Learn About Structured Data

What is Structured Data?

Structured data refers to organising data into a defined structure. Structured data in SEO refers to using markup on a webpage to provide more content to search engines crawlers, such as Googlebot.

SEOs usually use one of three syntaxes:

It’s also common for people to mention the structured data vocabulary Schema.org, which was founded by Google, Microsoft, Yahoo and Yandex.

Structured Data examples

Structured data not only help search engines understand your content it lets you take up extra ‘real estate’ in search results. Here’s an example from the result of a Product and AggregateRating Schema.org implementation:

example of review structured data in the search results

If you’re using JSON-LD (like I did above), you need to place it in theof your web page you want the ratings to appear on. Here’s JSON-LD syntax that I used for my page:

<script type="application/ld+json">
{ "@context": "http://schema.org",
"@type": "Product",
"name": "SEO Package",
{"@type": "AggregateRating",
"ratingValue": "4.8",
"reviewCount": "10"

SEO best practice for Structured Data

You must use JSON-LD, Microdata or RDFa

To be eligible for rich results in Google Search you must use JSON-LD, Microdata or RDFa in your structured data implementations.

Avoid: using an unsupported format. Check search engines documentation before implementing.

Make sure it’s relevant

Don’t use structured data for the sake of using it, make sure it’s relevant to the page you’re implementing it on.

Avoid: implementing the wrong markup type and property names defined by schema.org. Again refer to search engine guidelines.

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