What is structured data and why should you implement it?

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What is structured data and why should you implement it?

A standardized technique to present information about a web page is structured data. It aids search engines like Google in better comprehending your material.

But what’s in it for you, and how do you go about putting it into practice?

Let’s get started!

What role does structured data have in SEO?

First and foremost, Structured Data for SEO is not a component in ranking factor. It does not directly assist you to rank higher in Google. However, there are numerous advantages. We’ll concentrate on the four most important:

  1. Get high-quality outcomes
  2. Enter the Google Knowledge Graph.
  3. Encourage semantic search.
  4. Encourage your EA-T.

1. Get a lot of information

Rich results are search results that have been aesthetically augmented with information gathered from relevant structured data. Rich snippets are the most popular sort of rich results. These can typically enhance organic traffic to your pages by increasing clickthrough rates.

2. Use Google’s Knowledge Graph to your advantage.

The Knowledge Graph, developed by Google, is a database of entities and their relationships. Structured data may help you, your brand, and your products become entities that are established and impacted by it.

The most obvious benefit of joining the Knowledge Graph is the creation of a Knowledge Panel that increases brand visibility and authority. Structured data may help your pages show up for mor6e related searches because it helps Google comp4rehend better.  

4. Encourage and assist your EA-T

EA-T stands for expertise, authority, and trustworthiness. “What Google looks for in a web page” is defined as these three factors. Structured data provides Google with information about your website, its content, and its authors, making it easier to evaluate your EA-T.

The cornerstone of structured data is schema markup.

Data that is structured must follow a specific format. If you want the computers to crunch your data properly, you must use the correct syntax, like with any computer language.

Schema markup is a widely known standard for organizing data on the Internet.

If you need to research up how to annotate your first name Michal if you want to convince search engines that it’s yours. The givenName property is found by looking up “name” in the schema.org vocabulary.

In your code, you must utilize this in its exact form. It is not possible to use variations such as FirstName, firstName, or given name. The schema.org vocabulary provides standardization, which is essential for structured data. Let’s have a look at how your website handles all of this.

The three types of data organisation

There are three basic formats for structuring data on the Internet.

  1. JSON-LD
  2. Microdata
  3. RDFa


The Google-recommended format is JSON-LD. It’s also the simplest to implement since, unlike other structured data formats, it doesn’t require “tagging” HTML elements. Instead, you include JSON-LD as a single large block of code that tells Google, “Hey, here are the most important things you should know about the topics discussed on this page.” 


Microdata is strewn around the page to markup content on the fly, unlike JSON-LD, which puts structured data in one single digestible piece. Some SEO plugins, on the other hand, use Microdata to build schema markup and perform the work for you.


RDFa is similar to Microdata. Rather than giving markup in a single large block-like JSON-LD, you markup HTML components on the page. It’s arguably the least-used schema syntax, but it’s what Facebook’s Open Graph meta tags are based on, so you’ll see it infrequently.

Validation of structured data

No sensible individual would release code without first testing it. Enter your code snippet or URL into the Structured Data Testing Tool to determine if the markup is correct. 

Unfortunately, Google will be discontinuing this service soon, leaving only the Rich Results Test tool. As the name suggests, it concentrates on your eligibility for rich results, but let’s hope Google eventually combines the features of both products. As an alternative, Classy Schema is a fantastic tool.

Before you start marking up your content

Take some time to learn about structured data, figure out what to prioritize, and how to deliver it at scale. Many CMSs and plugins handle the most basic markup right out of the box, however, I want to be clear about one thing.

There are many more significant SEO activities than implementing schema on your website for the majority of consumers. In our dedicated schema markup page, where you’ll learn everything you need to know about this, we expand on the prioritization and implementation.

Data that is structured outside of your website

Without ever releasing schema markup, you can become a Knowledge Graph entity. This is due to the fact that references to your brand and items might appear everywhere on the Internet. However, just because Wikipedia is frequently used as a source for Knowledge Panels doesn’t mean you need one.  

To begin with, Google employs a variety of other sources. Second, while acquiring a Wikipedia page is clearly a shortcut to becoming a Knowledge Graph item, it is a difficult procedure. Finally, Google simply mentions the source of the description, which is something that many Knowledge Panels lack.

In fact, unless you have a lot of Wikipedia and Wikidata coverage, your Knowledge Panel will probably be much simpler. The objective is that you should provide consistent information about yourself or your company and connect it all.

As a result, ensure that all of your company’s information is consistent throughout social media, other company profiles such as Crunchbase, and authoritative websites in your industry. Then, using the same schema property, connect the dots. In our schema guide, we teach you how.


Although structured data is useful, it is unlikely to be a top priority for most websites in terms of SEO. There are typically always more pressing matters to attend to.

Implementing fundamental schemas, such as Organization or Person markup, is, however, relatively simple and quick.

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