Using structured data and schema for better visibility on Google

TL;DR:

• Structured data helps search engines quickly and easily understand the content of a webpage

• Structured data uses schema, a universal vocabulary for structured data

• For a page to be eligible for rich results, structured data must be implemented

• Rich results appear above organic results on search engine results pages (SERP), providing better discoverability and higher click-through rate.

What is structured data?

Structured data is a way of organizing and optimizing your website code. It allows search engines to understand exactly what your page is about and serve it to relevant queries.

What is schema?

Schema is a shared vocabulary for structured data supported by Google. It can be used with many different encodings. You can find schemas for events, local business, people, products and more. Schema.org provides a wealth of information on the various types of schemas and their properties.

Why structured data & schema is important for SEO

When it comes to SEO, the importance of being indexed and understood by search engines cannot be overstated. Search engines need to understand what a page is about in order to serve it properly in results. Structured data provides clarity for search engines that allow them to classify your content and display your website in rich results, like FAQ and Local Knowledge Panel. Rich results appear above organic results, which provides better visibility of your business on results pages and can improve your click-through rate and conversions.

Tools to test your schema markup

Google has provided detailed documentation on how structured data works and how it should be formatted. You can also find details and examples of the various types of rich results and how they appear in search.

Once you have implemented structured data on your website, make sure it’s recognized by search engines. Performing a technical audit of your website will alert you to structured data errors, as will Google Search Console. You should also use Rich Snippet testing tool to ensure your structured data is implemented and working properly.

How Imarc uses structured data to improve client visibility

As part of our SEO research and discovery process, Imarc evaluates our clients’ (and their competitors’) current appearances in search results and the SERP features they are earning. We use this to identify areas where structured data can help win rich results and other opportunities for improvement. This research becomes the foundation as we build a content strategy for our clients to earn more SERP features.

Looking for some help?

There are so many ways in which structured data can be used to bolster search appearance. Imarc recently implemented FAQ structured data for a client with an extensive FAQ section to help them appear in FAQ search results; and we often implement Local Business structured data for clients focused on winning in local search.

Let us know if you are interested in an audit to discover where you can implement structured data and help your website receive better search appearance. Let’s talk!