Structured data: why is it important to take it into account?

Juan Aguilar
SEO Consultant

Structured data represents a more than relevant opportunity for conversion.

Basically, it consists of specifying in a schema what is the most important information of the page, so that it is shown in the SERPS or search results, in the form of:

Rich results or rich snippetss

What does structured data information provide?

Rich results have long since conquered the trend and are no longer one of Google’s latest innovations. These are the featured snippets that include reviews, FAQs, images, prices, discounts

Schema information in the code of a specific page does not necessarily have to favour its positioning in a direct way. Or so our friend John Muller, the Californian big brother’s direct link to the mortal world, had last referred to it.

Ok, to finish quickly with the subject of positioning; good old Muller can say that the only data oriented to improve the search results is precisely the one that is present on the page, the data and OnPage tags.

OK, but as we are going to review now, if specifying the information in structured data in relevant directions of a site favours the conquest of enriched results, that can clearly encourage the click, ie the CTR, which can clearly improve the positioning results.

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.

But, how can you exactly do it?

And is it complicated to add structured data information? No, not at all. The simplest way to do it, and probably one of the most used, is to insert a piece of JSON code (Javascript object notation) on each page that you consider to be of interest. That is to say, it is not necessary to do it in all the addresses of a site.

What is relevant in this case is that for each type of business, service, entity, organisation, and any type of website, there is a specific way to collect the information defined in the service.

In fact, every time structured data information is implemented on a page, the first thing to do is to make a call to the Schema service, so that crawlers are able to interpret that information, so to speak.

The most typical and obviously where it is often said that structured data can be most profitable is on product pages. As we said, there’s super interesting information that can be included and that’s going to show up directly in the search results. I think we can get a lot of services in here as well.

Example: it consists of feeding directly the code of the page, with information about images, ratings, comments, even the offer information. This is a separate issue, with discount prices and expiration of the offer appearing directly in the Google results.

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    Google says FAQS are not for selling, yes, but they are not to be wasted either.

    Another common form is 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 which questions and answers we would like to indicate as relevant, so that they are displayed in the SERP.

    Google’s guidelines state that the use of Schema information for FAQS pages should not be used for commercial purposes. No problem, any information page explaining a website’s service is likely to add a FAQS section and this clearly helps.

    As we have tried to insist, structured data can be very useful. It is a matter of prioritising and knowing where to start in this task, as well as identifying opportunities. Then, as always, sit back and harvest results, or ask for a hand if needed.