What is Google Structured Data

What is Google Structured Data?

Structured data is code specifically written in a format for search engines to understand, and offers them additional information about a website which they can decide to include in a search engine results page (SERP).

Search engines read this code to inform them of what details the website would like to highlight in a search result, and then decides if that additional information should be added to a search result.

Google is on a never-ending quest to make their search results as relevant and informative as possible, so they look to businesses to make recommendations on what information they feel will be useful to list in a search result.

Recommended content is called “rich snippets”.

Rich Snippets

For a webpage to get a rich snippet placed in a search result, it must have structured data on its website which communicates these content recommendations to Google.

Here are a several examples of how Google displays structured data:

  • Enhanced Search Results
  • Google Knowledge Graph
  • Image Carousels

Enhanced Search Results

Rating Schema Google

Google Knowledge Graph

Google Knowledge Graph

Image Carousels

Image Carousels

The website www.schema.org contains a collection of all structured data markup that search engines support for all kinds of products/services, like books, reviews, recipes, sporting events, and many more.

Google never guarantees they will include rich snippets in organic search results, but having code that is easy to read on a website increases the likelihood of it being included in a SERP. 

Why is Google Structured Data important for SEO?

Google must understand what your website is all about before they include it in one of their search results, so the more effectively your website communicates with Google, the better.

The enhanced features available with structured data also increase the likelihood that users will click through to your website because your search result visually stands out and offers more information than other search results on the page.

Structured data makes it possible to communicate important details about your website directly to Google while positively impacting your SEO, as snippets offer detailed information to your current/target customers and increases the chance of people choosing your site over a competitor.

Google tracks engagement on specific websites, such as incoming traffic (new and returning) and conversions (clicks, shares, comments, completed form fills, phone calls, etc. and traffic) since they view engagement as a good predictor of value.

The future of search is all about hyper-personalization, answering questions and providing information quickly and effectively, so structured data provides an additional filter to help search engines find and display the most relevant information for its users.

How does Organix Digital implement Structured Data?

Based on the package you choose, Organix Digital will evaluate each page of the website and determine the need for structured data.

If applicable, we will update and organize the schema markup for each page. This includes key business information (e.g. name, address, phone, service area) and information specific to the page (such as product or service, pricing, images, etc.).

Premium packages allow our team to analyze and update structured data on 20 unique pages on your site. Advanced packages includes work on 10 pages.

This strategy will also be incorporated on any new content (articles or blogs) produced by Organix Digital.

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