What is the significance of structured data? How does schema.org work? Why should you use it? Check out tips on how to effectively use structured data on your website to better collaborate with Google. You’ll find more details in this blog.

Schema.org: What is it?

Schema.org is a collection of tags and properties used to describe content on a website in a way that is understandable to search engines. Structured data, which allows effective communication with search engines like Google, Bing, Yandex, or Yahoo, helps in the precise description of products, reviews, local businesses, job listings, and many other elements. This shared vocabulary, created by the largest search engines, enables better understanding and analysis of content on websites.

Thanks to Schema.org, search engines can better interpret the content of your site, which can lead to improved presentation in search results, such as rich snippets. Although there’s no guarantee that your site will always receive such enhanced results, proper implementation of structured data increases the chances that your website will be better understood and more attractive to users and search engines.

Example of Structured Data

Structured data is a way of marking up content on a website to make it better understood by search engines. Here’s a simple example of structured data using Schema.org, which describes a local restaurant.

Example of structured data in JSON-LD format:

{
  "@context": "https://schema.org",
  "@type": "Restaurant",
  "name": "Delicious Eats",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Flavor Street",
    "addressLocality": "Foodville",
    "addressRegion": "CA",
    "postalCode": "12345",
    "addressCountry": "US"
  },
  "telephone": "+1-123-456-7890",
  "openingHours": [
    "Mo-Sa 10:00-22:00",
    "Su 11:00-21:00"
  ],
  "cuisine": "Italian",
  "menu": "https://www.deliciouseats.com/menu",
  "priceRange": "$$",
  "rating": {
    "@type": "AggregateRating",
    "ratingValue": "4.5",
    "reviewCount": "120"
  },
  "url": "https://www.deliciouseats.com"
}

Explanation:

• @context specifies the context, which is the schema based on which the data is interpreted.
• @type indicates the type of object, in this case, it’s a “Restaurant.”
• name, address, telephone, openingHours, etc., are properties describing the restaurant.
• AggregateRating provides additional information about the average rating and the number of reviews.

This JSON-LD code can be placed within a <script type="application/ld+json"> tag in the HTML of the page. This allows search engines to better understand and correctly display information about your restaurant in search results.

Why Do Google Structured Data Matter?

Structured data, especially those based on the Schema.org vocabulary, give your website a new dimension for search engines. They describe your products, reviews, events, job offers, and other elements in a language that search engines immediately understand. The charm of structured data lies in its precision and detailed presentation of your site’s content. Thanks to it, search engines no longer have to guess what your site is about—each element is clearly interpreted.

Structured data is essential because it allows clear definition of the relationships between different components of the website. It enables search engines to better understand the site’s content and the connections between its parts. It’s like a roadmap for your website, where every element is connected and makes sense in a broader context.

In a world where clarity means visibility, structured data has become not only welcome but necessary. By implementing structured data, you speak the language of search engines, increasing the understanding of your site and attracting more organic traffic.

Structured Data and SEO: Does It Matter?

Implementing structured data using Schema.org is a strategic step that can strengthen your website’s SEO. While structured data does not directly affect search rankings, it greatly enhances the appeal of your site to potential visitors.

Think of search results as movie trailers: a good trailer grabs attention and encourages you to watch the film. Similarly, enhanced search results with structured data offer users a more detailed preview of your site, increasing the chances of a click among a sea of links. Of course, your website must deliver on what you promise in the search results. Satisfied users lead to a lower bounce rate, signaling to search engines like Google that your site is a valuable and reliable resource.

Knowledge Graph Panel

When you search for something on Google, you often see a large, dynamic box on the right side of the results with detailed information—that’s Google’s Knowledge Graph, offering an enriched version of information related to your query.

How does Google gather this information? It systematically analyzes related content on a topic, with structured data from websites being a significant source. Accurate examination of linked data allows for the creation of a fuller picture of the search topic.

If you’re a verified business or authority in your field, the Knowledge Graph can display your name, logo, and social media profiles. This visibility adds prestige and credibility, which Google associates with your brand.

However, the impact of the Knowledge Graph goes beyond surface-level information. Connecting with many related contents creates a comprehensive web of knowledge that allows users to dive deeper into topics of interest. This improves user experience and increases the time spent on Google services, benefiting both parties.

The Hierarchy of Structured Data

The hierarchy of structured data is a key element that helps search engines understand the structure of information on your site. You can represent it as a hierarchy showing how different elements are interconnected. Here are examples of how structured data can be organized:

For a movie:

• Thing
• Creative Work
• Movie
• Description (type: text)
• Director (type: person)
• Actor (type: person)
• Image (type: ImageObject or URL)

For a local business, the structure might look like this:

• Thing
• Organization (or Place)
• LocalBusiness
• Dentist
  • Name
  • Address
  • Email
  • Logo
  • Review

In the context of local businesses, it’s important to choose the most specific business type. This helps search engines identify the kind of business you run. There are hundreds of types of local businesses, but if yours doesn’t fit into any description, you can use the product type ontology for more specific information.

In the example of a local business, Google lists several required properties, such as NAP data (name and phone). There are also recommended properties like URL, geographic coordinates, opening hours, etc. It’s worth filling in as much of this data as possible because search engines can fully display your site only when they have complete information.

Do you want to implement structured data? Not sure if it will work for you? Write or call—I offer comprehensive SEO optimization services.