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How Structured Data Markup is Modern Key to Success in SEO?
The dynamic technological techniques are playing a significant role in the revolution of SEO practices. Search engine optimization chiefly focuses on keywords and meta-tags. However, with the advancement in digital practices, the priority of SEO has shifted towards quality content and user experience.
The modern SEO strategies are based on high-quality content that engages the users in an informative way. Google, Bing, Yahoo, and other search engines prefer structured data markup to understand your web content better.
But, what exactly is structured data markup?
And why is it important in SEO?
This article covers the basic concepts, benefits, and importance of structured data markup in SEO.
What is Structured Data?
Any information that is organized, categorized, and deliver a direct sense of the content is known as structured data. Information in the plain confusing text is considered as unstructured in the digital world.
For example:
· Unstructured Data:
Kelly from office confirmed that the meeting will be held today on 20 September 2019, sharp at 10 am.
· Structured Data:
| Meeting with | Date | Time | Venue |
| Kelly | 09-20-2019 | 10:00 am | Office |
Structured data is more defined than unstructured data. That is why Google and other search engines have been prompting webmasters to use structured data.
What is Structured Data Markup? A Digital Perspective:
Generally, structured data markup is an HTML code connected with web content so that the search engines can easily read the website. The structured data markup, in an organized way, provides the web page relevancy to the search engines. After then, the search engines show related web pages on the SERPs.
One amazing thing about structured data is that it presents a website in SERPs in the rich snippet form. The rich snippet contains some extra information about the website. For instance, if you search for a digital marketing company, the rich snippet shows the Company’s rating, services, products, etc.
How Structured Data Markup Works?
Google and other search engines have standardized formats or syntax in which the data is processed and presented. Also, vocabulary such as classification, categorization, and terms are used. Search engines recognize these syntaxes and vocabulary to learn more about a website.
If we talk about syntax, there are three sub-categories; Microdata, JSON-LD, and Microformats. The syntax uses a vocabulary which can either be Schema.org or Microformat.org. The syntaxes Microdata and JSON-LD use Schema.org vocabulary while Microformat syntax uses Microformat.org vocabulary.
This is to mention that Schema.org is the most frequently used approach in SEO. Schema markup uses systematic information to let search engines study and process the websites.
How Structured Data Assist Search Engine Optimization?
According to the statistics of Bing, only 17% of digital marketers are employing structured data markup in the present time. Structured data markup enhances the website visibility on search engines.
Structured data markup support SEO in the following ways:
- Thriving search results such as interactive features and visual enhancement.
- Knowledge graphs showing basic information about the company.
- Rich cards are just like rich snippets specially designed for mobile devices.
- Carousel is the collection of multiple rich results.
- Rich results for Accelerated mobile pages.
These data-based search results boost the click-through rate due to the visually enhanced presentation of the company’s information. The improved CTR improves the ranking of the website.
Implementation of Structured Data in SEO:
The trend to implement structured data is increasing with rising technology. Companies use structured data to get the following benefits:
Knowledge Graph:
Google uses the brand information of companies to populate the knowledge graph box. Knowledge graphs contain precise but essential information about a company that can be shown on the SERPs. It makes a user read the basic information about different companies.
Rich Snippet & Rich Card:
Snippet box appears as a search result containing the most relevant information. The rich card is just like snippet results but in a mobile-friendly way.
Rich snippet and rich cards gather information from:
- Articles
- Recipes
- Star Rating
- Products
- Videos
If a company offers several products and services under the same query, the snippet shows multiple results in carousel form.
The interesting news is that Google is working on “action markup” which allows users to take an action directly from SERPs i.e. booking ride, restaurant reservation, taking an appointment, etc.
AMP:
Structured data markup enhances the chance of accelerated mobile pages to appear in the snippet. It increases the visibility of a website among rich search results.
Social Cards:
Quality content matters when you endorse your website on the social media platform. It is important to consider valid and correct information as a social markup.
Adwords:
There are “structured snippet extensions” enabling the placement of structured data in the Adwords ads allowing people to know more about something by providing additional information.
Email Marketing:
After booking a flight or purchasing something from an online store, we receive a confirmation email that contains the details of our order. These emails use structured data to extract and send essential information.
The purpose of the structured data implementation is to define web content more appropriately so that the relevancy of the content with search queries gets enhanced. Any wrong information or terms can affect the brand’s reputation negatively.
Structured Data & AI:
We are living in an AI-driven world. Artificial intelligence is implemented on almost every device and gadget to understand the user’s intent in a better way. AI utilizes structured data to maintain the functionality of a device. SEO and AI both require valid and rich information that can meet the criteria of user searches or demands.
Google’s search algorithm, Hummingbird, counts on structured data with the foundation of relevance, prominence, and proximity of a search.
SEO with artificial intelligence has made marketing easier than ever making websites more and more industry-specific.
Conclusion:
Structured data markup authenticates the business values. Users rely on the information that appears on SERPs. Structured data markup keeps the content precise and provides users with rich information. In case, your company needs professional SEO services based on structured data, contact SolutionSurface and boost your brand’s online visibility.
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