Structured Data for Better Rankings
Search engines rely on more than meets the human eye when analyzing web pages. Structured data markup is one of the most useful tools for taking advantage of this under-the-radar aspect of search engines. Essentially, structured data is behind-the-scenes code that specifies the most important elements of a page’s topic and category. For example, structured data for a page with instructions on how to change a tire might include the title, the list of necessary tools, and similar critical information for understanding the page’s purpose.
As with any relationship, the relationships between your website and the search engines that analyze it rely on clear communication. Structured data is a simple way to tell a search engine, “This is what my web page is about, and here’s the most important information.” That’s why structured data is nearly universal among businesses that prioritize search engine optimization. This SEO method brings advantages that surpass many others, increasing the ability of search engines to target the right audience for your business while improving broad visibility.
Better Search Visibility With Structured Data for SEO
Keyword optimization is the first thing most people think of when it comes to enhancing search visibility, but structured data takes keywords further. The context it provides is invaluable for the creation of more advanced and customized search results. Your page might be useful to people using different search terms for different reasons. Traditional results might show a page’s title and a small amount of content that a search engine algorithm identifies as important, but they won’t necessarily highlight individualized information depending on a web surfer’s specific needs. With structured data, each person might see different rich snippets for the same page—rich snippets that highlight the specific information they’re looking for. Additionally, some search engines use structured data to provide search enhancements, like images that will grab even more attention than text alone. These structured data benefits result in boosted rankings and higher click-through rates.
Doing Structured Data Right
As with all SEO, successful use of structured data requires strategic planning and careful attention. To follow SEO best practices, you need to determine which information on the page is most important. After that, you must choose the best schema to use. The ideal schema type will depend on the type of page—whether a blog post, a product page, or something else—and the information you want to highlight. What is a schema, though? In the context of SEO, a schema is a specific format of structured data. There are many schemas to choose from. Here are just a few:
- Product: Includes information like price, brand, and reviews
- Article: Provides the most important information about blog posts and articles
- Local Business: Shares basic business details like name, location, hours, and contact information
- Event: Details information like date, location, and ticket details
- Recipe: Includes highlights like ingredients, instructions, and reviewer ratings
