SEOs have been talking about structured data for a few years
— when Google, Bing, Yahoo! and Yandex
got together in June 2, 2011 to create a
standardized list of attributes and entities which they all agreed to create,
maintain and promote schemas for structured data on the internet, on web pages, which
became known as Schema.org. However, there's still a lot of confusion around
what structured data is, what it’s important for SEO in Digital marketing. In
fact, a survey carried out last year by Bing found that only 17% of Digital marketers are using (or were
planning to use) Schema.org structured data markup.
Structured data, also called schema markup. Structured data
briefly describe to search engines what exactly your data means. Without structured
data markup, search engines can only tell what your data says, and they have to
work harder to determine why it’s there. When you create a web page, it is very
hard to understand
a specific element for search engines. That’s why structured
data is important for SEO in Digital marketing. Structured data allows search
engine to not only crawl your website but also it truly understand it. It will
allow the user to see the website before they visit via rich snippnet, which
are rich data that are displayed in the SERPs.
Structured data markup is a HTML markup that comes as codes.
In Digital marketing, you can use structured data to markup
your content, improve your search engine ranking and gain a competitive
advantages.
Structured data is on-page markup that enables search engines
to better understand the information currently on your business’s web page, and
use this information to improve your business’s search results listing. On your
website structured data makes it easier to determine company basics information,
such as name, address, place , as well as more complex information such
articles, events, products, recipes, etc. for web crawlers.
When we talk about structured data markup for SEO purpose,
we're usually talking about the "Schema.org". Schema.org is the most
commonly used approach to structured data markup for SEO purposes. Some
websites use the Microformats.org vocabulary, it is most often for marking up
product reviews or defining a physical location.
In addition to being able to use
different vocabularies to mark up your site, you can also implement structured
data markup in different ways using syntaxes. For Schema.org vocabulary, the
best ways to add markup to your site are either through using the Microdata format,
or JSON-LD or RDFa. With Microdata markup and RDFa markup, your structured data
is integrated within the main body HTML of the page, whereas JSON-LD uses a
JavaScript object to insert all of your markup into the head of the page.
For SEO purpose, the Micro data
approach was originally the recommended one, but JSON-LD approach has improved
in the past few years and now it is the recommended approach.
Note:
however, Bing does not currently support JSON-LD.
Structured Data Markup Helper is one
of the most useful google’s free tools to help your business get started with structured
data. This structured data markup tool helps and enhance Google’s understanding
of the content on your website. This content is used for your search engine results.
Impacting structured data markup
directly into your website ensures to everyone that this information is
available. To do this with Google’s Structure Data Markup Helper, submit a web
page to the helper and
use your mouse to “tag” different page elements. When you are finished tagging,
the structured data Markup Helper will generate sample HTML code with micro data
markup or JSON-LD markup. Then You can download this code and put it into your
website.
To conclude
Hence, to add structured
data to your pages because during indexing, we will be able to better
understand what your site is about. It will help us to understand your pages
better, and it
leads to better ranks in some sense indirectly, because of this we can rank
easier.
