The structured data o structured data represent a opportunity more than relevant to conversion.
Basically, it consists of specifying in a scheme what is the highlighted information of the page, so that it can be displayed in the SERPS or search results, in the form of:
Enriched results o rich snippets
What does structured data information provide?
Rich results have long since conquered the trend and are no longer just one of Google's latest innovations. These are the featured snippets that include reviews, Frequently Asked Questions, images, prices, discounts…
Schema information in the code of a specific page no has to favour his or her positioning from direct way. Or so our friend John Muller, the Californian big brother's direct link to the mortal world, had last reported.
Ok, to quickly finish with the positioning issue; the good Muller can say that the only data oriented to improving search results is precisely the one that is present on the page, the data and labels OnPage.
Valebut as we will go over now, if you specify the information in structured data at relevant addresses on a site favours the conquest of enriched resultsthat clearly can encourage clickingi.e. the CTR, which clearly can improve the results of positioning.
Many people have probably heard of structured data reporting before, and many content publishers may even have seen it as an option in major CMSs such as WordPress or Prestashop. This is an option, but it is usually paid for. If we're not on a premium service, we're out.
And how exactly is this done?
And is it complicated to add structured data information? No, not at all. The easiest way to do it, and probably one of the most widely used, is to enter an JSON code snippet (JavaScript object notation) on each page where it is considered to be prioritise as interesting. That is, it is not necessary to do it in all directions of a site.
What is relevant in this case is that for every type of businessservice, service, entity, organisation, and any type of website, there is a concrete way to collect the information defined in the service Schema.org.
In fact, every time structured data information is implemented on a page, the first thing to do is to do is to make a Schema service callThe information is then used, so that the trackers are able to interpret that information, so to speak.
Most typically, and obviously where it is often said that structured data can be most cost-effective, it is in the product pages. As mentioned above, there are super interesting information which can be included and which will be displayed directly in the search results. I think we can put a lot of services in here as well.
Example: this consists of directly feeding the code of the page, with information about images, ratings, comments, and even the offer information. This is a separate issue, with discount prices and the expiry date of the offer appearing directly in the Google results.
Google says FAQS are not for selling, yes, they are not to be wasted either.
Another very common form is often the rich snippets with FAQS. They can also be quite useful and improve click results exponentially. Again, it is a matter of declaring in the code what are the questions and answers that we would like to indicate as relevant, to be displayed in the SERP.
The Google guidelines rule that the use of Schema information for FAQS pages should not be used for commercial purposes. No problem, any page of information explaining a service of a website, it is susceptible to add a FAQS section and this clearly helps.
As has been tried to emphasise, the structured data can be very useful. It consists of organising priorities and knowing where to start in this task, as well as identifying opportunities. Then, as always, to sit back and reap results, or ask for a hand if needed.
