Structured data – What is it?
Structured data (also called rich snippets, semantic data, or schema org) tells Google even more clearly what the content on a web page that appears in the search results is about. When used correctly, structured data can also help your page stand out from the crowd in the search results!
What is structured data?
Put simply, structured data is a format for presenting information that is added directly into the code on your website. When the code is read, Google receives clear signals about what the content shown in the search results is about. By implementing structured data, you also enable additional information to be displayed when the page appears in the search results. For an online store, this can, for example, mean that the price or a small image of the product is shown in addition to the meta title and description. Structured data is implemented in a specific format in the code of the page being optimized. On schema.org you will find templates for the different formats that the information is coded in. There you can find code templates suitable for articles, products, reviews, events, and so on. In other words, you do not need to be a coding expert to start using structured data! When you add structured data and tell the search engine what type of information/content is actually presented on the page, it becomes easier for Google to interpret it.
Some types of structured data
- Product information
- Reviews
- Price
- Availability – is the product in stock?
- Video
- “Frequently Asked Questions”/FAQ
- Event information
What is the difference between structured data and rich snippets?
Even though many people use the term structured data to mean rich snippets, rich snippets are, strictly speaking, the additional information that appears with a page’s listing in the search results. Even if you add structured data to the code, there is still no guarantee that Google will display rich snippets in the search results. As with so many other things, Google chooses to show rich snippets based on which pages it considers most relevant. However, it is not always the page that ranks highest that gets rich snippets. One important thing to remember is that all the information that should go into the structured data and be shown in the search results must also be present on the page itself. Google does not select rich snippets for pages that only have structured data in the code if it does not match the content on the page.
Benefits of structured data
As mentioned earlier, structured data helps Google gain a better understanding of what the content on your page is actually about. You get an additional tool that clarifies what type of content is available. This enables the search engine to better match the pages shown to the right search intent. If you obtain rich snippets in the search results, your page will stand out visually. It creates a visual focal point in the SERP when extra information such as rating or price is shown for your page and not for the others. If you get rich snippets such as an FAQ or info box, the information from your site will also take up significantly more space than the other results. This helps make your website more visible in the search results, which is highly beneficial. Additional information in the search results = more information for users. There is a higher chance that users will perceive the page as information-rich already when they see it in the search results with structured data. They can also search for the specific information that is marked up as structured data and have your website appear in the results. When the page is perceived as more information-rich, it increases click-throughs to the page (CTR) and the conversion rate.
Summary
Even though structured data can feel a bit overwhelming to get started with, it offers significant advantages when you use it. It is a tool that makes a big difference in how Google understands and presents your page in the search results. It has also proven useful for achieving better rankings and CTR. If this is an area you want to develop on your own site, check out our SEO services. We can help you!
