Structured data

Structured data is standardized markup that makes your content machine-readable. Search engines use this context to enrich and better rank search results. Good markup:

• Increases click-through rates through visual elements such as stars, prices, breadcrumbs and images
• Makes entities clearer to search engines and AI systems
• Gives your content a better chance of getting rich snippets, rich cards and featured snippets
• improves site architecture and internal consistency of data

So structured data is a lever. You don’t change anything about your story, but you do change how it is presented in search results, making your page appear better than normal search results.

The importance of structured data in modern online marketing

In today’s digital world, implementing structured data is essential to stand out among millions of search results. Structured data helps search engines better understand your website and increases the chances of your content being displayed with attractive rich results. This ensures better visibility and higher CTR, directly contributing to the success of your online marketing strategy.

Creating and implementing structured data: a practical approach

The process of creating structured data begins with selecting the right schema markup that fits your content and goals. Whether it’s products, events, reviews or FAQs, each type of content has a matching schema. Next comes implementing structured data in the form of JSON LD, for example, which is the most recommended format today because of its flexibility and simplicity.

Structured data implemented? Here’s how to check it with the structured data testing tool

Getting the structured data implemented is only the first step. It is equally important to check that everything works correctly. To do this, use Google’s official structured data testing tool. With this tool, you can easily validate whether your markup is error-free and whether your page qualifies for rich snippets and other rich results.

Why the structured data testing tool is indispensable

The testing tool not only helps detect errors, but also shows which rich snippets and rich cards Google can generate based on your markup. So you know exactly what additional information can be visible in search results. Regular testing prevents invisible content or incorrect markup from reducing your chances of better ranking and visibility.

Rich snippets, rich cards and rich results: what can you achieve with them?

With proper implementation of structured data, make your search results more visually appealing with rich snippets and rich cards. These elements provide additional information such as reviews, prices, availability and images directly in the search results. This attracts more attention from users and increases the likelihood of clicks.

Difference between rich snippets and rich cards

Rich snippets are enriched search results that show additional textual information, such as starred reviews or pricing information. Rich cards go a step further and show visually appealing previews, often with images, that are especially good on mobile devices. Both contribute to a better user experience and increased traffic to your Web site.

Invisible content and the pitfalls of implementing structured data

When implementing structured data, it is crucial that the highlighted content is actually visible to users. Google may consider invisible content to be misleading, which can negatively impact your ranking. Therefore, always ensure that the information you add with structured data matches what visitors see on your page.

Tips to avoid invisible content

Do not use markup for search engine-only content. Highlight only relevant and visible elements such as prices, availability, reviews and events. This will build trust with search engines and prevent your structured data from being ignored or leading to a penalty.

Why adding structured data is important

Adding structured data to your website is essential to make it clear to search engines like Google exactly what the content of your pages is. By using structured data, your website can stand out in search results with so-called rich snippets and rich cards. These are additional visual elements that attract users’ attention and increase click-through-rate (CTR). Moreover, it helps search engines better understand your content, which can indirectly contribute to a better ranking.

How to implement structured data properly?

A good implementation of structured data starts with a clear structure and choosing the right schema.org type that fits the content of your page. Next is adding the markup in JSON-LD format, most recommended by Google for its simplicity and flexibility. It is important to carefully validate the code with a structured data testing tool to avoid errors and ensure that the markup is recognized correctly.

The role of a developer needed in implementation

Although there are an increasing number of tools and plugins available, such as for WordPress, that facilitate the addition of structured data, it is often advisable to hire a developer. An experienced developer can ensure that the code is properly integrated into the website’s source code, that the correct properties are used, and that the structured data fits the technical structure of the site.

Creating and maintaining structured data

Creating structured data is not a one-time task. It is important to check and maintain the markup regularly. New content types or pages require new schema markup. In addition, updates in schema.org or Google guidelines may mean you need to update structured data. Monitoring through tools such as Google Search Console helps to detect and correct any errors quickly.

Practical examples of structured data applications

The use of structured data is widely applicable. For example, for businesses it is useful to add Organization and LocalBusiness markup so that company information is clearly displayed in search results. Web shops benefit from Product and Offer markup to show prices, availability and reviews. News websites can use Article and NewsArticle markup to better present articles. FAQPage and HowTo schemes are ideal for pages with frequently asked questions and instructions. Events can be better found through Google search results and Google Maps with Event and JobPosting schedules.

Benefits of monitoring and optimization

After implementation, it is important to monitor the performance of your structured data. This can be done through Google Search Console where you get insight into impressions, clicks and possible errors. By analyzing this data you can make targeted optimizations, for example by adding missing properties or extending the markup to new content types. This way you get the most out of your structured data and continuously improve the visibility and attractiveness of your search results.

Structured data as key to better online marketing results

Implementing structured data is a powerful way to enhance your online marketing. By using schema markup and formats like JSON LD, you ensure that search engines better understand your content and enrich it with rich results. Always check your implementation with the structured data testing tool and make sure you don’t mark up invisible content. This way, you create attractive rich snippets and rich cards that ensure a higher CTR and more visitors.

Want to know more about implementing structured data or help creating and validating it? Feel free to contact our specialists.