What is Structured Data?

If you work in the realm of website development, you have probably heard of the terms structured data, rich snippets, and schema markup. However, if you are a local business owner with a website, this might sound like a foreign language or at least something only programmers talk about.

What is structured data

geralt / Pixabay

It really isn’t as complex as it sounds. It is a code or language that the search engines understand, which helps them to return more precise results for users searching on the web.

Here is a post that explains more:

Schema tells the search engines what your data means, not just what it says.

The content on your website gets indexed and returned in search results. Obviously. But with schema markup, some of that content gets indexed and returned in a different way.

How? Because the markup tells the search engine what that content means. For example, let’s say the word “Neil Patel” appears on an article. The search engine sees this, and produces a SERP entry with “Neil Patel.” However, if I put the right schema markup around the name “Neil Patel, ” I’ve just told that search engine that “Neil Patel” is the author of the article, not just a couple random words. The search engine then provides results that display better information for the user who was searching for “Neil Patel.”

See the full post here:  https://blog.kissmetrics.com/get-started-using-schema

search engine

Simon / Pixabay

 

Using structured data is like having an online business card that provides extra information to users. It also tends to help a website rank better due to the detail it offers, enhancing the user experience.

Schema.org is the parent of this language, which is a collaboration between big-name platforms like Google, Yahoo, and Bing in an effort to make machine language more consistent. It helps the web robots that crawl the site better understand what information is contained on each web page.

JSON-LD Structured Data

One type of schema, which is a JavaScript format for structuring data, is called JSON-LD. It stands for JavaScript Object Notation for Linked Data and is considered to be a simpler form of structured data to utilize.

This video discusses more on this topic:

After listening to the basics of JSON-LD, you can imagine it isn’t something most people want to think about. I love website development, but this is a subject we rely on our team of experts to manage.

As of 2013, schema.org has recommended the use of JSON-LD. However, Google wasn’t on board until January of 2016, realizing its importance for aspects such as reviews and products rich snippets.

Once this type of structured data became one of the accepted formats along with microdata and RDFa, Google began offering guidelines for its use. You can see in this article that JSON-LD is the recommended format:

Google and JSON-LD structured data

Click here to see the full post

Linking data is not only empowering for developers, but for all users on the web. It creates a network of readable data across all websites, following the embedded links from one piece of Linked Data to other links, and offering an organized structure.

Everything is the world of computers is driven by data, so by annotating elements on a page to make the content more methodical creates a better web of information for everyone. If you are interested in learning more about how we can inject JSON-LD into your website, give us a call at (303) 800-6866.