How to Properly Implement Structured Data
by Chico Orange
Structured data is a crucial part of SEO and should be something you’re implementing on your website. At first glance, it might seem intimidating, so we’ve broken it down to the basics so that you can navigate your way through it and dominate Google SERPs.
When it comes to getting your website on the top ranks of Google’s SERP, you’ve probably heard of a lot of technical terms. SEO, meta, schema, structured data — all these are rather intimidating at first glance and it almost seems impossible to navigate your way through it and conquer Google search.
In fact, no one knows for sure, without any doubt, how Google’s algorithm works. But if there was one key to significantly increasing your chances of landing on the top SERP ranks for your money keyword, it’s organizing and optimizing your website to make it easy for Google to find and feature you.
And this is where structured data becomes relevant for your digital marketing in the Philippines. By implementing structured data on your website, you can dominate Google SERPs and experience a 30% rise in click-through rate. In this article, we dive deep into structured data, how it works, and how you can apply it to your website.
What is Structured Data?
As its name implies, structured data is data on your website that is organized and optimized in a particular code. It’s the process of tagging and structuring your data within text groups to help Google, as well as other search engines, understand the context of the information and feature it as a result in specific queries.
Structured data is a web development concept applied through a series of codes that lays down information on the website in an organized and optimized manner. Its main purpose is to tell search engines what your website is about, helping them understand specific information and deliver relevant and valuable searches for users.
How is Structured Data Presented to Your Audience
Structured data is more of a behind-the-scenes note between you and Google. For users who search specific queries, it renders in a completely different way. In Google, structured data can show up as a unique SERP feature, depending on the markups you use. The most common ones include:
Carousels and Videos
Showing up on the top-most section of Google SERPs, carousels are images with short captions that are related to the search query. These can also show up in the form of videos. When users click on these cards, they open a new SERP for that search.
This usually shows up for queries that ask for information about a particular product or action. Google shows featured snippets that give straightforward answers to their queries, highlighting relevant words in a block of text. If your website shows up as a featured snippet, you appear twice in a single SERP.
Knowledge panels appear on the right-hand side of a SERP and display relevant information about the search query. Most knowledge panels are made for pages like Wikipedia or Google Maps, showing relevant information such as the website address, location, images, important dates, etc.
While structured data can show up in various different ways, there is no guarantee that Google will give you your own carousel, featured snippet, or knowledge panel. But structured data boosts your website’s SEO and makes it easy for Google to interpret your content. If it deems relevant or valuable to a query, it can convert it into these SERP features.
What Should You Use For Structured Data?
Creating structured data requires a webmaster to use specific codes, web dev vocabularies, and syntaxes. But so as not to go too deep into developer speak, we’ll simplify it. We recommend that you use schema.org for your structured data, which is the standard universal web development vocabulary.
Schema.org is sponsored by the biggest search engines in the world, including Google, Yahoo, and Bing. It’s equipped with markups that help you create structured data for different types of content.
How to Implement Structured Data
If, up to this point, you’ve been thinking that structured data is confusing, here’s the good news: it’s easier than it looks. Implementing structured data is not as complicated as most people think, plus, there are several tools that can help you check for accuracy.
Here, we’ll use Google’s Structured Data Markup Helper tool to help you implement structured data to your website.
1. Choose your data type and enter your page’s URL
Upon opening Google’s Structured Data Markup Helper tool, you’ll land on the “Website” tab which gives you a selection of data types you can add to your HTML markup. Take your pick and input your website URL in the box below. When you’re done, click “Start Tagging.”
2. Assign data tags
You’ll then be redirected to your web page with a column of data items on the right side. On this page, highlight components to assign data tags. The tool will recommend some tags that you should add, which include:
- Title/ name
- Data published
- Article section
- Article body
- Aggregate rating
3. Create HTML and add the schema markup
When you’ve added your data tags, hover your mouse over to the upper right-hand side of the page and click the “Create HTML” button. This will lead you to a page that outlines your structured data in the JSON-LD markup by default. You can choose to change this by clicking on the “JSON-LD” drop-down menu.
When you’re happy, download the code and copy-paste it into your web page’s CMS. You can do this within the Structured Data Markup Helper tool. Click “Finish” on the top-right corner of the screen when you’re done.
4. Test your markup and address issues
To make sure your markup is correct, you can test it using Google’s Structured Data Testing Tool. Enter the URL of your web page or copy-paste the HTML code and click “Run Test”. The results will show you how correct your markup is. Address any red errors by editing the HTML within the tool panel.
It takes some time for Google to crawl new HTML, so you’re likely not going to see results immediately after you publish your new structured data. You will have to wait a couple of weeks to see results, either in the form of a SERP feature or a boost in rankings.
Boost Your Rankings With Structured Data
Structured data gives you an opportunity to expressly tell Google what your website is all about and creates a strong argument of why they should feature you in a SERP for a related query. And when Google understands the context of your page better, it can rank you more accurately, increasing your visibility on its search engine.
As you may have realized from this article, structured data is not nearly as complicated as it looks. So it’s high time for you to get started with organizing your content and optimizing it for SEO. Upscale your digital marketing in the Philippines with structured data.
August 26, 2021
August 26, 2021