What is Structured Data?

Structured data helps search engines understand your business.

In an increasingly competitive online market, it’s more important than ever to differentiate your business in search results. From Mom and Pop business to large international corporations, studies have shown that using structured data can increase your website’s clickthrough rate by up to 30%.

Frequently Asked Questions about Structured Data

What is Structured Data?
What is Schema App?
How do I get my website to talk to a search engine?
What is the result of doing Structured Data on a website?
How do I get started with Structured Data?
Why do I care about Semantic Search Marketing & Structured Data?
How Does Structured Data Work with Traditional SEO?
How is Structured Data different than AMP?
Should ALL businesses add Structured Data to their website?
What are the challenges in doing Structured Data for websites?
Do you have any examples?
What will it look like on Schema App?
What is Structured Data?

Search engines are good at interpreting the data on your websites, but using the schema.org language, you can organize your content into structured data so that search engines can understand everything about your business. When information is highly structured and predictable, search engines can more easily organize and display it in creative ways. In addition, schema markup clarifies what your business is about by explaining it to search engines by referencing definitions on the web like Wikipedia or Wikidata. This  allows Google to match people looking for your specific type of company, products or services with confidence.

What is Schema App?

Schema App allows you to build your own structured data so that Google and other search engines can understand your content and best display your company’s information in search results. It uses schema.org vocabulary to describe this information to search engines. No coding knowledge required.

What is the result of doing Structured Data on a website?

By optimizing your website with Schema App, you are presenting search engines with your information in a way that they can fully understand it. When search engines know lots about your company, they can display your content in more creative and visually appealing ways (see image). Research shows that websites which are translated for search engines see an increase in organic traffic, click through rates (up to 30% when a rich card or snippet is present), and higher search rank.

In addition to the visual change and increased click through rates, thought leaders believe that enriching your analytics with context of the pages is of the highest value. Now you can determine which author, product, or brand gets the most organic traffic. Never before has there been a way to add rich detail about pages into analytics. This new area of analytics and business intelligence is called semantic analytics.

How do I get started with Structured Data?

The first step is to get familiar with the language of Schema.org. You must then determine which pages you should optimize on a site, and then how to optimize them with the language. The Schema App team has developed a bootcamp to teach digital marketers how to do this. The bootcamp covers everything you need to know about the schema.org language, so that you can be more comfortable doing data markup in Schema App.

Why do I care about Semantic Search Marketing & Structured Data?

You are great at SEO and get great results for your clients, but you keep hearing these new buzz words, “semantic search marketing”, “schema.org”, “structured data”, “rich cards”. What is all this hype about and how does it relate to the SEO work I do today? The hype is based on the search engine’s defined way for digital marketers to tell them exactly what a website is about. To thank you for providing information on what your site is about, search engines will reward you by making your results stand out in search and match you to relevant search queries. It will also add graphics in search (rich cards, rich snippets) associated to your brands. What’s even more awesome is that the same language you use to talk to search engines can be used in Google Analytics to add context to your page traffic, giving you deeper insights into customer behavior.

How Does Structured Data Work with Traditional SEO?

Adding structured data to your website compliments all other SEO work. However, this is not something that replaces having great content or building strong links. Translating your website with structured data builds on everything you have done to date and will continue to do. Digital marketers who have a solid foundation of traditional SEO should add structured data to their website to get even better results.

How is Structured Data different than AMP?

Accelerated Mobile Pages optimize the page layout for search. Semantic search marketing optimizes the page content for search by translating it into the language of search engines, schema.org.

Should ALL businesses add Structured Data to their website?

Yes! Search engines have been very clear that they want websites to have structured data to help them understand what the site is about so they can better match searchers with your content. Google is very clear in their Structured Data recommendations how they want businesses to adopt structured data to describe their company, people, reviews, media (music, videos, etc), products, services and more and the search features that result from adopting it. At the very least, businesses should optimize their Homepage, Contact Us, Products & Services, and People.

On Google’s Structured Data Introduction page, they say:

Google recommendation

What are the challenges in doing Structured Data for websites?

Schema.org (the language used to describe your website) is complex. In addition to understanding the language, a marketer must also know how to write micro data or JSON-LD.  These two elements are the primary barrier to digital marketers adopting structured data for their SEO strategy. In addition, most people think about adding structured data to a website, but forget that it is something that needs to be managed. Google’s recommendations for structured data and the schema.org vocabulary are evolving quickly, with updates every 2 months. Teams who adopt structured data need a way to manage and update it regularly.

How does Schema App help overcome these challenges? Schema App enables a digital marketer a comprehensive toolkit to create, manage, and leverage structured data on one or many websites. When you use Schema App, you can optimize a website 10x faster and more accurately than doing it manually. Schema App provides guidance on which fields to use in the schema.org vocabulary, automatically generates and deploys the validated code, and provides support each step of the way. It was created to allow digital marketers to create and manage their schema.org markup. When Google or Schema.org change, Schema app proactively notifies you of new errors that need to be fixed as a result of the changes. Schema App gives you the capability to report on all structured data on a website, great for reporting on work done and opportunities for fixes. Finally, Schema App enables digital marketers to do semantic analytics easily, without having to be a Google Analytics expert. Helping digital marketers understand a new level of detail about the traffic on their website.

Do you have any examples?
Multi Location Insurance Company

Challenge: Grow their online channel in cities in their broad service area.

  • Agency optimized Website Homepage, Locations, Services and Team using Schema App

  • Agency used “clone page” feature to gain efficiencies in optimizing similar pages

  • Results: 22.5% increase in organic traffic, 7.3% decrease in bound rate in just 60 days without changing any other SEO tactic

Writer, Performer and Comedian

Challenge: Need to get organic leads and outrank big budget speakers

  • Agency optimized Website homepage, blogs, products, services, and videos

  • Agency used catalogue schema definition to optimize a group of videos on one page

  • Results: Grew % of keywords in #1 ranking from 7% to 24% in 4 months. Increased bookings for corporate events across North America

Get Structured Data for your Site Today!

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