Structured Data


What Is Structured Data?

Structured data, also known as schema markup, is a type of code that makes it easier for search engines to organise, crawl and display your web pages in search results. 

Structured data makes it easier for search engines to decipher the code and use it to display informative search results in a more specific and richer way.  

When running a food blog, for example, if you add structured data to a high performing recipe page, your result in the SERPs may change and display an image along with a rating. This is known as a rich result.

Why Is Structured Data Important to SEO?

To obtain a rich result, you must add structured data to your site. Structured data is important to your SEO efforts because it helps search engines understand your web content.

In order to display your site in SERPs, Google needs to know what your page is about. Implementing structured data is manually telling the search engines what your site is about which is essential for performing well in rankings. 

Structured data changes how your page appears in SERPs. It gives users more information including images and ratings which increases the chance for consumers to click on your page. A higher click-through rate (CTR) eventually means better performance in rankings. 

How to Implement Structured Data

Building code sounds complicated but including structured data is actually simple enough for anyone to do with the right tools and guidelines. 

1. Use WordPress Plugins

If your site runs on WordPress the easiest method of implementing schema markup is by installing a WordPress plugin. 

The best is Schema App Structured Data. This plugin will create schema markup for your site. If you understand the basics of schema, you can also edit the code yourself. 

2. Google’s Structured Data Markup Helper

If you don’t use WordPress, there’s an alternative way of adding structured data that’s pretty easy too. Google’s Structured Data Markup Helper is designed to help site managers add schema markup to their websites without issues. 

To begin, all you need to do is paste in your site’s URL or HTML. After choosing your page’s category, Google then gives you a series of markup options. When you’re done, it’s as simple as clicking ‘Create HTML’.

3. Add the Schema Markup Manually

If you’re confident with your coding skills or are working with a web developer, you can opt to add schema markup manually to your site. 

While this method ensures you’re able to customise everything exactly as you want, it does carry more risk as it’s easier to make a mistake and potentially damage your site. This method is best left to the professionals who are comfortable with complex coding. 

How Can We Help?

Wanting a team to set up your schema markup? We can help you there - get in touch and we can figure out the best way to tackle your coding needs.

If you already have an internal team and are looking for some help to get started in the right direction, head to our training courses to find out our tried and tested SEO strategies.