1) What is structured data?
Structured data is organised in a specific way so that search engines, including Google, can read and understand what a given page contains. Around 92% of all search engine traffic goes through Google, so implementing structured data on your website is an obvious step.
It consists of HTML code that is placed in the source code of your website. Within the HTML code there are various definition types linked to a wide range of data. These definition types, or ‘rules’ if you like, can be read by web crawlers and browsers, which means that search engines are able to understand the information that can be defined via one or more rules.
When it comes to SEO, it makes a lot of sense to use structured data, as you can, among other things, display reviews, prices, stock levels and more directly in the search results, and thereby increase the CTR to your landing pages.
Let's take an example from our client permild-rosengreen.dk.
Structured data is particularly important when you need to tell Google and other search engines what your website is about.
Without defining for the search engines what it's about, it isn't possible to have it shown in the search results. Through specific ‘tags’ in the structured data, you signal to the search engines which information should be shown in the SERP. This is also called ‘markup’, which we'll come back to later.
What's the difference between unstructured and structured data?
Unstructured data is data that hasn't been organised or locked down by a set of rules in a given code language. It could be images, infographics, videos, documents or presentations, for example.
Structured data, on the other hand, is organised by one or more rules in a code language, either Microdata, RDFa or JSON-LD. Google recommends the last of these, but can still understand the other two.
2) How does structured data work?
As mentioned earlier, structured data is a ‘language’ that can be understood and read by search engines, web crawlers and the browser you're reading this blog post in right now.
To be able to understand and read a language, not just in a human context but also when it comes to search engines, two variables need to be in place.
- The language's grammar
- The language's vocabulary
When you talk to someone else, whether it's a computer or another person, you have to use your vocabulary (words that have a particular meaning) and grammar (a set of rules that defines how you can use the words and their meanings). The same applies when, for example, Google needs to understand your website. You have to make it clear to the other party what it's about.
So is there a specific vocabulary we need to use when we ‘speak’ structured data? Yes, there is!
Schema.org is the most universal vocabulary in structured data. It was created by Google, Microsoft, Yahoo and Yandex with the aim of promoting schema within structured data. It's also community-based, so it's updated several times a year with new words that you can easily implement in your existing HTML code. Clever, right?
But what does Schema code actually look like? Below is code based on this blog post. ↓
"@context" : "http://schema.org",
"@type" : "Article",
"name" : "How Google learns to understand your website better – An introduction to structured data"
"author" : { "@type" : "Person",
"name" : "Peter Karlsen" },
"datePublished" : "2019-09-12",
"image" : "https://amplify.dk/wp-content/uploads/logo-black.svg",
"url" : "https://amplify.dk/en-introduktion-til-struktureret-data",
"publisher" : { "@type" : "Organization",
"name" : "Amplify"
In this snippet, we tell Google what this blog post is about, who the publisher is and when it was published. As for the grammar, you actually have a free choice. Google does recommend JSON-LD, but recognises the other two just as well as the first. Ultimately, it comes down to what you or your IT person is most comfortable with.
3) Examples of structured data
The average internet user isn't familiar with the concept of structured data, but still encounters it every day. Calendar events created automatically when you book plane tickets, product prices in the search results and extended information about your search are just some of the things you can achieve by structuring your data for Google. Structured data can affect the SERP in two different ways, via content features and Rich Snippets.
Rich Snippets/Enriched Search Features
Sitelinks and Sitelink Searchbox, Let users search your site via Google
Sitelinks make it possible to show several links under one of your search results. That way, users can quickly and easily navigate to one of your subpages. Of course, there's no guarantee that Google will let you have sitelinks directly in the search results, but to improve your chances, it pays to have correct alt texts, anchor texts and a good URL structure on the site.
Sitelink Searchbox is an extension of the former, where a search field is included in the search result. This means users can search for a specific product on the website directly in the search result. It should be noted, though, that the search field only appears when the user searches for a brand. ↓
For more information on how to create a Sitelink Searchbox for your website, take a look at the Google guidelines right here.
Reviews and product information
If you have a webshop, a service business or any other kind of business where reviews are crucial to winning potential new customers, this example is a ‘must-have’ for you.
That's because you can have reviews of your business, products or anything else shown directly in the search results. That way, you can appear visually stronger than your competitors and perhaps get more clicks through to your site.
Below is an example from the bike retailer Saxil Cykler. ↓
4) How can you create structured data the easy way?
Put simply, it's actually surprisingly easy to create your own schema code. It's even easier if you own a webshop, as many plug-ins (e.g. WooCommerce or Shopify) can generate schema code for your product pages themselves.
Creating schema code may seem daunting, especially when it comes to implementing and setting up the snippet, but Google is here to save the day. Their Structured Data Markup Helper is a fantastically easy way to create schema code, especially if your page is already published or you have the HTML code for the upcoming page.
Alternatively, you can use this Schema Markup Generator, which in principle works the same way. However, you can't select the data from a website; instead, it has to be entered manually.
When you enter it yourself, you can actually tailor the entire snippet. For example, you can choose what type of business you have, your opening hours, upcoming events and much, much more. It's therefore more ‘open’ in terms of freedom and options than Google's own tool.
5) How to test and implement your schema code
To test whether your schema code works, it's a good idea to use Google's Structured Data Testing Tool. On this page, you can check your schema code for any errors and omissions. If no errors appear, you can safely add it to your website via the backend system.
This blog post is just a brief introduction to structured data and Schema code in general. In fact, you can go even deeper and specify what kind of data you want search engines to read, right down to the smallest detail. If you keep up to date with our blog, an in-depth post on exactly that will be coming in the near future.
So, in short… STAY TUNED!
6) Why should you use structured data?
It may seem a little nerdy, and you might even be wondering whether structured data is really relevant to you and your business. Especially if your time could be spent elsewhere.
… But the answer from us is still a resounding yes.
We're seeing more and more searches where, in many cases, users don't click through to the search result but actually get the answer to their query right there in the search engine. That happens precisely through the use of structured data, which is why you should start thinking now about how you'll implement it.
Get help with your SEO strategy
Well begun is half done. Badly begun is…. well, not good. If you don't have the resources to put together a well-thought-out SEO strategy, you're always welcome to drop me an email at seo@amplify.dk or get hold of one of my colleagues at info@amplify.dk.
