SEO

The Importance of Structured Data

If you’ve done any research at all on search engine optimization, chances are you’ve come across the term “structured data.” It might not have meant much to you at the time. But there are several compelling reasons to learn more about what it is and, more importantly, why structured data is important. 

In fact, your understanding the importance of structured data can have a direct impact on your online marketing results. How so? You’ll soon find out. But first, let’s establish a definition to work from. 

What is Structured Data?  

Structured data is what its name implies. In simple terms, it’s data that’s organized in a consistent, well-defined manner, making it easy for people and computer programs to access and understand. 

In the context of your online marketing, what does this mean? 

Two Benefits of Structured Data

One key benefit of structured data is that it helps Google to understand the content on a page. In other words, by providing specific information about your site, you can help Google grasp its relevance to topics that your audience is searching for. This can enhance your SEO and increase your chances of gaining good visibility in search results. 

Second, structured data can earn you rich snippets, which highlight your website in search results. The more it stands out, the greater the awareness and credibility of your brand. Even better, the higher the chances that people will click onto your site. Studies have proven that rich snippets do have the power to increase clickthrough rates (CTRs) so, if you earn one, the benefits of a higher CTR are all yours!  

What benefits are those? Let’s explore a handful of the features in the Google Search Gallery and their benefits. 

Categories in Google Search Gallery 

Providing structured data for Google to analyze can earn you any of the following features and enhancements in search results. 

Local Business

If you have a physical location that potential customers can visit, it can be helpful to have your business details such as business hours, address, and ratings displayed prominently in Google’s Knowledge Graph. It can bring more people through your doors, allowing you to turn them into customers and loyal supporters of your brand. 

Article

Do you publish written content such as blog posts? If so, structured data can help you get your articles featured above organic search results, which means that more people will see and, likely, click on them. 

FAQ

If you have an FAQ page that answers questions common in your industry, having it displayed as a rich snippet gives you instant credibility and will most likely also boost traffic to that page. If you can encourage further on-site engagement, you can earn new leads and prospects.  

Products

When people type in transactional queries—meaning that they are ready to buy—wouldn’t it be nice if your product was the first thing they saw? It’s possible with the use of structured data. 

Event

When you have an event planned, no doubt, you want as much support as possible. If your event is among those featured in search results, along with the time, date, and location, it could boost your attendance. 

Video

If you produce video content or even do livestreams, it’s certainly helpful to have a rich snippet on relevant search engine results pages. Not only will it increase brand awareness, but it could also increase your subscriber count, enabling you to nurture newfound leads and guide them towards becoming customers. 

Want to Enjoy the Benefits of Structured Data? 

We’ve covered both what structured data is used for and the benefits it can have. Not only can it improve your SEO in general but it can also earn you extra visibility in search results. This can give users an extra push to engage with your business and content.  

Would you like to enjoy the benefits of structured data that we’ve discussed? Do you have questions about how it works? In either case, you’re welcome to contact the Syndicate Marketing team. 

Guest Blog by Nia Gyant.

Nia is a freelance writer and brand messaging strategist with a background in online marketing. She supports marketing agencies and small to mid-sized businesses in need of strategically-crafted, goal-oriented content and copy.