Structured data is a way of providing better context for Google so it can read the information on your webpages and understand it. In other words, structured data converts a site’s HTML from an unstructured mess into something much easier for search engines to digest.
When it comes to search, implementing structured data paves the way for a slew of benefits. Let’s take a look at three of the top reasons to add structured data to your website.
3 Reasons to Implement Structured Data
1. Structured Data provides more visibility in search results.
Adding schema markup to your HTML improves the way your page displays in SERPs by enhancing the rich snippets that are displayed beneath the page title. Take a look at these two examples of webpages that appear when using the search query “chili recipes.”
Which link is more intriguing to you? It’s probably the “30-Minute Chili” recipe by Martha Stewart. That’s because this webpage includes a few pieces of Schema that provide a “richer” or more dynamic search result.
Rich results offer additional information coupled with eye-catching visuals that attract your attention in search. They bring a standard search listing to life and take up more space in the search results pages, helping you outshine your competition.
When you add schema markup to your website code, you qualify for rich results. There are lots of opportunities to qualify for rich results. Be sure to check out Google’s Search Gallery to view the various options available.
2. Structured Data helps improve click-through rates.
It should be no secret that there are a number of ranking factors that determine the SERPs. Click-through rate (CTR) is one example of this. According to Search Engine Journal, sites that implemented structured data found that their CTRs improved by at least 10%.
As mentioned above, the whole point of structured data is to provide information that can be easily understood by search engines so that you can clarify the purpose of your site and its pages to provide users with accurate information.
This means that by implementing structured data into your pages, your site should be shown to a more relevant audience base, and your click-through rates will ultimately improve.
3. Structured Data enhances your AMP content.
Having a site that works quickly and seamlessly on mobile devices has never been more important than it is right now. For this reason, many businesses have implemented Accelerated Mobile Pages (AMP) on their site, which can help overcome mobile speed issues and improve the usability of pages.
Adding schema markup to your AMP is recommended by Google itself. Google suggests that by properly implementing structured data, you can enhance the appearance of your page in Google mobile search results.
AMP pages with structured data can appear in the top stories carousel, host carousel of rich results, visual stories, and rich results in mobile search results. These results can include images, page logos, and other interesting search result features.
Structured Data: The Secret to SEO Success
To help ensure your site shows up for the right users, it’s important for search engines to understand your site, its content, and the context in which it’s presented. Using structured data and schema can help you better inform the search engines about your content and get your webpages to rank higher in the SERPs.