What Is Structured Data and Why Is It Important for SERP

Structured data is a way of organizing and formatting data so that it can be easily understood by search engines.

Another name for it is schema markup.

It is a type of markup that can be added to web pages to provide additional information about the content of that page.

Structured data can be used to improve the appearance of your website in the SERP (search engine results page).

For example, if you have structured data on your product pages, Google may display your products in a rich snippet in the SERP.

Rich snippets on the search engine result page include additional information about products, such as price, rating, and availability.

What Is Structured Data and Why Is It Important

Structured data may not be a ranking signal, but it improves On-SERP (the result that shows when you actually rank).

It does by increasing the likelihood of content to appear in featured snippets, knowledge panels, and 30+ rich snippets other rich search results, that maximize the functionality and visibility of your links.

Your site feature stands out with more actionable, appealing, and detailed information embedded directly in the search results.

Google has said that, though it has no direct effect on when ranking websites, it may help Google understand more about what it is looking at.

Example,

• indicating the brand of a product, or
• which text is its description may help Google process the page more accurately.

So, directly, structured data is not a ranking singal, but indrectly, structured data can really help to improve the ranking of your website in the SERP.

Why is structured data important in SEO?

Here are the benefits of structured data for search engine optimization:

1. Improved SERP appearance

Structured data can be used to improve the appearance of your website in the SERP which then drives click-through rate (CTR).

2. Potential of Improving Ranking

Google and other search engines are more likely to rank your site when they understand it better, which is what Structured data aims to do.

This means that using structured data can potentially help you to improve your website’s ranking in the SERP.

3. Better user experience

Structured data can help to provide users with a better experience.

For example, if you have structured data configured on recipe pages, Google may display a cooking time and ingredients carousel in the SERP.

This can help users find the information they need more quickly and easily.

What are the most important characteristics of structured data?

Structured data has several necessary characteristics:

1. Organization and Hierarchy
   Structured data is organized hierarchically, which means it has a clear structure with defined relationships between different elements.

This structure makes it easier for search engines to parse and comprehend the data.

2. Standardized Formats

Structured data is typically represented using standardized formats like JSON-LD, RDFa, or microdata.

These formats follow specific rules and schemas that define how data should be structured, making it uniform and predictable.

3. Schema Markup

Structured data relies on schema markup, which is a vocabulary of tags or properties that describe different types of data.

Schemas are defined for various content types, such as articles, products, events, and more, allowing search engines to categorize and present search results accurately.

4. Rich Snippets

Structured data enables the creation of rich snippets in search engine results.

Rich snippets provide additional information alongside traditional search results, such as star ratings, prices, event dates, and more.

These rich snippets can enhance the visibility and click-through rates of search results.

5. Improved Search Engine Understanding

Structured data helps search engines understand the context and meaning of web content better. It provides additional context about the content, helping search engines match user queries with relevant results.

6. Enhanced SERP Features

Structured data can lead to the inclusion of SERP features like Knowledge Graph entries, featured snippets, and other specialized results.

These features can help websites stand out and gain more visibility in search results.

7. Mobile and Voice Search Optimization

With the rise of mobile and voice search, structured data becomes even more critical.

It enables search engines to provide concise and relevant information that suits different devices and interfaces.

8. Local SEO

Structured data can be used to provide detailed information about local businesses, such as their addresses, phone numbers, hours of operation, and customer reviews.

This is important for local SEO and can improve a business’s visibility in local search results.

9. Consistency and Accuracy

Structured data helps maintain consistency and accuracy in data representation. It reduces the likelihood of errors or misinterpretations by search engines.

10. SEO Ranking Factors

While structured data itself is not a direct ranking factor, it indirectly affects SEO by improving the way search engines understand and display content.

This can lead to higher click-through rates and better user engagement, which can positively impact rankings.

How to Add Structured Data To Your Website

Here are steps to start using structured data:

1. Decide on a Schema Markup

What is the most relevant schema markup for your content?
Are you a local business, an e-commerce store, a blog, or something else?

Popular choices include Schema.org markup and JSON-LD.

Schema.org provides a comprehensive list of markup types that cover almost any content type.

3. Install WordPress Plugin of Implementation

WordPress has a full marketplace of plugins that are designed to simplify the process of adding structured data to your web pages.

The Yoast SEO plugin, for instance, is a popular choice for many WordPress users.

It not only handles your SEO but also allows you to integrate structured data with ease.

Other popular plugins for structured data integration Schema Pro, and WP SEO Structured Data Schema.

These tools are tailored to WordPress websites alone, making the implementation of structured data more accessible and efficient.

4. Activate and Configure Your Chosen Plugin

Once you’ve selected a plugin, install and activate it on your WordPress site.

Virtually every plugin comes with easy-to-follow setup wizards.

Follow the instructions, and you’ll be on your way to adding structured data in no time.

5. Add Structured Data to Your Content

With your plugin set up, it’s time to start marking up your content.

Depending on your chosen plugin, this might involve filling out fields for individual pages, posts, or products.

Be as detailed as possible, as this will help search engines better understand your content going forward.

6. Test Your Structured Data

Before you call it a day, it’s essential to validate your structured data to ensure it’s error-free and ready to roll.

Google’s Structured Data Testing Tool is your go-to resource for this task.

Simply enter your website’s URL, and it will provide valuable feedback on your markup.

Then validate your schema markup with the Schema Markup Validator.

7. Monitor Your SEO Performance

Structured data is a potent tool, but its benefits may take a little time to fully materialize, just like every other SEO improvements.

Keep a close eye on your website’s SEO performance using tools like Google Search Console.

You’ll be able to track how your structured data impacts your search engine rankings and visibility.

Frequently Asked Questions About Structured Data

Is structured data a Google ranking factor?

According to Google, structured data is neither a guarantee of a higher ranking nor a ranking signal.

What is a Google ranking signal?

A ranking signal is a core factor that determine the position of a website in the search engines, either alone or as part of other factors. For example, you could say, website speed.

What is A Rich Snippet?

A rich result, which is another name for rich snippet is an enhanced listing in Google search results that shows more than a blue anchor text to include images and ratings.

Conclusion

Implementing structured data has the potential to improve the appearance, ranking, and user experience of your website on and off a search engine.

In summary, structured data plays a vital role in SEO and SERP by providing a standardized, organized, and machine-readable way to present information to search engines.

It has, as a benefit, an enhanced presentation of web content, ultimately improving the user experience and increasing the likelihood of attracting organic traffic.

By adding structured data to your website, you’re not just improving your SEO – you’re also providing users with more informative and engaging search results.

It’s a win-win!

So, why wait?

Follow these steps, enhance your website’s structured data, and watch your site climb the search engine ranks.

Your content deserves to shine, and structured data is your ticket to the spotlight!