Structured data is data that is organised in an orderly and easily accessible way. This means that the data is in a format that allows it to be stored and processed efficiently. It is a way of labelling or "tagging" the content of a web page so that search engines can better understand the context and purpose of the page. This allows Google to provide more accurate and relevant results for users.
There are several types of data structures that are used to organise structured data, such as relational database tables, spreadsheets, CSV files, among others. These structures provide a way to store and access data in a way that is easy to understand and use. Structured data is widely used in business, scientific and statistical applications.
There are several structured data formats, such as schema.org, which is a schema commonly used to describe the information on a web page. You can also use other formats such as RDFa or microdata. Structured data is included in the web page using special tags in the HTML code.
Some examples of information you can tag with structured data include:
- The title and description of a page
- The name and address of a business
- The rating and reviews of a product or service
- The opening hours of a shop
- The author of an article
- The publication date of a piece of content
what does it have to do with SEO?
Structured data has a close relationship with SEO, as it helps search engines better understand the content of a web page and rank it more accurately. By providing additional information about the content of a page, structured data can help search engines determine which pages are most relevant and useful to users.
Some of the ways structured data can help improve SEO rankings include:
- Improving the accuracy of search results: structured data can help search engines better understand a page's content and rank it more accurately. This can improve the quality of search results and ultimately increase site traffic.
- Increasing page visibility: Structured data can help a page appear as a more relevant result in related searches, thereby increasing the site's visibility.
- Improving user experience: structured data can help users find the information they are looking for more quickly and interact better with the site's content, which in turn can improve bounce rate and time spent on the site, which is positively valued by search engines.
However, it is important to note that structured data is only one of many techniques that can be used to improve SEO. It is also important to have quality content, have a well-structured site architecture and maintain a linking strategy.
Structured data is a markup language that is used to describe the information on a web page so that search engines can better understand the context and purpose of the page. As you mention, HTML is a common example of a markup language, and structured data works in a similar way, but with a specific focus on organising and describing information.
Google uses the structured data it finds on the web to better understand the content of a page and to rank it more accurately. This can help improve search rankings and increase site visibility. It can also help Google create rich results in the SERP, such as featured snippets or carousel images, which can improve the user experience. However, it is important to note that there is no guarantee that Google will show a rich snippet of your page, as this depends on several factors, including the quality and relevance of the content, the structure of the site and the competition. It is important to follow recommendations and best practices for using structured data correctly to increase your chances of having rich results in the SERP.
The main source of structured data markup is Schema.org, an organisation that creates the standardised language and rules for structured data.
Schema.org is a collaborative initiative led by Google, Bing, Yahoo and Yandex, with the goal of creating a common language to mark up structured data on web pages. Using Schema.org helps search engines better understand your website content and display more relevant and richer results in search results.
Structured data markup allows you to provide additional information about your website to search engines, such as name, address, phone number, opening hours, customer reviews, etc. This information can be displayed in search results as"Rich Snippets", which can improve CTR (click through rate) and can increase organic traffic. It is recommended to use it to improve the visibility of your website in search engines.
Ultimately, optimising your structured data is an important part of your SEO strategy. In addition to using Schema.org, there are a few other practices you can follow to optimise your structured data. For example, it is important to make sure that the markup you use is accurate and consistent across all pages of your website. Using tools such as Google Search Console, you can check if your markup is working properly.
Finally, it is important to follow SEO trends and be aware of updates and changes to search engine algorithms, as this can affect the way structured data is interpreted and displayed in search results. Following our blog specialising in Inbound Marketing and SEO is a great idea to stay informed and on the cutting edge with trends and developments.
