Tag Archive | "Structured"

Why businesses should implement structured data

It goes without saying that the world of SEO is becoming ever more technical, and over the past decade, webmasters, SEOs, and in-house teams have been widening their knowledge and skillsets to help their sites compete in search engine results pages.

One of these areas, which has seen the most development since its launch in 2011, is, of course, schema.org markup.

Although it has been eight years since the data schema was introduced, whether due to lack of development capability or technical knowledge, many popular brands are still to implement structured data to their websites.

In this article, we’re going to take a look at what structured data is, and the benefits that the markup can provide for websites.

A brief introduction to structured data

Put simply, structured data is a form of markup that is implemented in the code of a website and provides search engines with specific pieces of information about a page, site, or organization.

By improving the knowledge that a search engine has about a particular page or site, it can, therefore, provide users with the information that they need when conducting a search.

It also means that if a business invests in structured data throughout its site, it could enjoy higher and more relevant levels of traffic.

But how does this happen?

Structured data can enhance AMP pages

Despite structured data not being a direct ranking factor, it can, however, influence other elements of your website which are ranking factors.

In a world where a lot of searches (even the biggest part) are made through mobile devices, site speed has never been more important, especially when you consider that users will leave a page that takes longer than three seconds to load.

For this reason, many businesses have implemented Accelerated Mobile Pages (AMP) on their site (read more about them here), which can help overcome critical mobile speed issues and improve the usability of pages.

But most people don’t realize that AMPs can actually be enhanced via structured data markup.

Google states that by implementing structured data to AMPs, they can enhance the appearance of the page in mobile search results while offering the ability to appear within rich results.

If a site gains the opportunity to appear within rich results for an important search term, the site could gain a great amount of search traffic as a result.

You can learn a little more about how structured data enhances AMP pages in this handy Google guide.

Structured data helps sites appear in Google’s Knowledge Graph

For sites that appear in highly competitive verticals, getting the edge over your competition is critical, and one way to do this is by establishing your site presence with Google and appearing in the Knowledge Graph.

Knowledge Graph cards appear on the right-hand side of search results and they provide users with functional and visual elements of your site; making it far easier for users to familiarise themselves with it.

To enable your business Knowledge Graph card, you need to add the necessary Corporate Contact markup on the homepage of your website.

Structured data knowledge graph

Like all types of markup however, there are important guidelines and rules that you must follow, such as ensuring that markup is not blocked from crawling by robots.txt directives.

You can find more information on how to properly implement Corporate Contact markup in this Google Developers Guide.

Structured data can be vital for improving a site’s click-through rates

CTR of a website is rather important for its rankings. And according to Neil Patel, the best way to increase it is to research and use keywords, especially long-tail keywords. Serpstat can help you make deep and useful keyword research and improve your rankings as well.

Also, the whole point of structured data is to provide clean and concise parcels of information to search engines so that you can clarify the purpose of your site and its pages to quickly provide users with the accurate information that they require.

This means that by implementing well-written and relevant structured data into your pages, your site should be shown to a more relevant audience base, meaning that your click-through rates will inevitably improve.

In fact, sites that implemented structured data found that their CTRs improved by at least 10%.

How to implement structured data

We’ve already learned the meaning and value of structured data on the site. Now, we’ll explore two of the main approaches for adding schema markup to your website.

How to add Schema.org micro-markup with Schema plugin

The easiest way to add a micro-markup to the site is to use the Schema plugin. It works with any available schema options and is embedded in the Yoast SEO plugin.

To install, go to Plugins – Add New in the WordPress console and find “Schema.” Activate it and go to Settings.

Structured data schema plugin

 

Fill in basic information, such as the location of your About Us page, Contacts, upload your website logo.

By filling out additional information, content, knowledge graph, and search results, you can optimize your site for each of the areas.

Then, you can go to Schema – Types and add the selected schema type or publication category.

Types of schema plugins

If the above-mentioned plugin doesn’t suit you, you can choose from a large number of WordPress plugins alternatives for schema markup. Here are some of them:

How to add Schema.org markup manually

Here, you should work more with the code, but you can add your schema markup individually to any page or post.

With arbitrary schema markup, you can include several different types of markup on the same page. For example, if you have an event page, and you also want to place a feedback schema on it, you can easily do it.

The most efficient way to manually add schema to your site is JSON-LD. This method is also recommended by Google. It’s based on JavaScript. You’ll add schema markup to your site as a script, so it’ll be much easier to read and debug.

Remember to follow all Google structured data guidelines while creating the code for your markup.

If you don’t know how to write markup code, you can use the Structured Data Markup Wizard from Google or JSON-LD Generator to create your code.

To use this approach, go to any post or page where you want to put the markup. Click Screen Settings at the top of the page and check the “Custom Fields” box. Now, scroll down to the “Custom Fields” settings and press “Enter new” to create a new field. Name it “Schema” and enter the code. For example, local businesses data type:

Custom fields box

 

Please provide the source and a possible caption for the above image

Next, you’ll need to edit your header.php file. Open it and paste the following code before the closing </head> tag:

 

Header.php file

Thanks to these actions, your schema code will load separately with metadata. You can add any kind of custom schema markup to your WordPress website with the above-described approach.

Just remember to run your page or post in the Google structured data testing tool to check your markup for errors. This validator understands the following formats:

  • Schema.org
  • Microdata
  • RDFa
  • JSON-LD

Using it, you can check the page in two ways:

  • Copy in HTML format
  • Specify a link to the page

If the site is being developed on a PC or if you need to test some options, you need to use the first method. The second one is suitable for the final verification of the finished markup. Also, here you can check the site pages when using ready-made CMS templates. They may contain some errors in markups.

For example, let’s check the Phase 5 Analytics page. After copying the URL and clicking the “Run test” button, the result of the verification appeared on the screen. There was the HTML code on the left, and markup on the right with errors if they were found.

Google structured data testing tool

 

Final word

Adding structured data to the site will not take a lot of time. This action will help improve the look of the snippet in the search engine and increase traffic to the site.

The process may seem a little technically complicated, but you’ll discover that even the option to manually add it is not as hard as you’d assume. In addition, many available plugins will make developing structured data very simple.

Inna Yatsyna is a Brand and Community Development Specialist at Serpstat. She can be found on Twitter @erin_yat.

The post Why businesses should implement structured data appeared first on Search Engine Watch.

Search Engine Watch

Posted in IM NewsComments Off

Yes, you can add JSON structured data to the body of your pages

Head or body, Mueller explains that Google can read both just fine.



Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Posted in IM NewsComments Off

Yoast SEO 11.3 lets you add an image of a person to its structured data graph

In its update notes, Yoast reminds us that sites below WordPress 5.2 may no longer be supported.



Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Posted in IM NewsComments Off

Google Does Not Want To Depend On Structured Data & Schema In Future

At SMX East, Gary Illyes from Google said that he wants to see Google to get to a place where they do not need structured data or schema…


Search Engine Roundtable

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The Beginner’s Guide to Structured Data for SEO: How to Implement Structured Data

Posted by bridget.randolph

Part 2: How to implement structured data for SEO

Welcome to Part 2 of The Beginner’s Guide to Structured Data: How to Implement Structured Data for SEO. In Part 1, we focused on gaining a high-level understanding of what structured data is and how it can be used to support SEO efforts.

(If you missed Part 1, you can go check it out here).

In Part 2, we’ll be looking at the steps to identify opportunities and implement structured data for SEO on your website. Since this is an introductory guide, I’ll be focusing on the most basic types of markup you can add and the most common use cases, and providing resources with additional detail for the more technical aspects of implementation.

Is structured data right for you?

Generally speaking, implementing structured data for SEO is worthwhile for most people. However, it does require a certain level of effort and resources, and you may be asking yourself whether it’s worth prioritizing.

Here are some signs that it’s a good time to prioritize structured data for SEO:

  • Search is a key value-driving channel for your business
  • You’ve recently audited your site for basic optimization issues and you know that you’ve achieved a competitive baseline with your keyword targeting, backlinks profile, site structure, and technical setup
  • You’re in a competitive vertical and need your results to stand out in the SERPs
  • You want to use AMP (Accelerated Mobile Pages) as a way to show up in featured areas of the SERP, including carousels
  • You have a lot of article-style content related to key head terms (e.g. 10 chicken recipes) and you’d like a way to display multiple results for those terms in the SERP
  • You’re ranking fairly well (position 15 or higher) already for terms with significant search volume (5000–50,000 searches/month)*
  • You have solid development resources with availability on staff and can implement with minimal time and financial investment
  • You’re in any of the following verticals: e-commerce, publishing, educational products, events/ticketing, creative production, TV/movie/book reviews, job listings, local business

*What is considered significant volume may vary according to how niche your market is.

If you said yes to any of these statements, then implementing structured data is particularly relevant to you! And if these criteria don’t currently apply to you, of course you can still go ahead and implement; you might have great results. The above are just a few of the most common indicators that it’s a worthwhile investment.

Implementing structured data on your site

In this guide, we will be looking solely at opportunities to implement Schema.org markup, as this is the most extensive vocabulary for our purposes. Also, because it was developed by the search engine companies themselves, it aligns with what they support now and should continue to be the most supported framework going forward.

How is Schema.org data structured?

The way that the Schema.org vocabulary is structured is with different “types” (Recipe, Product, Article, Person, Organization, etc.) that represent entities, kinds of data, and/or content types.

Each Type has its own set of “properties” that you can use to identify the attributes of that item. For example, a “Recipe” Type includes properties like “image,” “cookTime,” “nutritionInformation,” etc. When you mark up a recipe on your site with these properties, Google is able to present those details visually in the SERP, like this:

Image source

In order to mark up your content with Schema.org vocabulary, you’ll need to define the specific properties for the Type you’re indicating.

For example:

If you’re marking up a recipe page, you need to include the title and at least two other attributes. These could be properties like:

  • aggregateRating: The averaged star rating of the recipe by your users
  • author: The person who created the recipe
  • prepTime: The length of time required to prepare the dish for cooking
  • cookTime: The length of time required to cook the dish
  • datePublished: Date of the article’s publication
  • image: An image of the dish
  • nutritionInformation: Number of calories in the dish
  • review: A review of the dish
  • …and more.

Each Type has different “required” properties in order to work correctly, as well as additional properties you can include if relevant. (You can view a full list of the Recipe properties at Schema.org/Recipe, or check out Google’s overview of Recipe markup.)

Once you know what Types, properties and data need to be included in your markup, you can generate the code.

The code: Microdata vs JSON-LD

There are two common approaches to adding Schema.org markup to your pages: Microdata (in-line annotations added directly to the relevant HTML) and JSON-LD (which uses a Javascript script tag to insert the markup into the head of the page).

JSON-LD is Google’s recommended approach, and in general is a cleaner, simpler implementation… but it is worth noting that Bing does not yet officially support JSON-LD. Also, if you have a WordPress site, you may be able to use a plugin (although be aware that not all of WordPress’ plugins work they way they’re supposed to, so it’s especially important to choose one with good reviews, and test thoroughly after implementation).

Whatever option you choose to use, always test your implementation to make sure Google is seeing it show up correctly.

What does this code look like?

Let’s look at an example of marking up a very simple news article (Schema.org/NewsArticle).


Here’s the article content (excluding body copy), with my notes about what each element is:

[posted by publisher ‘Google’]
[headline]Article Headline
[author byline]By John Doe
[date published] Feb 5, 2015
[description] A most wonderful article
[image]
[company logo]

And here’s the basic HTML version of that article:

<div>
  <h2>Article headline</h2>
  <h3>By John Doe</h3>
    <div>
    <img src="https://google.com/thumbnai1.jpg"/>
    </div>
  <div>
      <img src="https://google.com/logo.jpg"/>
      </div>

If you use Microdata, you’ll nest your content inside the relevant meta tags for each piece of data. For this article example, your Microdata code might look like this (within the <body> of the page):

<div itemscope itemtype="http://schema.org/NewsArticle">
  <meta itemscope itemprop="mainEntityOfPage"  itemType="https://schema.org/WebPage" itemid="https://google.com/article"/>
  <h2 itemprop="headline">Article headline</h2>
  <h3 itemprop="author" itemscope itemtype="https://schema.org/Person">
    By <span itemprop="name">John Doe</span>
  </h3>
  <span itemprop="description">A most wonderful article</span>
  <div itemprop="image" itemscope itemtype="https://schema.org/ImageObject">
    <img src="https://google.com/thumbnail1.jpg"/>
    <meta itemprop="url" content="https://google.com/thumbnail1.jpg">
    <meta itemprop="width" content="800">
    <meta itemprop="height" content="800">
  </div>
  <div itemprop="publisher" itemscope itemtype="https://schema.org/Organization">
    <div itemprop="logo" itemscope itemtype="https://schema.org/ImageObject">
      <img src="https://google.com/logo.jpg"/>
      <meta itemprop="url" content="https://google.com/logo.jpg">
      <meta itemprop="width" content="600">
      <meta itemprop="height" content="60">
    </div>
    <meta itemprop="name" content="Google">
  </div>
  <meta itemprop="datePublished" content="2015-02-05T08:00:00+08:00"/>
  <meta itemprop="dateModified" content="2015-02-05T09:20:00+08:00"/>
</div>

The JSON-LD version would usually be added to the <head> of the page, rather than integrated with the <body> content (although adding it in the <body> is still valid).

JSON-LD code for this same article would look like this:

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type": "NewsArticle",
  "mainEntityOfPage": {
    "@type": "WebPage",
    "@id": "https://google.com/article"
  },
  "headline": "Article headline",
  "image": {
    "@type": "ImageObject",
    "url": "https://google.com/thumbnail1.jpg",
    "height": 800,
    "width": 800
  },
  "datePublished": "2015-02-05T08:00:00+08:00",
  "dateModified": "2015-02-05T09:20:00+08:00",
  "author": {
    "@type": "Person",
    "name": "John Doe"
  },
   "publisher": {
    "@type": "Organization",
    "name": "Google",
    "logo": {
      "@type": "ImageObject",
      "url": "https://google.com/logo.jpg",
      "width": 600,
      "height": 60
    }
  },
  "description": "A most wonderful article"
}
</script>

This is the general style for Microdata and JSON-LD code (for Schema.org/Article). The Schema.org website has a full list of every supported Type and its Properties, and Google has created “feature guides” with example code for the most common structured data use cases, which you can use as a reference for your own code.

How to identify structured data opportunities (and issues)

If structured data has previously been added to your site (or if you’re not sure whether it has), the first place to check is the Structured Data Report in Google Search Console.

This report will tell you not only how many pages have been identified as containing structured data (and how many of these have errors), but may also be able to identify where and/or why the error is occurring. You can also use the Structured Data Testing Tool for debugging any flagged errors: as you edit the code in the tool interface, it will flag any errors or warnings.

If you don’t have structured data implemented yet, or want to overhaul your setup from scratch, the best way to identify opportunities is with a quick content audit of your site, based on the kind of business you have.

A note on keeping it simple

There are lots of options when it comes to Schema.org markup, and it can be tempting to go crazy marking up everything you possibly can. But best practice is to keep focused and generally use a single top-level Type on a given page. In other words, you might include review data on your product page, but the primary Type you’d be using is Schema.org/Product. The goal is to tell search engines what this page is about.

Structured data must be representative of the main content of the page, and marked up content should not be hidden from the user. Google will penalize sites which they believe are using structured data markup in scammy ways.

There are some other general guidelines from Google, including:

  • Add your markup to the page it describes (so Product markup would be added to the individual product page, not the homepage)
  • For duplicated pages with a canonical version, add the same markup to all versions of the page (not just the canonical)
  • Don’t block your marked-up pages from search engines
  • Be as specific as possible when choosing a Type to add to a page
  • Multiple entities on the same page must each be marked up individually (so for a list of products, each product should have its own Product markup added)
  • As a rule, you should only be adding markup for content which is being shown on the page you add it to

So how do you know which Schema.org Types are relevant for your site? That depends on the type of business and website you run.

Schema.org for websites in general

There are certain types of Schema.org markup which almost any business can benefit from, and there are also more specific use cases for certain types of business.

General opportunities to be aware of are:

  • Sitelinks Search Box: if you have search functionality on your site, you can add markup which enables a search box to appear in your sitelinks:

Image source

Image source

  • VideoObject: if you have video content on your site, this markup can enable video snippets in SERPs, with info about uploader, duration, a thumbnail image, and more:

A note about Star reviews in the SERP

You’ll often see recommendations about “marking up your reviews” to get star ratings in the SERP results. “Reviews” have their own type, Schema.org/Review, with properties that you’ll need to include; but they can also be embedded into other types using that type’s “review” property.

You can see an example of this above, in the Recipes image, where some of the recipes in the SERP display a star rating. This is because they have included the aggregate user rating for that recipe in the “review” property within the Schema.org/Recipe type.

You’ll see a similar implementation for other properties which have their own type, such as Schema.org/Duration, Schema.org/Date, and Schema.org/Person. It can feel really complicated, but it’s actually just about organizing your information in terms of category > subcategory > discrete object.

If this feels a little confusing, it might help to think about it in terms of how we define a physical thing, like an ingredient in a recipe. Chicken broth is a dish that you can make, and each food item that goes into making the chicken broth would be classified as an ingredient. But you could also have a recipe that calls for chicken broth as an ingredient. So depending on whether you’re writing out a recipe for chicken broth, or a recipe that includes chicken broth, you’ll classify it differently.

In the same way, attributes like “Review,” “Date,” and “Duration” can be their own thing (Type), or a property of another Type. This is just something to be aware of when you start implementing this kind of markup. So when it comes to “markup for reviews,” unless the page itself is primarily a review of something, you’ll usually want to implement Review markup as a property of the primary Type for the page.


In addition to this generally applicable markup, there are certain Schema.org Types which are particularly helpful for specific kinds of businesses:

  • E-commerce
    • including online course providers
  • Recipes Sites
  • Publishers
  • Events/Ticketing Sites
    • including educational institutions which offer courses
  • Local Businesses
  • Specific Industries (small business and larger organizations)
  • Creative Producers

Schema.org for e-commerce

If you have an e-commerce site, you’ll want to check out:

  • Product: this allows you to display product information, such as price, in the search result. You can use this markup on an individual product page, or an aggregator page which shows information about different sellers offering an individual product.
  • Offer: this can be combined with Schema.org/Product to show a special offer on your product (and encourage higher CTRs).
  • Review: if your site has product reviews, you can aggregate the star ratings for each individual product and display it in the SERP for that product page, using Schema.org/aggregateRating.

Things to watch out for…

  • Product markup is designed for individual products, not lists of products. If you have a category page and want to mark it up, you’ll need to mark up each individual product on the page with its own data.
  • Review markup is designed for reviews of specific items, goods, services, and organizations. You can mark up your site with reviews of your business, but you should do this on the homepage as part of your organization markup.
  • If you are marking up reviews, they must be generated by your site, rather than via a third-party source.
  • Course markup should not be used for how-to content, or for general lectures which do not include a curriculum, specific outcomes, or a set student list.

Schema.org for recipes sites

For sites that publish a lot of recipe content, Recipe markup is a fantastic way to add additional context to your recipe pages and get a lot of visual impact in the SERPs.

Things to watch out for…

If you’re implementing Recipe Rich Cards, you’ll want to be aware of some extra guidelines:

Schema.org for publishers

If you have an publisher site, you’ll want to check out the following:

  • Article and its subtypes,
    • NewsArticle: this indicates that the content is a news article
    • BlogPosting: similar to Article and NewsArticle, but specifies that the content is a blog post
  • Fact Check: If your site reviews or discusses “claims made by others,” as Google diplomatically puts it, you can add a “fact check” to your snippet using the Schema.org/ClaimReview.

Image source

  • CriticReview: if your site offers critic-written reviews of local businesses (such as a restaurant critic’s review), books, and /or movies, you can mark these up with Schema.org/CriticReview.
    • Note that this is a feature being tested, and is a knowledge box feature rather than a rich snippet enhancement of your own search result.

Image source

Things to watch out for…

Schema.org for events/ticketing sites

If your business hosts or lists events, and/or sells tickets, you can use:

  • Events: you can mark up your events pages with Schema.org/Event and get your event details listed in the SERP, both in a regular search result and as instant answers at the top of the SERP:

  • Courses: If your event is a course (i.e., instructor-led with a student roster), you can also use Schema.org/Course markup.

Things to watch out for…

  • Don’t use Events markup to mark up time-bound non-events like travel packages or business hours.
  • As with products and recipes, don’t mark up multiple events listed on a page with a single usage of Event markup.
    • For a single event running over several days, you should mark this up as an individual event and make sure you indicate start and end dates;
    • For an event series, with multiple connected events running over time, mark up each individual event separately.
  • Course markup should not be used for how-to content, or for general events/lectures which do not include a curriculum, specific outcomes, and an enrolled student list.

Schema.org for job sites

If your site offers job listings, you can use Schema.org/JobPosting markup to appear in Google’s new Jobs listing feature:

Note that this is a Google aggregator feature, rather than a rich snippet enhancement of your own result (like Google Flights).

Things to watch out for…

  • Mark up each job post individually, and do not mark up a jobs listings page.
  • Include your job posts in your sitemap, and update your sitemap at least once daily.
  • You can include Review markup if you have review data about the employer advertising the job.

Schema.org for local businesses

If you have a local business or a store with a brick-and-mortar location (or locations), you can use structured data markup on your homepage and contact page to help flag your location for Maps data as well as note your “local” status:

  • LocalBusiness: this allows you to specify things like your opening hours and payment accepted
  • PostalAddress: this is a good supplement to getting all those NAP citations consistent
  • OrderAction and ReservationAction: if users can place orders or book reservations on your website, you may want to add action markup as well.

You should also get set up with GoogleMyBusiness.

☆ Additional resources for local business markup

Here’s an article from Whitespark specifically about using Schema.org markup and JSON-LD for local businesses, and another from Phil Rozek about choosing the right Schema.org Type. For further advice on local optimization, check out the local SEO learning center and this recent post about common pitfalls.

Schema.org for specific industries

There are certain industries and/or types of organization which get specific Schema.org types, because they have a very individual set of data that they need to specify. You can implement these Types on the homepage of your website, along with your Brand Information.

These include LocalBusiness Types:

And a few larger organizations, such as:

Things to watch out for…

  • When you’re adding markup that describes your business as a whole, it might seem like you should add that markup to every page on the site. However, best practice is to add this markup only to the homepage.

Schema.org for creative producers

If you create a product or type of content which could be considered a “creative work” (e.g. content produced for reading, viewing, listening, or other consumption), you can use CreativeWork markup.

More specific types within CreativeWork include:

Schema.org new features (limited availability)

Google is always developing new SERP features to test, and you can participate in the testing for some of these. For some, the feature is an addition to an existing Type; for others, it is only being offered as part of a limited test group. At the time of this writing, these are some of the new features being tested:

Structured data beyond SEO

As mentioned in Part 1 of this guide, structured data can be useful for other marketing channels as well, including:

For more detail on this, see the section in Part 1 titled: “Common Uses for Structured Data.”

How to generate and test your structured data implementation

Once you’ve decided which Schema.org Types are relevant to you, you’ll want to add the markup to your site. If you need help generating the code, you may find Google’s Data Highlighter tool useful. You can also try this tool from Joe Hall. Note that these tools are limited to a handful of Schema.org Types.

After you generate the markup, you’ll want to test it at two stages of the implementation using the Structured Data Testing Tool from Google — first, before you add it to the site, and then again once it’s live. In that pre-implementation test, you’ll be able to see any errors or issues with the code and correct before adding it to the site. Afterwards, you’ll want to test again to make sure that nothing went wrong in the implementation.

In addition to the Google tools listed above, you should also test your implementation with Bing’s Markup Validator tool and (if applicable) the Yandex structured data validator tool. Bing’s tool can only be used with a URL, but Yandex’s tool will validate a URL or a code snippet, like Google’s SDT tool.

You can also check out Aaron Bradley’s roundup of Structured Data Markup Visualization, Validation, and Testing Tools for more options.

Once you have live structured data on your site, you’ll also want to regularly check the Structured Data Report in Google Search Console, to ensure that your implementation is still working correctly.

Common mistakes in Schema.org structured data implementation

When implementing Schema.org on your site, there are a few things you’ll want to be extra careful about. Marking up content with irrelevant or incorrect Schema.org Types looks spammy, and can result in a “spammy structured markup” penalty from Google. Here are a few of the most common mistakes people make with their Schema.org markup implementation:

Mishandling multiple entities

Marking up categories or lists of items (Products, Recipes, etc) or anything that isn’t a specific item with markup for a single entity

  • Recipe and Product markup are designed for individual recipes and products, not for listings pages with multiple recipes or products on a single page. If you have multiple entities on a single page, mark up each item individually with the relevant markup.

Misapplying Recipes markup

Using Recipe markup for something that isn’t food

  • Recipe markup should only be used for content about preparing food. Other types of content, such as “diy skin treatment” or “date night ideas,” are not valid names for a dish.

Misapplying Reviews and Ratings markup

Using Review markup to display “name” content which is not a reviewer’s name or aggregate rating

  • If your markup includes a single review, the reviewer’s name must be an actual organization or person. Other types of content, like “50% off ingredients,” are considered invalid data to include in the “name” property.

Adding your overall business rating with aggregateRating markup across all pages on your site

  • If your business has reviews with an aggregateRating score, this can be included in the “review” property on your Organization or LocalBusiness.

Using overall service score as a product review score

  • The “review” property in Schema.org/Product is only for reviews of that specific product. Don’t combine all product or business ratings and include those in this property.

Marking up third-party reviews of local businesses with Schema.org markup

  • You should not use structured data markup on reviews which are generated via third-party sites. While these reviews are fine to have on your site, they should not be used for generating rich snippets. The only UGC review content you should mark up is reviews which are displayed on your website, and generated there by your users.

General errors

Using organization markup on multiple pages/pages other than the homepage

  • It might seem counter-intuitive, but organization and LocalBusiness markup should only be used on the pages which are actually about your business (e.g. homepage, about page, and/or contact page).

Improper nesting

  • This is why it’s important to validate your code before implementing. Especially if you’re using Microdata tags, you need to make sure that the nesting of attributes and tags is done correctly.

So there you have it — a beginner’s guide to understanding and implementing structured data for SEO! There’s so much to learn around this topic that a single article or guide can’t cover everything, but if you’ve made it to the end of this series you should have a pretty good understanding of how structured data can help you with SEO and other marketing efforts. Happy implementing!

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The Beginner’s Guide to Structured Data for SEO: A Two-Part Series

Posted by bridget.randolph

Part 1: An overview of structured data for SEO

SEOs have been talking about structured data for a few years now — ever since Google, Bing, Yahoo! and Yandex got together in 2011 to create a standardized list of attributes and entities which they all agreed to support, and which became known as Schema.org. However, there’s still a lot of confusion around what structured data is, what it’s for, and how and when to implement structured data for SEO purposes. In fact, a survey carried out last year by Bing found that only 17% of marketers are using (or were planning to use) Schema.org structured data markup.

In this two-part series, you’ll learn the basics of structured data: first we’ll talk about what it is, and how it relates to SEO (Part 1), and then I’ll take you through a simple process for identifying structured data opportunities and implementing structured data on your own site (Part 2).

What is “structured data”?

“Structured data” as a general term simply refers to any data which is organized (i.e., given “structure”). For example, if you have a bunch of scattered Post-It notes with phone messages about meetings, dates, times, people, etc, and you organize these into a table with labeled rows and columns for each type of information, you’re structuring the data.

Example of unstructured data

Post-It 1: “John called, confirming 3pm on Wed at Coffee Shop”

Post-It 2: “Don’t forget your 10am meeting at Mary’s Office this Friday”

Example of structured data

Meeting With

Date

Time

Location

John

Wednesday

3pm

Coffee Shop

Mary

Friday

10am

Office


Structured data can be used in many different ways, such as using Open Graph markup to specify a Facebook title and description, or using SQL to query a relational database. In an SEO context, “structured data” usually refers to implementing some type of markup on a webpage, in order to provide additional detail around the page’s content. This markup improves the search engines’ understanding of that content, which can help with relevancy signals and also enables a site to benefit from enhanced results in SERPs (rich snippets, rich cards, carousels, knowledge boxes, etc). Because this type of markup needs to be parsed and understood consistently by search engines as well as by people, there are standardized implementations (known as formats and/or syntaxes) and classifications of concepts, relationships, and terms (known as vocabularies) which should be used.

There are three syntaxes which search engines will typically support (Microdata, JSON-LD, and microformats) and two common vocabularies which can be used with these syntaxes: Schema.org and Microformats.org. Schema.org can be used with either the Microdata and JSON-LD syntaxes, while the microformats syntax and vocabulary go together. If you’re reading up on this topic, you may also see references to RDFa, which is another syntax.

*This all gets pretty confusing, so if you’re feeling less-than-crystal-clear right now, you might want to check out this great glossary cheat sheet from Aaron Bradley.


When we talk about structured data for SEO, we’re usually talking about the particular vocabulary known as “Schema.org.” Schema.org is the most commonly used approach to structured data markup for SEO purposes. It isn’t the only one, though. Some websites use the Microformats.org vocabulary, most often for marking up product reviews (h-review markup) or defining a physical location (h-card markup).

In addition to being able to use different vocabularies to mark up your site, you can also implement this markup in different ways using syntaxes. For Schema.org vocabulary, the best ways to add markup to your site are either through using the Microdata format, or JSON-LD. With Microdata markup, your structured data is integrated within the main HTML of the page, whereas JSON-LD uses a Javascript object to insert all of your markup into the head of the page, which is often a cleaner, simpler implementation from a development perspective.

The Microdata approach was originally the recommended one for SEO purposes, but Google’s JSON-LD support has improved in the past few years and now it is their recommended approach when possible. Note, however, that Bing does not currently support JSON-LD (although hopefully this may be changing soon).

How does structured data support SEO?

Google, Bing, and other search engines encourage webmasters to use structured data, and incentivize that usage by providing benefits to websites with structured data correctly implemented.

Some of these benefits include search result enhancements and content-specific features, such as:

  • Rich search results: Includes styling, images, and other visual enhancements
  • Rich cards: A variation on rich search results, similar to rich snippets and designed for mobile users
  • Enriched search results: Includes interactive or immersive features
  • Knowledge Graph: Information about an entity such as a brand
  • Breadcrumbs: Breadcrumbs in your search result
  • Carousels: A collection of multiple rich results in a carousel style
  • Rich results for AMP: To have your AMP (Accelerated Mobile Pages) appear in carousels and with rich results, you’ll need to include structured data

These enhanced search results can also improve your click-through rate (CTR) and drive additional traffic, because they are more visually appealing and provide additional information to searchers. And improved CTR can also indirectly improve your rankings, as a user behavior signal.

Implementing structured data on your site is also a way to prepare for the future of search, as Google in particular continues to move in the direction of hyper-personalization and solving problems and answering questions directly. Tom Anthony gave a presentation about this topic not too long ago, titled Five Emerging Trends in Search.

Common uses for structured data

Part 2 of this series will go into more detail around specific structured data opportunities and how to implement them. However, there are certain common uses for structured data which almost any website or brand can benefit from:

Knowledge Graph

If you have a personal or business brand, you can edit the information which appears on the right-hand side of the SERP for branded searches. Google uses structured data to populate the Knowledge Graph box.

Rich snippets and rich cards

The most commonly used markup allows you to provide additional context for:

  • Articles
  • Recipes
  • Products
  • Star Ratings and Product Reviews
  • Videos

Using this markup allows your site to show up in the SERPs as a rich snippet or rich card:

Google’s rich cards examples for “Recipe”

If your site has several items that would fit the query, you can also get a “host carousel” result like this one for “chicken recipes”:

Image source

In addition to these types of content markup, Google is currently experimenting with “action markup,” which enables users to take an action directly from the SERP, such as booking an appointment or watching a movie. If this is relevant to your business, you may want to express interest in participating.

AMP (Accelerated Mobile Pages)

If your site uses AMP (Accelerated Mobile Pages), you’ll want to make sure you include structured data markup on both the regular and AMP pages. This will allow your AMP pages to appear in rich results, including the Top Stories carousel and host carousels.

Social cards

Although Open Graph, Twitter cards, and other social-specific markup may not have a big impact from a purely SEO perspective, this markup is visible to search engines and Bing specifically notes that their search engine can understand Open Graph page-level annotations (although at the moment they only use this data to provide visual enhancements for a specific handful of publishers).

If you use any social networks for marketing, or simply want your content to look good when it’s shared on social media, make sure you correctly implement social markup and validate using the various platforms’ respective testing tools:

AdWords

You can include structured data in your AdWords ads, using structured snippet extensions. These allow you to add additional information within your ad copy to help people understand more about your products or services and can also improve click-through rate (CTR) on your ads.

Email marketing

If you have Gmail, you may have gotten a confirmation email for a flight and seen the information box at the top showing your flight details, or seen a similar information box for your last Amazon order. This is possible due to structured data markup for emails. Google Inbox and Gmail support both JSON-LD and Microdata markup for emails about various types of orders, invoices and reservations.

3 common myths about structured data & SEO

Myth #1: Implementing structured data means I will definitely get rich snippets.

Although using structured data markup is necessary to be eligible for rich snippets and rich cards, there is no guarantee that simply adding structured data markup to your site will immediately result in rich snippets or cards. Sometimes it may not show up at all, or may appear inconsistently. This doesn’t necessarily mean you’ve done anything wrong.

Myth #2: Structured data is a ranking signal.

Using structured data correctly can help search engines to better understand what your content is about and may therefore contribute to a stronger relevancy signal. In addition, studies have shown that rich snippets can improve click-through rate (CTR), which can lead to better rankings indirectly. However, the use of structured data markup on its own is not a direct ranking signal.

Myth #3: Google can figure it out without the extra work.

Sometimes it’s tempting to skip extra steps, like implementing structured data, since we know that Google is getting smarter at figuring things out and understanding content without much help. But this is a short-sighted view. Yes, Google and other search engines can understand and figure out some of this stuff on their own, but if you want them to be able to understand a specific thing about your content, you should use the correct markup. Not only will it help in the short term with the things the algorithms aren’t so good at understanding, it also ensures that your site itself is well structured and that your content serves a clear purpose. Also, Google won’t give you certain features without correct implementation, which could be costing you on a large scale over time, especially if you’re in a competitive niche. Apart from anything else, studies have shown that rich snippets can improve CTR by anywhere from 5%–30%.

Additional resources

In Part 2 of this two-part series, we’ll be looking at the practical side of structured data implementation: how to actually identify structured data opportunities for your site, and how to implement and test the markup correctly.

But for now, here are some resources to help you get started:

In the meantime, I’d love to hear from you: Have you implemented structured data markup on your site? Share your results in the comments!

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SearchCap: Google extended text ads, Bing Ads structured snippets & Doodle 4 Google

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

The post SearchCap: Google extended text ads, Bing Ads structured snippets & Doodle 4 Google appeared first on Search Engine Land.



Please visit Search Engine Land for the full article.


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SearchCap: Google Structured Data Ranking, Baidu Mobile Assistant & Google My Business App

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

The post SearchCap: Google Structured Data Ranking, Baidu Mobile Assistant & Google My Business App appeared first on Search Engine Land.



Please visit Search Engine Land for the full article.


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Online Marketing News: A More Goal-Friendly Facebook, AdWords Gets Structured, Instagram Adds More Ads

Google Algorithm Updates

Google Algorithm Updates – 2003 to 2015 [Infographic] – Having trouble staying up with Google’s algorithm updates? Not sure if you’re dealing with Pandas or Penguins – or even Hummingbirds, for that matter? No idea what I’m talking about? Have a look at this infographic to see what’s happened and where we’ve been. OnCrawl

New Study: Data Reveals 67% of Consumers are Influenced by Online Reviews – A new study revealed that online reviews impact 67.7% of respondents’ purchasing decisions. More than half of the respondents (54.7%) admitted that online reviews are fairly, very, or absolutely an important part of their decision-making process. Moz

Instagram Ad Rollout Will Make It the Top Media Buy: New Research – Instagram just began offering paid advertising opportunities through select developer partners. In the coming months the platform is expected to create a Facebook-like self-serve option for any budget. Social Media Examiner

Updated Facebook Conversion Lift Tells Advertisers Which Campaigns Work Best for Their Goal – This week, Facebook added new capabilities to Conversion Lift that help marketers understand exactly which of their Facebook ads are driving their ad objective best. The updated Conversion Lift measurement tool helps advertisers make more informed marketing choices, so they can continue to grow their business. Facebook

New Image Options Coming to Twitter – Stickers, GIFs, Overlays – One of the more interesting elements to note from the recent MTV VMA Awards – aside from it being the most tweeted about, non-sports event in history – was the use of new Twitter image options by some celebrities at the event. Social Media Today

Facebook Testing New, Immersive Mobile Ad Format – Back in June, at the Cannes Lions Festival in France, Facebook didn’t have any new products to show. But they did have a preview, a mock-up of what they envisioned Facebook ads might soon look like. Social Media Today

Report: Twitter is Growing as a Real-Time News Platform – Social media has become the way people get news nowadays. The digital and mobile revolutions have lead people away from print content consumption to getting most of their news through their social networks. Twitter has specifically been instrumental in spreading and shaping news about events and social unrest both near and far. SocialTimes

Snapchat, Like Facebook, Now Boasts 4 Billion Video Views Every Day – If 4 billion daily views has become something of a milestone for leading online video platforms like YouTube and Facebook, Snapchat has just crossed this threshold with confounding velocity. Entrepreneur

Mobile to Surpass Print in US Media Ad Spend This Year – Almost one-third (31.6%) of US media ad spending will be allocated to digital media this year, with mobile capturing the majority share of that spending, estimates eMarketer in a recent forecast. In fact, for the first time, the share of media ad spending allocated to mobile (16.6%) will exceed the share allocated to print (15.8%). MarketingCharts

59 Percent Of Retailers Have Already Started Their Holiday Promotions [Survey] – In addition to starting earlier, retailers are also planning to offer more holiday promotions than last year. Marketing Land

Only 17% of Brands Have The Ability To Fully Analyse The Customer Journey – A new Econsultancy report in partnership with Adobe found that companies are still struggling to embrace multichannel marketing.  Econsultancy

Google AdWords Rolls Out Structured Snippets – Last week Google released a new ad extension for AdWords – structured snippets. This is similar to an ad extension Google released in March, dynamic structured snippets, which automatically pulled into your ads based on your website categories. Search Engine Watch

What were the top online and digital marketing news stories for you this week?

Thanks for reading and have a great weekend!

Infographic: OnCrawl


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Online Marketing News: A More Goal-Friendly Facebook, AdWords Gets Structured, Instagram Adds More Ads | http://www.toprankblog.com

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Structured Data Drives E-Commerce Growth

Structured data gives e-commerce platforms and their partners better insight to help close the gap between supply and demand.

Search Engine Watch

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