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The Benefits Of Structured Data For Your SEO

Today we are going to summarise the importance of microdata with the help of one of our developers Rick who is providing the technical and specialist information on the subject of Structured Data.

Structured data within your website can come in many forms but the end result is the same, it helps search engines display meaningful data about your website in relation to what is being searched for.

Rich Snippets can show up in a search result and benefit the user because they are more visually appealing than the standard plain text found on search engine results pages and are therefore more appealing and attract more attention.

They further benefit the user because they can also give them a better idea of what is on the website and will ultimately increase targeted click through rate for the website and they help Google Algorithms better index and understand the content.

However this needs to be carefully managed and considered as showing too much product information could actually stop users from clicking your link, because they have all the relevant information in front of them in the search result.

Rich Snippets Google Supports:

Product – Information about a product, including reviews, price and availability

Recipe – Can be displayed in web searches and Recipe View

Review – A star review of an item such as a restaurant or a movie

Rich Snippets

Event – An organised event such as a musical concert or festival

Software Application – Information about software app, including reviews, ratings, price and info about its URL.

Video – Online video – including a description and thumbnail

News article – Includes headline, images and publisher information

Once you’ve marked up your site’s content, you can test it using the Structured Data Testing Tool.

Microdata can also benefit search engines, as it allows the search engine to provide more relevant results for the user. Microdata is a WHATWG (Web Hypertext Application Technology Working Group) HTML specification used to nest metadata within existing content allowing search engines, web crawlers and browsers to extract and process that data to provide a richer browsing experience for users.

Schema is a community developed vocabulary that is sponsored by Google, Microsoft, Yahoo and Yandex that allows search engines to understand what your content is about and will then display your results in a format that will lead to a greater click through rate.

This also shows the results in a manner that is very easy for the user to read and understand, thus leading to a better browsing experience.

RDFA (Resource Description Framework in Attributes) is a html extension that helps markup things like people, places, events and reviews. Search engines and web services use this markup language to generate better search listings to give you better visibility on the web so users can find your website effortlessly.

There are other markup language formats such as JSON-LD (Java Script Object Notation for Linked Data) and Micro Formats that can also be a big help to search engines and your website but we do advise lots of research into these formats.

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Ben Wiltshire
Ben is part of the Digital Marketing team at WNW Digital, concentrating on running your social media channels, writing blogs and writing content for your websites, while also creating and managing your Facebook advertising campaigns. You can follow Ben on Twitter @BenWNWDigital or alternatively email him at Ben@wnwdigital.co.uk

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