What is Structured Data?
The web can be a scary place for some businesses due to there being so many different pages offering the same service or product as you do; it becomes easy to get lost in the crowd. Positioning is such an important factor when it comes to you attracting potential customers to your website. So how do you get your business positioned for success? Our solution to this is ‘Structured Data’.
The easiest way to explain Structured Data would be by example. If we research a simple phrase, such as marketing company. Once you do this, you’ll be looking at a SERP (Search Engine Results Page), you’ll then notice links pop up with additional information underneath them. Some have more than other and some have almost nothing at all. The website links that have things such as ratings, product listings, geographical location and other features are the ones who use this formatting. Structured data organizes your website and therefore boosts your SERPs.
This all works by a form of code known as Schema markup. It is encoded within your website. This helps the search engines, such as Google, return more detailed results for the person who is performing a search query. Schema markup has the ability to translate the meaning of words or phrases to the search engine, and therefore gives the potential customer and search engine more information when they search for a specific word.
An example: a company creates a page that is titled Marketing. The HTML text does not tell the search engine a specific meaning behind it, so therefore it could mean digital marketing, definition of marketing or any other type. This is solved when you use Structured data because it decodes it and tells the search engine the origin of its meaning. It will also use your location to find marketing services closest to your current location. When that company appears after being searched, it will be able to tell the searcher where it is located, its products, costs or other factors that it may choose to include.
Although this may seem intense and hard to figure out, it is actually quite simple. When we begin to create a website, we still use HTML but also add Schema.org vocabulary to make it more specific. Once published on your website, the structured data does its job and draws in potential customers with information.
How Structured Data Benefits Your Business
Structured Data allows your business to be easily found when a searcher is using a search engine, such as Google. Your business may have a couple of superior areas that are most appealing to searchers. Getting this information under your link on the web is important and allows you to promote your most attractive offers.
Think of Schema.org as a virtual business card that tells users who you are, your geographical location and what you offer.
When your information appears it is more organized and allows your position to climb higher. Businesses that use structured data are ranked as much as four positions higher than websites that do not use the code. All of your competitors that aren’t making these efforts will more than likely fall behind you in rankings, and your business will be more visible to potential customers. The best part is that when you are developing your website, the more information you ‘mark up’ the better.
Structured data can directly and indirectly benefit your SEO and allow you to climb in rankings. When a person searches a term and your snippet appears it will make your page more accurate and target your meta data. The potential customer will have more of an understanding of exactly what you offer, therefore your website will have more targeted, relevant traffic. This can lead to users staying on your page longer and hopefully your rankings will skyrocket.
When your snippet shows up, it will also offer a snapshot of the reviews on your website. These prequalify traffic and lead to an improvement in serving your customers. When your site has more information to provide the user, they will know they are in the right location. The snippets that do not have these will not be as attractive in comparison to those that do. Your website will assure them they are in the right place and you will rank higher over your competitors.
Since we only briefly described some of the features, here are some additional links to blog posts and informational sites that have used Structured Data and can help you discover the potential that this coding strategy has.
- Why You Need Structured Data
- Creating Quality Structured Pages
- Rich Snippet
- Mobile Friendly Websites
Schema.org or Structured Data, gives your business an advantage when it comes to SEO and overall benefits to your business.