Structured data is a method of marking up HTML code to provide search engines with more information about the content of a webpage. By including structured data on a webpage, webmasters can give search engines a better understanding of the content, making it more likely that the page will appear in relevant search results. In this blog post, we will discuss how to use structured data for technical SEO.
The first step in using structured data for technical SEO is to decide what type of structured data to use. There are several types of structured data, including:
- Microdata: This is a set of tags that can be added to HTML code to provide additional information about the content of a webpage. Microdata is supported by all major search engines, including Google, Bing, and Yahoo.
- RDFa: This is a set of attributes that can be added to HTML code to provide additional information about the content of a webpage. RDFa is supported by all major search engines, including Google, Bing, and Yahoo.
- JSON-LD: This is a format for adding structured data to a webpage using JavaScript. JSON-LD is supported by all major search engines, including Google, Bing, and Yahoo.
Once you have decided on the type of structured data to use, the next step is to create the structured data markup. This can be done manually by adding the appropriate tags or attributes to the HTML code of the webpage, or it can be done automatically using a tool such as the Google Structured Data Markup Helper.
When creating the structured data markup, it’s important to ensure that the information included is accurate and up-to-date. Incorrect or outdated information can lead to confusion for search engines and users alike.
Once the structured data markup has been added to the webpage, it is important to test it to ensure that it is properly implemented and can be read by search engines. The Google Structured Data Testing Tool and Bing Markup Validator are useful tools for this purpose.
After the structured data is added and validated, the next step is to submit a sitemap to Search engines, this will help them in crawling the website and identify the new structured data.
In addition to using structured data for technical SEO, it can also be used to enhance the appearance of a webpage in search results. For example, by including structured data for ratings and reviews, a webpage may appear with a rating stars in the search results. This can increase the click-through rate of the webpage, as users are more likely to click on a webpage that has a high rating.
Structured data can also be used to enhance the appearance of a webpage in the Knowledge Graph, which is the panel of information that appears to the right of the search results on some search engines. By including structured data for people, organizations, and other types of entities, a webpage can appear in the Knowledge Graph, increasing visibility and click-through rate.
Another advantage of using structured data is, to help Search engines in Understanding the different types of content, like Videos, Images, Events and more. This will help them in categorizing the pages under the relevant queries and will increase the visibility of the pages.
In conclusion, using structured data for technical SEO can help improve the visibility of a webpage in search results and enhance the appearance of a webpage in the Knowledge Graph. It can also help search engines understand the different types of content on a webpage, which can increase visibility and click-through rate. By deciding on the type of structured data to use, creating accurate and up-to-date structured data markup, validating the markup, submitting sitemap and then monitoring the results, webmasters can effectively use structured data for technical SEO to improve the visibility and performance of their webpage in search results and increase the chances of it being clicked on by users. Additionally, it allows to have a better understanding of the website’s content which results in increased visibility and relevance for different types of content.
Another important aspect of using structured data for technical SEO is the use of schema.org vocabulary, which is a set of guidelines and definitions for commonly used types of structured data. Using schema.org vocabulary ensures that the structured data on a webpage is consistent with industry standards, making it more likely that search engines will understand and correctly interpret the data.
It’s also important to note that structured data can be used to mark up not only the content of a webpage, but also the relationships between different webpages. For example, by using structured data to mark up the relationship between a product webpage and a review webpage, search engines can understand that the review webpage is about the product on the product webpage, which can improve the visibility of both webpages in search results.
Moreover, structured data can be used for providing specific information to certain platforms. For example, using structured data for FAQ or Q&A schema, Google can display these answers in the featured snippet area. This can increase visibility and drive more traffic to the website. Additionally, using structured data for events can make them show up on the search engine results pages with rich snippets. It can also help to make the event appear in Google Calendar and other platforms which support this kind of schema.
In conclusion, using structured data for technical SEO is an important aspect of improving the visibility and performance of a webpage in search results. By deciding on the type of structured data to use, creating accurate and up-to-date structured data markup, validating the markup, submitting sitemap, monitoring the results and using schema.org vocabulary, webmasters can effectively use structured data to provide search engines with more information about the content of a webpage and the relationships between different webpages, resulting in increased visibility, click-through rate, and relevance of different types of content.
Another important aspect to consider when using structured data for technical SEO is using Google Search Console to monitor and track the performance of your structured data. By using the Search Console, you can see which structured data is being used on your website, if any errors are present, and how it is being used by Google. This can help you identify and troubleshoot any issues with your structured data, and make adjustments as necessary to improve its performance.
It’s also important to note that not all structured data is created equal. Some types of structured data, like the schema.org vocabulary, are widely supported and understood by search engines, while others may be less widely supported or understood. Additionally, some types of structured data may not be relevant or useful for your particular website or content. Therefore, it’s important to research and choose the types of structured data that are most relevant and useful for your website.
Another important aspect is to be consistent in the use of structured data across the website. Inconsistency can create confusion for search engines, and can cause certain pages to be overlooked or misclassified. Thus, be consistent in how the information is presented, including the use of the same schema markup, the same property values, and the same URLs.
Finally, it’s important to note that using structured data is only one part of technical SEO. While structured data can provide search engines with more information about the content of a webpage, it is not a substitute for other technical SEO best practices, such as optimizing website speed, creating high-quality content, and building high-quality backlinks. A well-rounded technical SEO strategy should include a combination of structured data and other techniques to ensure the best possible performance in search results.
In conclusion, structured data plays a crucial role in technical SEO by providing search engines with more information about the content of a webpage. By understanding the different types of structured data, how to implement it properly and how to monitor the performance of it via Google Search Console, webmasters can effectively use structured data to increase the visibility, click-through rate, and relevance of their content, in addition to other technical SEO best practices.
