data, try to provide as many details as possible. Use the properties specified by Schema.org to enrich the information on your site. Additional details improve the quality and relevance of rich snippets and increase the chances of attracting users’ attention.4. Verify the ImplementationAfter adding structured data to your site, use Google’s structured data testing tool or the Structured Data Validation Test, if available, to verify that the markup is implemented correctly. These tools can identify errors or warnings that could affect the display of your data in search results. But we’ll come back to this in detail later.5. Keep the Markup UpdatedEnsure that the structured data on your site is always up-to-date and accurately reflects the current content of your pages. Outdated or inaccurate information leads to a poor user experience and negatively affects your visibility in search engines.6. Monitor the ResultsUse Google Search Console to monitor the “impact of” structured data implementation on your organic traffic and visibility in search engines. Rich snippets can increase CTR, so keep an “eye on relevant metrics to evaluate the” effectiveness of your SEO strategies.https://search.google.com/search-console/about?hl=ithttps://qreativa.com/traffico-organico-strategie-seo-per-aumentare-le-visite/Example data of a Qreativa client from Google Search ConsoleStructured data and results on Google Search Console7. Explore and experimentSchema.org is constantly evolving. Stay updated on the latest news and experiment with new markups to explore innovative ways to improve SEO and user engagement on your site.By following these practices, you can make the most of Schema.org to significantly improve your website’s visibility.Step-by-step guide on how to implement structured data on your websiteImplementing structured data on your website may seem like a daunting task, but by following this guide, you can do it effectively.And remember, if you can’t manage it, don’t have time, or prefer to rely on professionals, you can always contact us at Qreativa!But now let’s look at our guide, which uses JSON-LD, the format recommended by Google for implementing structured data.1. Identify content to enrich with structured dataAnalyze your site to identify types of content that could benefit from adding structured data, such as blog articles, products, reviews, events, and more.2. Choose the appropriate schema typeVisit Schema.org to explore the different types of schemas available and select those most suitable for your content.3. Create the JSON-LD markupUse an Person
indicates that the <div> element represents an object of type Person.property=“name” is used instead of itemprop to specify the name property of the person.property=jobTitle
specifies the person’s professional title within the content.property=“affiliation” typeof=“Organization” indicates that the person is affiliated with an “organization, which is specified with an additional <span> for the name of the” organization.JSON-LD (JavaScript Object Notation for Linked Data) is a JSON-based format, recommended by W3C and strongly supported by Google, for embedding structured data in web pages. It is the preferred format for many developers and SEOs due to its ease of implementation and ability to be inserted in a script block separate from the main HTML code of the page, without interfering with the existing page markup. Below is the script with information about Irene Tempestini
:JSON-LD ExampleJSON-LD example with information about Irene Tempestini, Senior SEO Copywriter freelance for web agency QreativaIn this JSON-LD code block:“@context”: “http://schema.org” defines the context, which is the Schema.org vocabulary we are using.http://schema.orghttp://Schema.org@type
: Person
specifies that the described object is a Person.“name”: “Irene Tempestini” indicates the person’s name.“jobTitle”: “Senior SEO Copywriter” defines the person’s professional title.“worksFor”: {…} is a nested object that describes the “organization for which the person works, in this case Qreativa, with ‘@type’: ‘Organization’ to indicate that it is an” organization and “name”: “Qreativa” to specify its name.The choice of structured data format depends on personal preferences, technical requirements of the website, and in some cases, specific recommendations from search engines.Currently, JSON-LD is the format recommended by Google for most structured data implementations, due to its ease of use and ability to organize and update data.The Importance of Structured Data for Local BusinessesStructured data offers an effective method to communicate specific information about your local business to search engines, thus improving online visibility and attracting potential customers.Here are some key points that highlight the importance of data for local businesses:1. They Improve Local VisibilityBy implementing structured data markup specific to local businesses, such as those defined by Schema.org for addresses, phone numbers, opening hours, and reviews, businesses significantly improve their visibility in local searches.This allows search engines to display this information in the SERP, in rich snippets or knowledge graphs, making it easier for users who want to contact the business.2. They Optimize Information for Voice SearchWith the “increase in” voice search usage, especially for local queries (“restaurant near me”, “pharmacy opening hours”), having accurate markup is crucial.Structured data helps search engines understand and provide precise answers to questions asked through voice assistants, increasing the chances that a local business will be chosen as the answer.3. They Increase Trust and CredibilityThe detailed and accurate information provided through structured data, such as customer reviews and ratings, helps build trust and credibility for a local business (brand reputation)https://qreativa.com/agenzia-seo/brand-reputation/Users, as you can confirm yourself, are more likely to trust and visit a business that displays positive reviews directly in search results.4. They Improve User ExperienceBy providing clear and accessible information such as “address, opening hours, and phone number through markup, local businesses significantly improve the” user experience.Users can easily obtain all the information they need to visit the business without having to navigate additional web pages.5. They Help Stand Out in the Local MarketBy using structured data, a local business can stand out especially in local searches and improve its Local SEO strategy. This is a determining factor in attracting customers when comparing different businesses in the same geographical area.https://qreativa.com/local-seo-cose-e-a-cosa-serve/Look at this implementation example for local businessesFor local businesses, we recommend using Schema.org’s specific schema for LocalBusiness, which includes various types of businesses such as restaurants, retail stores, medical offices, and much more. Be sure to include:Business namePhysical addressPhone numberOpening hoursReviews and ratingsAccurate and strategic implementation of markups increases the visibility of a local business, improves interaction with potential customers, and attracts more online and in-person traffic.In conclusionIn this guide, we have delved into the concept of structured data, its fundamental role in SEO, and how it can be implemented to improve the visibility and effectiveness of a website in Google search results:We defined structured data as information easily interpreted by search engines, which helps search engines understand the content of web pages.We discussed how implementing structured data can significantly improve a website’s SEO.We examined the main formats for implementing data: Microdata, RDFa, and JSON-LD.We provided a step-by-step guide on how to implement structured data on your website.Finally, we highlighted the importance of structured data for local businesses.At the end of this journey with us, you have well understood that structured data represents a truly indispensable SEO tool for any website that wants to improve its online visibility and performance!Its accurate and strategic implementation can lead to a significant improvement in SERP positioning, thus increasing organic traffic and contributing to the overall success of the site.If you want to create a great markup for your website, contact us now and take advantage of the free consultation we offer!
3. Add Detailed Markup
When implementing structured data, try to provide as many details as possible. Use the properties specified by Schema.org to enrich the information on your site. Additional details improve the quality and relevance of rich snippets and increase the chances of attracting users’ attention.
4. Verify the Implementation
After adding structured data to your site, use Google’s structured data testing tool or the Structured Data Validation Test, if available, to verify that the markup is implemented correctly. These tools can identify errors or warnings that could affect the display of your data in search results. But we’ll come back to this in detail later.
5. Keep the Markup Updated
Ensure that the structured data on your site is always up-to-date and accurately reflects the current content of your pages. Outdated or inaccurate information leads to a poor user experience and negatively affects your visibility in search engines.
6. Monitor the Results
Use Google Search Console to monitor the “impact of” structured data implementation on your organic traffic and visibility in search engines. Rich snippets can increase CTR, so keep an “eye on relevant metrics to evaluate the” effectiveness of your SEO strategies.
7. Explore and experiment
Schema.org is constantly evolving. Stay updated on the latest news and experiment with new markups to explore innovative ways to improve SEO and user engagement on your site.
By following these practices, you can make the most of Schema.org to significantly improve your website’s visibility.
Step-by-step guide on how to implement structured data on your website
Implementing structured data on your website may seem like a daunting task, but by following this guide, you can do it effectively.
And remember, if you can’t manage it, don’t have time, or prefer to rely on professionals, you can always contact us at Qreativa!
But now let’s look at our guide, which uses JSON-LD, the format recommended by Google for implementing structured data.
1. Identify content to enrich with structured data
Analyze your site to identify types of content that could benefit from adding structured data, such as blog articles, products, reviews, events, and more.
2. Choose the appropriate schema type
Visit Schema.org to explore the different types of schemas available and select those most suitable for your content.
3. Create the JSON-LD markup
Use an
4. Insert the markup into your web page
Place the
5. Verify the implementation and monitor results
Use Google’s
Keep an eye on Google Search Console to track the performance of your pages with structured data. Check if
Practical example: how to add structured data to a blog article
Let’s say we want to add structured data to an article on your blog. We need to create markup similar to this:
Make sure to replace the placeholder values with real information related to your blog article. The information provided in the structured data must be accurate and correspond to the actual content of the page. Don’t hesitate to test different types of structured data to discover what works best for your site!
It’s Google that decides whether or not to display structured data
When you search for something on Google, you can see results with rating stars, recipes with photos, or store opening hours directly in the search results.
And these, as you’ve now understood, are examples of how Google uses structured data to help you find what you’re looking for more easily.
However, it’s not guaranteed that all the structured information you put on your site will always be shown in search results. It’s Google that decides whether to show them or not based on certain criteria:
- It only shows structured data if it thinks they are useful for someone searching for something.
- If the structured data are not correctly inserted in your web page, it won’t show them.
- You must follow certain rules established by Google when using structured data. If you don’t follow them, it will ignore your information.
In short, if you want Google to show special information from your website in search results, you need to ensure that your structured data are relevant, well-crafted, and follow Google’s rules.
Remember, though, that even if you do all this, the final decision is always up to Google! However, you have a much better chance of your information being shown if you follow our guide. So, be careful with what you do!
What are the formats of structured data
The main formats used are:
- Microdata, is a structured data format that integrates directly into “existing HTML. It uses specific tag attributes added to the HTML code to annotate content elements, making them understandable to search engines. It was one of the first formats adopted for” implementing structured data and is closely tied to HTML5 specifications. For example, if we wanted to add microdata to Qreativa’s website about this information referring to the writer: I am Irene Tempestini and I am a Senior SEO Copywriter. I work as a freelancer for the web agency Qreativa , the result would be this:
- In this code snippet, we have defined a <div> container that uses the “attribute itemscope, to indicate that the data contained” inside are related to an object specified by the “attribute itemtype. In this case, the” object is a “Person” according to the Schema.org schema. Inside “the div, we use <span> with the” attribute itemprop to signal the specific properties of the person:
- name for the name “Irene Tempestini”.
- jobTitle for the professional title “Senior SEO Copywriter”.
- affiliation to indicate the “organization with which the person is affiliated, which in this case is ‘Qreativa’. We have nested another itemscope and itemtype inside” of affiliation to specify that “Qreativa” is an “organization, and we have used another <span> with itemprop=‘name’ for the name of the” organization.
- RDFa (Resource Description Framework in Attributes) allows embedding structured data within the HTML document. It is based on the RDF (Resource Description Framework) of the W3C, to annotate web content with rich metadata. RDFa is flexible and can be used in various XHTML, HTML4, HTML5, and XML documents, to offer a way to express relationships between web data. The same example we did about me, in microdata, with RDFa would be:
- vocab=“”http://schema.org/ specifies the vocabulary we are using for structured data, in this case Schema.org.
- typeof=
Person
indicates that the <div> element represents an object of type Person. - property=“name” is used instead of itemprop to specify the name property of the person.
- property=
jobTitle
specifies the person’s professional title within the content. - property=“affiliation” typeof=“Organization” indicates that the person is affiliated with an “organization, which is specified with an additional <span> for the name of the” organization.
- JSON-LD (JavaScript Object Notation for Linked Data) is a JSON-based format, recommended by W3C and strongly supported by Google, for embedding structured data in web pages. It is the preferred format for many developers and SEOs due to its ease of implementation and ability to be inserted in a script block separate from the main HTML code of the page, without interfering with the existing page markup. Below is the script with information about
Irene Tempestini
:
In this JSON-LD code block:
- “@context”: “http://schema.org” defines the context, which is the Schema.org vocabulary we are using.
@type
:Person
specifies that the described object is a Person.- “name”: “Irene Tempestini” indicates the person’s name.
- “jobTitle”: “Senior SEO Copywriter” defines the person’s professional title.
- “worksFor”: {…} is a nested object that describes the “organization for which the person works, in this case Qreativa, with ‘@type’: ‘Organization’ to indicate that it is an” organization and “name”: “Qreativa” to specify its name.
The choice of structured data format depends on personal preferences, technical requirements of the website, and in some cases, specific recommendations from search engines.
Currently, JSON-LD is the format recommended by Google for most structured data implementations, due to its ease of use and ability to organize and update data.
The Importance of Structured Data for Local Businesses
Structured data offers an effective method to communicate specific information about your local business to search engines, thus improving online visibility and attracting potential customers.
Here are some key points that highlight the importance of data for local businesses:
1. They Improve Local Visibility
By implementing structured data markup specific to local businesses, such as those defined by Schema.org for addresses, phone numbers, opening hours, and reviews, businesses significantly improve their visibility in local searches.
This allows search engines to display this information in the SERP, in rich snippets or knowledge graphs, making it easier for users who want to contact the business.
2. They Optimize Information for Voice Search
With the “increase in” voice search usage, especially for local queries (“restaurant near me”, “pharmacy opening hours”), having accurate markup is crucial.
Structured data helps search engines understand and provide precise answers to questions asked through voice assistants, increasing the chances that a local business will be chosen as the answer.
3. They Increase Trust and Credibility
The detailed and accurate information provided through structured data, such as customer reviews and ratings, helps build trust and credibility for a local business (brand reputation)
Users, as you can confirm yourself, are more likely to trust and visit a business that displays positive reviews directly in search results.
4. They Improve User Experience
By providing clear and accessible information such as “address, opening hours, and phone number through markup, local businesses significantly improve the” user experience.
Users can easily obtain all the information they need to visit the business without having to navigate additional web pages.
5. They Help Stand Out in the Local Market
By using structured data, a local business can stand out especially in local searches and improve its Local SEO strategy. This is a determining factor in attracting customers when comparing different businesses in the same geographical area.
Look at this implementation example for local businesses
For local businesses, we recommend using Schema.org’s specific schema for LocalBusiness, which includes various types of businesses such as restaurants, retail stores, medical offices, and much more. Be sure to include:
- Business name
- Physical address
- Phone number
- Opening hours
- Reviews and ratings
Accurate and strategic implementation of markups increases the visibility of a local business, improves interaction with potential customers, and attracts more online and in-person traffic.
In conclusion
In this guide, we have delved into the concept of structured data, its fundamental role in SEO, and how it can be implemented to improve the visibility and effectiveness of a website in Google search results:
- We defined structured data as information easily interpreted by search engines, which helps search engines understand the content of web pages.
- We discussed how implementing structured data can significantly improve a website’s SEO.
- We examined the main formats for implementing data: Microdata, RDFa, and JSON-LD.
- We provided a step-by-step guide on how to implement structured data on your website.
- Finally, we highlighted the importance of structured data for local businesses.
At the end of this journey with us, you have well understood that structured data represents a truly indispensable SEO tool for any website that wants to improve its online visibility and performance!
Its accurate and strategic implementation can lead to a significant improvement in SERP positioning, thus increasing organic traffic and contributing to the overall success of the site.
If you want to create a great markup for your website, contact us now and take advantage of the free consultation we offer!
