STRUCTURED DATA GOOGLE SEO

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On schema.org you find all the available options.

A lot of structured data markup can also be added to your website using plugins. As mentioned, Yoast SEO automatically adds the most important data for your site. You can even determine per page or article what type of content is on there. So, you can describe the Contact page on your site as being a ContactPage to search engines. You can do this by simply selecting the type in the Schema tab in the meta box or the block editor sidebar. In addition, you can use the free Yoast SEO content blocks to markup your FAQ pages and how-to articles with valid structured data.

With structured data, you can “talk” to the search engines. You can tell the search engines which ingredients there are in your recipe, you can tell them how long the preparation time is, and you can tell them how many calories the dish will contain. Google will be able to grasp all that information instantly and can decide to show it in the search results.

Besides the title, the URL and the description of the search result, you can see how long it will take to make the world’s best lasagna. Also, you’ll see how many calories the lasagne contains. You need to add structured data to your web page to get such a rich snippet.

Schema.org is a taxonomy of code formats that the large search engines understand. You’ll find examples of what the code looks like. There are other forms as well. For instance Open Graph (used by Facebook) and Twitter cards (used by Twitter).

What is JSON-LD?

In the following video, we explain what structured data is:

You can use Schema.org to find the markup you need for your particular page. For instance, if you sell t-shirts on your site, you could show what colour t-shirts you sell and what sizes you offer in your snippet. You should investigate Schema.org/Product and find out the possibilities.

The big search engines have developed a project called Schema.org. On Schema.org you can find all the structured data markup supported by the search engines. This makes Schema.org a large collection of pieces of code.

Read our history of Schema if you’d like to know more about how this came to be. Or check out the digital story we made on rich results, structured data and Schema.

Our plugin builds a structured data graph for every post or page on your site. A graph is a complete piece of structured data that helps search engines understand the contents of your page or post. All you need to do is decide on the type of content and our plugin will do the rest. Do the Yoast SEO Configuration workout to get started!

There are all kinds of structured data. It’s always a code format. You have them for books, for reviews, for movies, and for products in your online store, for instance. In all cases, it adds more details to your snippet in the search results. Browse Google’s Search Gallery to see which rich results are powered by structured data.

Imagine you have a website with a lot of recipes. If you add structured data to a page with a recipe, your result in the search engines might change. It will be much “richer” regarding the other content that’s shown. That’s the reason we call these results rich results or rich snippets. Here’s what a rich result can look like:

We have to make one side note here. Unfortunately, Google does not always create a rich snippet of your page, even if you’ve added the structured data. There are no guarantees. So all you can do is add it to your page, and hope Google will pick it up!

Using it may sound hard, but everyone can do it — with the proper training. You have to get the right code, you’ll have to adapt that code and you’ll need a way to put it on your site.

How to use structured data?

We already have written a lot of posts about Schema.org and JSON-LD, which will help you to understand more about this subject. In addition, we’ve launched a free Structured data for beginners course to get you started and an Understanding structured data course that helps you understand this topic in even more detail.

Structured data is a way of describing your site to make it easier for search engines to understand. And to describe your site to search engines, you’ll need a vocabulary that presents content in a way that search engines can understand. The vocabulary used by the big search engines is called Schema.org, which changes your content into code that they can easily process. Search engines read the code and use it to display search results in a specific and much richer way. You can easily put this piece of code on your website.

Structured data is a tool you can use to tell Google detailed information about a page on your website. Then, Google can use this information to create informative, rich results. And audiences love these rich snippets.

An example of a rich recipe result powered by structured data.

On Schema.org, you can copy code examples. After copying it, you’ll have to adapt the code to your specific preferences. You can also use SEO tools like Yoast SEO Configuration workout to help you get started with structured data (link-here).

Want to know everything about structured data? Take our Understanding structured data training course ! In this course we explain what structured data is in detail and how you can improve your chances of getting rich results. Get access to this course, all of our other SEO courses and extra features in Yoast SEO by going Premium :

There are lots of different rich results.

Structured data is important for SEO because it’ll make it easier for Google to understand what your pages and your website are about. Google needs to find out what a page is about to show it in the search results. Using structured data is like talking to Google, telling Google what your site is about. That’ll help with your rankings.

On top of that, structured data will change the way your snippet (your search results) will look like. It’ll show more information to your customer. More specific information. And this will increase the likelihood a customer will click on your results. More clicks will eventually lead to even higher rankings! We’re seeing more and more structured data powered rich results pop up, so it is important to keep an eye on this.

Take it from me, the man, the myth: Rich Snippet!

You might have heard about structured data, Schema.org, and JSON-LD. You might have even heard that it’s becoming more and more important to add them to your site. But what do these terms mean exactly? What is structured data? And what does it have to do with SEO? We’ll explain all of this, and how to get started, in this post!

JSON-LD is one of the markups of Schema.org. It’s just a way to write code. On Schema.org, you’ll also find other markups like Microdata or RDFa. At Yoast, we’ll advise you always to use JSON-LD, because it does not break your site as easily as other markups do. Plus, it’s the format that Google prefers. Yoast SEO automatically adds lots of structured data JSON-LD to your site. That’s not possible with the other markups.

Our local SEO plugin uses structured data to show the location or multiple locations of your store, while the WooCommerce SEO plugin improves the structured data of your products. You don’t have to write code to get that rich snippet, you’ll just use our plugin, fill out some details and we’ll do it for you. And there are many more plugins that’ll help you use structured data without the need to struggle with any code!

Marieke van de Rakt is creative marketing manager at Yoast. She loves writing about content SEO, speaking at WordCamps and improving Yoast SEO and the Yoast SEO Academy: the online courses platform.

What are the benefits and guidelines of structured data ?

The difference is simple and intuitive. Structured data is organized data, whereas unstructured data is unorganized data. The following sentence is a good example of unstructured data:

On-SERP SEO is the organic channel strategy of covering as much real estate as possible on the first search results pages for any of your target keywords in order to capture the attention and clicks of your target audience. This is done by qualifying for applicable SERP features, like Google Ads, Featured Snippets, Image Packs, and FAQs, in addition to ranking as highly as possible. Structured data improves On-SERP SEO by qualifying your content for over 30 rich results , also referred to as rich snippets, that maximize the functionality and visibility of your links with more actionable, appealing, and detailed information embedded directly in the search results. To see the impact in Google search, go Search Console and under Performance > Search Appearance, you can view a breakdown of all the rich result types like “How-Tos” and “FAQs” and see the organic impressions and clicks they drove for your content.

SERP.

To help search engines in understanding each page on your site, you should implement structured data (SD) to provide context to the site’s content in an authoritative way. Read more to learn why you need to get SD on your site (the benefits) and to learn about the general guidelines of SD markup.

A separate result, often with visual enhancements, appears at the top of a search results page.

Microdata is a way to label various HTML elements on a page using machine-readable tags. Because microdata is embedded within the HTML source code of a web page, it takes more time to implement and is more difficult to edit and remove.

There are a number of ways that structured data markup can be implemented on a page but the recommended format is via JSON-LD. It is endorsed by Google and designed specifically for search engines. There are other methods, including microdata, microformats, and RDFA, but these alternatives are mixed in with content shown to users which can complicate the goals of expressing data to search engines and providing top-notch user experience.

As previously mentioned, structured data helps a search engine understand your content better, which in turn helps them rank your content more accurately. This helps them present more information directly on the results page in the form of rich snippets. Not only do you improve the experience of the Search Bot, but you improve the user experience as well by improving the results page with more accuracy and more information for them to resolve their queries faster.

At a high level, search engines like Google rely on structured data to understand your content, your website, and your business. Most notably, structured data qualifies your content for rich results – a new organic search feature that embeds extra information, like frequently asked questions, ratings, and reviews alongside the standard blue link to your web page in search results.

A computer programming language used to create interactive/dynamic action on a website.

What is the difference between structured data and unstructured data?

Regardless of the ranking question, if your goal is to increase visibility in the SERPs and indirectly influence rankings, it is a critical asset to have on your website.

Example of how Microdata appears:

Any type of organic search result listing with enhanced information displayed alongside the url, title, and description. Sometimes used interchangeably with “rich results”.

What are Google’s recommended and required data attributes?

In the context of SEO, a knowledge graph pulls information from a variety of sources, such as the CIA World Fact Book and Wikipedia, and presents them in knowledge panels located on the the right hand rail of search results pages.

Want these benefits for your website? Try our World-Class Automated Structured Data.

Hypertext markup language. HTML controls how a web page is structured (headings, paragraphs, etc.) and what it says (text).

JSON-LD is a Javascript notation that annotates web content and can be templated across web pages, making it easy to add, edit, and remove. It’s not mixed in with user-visible text, and there’s no need to alter existing HTML tags — simply add JSON-LD to the script tag in your page head or body.

Structured data, otherwise known as schema markup, is often referred to as the “language of search engines”. It’s an authoritative vocabulary that makes it easier for search engines to contextualize, understand, and accurately match website content to relevant search queries.

There are other methods, including microdata, microformats, and RDFA, but these alternatives are mixed in with content shown to users which can complicate the goals of expressing data to search engines and providing a top-notch user experience. For the alternatives, like microformats, it’s like adding subtitles or creating transcriptions to something somebody wrote and hiding it in the HTML for Google to extract and decipher.

To reiterate, by presenting information in a machine-readable context, Search Bots are able to understand the meaning of your pages, match content with more relevant queries, and display applicable rich results as well. These all have indirect effects on ranking factors like click-through rate and direct traffic because Google uses the data to put your links in front of more qualified audiences and those links are enhanced by features like FAQs, ratings, and reviews that help customers solve their queries faster and entice visits to your pages.

An extensive labeling system, created by the major search engines in 2011, that standardizes how web content is marked up. This shared vocabulary makes websites easier for search engines to understand.

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