structured data importance

The SEO world is discussing Structured data for several years. At the time of implementing this, Google, Bing, Yahoo and Yandex together think that it makes a great change in SEO. However, a very small percentage of people use structured data for  SEO purpose. The reason is the lack of knowledge about it.

Structured vs unstructured data

Along with structured data, you might hear some words like schema.org, microformats, microdata etc. The majority of people don’t really know the distinction and similarities between these. In this article, we are going to answer some of your common questions. For example, what you mean by structured data? How to implement it? How structured data favor your SEO?

What is Structured Data?

Structured data is any content that is in an organized form. If you have contents of irregular format, arranging it in to understandable tabular form  can be considered as an organised one.

Consider an example given below:

Following are some kind of text notes;

morning 7 am – Gym

9 A. M breakfast

reach the office at 10

It is just some text that says the morning schedule of someone. Now I am going to organize this data in a structured manner.

Time                                 Action                              Venue

 

7 A. M                                  Morning Exercise               at Gym

9 A. M                                  Conference Call                 At home

                               10 A. M                                Seminar Presentation       at New Town Auditorium

Now, it becomes ordered and structured. When it comes to SEO, structured data is the implementation of some type of markup for the web page. And it provides some additional information about that particular page to users. This markup helps search engine to better understand the purpose of that page.

How to implement Structured data?

We can use different methods to implement data. Before getting into it, you must be aware about the term called ‘Vocabulary’. Vocabulary is some concept and its relationship describe some area of concern. Vocabulary is the common words or phrases used inside the Structured data language. Nothing more, but you will clear this on the way.

implementing structure of data

There is some syntax that commonly supported by search engines. They are microdata, JSON-LD, microformatsa and two common vocabularies are known as Schema.org and Microformat.org. Schema.org is a vocabulary that supports the Markup of structured data in an HTML document. However, schema.org can be used either with microdata or JSON-LD syntaxes.

Microformat is a vocabulary and markup syntax too. In other words, microformat is a method of adding semantic information to an HTML document. And it uses some defined markup structure that relies on the HTML attributes.

I hope now you have got some idea about Structured data and Vocabulary. The most commonly used vocabulary to markup your website is Schema.org. Some websites are using Microformats.org.  Thus, you can use different syntaxes with these vocabularies. Such as, for schema.org the better way to adding a markup to your site is using either microdata or JSON-LD syntaxes. Using Microdata markup we can integrate the structured data into the main HTML of the Page. Whereas, JSON-LD uses JavaScript objects to add markups to the head of the HTML page.

For SEO, microdata approach is the most recommended one, but Google improved their JSON-LD in past years and hence JSON-LD took lead over microata. But Bing does not support JSON-LD.

How Structured Information Benefit your SEO?

Google, Bing, Yahoo, and other search engines promote the use of Structured data and utilize the benefit from it, by implementing properly. The main benefit includes search result enhancement like rich snippets, rich cards, carousels, knowledge boxes, etc. And providing deep information about the website.  As I mentioned earlier a well-organised data display your page in front of search engines with much more accurate information about the content of your web page.

 

Benefits of using data structured

 

Rich search results – Which includes enhancement of image and other contents to understand by search engines.

Rich cards – Is a variation of rich search results. And designed for mobile users.

Enriched search results – It includes interactive features

Knowledge Graph – Provide information about a brand or a product.

Breadcrumbs – For added attraction and enhancement of your result view.

Carousels – Multiple results are visible in search results in a carousel-style.

AMP – AMP Pages have appeared in carousels with rich results for mobile users.

 

Try to read How web Design Affect SEO?  to know more about an organised manner of website.