What is Structured Data? Structured Data Types and Benefits

What is Structured Data?

Structured data is a coding system used to help search engines better understand the content of a website. Implemented using formats like JSON-LD and Microdata, it enables the presentation of detailed information such as products, events, and business details in a comprehensible way. This is especially advantageous for e-commerce websites, as it allows accurate communication of product features and benefits.

From an SEO perspective, using structured data creates rich snippets in search engine results. This enhances click-through rates, builds trust in your products, and improves performance in voice searches. By effectively utilizing structured data, you can expedite users’ access to information about your business and improve your site’s search ranking.

The Connection Between Structured Data and SEO

Structured data helps search engines better understand the content on a webpage. Its connection to SEO lies in its ability to provide a more prominent and appealing appearance in search results. For example, data such as product prices, stock availability, or customer reviews can be presented to search engines using structured data. As a result, a business selling products can have its items listed with rich snippets.

Structured data delivers the right information to the right audience. Displaying price and stock availability directly on Google increases customer trust and enhances the likelihood of your business being chosen. “Right information at the right time creates value” best encapsulates the importance of structured data.

How to Create Rich Snippets with Structured Data

To create rich snippets using structured data, structured data markup is added to your website. Formats such as JSON-LD, Microdata, or RDFa are used to present information like product prices, customer reviews, and stock availability to Google. For e-commerce products, technical details, prices, and reviews are specified through structured data.

Search engines use this markup to create richer and more engaging displays in search results. For instance, showing stock availability and pricing directly for a “professional espresso coffee machine” encourages users to click. “Organizing information boosts visibility” succinctly summarizes the significance of this process.

Types of Structured Data

Structured data comes in many types that can be used for various purposes. For example, for a brand selling industrial kitchen products, structured data types can enhance product promotion and improve user experience. For another brand, structured data can help company information appear better in SERPs. Here are the most common types of structured data:

Product

Product structured data is used to clearly present a product’s price, features, stock status, and customer reviews to search engines. For businesses selling industrial kitchen equipment, it ensures accurate representation of details for products like professional espresso machines or industrial fryers.

This data is especially helpful for displaying products in rich search results (rich snippets) on e-commerce sites. When used, customers can directly see product prices and stock information, enabling quick access to accurate details, boosting customer trust, and speeding up the purchasing process.

Review

Review structured data provides search engines with ratings and feedback from users about a product or service. For example, for businesses selling agricultural tools, this data is crucial to highlight product reliability and customer satisfaction.

It can be used on product pages in e-commerce sites. Positive reviews for a product can accelerate potential customers’ purchasing decisions. This data appears as star ratings in search results, making the product more noticeable. When implemented, customer trust grows, the product becomes more appealing, and sales conversion rates increase. The saying, “Trust brings success,” best summarizes the impact of reviews on sales.

Event

Event structured data organizes and presents the date, time, location, and details of an event to search engines. For businesses, this data can be used to announce new product launch meetings, industry seminars, or customer events.

It enhances the visibility of events on e-commerce or corporate websites. For example, an SEO training seminar can appear in Google search results with direct information about the date and location. When used, participation rates increase, brand awareness strengthens, and a strong connection with the target audience is established.

Article

Article structured data provides search engines with information about a piece of content, including its title, author, publication date, and content. It can be used for usage guides, industry-related informative articles, or business tips.

This data ensures the article is displayed more prominently in search results. For example, an article titled “Best Mirrorless Camera Recommendations” can stand out with rich snippets and receive more clicks. When implemented, it provides readers with reliable information, boosts brand authority, and increases organic traffic.

FAQ (Frequently Asked Questions)

FAQ structured data organizes and presents common questions and their answers to search engines. It can be especially useful for businesses in the healthcare sector, offering detailed information about their services or addressing frequently asked patient questions.

This data attracts user attention by providing direct answers in search results. For example, a user searching for “Does prostate cancer recur?” can find the answer quickly in the search results. When implemented, customer satisfaction improves, the site’s authority strengthens, and users are guided to more information.

Local Business

LocalBusiness structured data clearly presents a business’s name, address, phone number, operating hours, and location to search engines. It’s an essential structure for improving the discoverability and informing customers about local businesses.

This data type enhances the visibility of your business in Google search results and Maps. When used, customers can quickly access your contact information, see your operating hours, and easily get directions. This is particularly beneficial for customers who wish to visit the store in person.

“Accessibility is the key to growth.” LocalBusiness structured data improves customer experience and strengthens your presence in the local market.

Organization

Organization structured data provides search engines with basic information about a business, including its name, logo, contact details, and social media links. For businesses, this data can be used to enhance online reputation and build trust with customers.

This data type ensures your business appears more professional in Google search results. When used, users can quickly access your business’s contact details, social media profiles, or corporate identity. This boosts brand visibility and reinforces customer trust.

“A strong identity is the foundation of trust.” Organization structured data makes your business more professional and accessible in the digital world.

Item List

ItemList structured data is used to organize and present products or content in a list format for search engines. It’s ideal for businesses to rank products in different categories, highlight features, or prepare a user guide.

This data type improves user experience by presenting information in a list format in search results. When used, users can quickly access product or content rankings and easily see the necessary information to make informed decisions. For example, a list titled “Industrial Coffee Machines” can attract customer attention.

Profile Page

ProfilePage structured data accurately presents a business or individual’s basic information, social media links, and contact details to search engines. This data type can be used by businesses or individuals to emphasize professionalism and reliability.

This data is especially beneficial for users seeking social media profiles or more information about a business. When implemented, it provides quick links to the business’s social media accounts in search results, making it easier for users to connect and build trust.

Software Application

SoftwareApplication structured data is used to present details of software or mobile applications to search engines. It includes information like the application’s name, description, price, user reviews, and platform compatibility. It’s a great way to enhance the visibility of applications.

How to Create Structured Data?

Structured data is used to better explain the content of a website to search engines. It is typically written in formats like JSON-LD, Microdata, or RDFa. Structured data makes it easier for search engines like Google to understand content types and display rich snippets in search results.

Steps to Create Structured Data:

1. Decide Which Data Type to Use
   Choose the category that fits your needs, such as Product, Review, or LocalBusiness.
2. Use JSON-LD Templates
   Use tools like Google’s Structured Data Testing Tool or Rich Results Test to create structured data in JSON-LD format.
3. Tag Your Content
   Add relevant information from your website (e.g., product name, price, description) into the JSON-LD code.
4. Integrate the Code into Your Website
   Insert the code into your HTML structure, preferably in the <head> section or right below the relevant page content.
5. Test Your Code
   Use Google’s testing tools to ensure your code is working correctly.

Websites to Help You Create Structured Data:

• Google Structured Data Markup Helper: Simplifies the process of creating structured data.
• Schema.org: A comprehensive guide for various types of structured data.
• JSON-LD Playground: A tool to create and test JSON-LD codes.

Example:
A simple product structured data example for a website selling industrial kitchen equipment:

json

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{

  “@context”: “https://schema.org/”,

  “@type”: “Product”,

  “name”: “Industrial Deep Fryer”,

  “image”: “https://exampleimage.com/fryer.jpg”,

  “description”: “High-capacity, energy-efficient industrial deep fryer.”,

  “brand”: “X”,

  “offers”: {

    “@type”: “Offer”,

    “price”: “5000”,

    “priceCurrency”: “TRY”,

    “availability”: “https://schema.org/InStock”

  }

}

Benefits of Using Structured Data

• Rich Appearance in Search Results
  Structured data can display product information, reviews, and prices directly in search results. Users can make more informed decisions before visiting your site.
• Better SEO Performance
  Search engines can more easily understand structured data, helping your pages rank correctly in relevant categories and appear higher in search results.
• Increased Click-Through Rates (CTR)
  Additional details like visuals, prices, or review scores attract users’ attention, encouraging more clicks to your site.
• Improved Compatibility with Voice Search and Google Assistant
  Structured data makes your site more accessible in voice searches and tools like Google Assistant. For example, when a user searches for a product, detailed information can be delivered quickly.
• Enhanced User Trust
  A professional appearance in search results increases trust. For instance, accurate product pricing and stock information make users more confident in your website.
• Faster Information Delivery
  Rich snippets help users quickly find the information they need, saving them time.
• Increased Page Engagement
  Users spend more time on sites that provide detailed and well-organized information, indirectly boosting your SEO performance through longer session durations.
• Competitive Advantage
  If your competitors are not using structured data, your site can stand out with a more appealing appearance, giving you an edge in competitive industries.

How to Implement Structured Data on Your Site?

Structured data ensures your site is easily understood by Google and other search engines. This helps create more appealing rich content in search results, particularly in specialized areas like industrial kitchen products. Follow these steps to implement structured data on your site:

Choose the Right Format

The most commonly used format for structured data is JSON-LD, which is recommended by Google. It keeps your HTML code organized and simple. Alternatives like Microdata or RDFa can also be used.

Select the Appropriate Structure

For products, the “Product” schema is commonly used. For example, for an industrial fryer, include:

• Product name
• Image URL
• Description
• Price
• Stock status

Create JSON-LD Code

Here’s an example of a simple JSON-LD code:

html

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<script type=”application/ld+json”>

{

  “@context”: “https://schema.org”,

  “@type”: “Product”,

  “name”: “Industrial Deep Fryer”,

  “image”: “https://www.yoursite.com/industrial-deep-fryer.jpg”,

  “description”: “High-capacity, stainless steel fryer.”,

  “brand”: {

    “@type”: “Brand”,

    “name”: “X  },

  “offers”: {

    “@type”: “Offer”,

    “priceCurrency”: “TRY”,

    “price”: “3500.00”,

    “availability”: “https://schema.org/InStock”

  }

}

</script>

Add the Code to Your HTML

Insert this code into the <head> section of your product page or right below the relevant content.

How to Verify Structured Data?

Adding structured data is just as important as ensuring it is implemented accurately and completely. For websites that provide detailed product information, such as industrial kitchen equipment, verifying structured data is a critical step to ensure products are displayed correctly in search results. Here are some reliable tools you can use to perform this task:

1. Google Rich Results Test

Google Rich Results Test evaluates whether your structured data meets Google’s rich results standards. It is very easy to use:

• You can analyze by entering the URL of your webpage or pasting your structured data code.
• The test confirms correct implementations and provides a detailed list of any errors.
• For instance, if product information like stock status or price is missing, it will highlight these issues.

This tool allows you to take full advantage of Google’s rich results opportunities.

2. Schema Markup Validator

Schema Markup Validator can be used to test the overall validity of your structured data. This tool checks for compliance with the standards accepted not only by Google but also by other search engines. How to use it:

• Paste your code to validate it.
• It clearly identifies errors or missing definitions.
• It helps you ensure compatibility across various schema types.

Benefits of Verification

• Accurate Results: Complete structured data ensures your products are displayed accurately in search results.
• Error Fixing: Test tools allow you to correct any missing or incorrect entries.
• Improved SEO: Proper configuration can boost the rankings of your product pages.

Types of Structured Data

Structured data enables websites to communicate more effectively with search engines. Common formats include JSON-LD, Microdata, and RDFa. These methods are particularly useful for describing technical products like industrial kitchen equipment in detail and presenting rich information to customers in search results.

JSON-LD

• Definition: JSON-LD (JavaScript Object Notation for Linked Data) is a JavaScript-based format that exists outside the page code and allows you to add data without disrupting the existing HTML structure.
• Advantages:
  • Easier to implement.
  • Highly readable and widely preferred by SEO professionals.

Microdata

• Definition: Microdata is embedded within HTML tags, integrating directly into the page’s structure.
• Advantages:
  • Works directly with the HTML structure.
  • Offers more control but can be complex to implement.

RDFa (Resource Description Framework in Attributes)

• Definition: RDFa is a format integrated with HTML5 and is suitable for more complex data.
• Advantages:
  • Provides detailed expression of data relationships.
  • Enables the definition of more extensive information.

Which Format Should You Choose?

• JSON-LD: The modern format recommended by Google.
• Microdata: Suitable for simpler projects that don’t disrupt existing HTML structure.
• RDFa: Ideal for advanced data connections but may require more effort to implement and maintain.

Conclusion: Enhance Web Performance with Proper Use of Structured Data

Structured data makes websites more understandable for both users and search engines. For businesses, structured data enables the presentation of engaging and informative content in search results. This not only increases your authority in your sector but also allows users to quickly access the information they need.

By integrating structured data into your SEO strategy, you can:

• Achieve a rich appearance in search results,
• Increase click-through rates,
• Improve SEO performance,
• Enhance compatibility with innovative platforms like voice search and Google Assistant.

It’s essential to remember that using these tools effectively can boost not only visibility but also reliability and customer loyalty. Ensuring that search engines understand your site correctly is a cornerstone of a successful digital marketing strategy. By adopting the principle of “the right information in the right place adds value to your business,” you can use structured data to provide better service to your target audience.