Introduction to Structured Data & Schema

In this comprehensive guide, we will be delving deep into the world of SEO, specifically focusing on structured data, schema markup, and its significance. Watch the video below, or read on to learn more.

In this video, we will cover the following topics:

1. Understanding structured data and schema markup
2. Exploring the five common types of structured data
3. Examining real-life examples of structured data in action
4. Discussing the benefits of implementing structured data
5. Learning how to add structured data to your website
6. Testing structured data to ensure proper functionality

Let’s get started by defining structured data. Structured data is information organised in a specific manner that allows for easier search, analysis, and processing. It assists search engines in comprehending the content of a webpage and the relationships between different data entities, such as organisations, people, phone numbers, addresses, ratings, and more. In essence, structured data highlights the connections between these entities, making it easier for search engines to extract and utilise this information directly in search results.

There are five main types of structured data:

1. Microdata: Simple HTML5 attributes for structuring data.
2. RDFa (Resource Description Framework in Attributes): HTML5 attributes used to describe relationships between data and resources.
3. JSON-LD (JavaScript Object Notation for Linked Data): A lightweight structured data format that employs JavaScript.
4. Microformats: A set of standardized HTML classes and attributes.
5. Schema.org: A shared vocabulary for structured data supported by major search engines like Google, Bing, Yahoo, and Yandex. This collaborative effort has produced a dictionary of entities that can be accessed and used by anyone to structure their data.

Schema markup is a type of structured data that can be added to a website’s HTML code. You can find a plethora of entities on schema.org, some of which may be overwhelming. However, even using a few of these entities can prove beneficial, as there are numerous examples and tools available to simplify implementation.

When implemented correctly, schema markup helps create an enhanced description or rich snippet that appears in search results. Rich snippets are essentially advanced data displayed within search engine results pages that make your webpages more prominent, increasing engagement and offering more “real estate” for your content.

Some common schema types applicable to small businesses include:

1. Businesses and organizations
2. Events
3. People (public figures, celebrities, influencers)
4. Products
5. Recipes
6. Reviews
7. Videos

Structured data provides several benefits, such as enhancing search results, enabling rich snippets, and making it easier for users to find relevant information quickly without needing to visit your website.

To use structured data, follow these steps:

1. Choose your schema type based on your developer’s preference, platform, or ease of use. Schema.org is a recommended starting point.
2. Add or generate markup for your data. You can do this manually if familiar with HTML or use tools that generate markup automatically.
3. Test your structured data to ensure it is error-free and displays correctly.

You can add structured data to your website by:

1. Manually copying and pasting the markup code into your HTML
2. Using Google’s Data Highlighter tool to generate structured data results
3. Employing a CMS plugin for platforms like WordPress, Wix, or SquareSpace

To test your structured data, you can use tools such as:

1. Google Search Console’s Rich Results Test
2. Schema.org Validator

We hope this guide has provided valuable insights into the world of structured data and its importance in SEO. If you have any questions or need further clarification, feel free to leave a comment below. Stay tuned for more informative content in our upcoming videos!