Structured data

What is Structured Data?

Structured data is a standardized format for encoding information about a web page and its content. It uses a specific vocabulary, known as schema markup, to provide additional context and meaning that search engines and other applications can understand. This helps search engines and other platforms better interpret the content of a page and present it more effectively in search results.

Structured data can enhance the visibility of your content by enabling rich snippets and other SERP features that make your listing stand out.

Formats for Adding Structured Data

1. JSON-LD (JavaScript Object Notation for Linked Data)

• Most Common Format: Recommended by Google for its ease of implementation and separation from HTML code.
• Example:
  json { "@context": "https://schema.org", "@type": "Organization", "name": "Example Company", "url": "https://www.example.com", "logo": "https://www.example.com/logo.png" }

1. Microdata

• Embedded in HTML: Uses HTML attributes to define the schema.
• Example:
  html ¨K7K

1. RDFa (Resource Description Framework in Attributes)

• Embedded in HTML: Adds RDFa attributes to HTML tags to provide context.
• Example:
  html ¨K8K

Types of Structured Data

There are almost 800 types of structured data, including:

• Article: Provides information about news articles, blog posts, or other types of content.
• Product: Describes products, including price, availability, and reviews.
• Event: Details about events, including date, time, and location.
• Review: Information about reviews, including rating and review body.
• Local Business: Details about local businesses, including address, phone number, and opening hours.

Not all types of structured data are supported by Google, so it’s important to refer to Google’s Structured Data Documentation to ensure compatibility.

Benefits of Structured Data

1. Enhanced Search Results: Rich snippets and other enhancements can make your search result more attractive and informative, which can improve click-through rates.
2. Better Content Understanding: Helps search engines understand the context and specifics of your content, leading to better indexing and relevance.
3. Voice Search Optimization: Structured data can improve your chances of appearing in voice searsearch results, which rely heavily on structured information.
4. Local SEO: Improves the chances of appearing in local search results with detailed information about your business.

How to Find Structured Data on Pages

1. Google Structured Data Testing Tool:

• Use the Google Structured Data Testing Tool to check and validate the structured data on your page.

1. Ahrefs SEO Toolbar:

• Ahrefs’ SEO Toolbar can help you view and understand the structured data on a page in a more readable format. Simply install the toolbar, navigate to the page you want to analyze, and look for the structured data section.

1. Browser Developer Tools:

• You can manually inspect the HTML source code using browser developer tools (usually accessed with right-click > “Inspect” or “View Page Source”) to find embedded structured data.

Summary

Structured data helps search engines and other platforms understand the content of your web pages by providing additional context through schema markup. By implementing structured data correctly, you can enhance your search results with rich snippets, improve indexing, and potentially increase visibility and engagement with your content.