Structured data is one of the most important parts of search engine optimization because it directly influences your site’s search rankings. Here are seven crucial reasons to use structured data for SEO.
What Is Structured Data?
Structured data is a standard way to mark up the information about a certain web page. Search engines like Google and Bing require these snippets of information to better understand what each page on your website is about and how to rank it according to particular search queries.
Structured data has several formats that can be used in different situations depending on what you want to achieve.
Here are some of these markup formats:
- Microdata: It highlights items and values of the page within itemtype and itemprop HTML attributes.
- JSON-LD: This is the recommended JSON script used in the page header.
- RDFa: It highlights items and values of a page within typeof and property HTML attributes.
- Microformats: Microformats and Page Date are both less common, but they are still applicable. Microformats are HTML tags that structure data of a page within class attribute.
- Page Date: With Page Date, Google can parse date directly from page text.
First of all, search engines will be able to determine how relevant your page is based on certain topics or keywords. As mentioned earlier, these snippets help Google, Bing, and other search engines determine which searches are the ones where your web pages should show up in. Not only should your site show up in searches for the right topics, but they also shouldn’t show up in searches for the wrong topics.
Structured data is the one providing search engines with all the necessary information about your web pages for them to be ranked accordingly and then for them to show up in all the relevant searches.
#2 Click-Through Rate
You could rely on SEO agency services to improve your click-through rate, but taking care of it yourself will probably prove to be more effective. Using structured data can actually significantly improve your click-through rate both as a result of your improved search rankings and because the blurb itself will be attracting more site visitors.
What’s important about structured data is that the blurbs you create can influence your click-through rate quite well even if your web pages end up not ranking that well. Yes, the rankings are important, but the blurbs are just as much because they can save your web pages when they are failing to rank.
Besides, the click-through rate and the rankings are kind of dependent on each other. When one becomes better, the other one improves as well. So, you could say that by improving one of the two, you will be improving the other to some extent.
Good structured data gives you a competitive edge which will make your web pages superior to those of your competitors’ in several ways:
- Better Rankings: Your search engine rankings will be better which means your site will appear first or almost first in searches, so your competitors’ sites will not be as much of a problem for you.
- More Attractive to Users: Webpage links in search results that don’t have blurbs under them look suspicious and bland but using structured data will let you attract users better.
- Higher Click-Through Rate: The click-through rate, as noted earlier, can be significantly increased due to the rankings being better and the blurb being attractive to users.
- More Visibility: And, of course, more visibility is another consequence of better rankings.
#4 Content Strategy
Of course, you could simply hire some writers from an online service like Best Writers Online (and you probably should if you want to have great content), but working on your structured data yourself is more important for the success of your content strategy which is directly related to how you manage structured data.
However, there are always some pitfalls when it comes to content strategy and improving it with the help of properly managed structured data. If you do something the wrong way, you might even end up making your content marketing results worse than they used to be. In other words, it can have both a positive and a negative effect if you don’t know how to handle it right.
#5 Video Content
Technically, video content is a part of your content strategy. That being said, it is worth discussing videos separately because they are fundamental for the performance of your website and well-managed structured data can really make them work even better for your content strategy.
With structured data, your audience will be able to play your videos directly from search results. Users will be able to see the length of your videos and any additional details you decide to include. If you make sure to pay attention to such details, you will be more likely to turn your videos into magical features attracting clicks like crazy.
#6 Brand Control
What could be better than a good first impression? It is incredibly important that you show your customers immediately that you are someone they would want to purchase goods or services from. You must show that you are not just an original brand but that you are also a reliable and respected company both for customers and for competitors.
All of this can be achieved only if you have brand control which is an integral part of shaping your brand image. Using structured data will allow you to have more – or even full – brand control. Your interactions with customers start from the search engine which is why it is so crucial for you to start forming your brand image from thereon.
#7 Google Ad Spend
Last but not least, using structured data can positively influence your rank reducing your Google Ad spend. In other words, you will be able to minimize your budget for pay-per-click ads and make your Google Ad campaigns more affordable for your overall strategy.
There are no actual studies to support this claim yet, but some users of structured data have noted that it does reduce their Google Ad spend indirectly because of its overall impact on their strategy and the practices they use in their marketing and content management.
To sum up, using structured data is incredibly important for your search engine optimization if you want to rank the web pages on your business website higher in search results of various search engines including Google, Bing, and others.
Author Bio: Gregory is passionate about researching on new technologies in both mobile, web and WordPress. Gregory in love with stories and facts, so Gregory always tries to get the best of both worlds.