Understanding “Structured Data” For SEO

Boost your search rankings by understanding the latest technology + trends

Structured Data will allow you to boost your rankings and add more detailed information to your website search results

What is Structured Data

“Structured Data”, (referred to as SD in this article) simply means: data that helps Google and other search engines categorize and display the data on your web page. It famously helps Google add extra information (Or as Google calls it “Rich Results”) to your search card, as you can see below.

The additional information in the above image, like price and ratings, are added with structured data

Types of Structured Data

There are three types of Structured Data. Google mentions that when searching for data and generating Rich Results they accept the following formats:

  1. Microdata
  2. RDFa
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"url": "http://www.example.com",
"name": "Unlimited Ball Bearings Corp.",
"contactPoint": {
"@type": "ContactPoint",
"telephone": "+1-401-555-1212",
"contactType": "Customer service"
}
}
</script>
<div itemscope itemtype="http://data-vocabulary.org/Review">
<span itemprop="itemreviewed">L’Amourita Pizza</span>
Reviewed by
<span itemprop="reviewer">Ulysses Grant</span> on
<time itemprop="dtreviewed" datetime="2009-01-06">Jan 6</time>.
<span itemprop="summary">Delicious, tasty pizza in Eastlake!</span>
<span itemprop="description">L'Amourita serves up traditional wood-fired
Neapolitan-style pizza, brought to your table promptly and without fuss.
An ideal neighborhood pizza joint.</span>
Rating:
<span itemprop="rating">4.5</span>
</div>
<div vocab="http://rdf.data-vocabulary.org/#" typeof="Review">
<span property="itemreviewed">L’Amourita Pizza</span>
Reviewed by
<span property="reviewer">Ulysses Grant</span> on
<span property="dtreviewed" content="2009-01-06">Jan 6</span>.
<span property="summary">Delicious, tasty pizza on Eastlake!</span>
<span property="description">L'Amourita serves up traditional wood-fired
Neapolitan-style pizza, brought to your table promptly and without fuss.
An ideal neighborhood pizza joint.</span>
Rating:
<span property="rating">4.5</span>
</div>

Impact on Your Rankings

Wrapping up

In this post we have gone over some basic information about what Structured Data is and what it does, and also covered a bit of the philosophy and history of the protocol, and the benefits to your website.

Product Manager + Software Developer. Interested in Travel, Culture, and the Internet.