So, you’ve got a great new website with a captivating design and a great message. Maybe you even got Millennial Web Development to build it (extra points for that!). Now you just need people to visit your site. But that’s not always as easy as it seems.

Getting people to find your site often takes a bit of what we call “SEO” or search engine optimization. SEO is the science and art of creating content on your website that aligns with your audience’s searching habits, and with the guidelines laid out by Google to get the best rankings you can. We’ve discussed SEO in other articles like this one, and this recent one.

With search engines like Google constantly evolving, staying ahead requires more than just great content—it demands a solid understanding of how that content is presented to search engines. This is where structured data comes in, a powerful tool that can significantly enhance your website’s visibility and performance.

What is structured data?

Structured data is a standardized format for providing information about a page and classifying the page content. Essentially, it’s a way of helping search engines better understand the content of your website. Unlike unstructured data, which can be text, images, or videos, structured data is organized and formatted in a specific way that makes it easy for search engines to process.

There are various types of structured data formats, but the most commonly used ones are JSON-LD (JavaScript Object Notation for Linked Data), Microdata, and RDFa (Resource Description Framework in Attributes). Each of these formats provides a different method for embedding structured data within your website’s HTML code.

Examples of structured data in Google’s search results:

• Products that list price, availability, and customer ratings right on Google’s search results page.
• A recipe that displays ingredients, cooking times, and nutritional information directly in search results.

How does structured data work?

Adding structured data to your website involves embedding code within your site’s HTML that follows specific guidelines. The most widely used vocabulary for this is Schema.org, a collaborative effort between Google, Microsoft, Yahoo!, and Yandex. Schema.org provides a collection of shared vocabularies webmasters can use to mark up their pages in ways recognized by major search providers.

Once structured data is properly implemented, search engines can use it to better understand the content and context of your website. This enhanced understanding can lead to more accurate indexing, better search rankings, and richer search result displays, like featured snippets, knowledge panels, and more.

Search engines also crawl websites to gather information and index them accordingly. When a site has structured data, the search engine can process this information more efficiently, leading to improved visibility and better placement in search results.

What are the benefits of structured data for websites?

Structured data isn’t just a technical upgrade; it’s a powerful way to boost your website’s performance. By making your site easier for search engines to understand, it can improve everything from your visibility in search results to the overall experience your visitors have. Here’s a few ways structured data can benefit your website:

• Enhance search visibility: Structured data can lead to rich snippets, which are search results that include additional information like images, ratings, and prices. These snippets make your search results more attractive and informative, increasing the chances of users clicking on your link.
• Improve user experience: Structured data provides more detailed and accurate information in search results, helping users find exactly what they’re looking for more quickly. This leads to a better overall experience, both in search engines and on your site.
• Better SEO performance: While structured data alone won’t guarantee a top spot in search results, it does make it easier for search engines to understand and rank your content. This improved understanding can contribute to better SEO performance over time.
• Increase click-through rates: With enhanced visibility and more informative search results, users are more likely to click on your link, which can lead to higher traffic and engagement on your site.

How to get started with structured data

If you’re new to structured data, there are several tools available to help you get started. Google’s Structured Data Markup Helper is a user-friendly tool that guides you through the process of adding structured data to your site. The Schema Markup Generator also provides a straightforward way to create structured data code that you can easily integrate into your site’s HTML.

Best practices:

• Ensure that the structured data you add is relevant to the content on the page.
• Regularly test your structured data using tools like Google’s Rich Results Test to ensure it’s working correctly.
• Avoid common mistakes like incomplete or incorrect markups, as these can negatively impact your site’s SEO.

Ready to take your website’s performance to the next level? Implementing structured data could be the strategic boost you’re looking for. Have questions? Reach out to our team—-we’re here to help you create a seamless and high-performing site.