Having outstanding visibility is a vital factor for your business success. None hasn’t heard of search engine optimization (SEO) and few relevant tricks that can boost your site’s search engine page results (SERP) ranking.
Do you have any Idea of Structured Data?
Well, let me help you with that!
We are going to put light on what structured data is and what it has to do with SEO.
Let us get started:
What is Structured Data?
It is merely an extra bit of information that you would see just next to the website description. For instance, if you search for a hotel, you would be able to view the necessary information as a snippet that includes operating hours, pricing, and rating from one to five stars. It is the actual structured data output.
Now, you might be wondering,
Why it is So Important?
Now, let us take an example of the contact details. If you add them to the bottom of your page as footer, the viewers would undoubtedly be much satisfied. They would plainly understand it as contact information. The website crawlers would not be pondering the data with the help of the schema markup code that makes them know what you are adding to your website and, of course, why in the case. There would be a certain level of ambiguity despite your clear and concise writing.
For example, it’s a very natural aspect of language that Buffalo buffalo made more noticeable when the language of human and computer meet.
The websites are made up with the help of coding. Website builders are made up to permit a visual building experience to avoid the coding by yourself. The data is formatted to the HTML code. This turns everything easy for the search engines to better understand your content. Some of the elements seem to be visible manually while looking worthless to the website crawlers. The structured data is a code that translates the site’s information in a way that is understood by the search engines. It eradicates ambiguity.
Role of Structured Data in SEO:
You have a little idea about structured data that helps the search engines find out what your website content is about. It is because the search engine is now capable of parse the content in a better way. It tells you what would be the best time to illustrate your website on the result page.
The websites and the pages with structured data will rank with a better position than those without schema markup. In this way, the structured data helps SEO.
The structured data can help in many other ways as the search engine would better understand your website. It has the capability to generate the snippets, i.e., the extra information that showcases. The users can abruptly find out the option to pick up without any need to open a single result when the users can view the basic, or say important information about your website or page right in the SERP.
Therefore, whatever is referred to as the rich snippet due to the structured data is capable of making the site noticeable on SERP. It doesn’t only help in ranking better but boost your organic views as the output of the SERP is much more informational.
Let us talk about what context you need to know.
In total, there are three essential things that you must know while working with the structured data, its formats, and the one you have to use, the schema markup terms, and further formal data guidelines.
The first thing comes three supported structured data formats that are:
- RDFa: It is an HTML 5 extension that tells about the use of HTML tag attributes in linking the data to create a rich snippet.
- Microdata: It is an open community HTML extension but makes use of the tag attributes for naming the content elements.
You need to ensure that you stick only to a single format when doing any research for the coding sources online. Moreover, Google has admitted that its AI manages the JSON-LD schema markups faster than RDFa and microdata. Therefore, it is advisable to ensure whatever code you source online should be JSON-LD.
Secondly, you must have a basic idea of structured data terms. Although it is not mandatory to memorize every phrase, when you use them over time, it will boost the schema markup approaches very quickly.
In order to organize your content well, the ‘itemscope’ command would be used as per the topic. Infact, if there is a need for further categorizing your content for the type such as video, movie, audio file, then you’ll be using the ‘itemtype’ command. Furthermore, if it is required to get into more in-depth detail in defining the content’s properties, you need to use ‘itemtype’ command. To much more extendable, you can use the ‘intemprop’ command. You will get to see endless types of intemprops that you can easily assign that include name, director, genre, length, and more to it.
Now, let us talk about structured data guidelines:
You must need to have an understanding of structured data guidelines while working with the schema markups. Let us divide it into two sections:
- Technical Guidelines:
Firstly, the structured data should be posted on your page on which you want to have a focus on like online electronics would be having a description page. This is the place where you want to have your schema markup. It is also acceptable, in some cases having the structured data anywhere on your website but should be in the proper documentation.
Even if you want to have duplicate pages with the same content (although, it is not good to go but can be acceptable with valid reasons), so then you would be adding the same schema markup to both the pages. Although one of the pages would be considered accepted, there won’t be any guarantee that Googlebot will identify. It merely means that the duplicate page might show up first in the SERP varying timely. Therefore, it is best to copy the structured data too.
You can make use of the available resources at schema.org for yourself, ensuring that you use the most suitable and specific types and names of the property when ingraining structured data in your website pages.
Search engines make use of the website crawlers to count the site pages to the search engine index, and the structured data would help them to list your content correctly to produce the SERP. You must always make sure that whatever control access methods you choose to implement, don’t block the Googlebot and different search engine website crawlers from interpreting your schema markup.
The structured data comes up with the proper documentation. It indulges the additional usage guidelines, and you would get extra advantages with this.
- Quality Guidelines:
The priority for any search engine is to deliver useful results whenever any user submits a query. This simply means that the search engine platform companies such as Google do have relevancy standards, which must be considering while adding the structured data to the pages.
The schema markups must always be up-to-date. For instance, the news sites must include the published article date in their structured data so that users can know when the article was posted.
Your structured data must never be misleading. If your content is on the verge of abuse, then your schema markup must not make it look like an advertisement for the material. It would be highly annoying for the users as it won’t appear on the SERP.
The content that is present in your structured data must never promote pedophilia, cruel and violent acts, hate speech, and sexual violence.
It is the best time to clear the facts that even if the schema markup is appropriately set up as per your structured data testing tool, no search engine optimization can guarantee the successful generation of the rich snippets.
Here below are some of the reasons for its happening:
- Your structured data won’t correctly represent the main content of the marked-up page or maybe misleading in any other way.
- The schema markup may contain errors.
- The content provided in the structured data is hidden from the visitors to your website.
- Your site doesn’t comply with either technical or quality guidelines.
- How much the Keywords matter?
Keywords are the oldest ways of making the search engine crawlers understand what your content analyzes its relevancy in bring the SERP.
But due to the increase of the voice trend, the short-tail keywords, which are generally one to three words long, are turning to be less accepted. The long-tail keywords are best suitable to rank your website pages for the search query SERPs.
More to it, the voice search SERPs consider the location that you have searched previously or even about you. This turns the SEO and structured data much vital in intensifying your website’s rank and next when the users move from personal; computer to the mobile searches that includes voice search also, those techniques will have more impact on SERPs.
Remember that keywords won’t just go off entirely, but aren’t dominating the SEO market anymore.
- The crux:
So, the conclusion is that keywords are obviously not sufficient to promise good SEO ranking in any case. Now, it is vital to take note of the technical SEO, mainly structured data.
With the rising new trends in the search methods, your capability to actively incorporate schema markups in your website pages would become the difference between showcasing on the first page of search engine result outputs and dissipating in the consecutive pages.