Let us now try to demystify some common SEO concepts we hear all the time, like structured data markup, rich snippets, rich media, schema.org, micro-data, and so on.
All these concepts help in improving your website search ranking and account for the more informative presentation of their business in search results. We often see search results with detailed info or enhanced presentation of the products or services offered by the business in the results itself. These may be in form of movie reviews (IMDB), product prices, audio/ video play actions, etc.
Using Structured Data accounts for greater business website indexation and better online visibility. The search results are more detailed, informative and relevant, especially for local users. Let us understand how it works.
Let us now try to demystify some common SEO concepts like structure data markup, rich snippets, rich media, schema.org, micro-data, and so on.
Structure data markup – According to Google, “Structured data markup” is a standard way to annotate your content so machines can understand it. When your web pages include structured data markup, Google (and other search engines) can use that data to index your content better, present it more prominently in search results, and surface it in new experiences like voice answers, maps, and Google Now.
It is of two types:
- Enhanced Presentation in Search Results: By including basic structured data appropriate to your content, your site can enhance its search results with Rich Snippets, Breadcrumbs, or a Sitelinks Search Box.
- Answers from the Knowledge Graph: If you’re the authority for certain content, Google can treat the structured data on your site as factual and import it into the Knowledge Graph, where it can power prominent answers in Search and across Google properties. Features are available for authoritative data about organizations, events, movie reviews, and music/video play actions.
Let us do a Google Search on Game of Thrones. Some of the search results will contain a rating, denoted by yellow colored starts below the result description. These stars are a result of structured data being used by these websites.
Open the website in Google Chrome, select the name – Game of Thrones, and from the right-click context menu, select inspect element. On the right side, it will open up a panel and show the coding. You can see, structured data tags have been applied.
When Google understands the content on your site better, it can enhance the search results. The way structured data works is by applying a tag to content on your site. This tag uses what’s known as vocabulary, to tell Google what it is looking at. This vocabulary is standardized and comes to us from the site – schema.org.•It is the standard way to tell search engines like Google, Bing, and Yahoo what the content on your site is. It helps in greater business website indexation.
- This markup helps search engines understand if the content is a breadcrumb, an address to a local business, a map to a place, a review on a product or a selling price of an item.
- Search engines such as Google, Bing, and Yahoo use structured data (implemented within web pages) to refine search results, filter with greater accuracy and enhance the way results are displayed.
This all makes it easier for users to find the information they are looking for.
Structured data is a term to indicate adding vocabulary to your site through the use of a particular format such as micro-data. Google then uses that information to create rich snippets in its search results.
It is invariably valuable and should be taken advantage of. You can use programming skills or tools provided by Google
Schema.org is an initiative launched on 2 June 2011 by Bing, Google and Yahoo! (the operators of the then world’s largest search engines) to “create and support a common set of schemas for structured data markup on web pages.”
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