Structured Data, Schema, and SEO
Search engines like Google are continually working to provide users with content that is relevant to the terms they search for, and most importantly, useful. As a result, it’s essential for websites to populate their pages with great-quality, highly functional content. Structured data and schema are just as important as what is published on your pages.
In order to ensure a website is ranked as high as possible in search engine results pages, there are a variety of strategies that can be implemented. Collectively, these strategies are known as Search Engine Optimization or SEO. Here is a quick look at an often overlooked element of SEO known as Structured Data or Schema.
What is Structured Data?
Structured data is a series of tags and information that are added to a site’s code to make it easier for search engines to understand what the site is about. There is a predefined set of these tags, provided by Schema.org. This set of terms is used by all of the major search engines such as Google, Bing, and Yahoo! to make search more relevant for users. There are a variety of improvements you can make to your web pages’ search engine results page (SERP) listing using Schema and structured data. Not only does it make it easier for users to see what your site is about, but it also gives search engines a greater understanding of what’s on your page.
Can Structured Data Help With SEO?
Structured data and the Schema markup can definitely be used as an SEO strategy. There are measurable benefits of using Schema structured data. It can increase click-through rates to your site, bring more conversions, increases impressions, and boost your ranking on SERPs. Using structured data correctly also gives you the chance to be the featured snippet at the top of a Google results page, or being the selected result for a Google voice search. If you were in fact chosen by Google for either of those after implementing structured data, the amount of hits your site would get would skyrocket.
It’s evident that the potential for using this data is huge; however, it must be used as part of an overall SEO strategy in order to be fully effective. It’s not an aspect of your site that should be manipulated in an attempt to boost your search position without a consistent overarching SEO strategy to support the whole effort.