Often I get asked, “what can i do to enhance my chances of being found in google?” to which i answer “structured data”. Structured data and schema markup are becoming more and more of a necessity and are important for search engine optimization. The bad news is that this can be pretty complicated stuff and even the most seasoned SEO specialists struggle with the proper implementation of structured data and schema.
Structured data adds context to your website content by way of using standardized search engine “vocabulary” at Schema.org. When implemented correctly, structured data increases the chances that search engines like Google will show additional information about your content directly in the search engine results pages (aka SERPs) via “rich snippets”.
Within your site’s code and in google webmaster tools you can implement structure data for your website and business for the following:
- Local Businesses
- Blog Postings
Does Structured Data Help With SEO?
Absolutely! There is no question that structured data that produces rich snippet “bling” that improves SERP click through rates (CTR). Virtually every search engine expert on the planet will tell you that organic click through rates are a major search engine optimization ranking factor. This, structured data has a very high correlation (ie indirect relationship) with search engine rankings.
Enhanced listings give searchers an easier way to pick a result from the list of links. If your listing is rich, and your page does what your listing promises, you are a valid result for the customer and that will lead to a lower bounce rate. A lower bounce rate tells Google that your site is a well-regarded result that promises and delivers.
So in the end, structured data allows search engines to not only crawl your site, but to truly understand it. Yes, even search engines can have a tough time deciphering web page content.
For an in-depth explanation of structured data, Google has an excellent collection of information within their developer site.