Why Your Website Needs Proper Structured Data
Structured Data has long been given emphasis by Google as a crucial part in crawling web pages. It is an important element of search engine optimization which we can’t just ignore.
As marketers, you’re likely aware of the basic elements of search engine optimization like Meta descriptions, headings, and title tagging. However, not all of us understand the importance and complexities of structure data.
Structured data are markups that serve both human and robot spiders. These markups provide information using a predetermined set of rules enabling search engine bots to interpret your content, and users to view a glimpse of what a web page is about before visiting it.
Why Use Structured Data Markup?
Structured data markup enhances content presentation in SERP, and it can provide answers in the knowledge graph.
You can see various types of structured data when you browse search results. Rich Snippets, Breadcrumbs, and Sitelinks Search Box are examples of structured data that enhance the presentation of data in search.
Additionally, Knowledge Graphs provide answers to pertinent questions within search and imports factual data from highly authoritative sites. Results can range from events, people, organization, and places to contact numbers, social profile links, etc. All of these are great elements for SEO, specifically local business SEO.
Structured Data for SEO and Web Development
There are four types of structured data markups; Micro formats, RDFa, JSON-LD, and Microdata. Only one type markup can be used in one website, depending in which is best suitable for the site. It is very crucial to develop any website with structured data for visibility in SERP.
Structured data markups will allow easy interpretation of contents by search engine spiders. When search engine browsers like Google can easily understand the content in your website, there is a greater chance for your site to expand its online reach.
Structured data is embedded within your website. Thus SEO and web development have to work hand in hand to ensure that necessary information about the business and website can be seen by the public.
It is important that you have some knowledge in coding to embed structured data using HTML code. Third-Party services like Google’s Structured Data Helper and schema.org for Microdata provide ready-made sets of HTML tags can be helpful, but it is still advantageous to have an expert webmaster incorporate structured data markup in the website.
Structured Data vs. Unstructured Data
Unstructured data is the organization of data in no pre-defined manner or without following any data model. When it comes to search, structured data has a better chance of ranking on top pages since search engines can easily extract the content information.
Since the sole reason to develop a website is to increase business visibility online, it is crucial that Google understand your content. Embedding data structure and applying semantic markups to this structure enables search engines to interpret and present results efficiently.
Structured Data and the Online Business Industry
As marketers, we need to understand how structured data can affect business websites. Structured data like rich snippets and other information shown on SERP can attract more users as compared to unstructured data and eventually can increase click-through rates.
Although, there is no precise evidence that structured data is among the many ranking factors used by Google, we can’t just ignore its importance.
Plus, it is better to be proactive and grab the opportunity, before everyone else does.