Structured Data For SEO Success
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Structured data is essential for content ranking as it builds on brand-connected knowledge graphs and knowledge panels. As Google (especially generative AI) distinguishes this structured data, the algorithm begins to recognize and restructure the information for optimal ranking placement allowing extensive keyword search results.
Ultimately, if the structured data is solidly built through these panels, more organic activity (impressions and clicks) can be attained. Organic activity such as this is desirable for high-yield results and, in turn, can make content more conspicuous and query-friendly. Plagiarized material, excessive repetitiveness, and cut-and-paste work will easily be detected and risk severe ranking loss.
Examples: Unstructured v Structured
Types of structured data include:
- Excel files
- Heading tags
- Open graphs
- Web form ranking
- Bullet-pointed lists
- Point of sale results
- Inventory management
- Structured Query Language (SQL) databases
Some examples of unstructured data (aka ‘Big Data’) are:
- Audio
- Video
- Email content
- Spreadsheets
- Word processed docs
- Images (photos, downloaded pics)
- Anything text-heavy and non-numeric (unless used in categorization)
Rich Results
Google generates a SERP (search engine results page) derived from structured data and renders high SEO success. It is a more standardized categorization making it easier to apply to the same guidelines across the board, namely other websites and specific platforms (such as mobile searches). SERP contains what is known as “rich results” and it is exactly what drives the importance of structured data. Rich results increase the CTR (click-through rate) to bring more eyeballs to a site.
Examples of some rich results that would be derived from structured data include:
- Event info
- Job postings
- Specific products
- Cooking recipes
- How-To Instructions
- Frequently Asked Questions (FAQs)
Clear and Concise
The key is to clearly define the structured data of the content. This means good descriptions and explanations of each, not just visual bullet points. There must be minimal and targeted SEO keywords as too many can shut down optimization. For example, in a description of an ice cream store the tag ‘fast food restaurant’ is used within the online description detailing optimal business activities, exact location, and address (being sure to include zip code). Add any photo(s) or video(s) and although unstructured, these will enhance the CTR. Also, high-ranking organic reviews that accompany content will yield more rich results. If poor or no descriptions occur within the content, this will culminate in weak optimization.
Utilizing Structured Data
Implementing structured data requires direct, specific, targeted information to benefit precise categories. This means that whatever is being displayed on the page must include all the pertinent material such as detailed descriptions, photos, and directives (hours, address, etc.). Google has an excellent source for getting started called the Structured Data Markup Helper (SDMH). This tool enables the user to add structured data markup to a sample webpage specifically for assistance with:
- Products
- Events
- Datasets
- Reviews
- Articles
- Movies
- TV episodes
- Job postings
- Restaurants
- FAQ pages
- Software applications
- Local businesses
Using the SDMH helps select data types, assign data tags, highlight elements within a page, and enter a URL.
Dwell Time
When building structured data, what is known as “dwell time” should be considered. Just like CTR, which Google tracks, it also watches dwell time. This is how long users stay on a page when searching for specific items or information and, obviously, it is desired that they stay as long as possible. The more dwell time the better so keeping them there requires as much helpful, structured data information available.
Inserting SEO keywords within a description that assures the user fast, easy service is paramount. For example, a user may bounce from site to site looking for a hard-to-find item such as a gaming console. By, offering a product markup and letting the user know it is in stock or soon going to be in stock could lock them into the site. Therefore, the CTR and dwell time will register to Google that this page is a relevant search and increase the chances of being moved up to the top of the search page. With 75% of users staying on the first search page and 75% clicking on one of the first three options on that page, this is essential.
7 Point Checklist
Keeping a 7-point checklist to follow the best path on how to use structured data for SEO success is as follows:
- Bookmark these tools for finding, creating, and testing structured data as recommended by Webfx:
Schema.org: Find structured data markup, as well as walkthroughs.
Google’s Structured Data Markup Helper: Create certain types of structured data markup.
Google’s Structured Data Testing Tool: Test all structured data markup.
Google’s Rich Results Test Tool: Test and preview structured data that can generate rich results
Video schema markup for SEO can be the next step once good structured data is in place.
- Use Google Analytics or Google Search Console to view click traffic, conversions, and rankings.
- Add pages to Google’s SDMH.
- Highlight items in SDMH being sure to add pricing and other info in dropdown menus.
- Test the structured data using the SDTT tool.
- Update the high-ranking pages with the SDM tool.
- Monitor results with the Google Search Console.
Remaining diligent with structured data refreshing and continued surveillance will help SEO success. All it takes is following the CTR and dwell time for real up-to-date data which, when given enough attention (and tweaks), could have a site running right to the top of the Google page search and remaining there.
Sources:
https://www.wix.com/seo/learn/resource/structured-data-for-seo#viewer-xkclu9787
https://huckabuy.com/technical-seo/structured-data/#
https://careerfoundry.com/en/blog/data-analytics/structured-vs-unstructured-data/
https://www.webfx.com/blog/seo/how-to-improve-seo-with-structured-data/
