A website or online store consists of many layers of code to ensure it functions properly. In addition to the code that powers the website, you also need to properly configure the code for structured data: this is a piece of code that you add to the existing website code. Structured data ensures that an online search engine like Google can better “read” the information on your website.
Below, we’ll first show you the ways structured data can be implemented in practice. Later in this article, we’ll delve more deeply into why it’s smart to use structured data.
Examples of structured data
There are various forms of structured data, and these also come in different formats. Among the most commonly used types are:
- Breadcrumbs. Virtually every website has some kind of “breadcrumb trail” that facilitates navigation: by equipping these breadcrumbs with structured data, this structure can actually be displayed in search results.
- Anyone who runs an online store and sells products adds structured data to product listings. Examples include: the price, existing product reviews, and also inventory levels.
- Speaking of reviews: if your business has enough positive reviews, you can also make them immediately visible on the search results page via structured data.
- You can use the Local Business option with structured data to provide Google with additional information about your business. That information is then also displayed in the search results. This way, a user immediately sees your location, your contact information, and your business hours.
- Job Postings: Do you have a job opening you want to highlight? By using structured data on the search results page, you can immediately make essential information visible. This includes key job requirements, the number of working hours, the salary, and the work location.
Why use structured data?
There are several reasons to use structured data:
- With structured data, you enrich your listing on the search results page. This causes Google to consider your listing as more relevant, giving you a higher chance of appearing on the page.
- Your higher ranking will drive more visitors to your website. Furthermore, it stands to reason that the number of high-quality website visitors will increase thanks to your comprehensive, clear information.
- The two points above lead to a higher click-through rate (CTR ). A higher CTR can, in turn, have a positive effect on your ranking.
- Structured data increases your conversion rate. Thanks to your enriched listing in search results, more targeted visitors come to your website: visitors who are genuinely interested and looking for a solution to their problem.
- Adding code to a website sounds advanced, but fortunately, a lot of structured data is already automatically generated for you by some SEO plugins, such as SEO Yoast.
In short, take advantage of structured data capabilities so you can be found more easily through SEO. Google will use this structured data to provide more relevant information to users, ensuring that the visitors you attract are also more relevant.
