March 20, 2019 | By:

How to Use Structured Data to Boost SEO

Search engine results have come a long way in recent years. When you input a search query, instead of providing you with a tedious list of plain blue links like before, it now gives you an impressive and informative search result that would help satisfy your request at a glance—for example, preparation times for recipes, review ratings for movies, or the birth date of an actor.

These are called search features, or rich results/snippets, which are enabled when you use structured data.

What is structured data?

Structured data is a standardized search result format for providing information about a web page. It basically shows you snippets (thus the term rich snippets) of relevant data extracted by search bots of marked up content from your website.

It must be taken into consideration that no matter how smart Google search results have become, it still needs a little help in understanding what your web content really means, and this is how structured data fits into the picture.

The value of structured data goes beyond helping search bots interpret your content; it’s also valuable in boosting SEO for the following reasons:

  • Firstly, when search engines understand the semantics of your content, it will rank higher on search results
  • Secondly, visitors tend to click more on rich results, consequently boosting click through rates (CTR) and driving organic traffic

Structured data also enables content-related actions, such as adding flight and event reservations directly to your calendar. This makes for a more convenient and easier user experience for your customers.

How to implement structured data to your site?

In a nutshell, implementing structured data requires you to mark up content, create an HTML code, and add the code to the head section of your page.

Structured data can be written in a number of different coding languages. Currently, the most popular combination is using for marking up microdata, and JSON-LD for linking this data.

For beginners, Google has a Structured Data Markup Helper, which helps you to easily mark up content and generate the structured data HTML code. Content management systems (CMS) like WordPress and Joomla also have plugins available for managing structured data.

Here, we’ll provide you with tips on how to implement structured data to your website using Google’s Structured Data Markup Helper:

1. Select your schemas

There are many different kinds of schemas depending on your data type. The common website data types include the following:

  • Articles
  • Events
  • Movies
  • Restaurants
  • Book reviews
  • Job postings
  • Products
  • Software apps
  • Datasets
  • Local businesses
  • Q&A page
  • TV episodes

Google’s Structured Data Markup Helper also supports schema markups on email templates. The following email data types include the following:

  • Event reservations
  • Flight reservations
  • Restaurant reservations
  • Hotel reservations
  • Car rental reservations
2. Enter the page URL for tagging

Paste the URL of the page you wish to mark up for structured data and select Start Tagging. For email templates, you’ll need to paste the source HTML. In the example below, we used a web page URL.

Enter the page URL for tagging

3. Highlight text or images for tagging

Start tagging or marking up your data by highlighting text or images, and then assign the appropriate schema tags to them. You can also manually enter tags for areas on the page that can’t be highlighted.

Highlight text or images for tagging

4. Create HTML

Once done, select the Create HTML button on the upper right corner. The default output markup for your structured data is JSON-LD, the format recommended by Google, although you can also choose Microdata as your format.

Create HTML

5. Add the script to your page

Simply copy-paste the code to the head section of your HTML, and then you’re almost done.

6. Test your markup

It’s highly recommended to test your markup to see if everything is in order; otherwise, Google will penalize pages for marking up incorrect, misleading, or hidden data. To learn more about structured data best practices and recommendations, refer to Google’s Introduction to Structured Data.

To test your markup, go to the Structured Data Testing Tool and enter the URL of your page. The tool then displays all the marked up data, as well as information about any errors and warnings detected. If there are any errors, the same tool can be used to diagnose the issue.

In conclusion

It must be noted that there is no guarantee that once you’ve implemented structured data, your SEO rankings will dramatically improve overnight. As with normal indexing and crawling, the process takes time. It also stands to reason that structured data goes hand in hand with the quality of your content, as well as content optimization basics to help boost your SEO.

If you want to know more, or if you need help with any of your SEO and digital marketing efforts, give us a call at 888-420-5115, or send us an email to [email protected].

Tags: , , , ,

Categorized in:

Featured Articles

February 1, 2018 | By: Ilfusion Team

How To Start an SEO Campaign in 6 Steps

Starting a Search Engine Optimization (SEO) campaign can be tricky for any digital marketer. How do you begin? What is the most important element to implement? How do you know if it’s working? Don’t be overwhelmed, though. Starting an SEO... view more

September 26, 2017 | By: Tinny

5 Signs You Need to Hire a Marketing Agency

Marketing is a crucial part of your business strategy. It’s what keeps the gears turning and the driving force of your company’s sales. For small businesses, marketing is important in getting the word out there that your company exists and... view more

September 21, 2017 | By: Tinny

Key Advantages of Video Marketing for Your Growing Business

There has been a rise in the use of mobile devices to access the internet, and there are no signs of it slowing down anytime soon. In this era where most people thrive on living on the go, video marketing... view more

September 13, 2017 | By: Tinny

5 Things You Need to Know: Image Optimization for SEO

If you’re a company whose content strategy relies on images, or if your business blog is image-heavy, it’s high time for you to think about optimizing your images for SEO — if you haven’t done so already. While there isn’t... view more

August 2, 2017 | By: Tinny

Tips on How to Choose the Best Keywords for Your Website

When you have an SEO or PPC campaign, it all starts with one basic element: keyword research. Keywords are the driving force that enable web crawlers and indexers to find your page through the throngs of websites in the world-wide... view more

July 26, 2017 | By: Tinny

Top 3 Search Ranking Factors You Should Know About

Landing on the first page of Google’s search engine results is one of the ultimate marketing goals of many website owners. While Google is keeping mum on what exactly gets you to the top of their SERPs, there are factors... view more

June 28, 2017 | By: Tinny

The Importance of Social Media in SEO

Nowadays, social media has inarguably become an indispensable tool in any marketing strategy. SEO, of course, is also one of those tools that have evolved with the many trends and changes that has occurred through time. This leads marketers to... view more

April 27, 2017 | By: Tinny

5 Ways to Dominate Google’s Search Results in 2017

Here’s how to place your website at the top of search engine results. Creating a website that doesn’t rank well in Google’s search engine results page (SERP) doesn’t translate well to your overall business effort. In recent years, Google has... view more

July 2, 2015 | By: The Conductor

Let’s talk about “The Fold”

We hear it a lot; client feedback that is focused on what content is and is not “above the fold”. To be perfectly honest, this old newspaper term can be a cause of frustration when it comes to good user... view more

June 3, 2015 | By: The Doctor

The Turbit

This crazy ol’ world of ours is spinning faster and faster everyday. Not literally, as we would all be slung to our spacey-doom. I mean figuratively we are all moving more quickly and filling every moment with some bit of... view more

May 6, 2015 | By: Ilfusion Team

How Your Website Can Survive Mobilegeddon

Think your website is mobile friendly? Think again. Google’s new functionality changes have created a frantic need for websites to be optimized for mobile. Mobilegeddon is upon us, and your website could be at risk. See infographic below.

April 23, 2015 | By: El Jefe

Website Cost: A Day at the Ballpark

A question that I get on a regular basis (read: every day) is, “How much will my new website cost?”. To which I typically say something like, “Well, that varies based on the amount of work that’s required to complete... view more

April 7, 2015 | By: The Inventor

Are you a Webspammer?

SEO practices are very different today than how they were even just a few years ago. The number one key to ranking well in search engines today is to create unique quality content. First post it on your website or... view more

March 25, 2015 | By: Ilfusion Team

Social Media Happenings

Ilfusion loves to bring you news on the newest social media functions and trends. Recently, there have been three major happenings in the social media world. Meerkat, a new app that has risen to fame due to the 2015 music... view more

March 12, 2015 | By: The Conductor

The Big Picture

Whether you’re laser-focused on a specific project, or taking a comprehensive approach to your marketing efforts, one aspect doesn’t change: always look at the big picture. Companies often shop at least a few agencies when they’re considering engagement with an... view more