Structured data represent a standardized way of presenting information about a web page, its textual, and graphic content. Thanks to structured data, search engines better understand what the content is about and whether it will be of benefit to users. But what is the practical value of structured data and how can you implement them? Let’s figure it out!

Who Needs to Go With Structured Data?

Implementing structured data is critically important for all PO and site owners. By having structured data and a structured data testing tool in place, you can ensure high site performance and its great ranking. Of course, this approach does require a lot of effort and resources, so you may be wondering if it’s worth prioritizing for your project.

Here are some of the Reasons Why you Need to Look into Structured Data:

  • You get traffic and revenues from search — you may have recently audited your site for major optimization issues and know you have reached a competitive baseline with keyword targeting, backlink profile, site structure, and technical customization.
  • You deliver a competitive product to be highly ranked in SERP.
  • You want to use AMP as a way to display in popular SERP areas.
  • You have a lot of blog posts and featured content and would like to have it displayed in multiple results in the SERP.
  • You are already ranking but want to reach the top 10 positions.
  • You are employed in the following niches: e-commerce, educational products, job listings, local business, etc.

If any of the above statements relate to your project or business, then using structured data is especially important to you! Of course, the above are just a few of the more common indicators that it is worth the investment. However, with search engines becoming more and most strict, it is getting really challenging to promote a business online. Therefore, structured data is a common thing that most POs and PMs resort to.

How Structured Data Helps SEO

First of all, structured data is not a ranking factor. They don’t help top conservative websites rank better on Google. However, they come with multiple benefits:

  1. Extended results — They can often increase click-through rates and organic traffic to pages.
  2. Google Knowledge Graph — The very first thing that gets into the Knowledge Graph is the Knowledge Block that provides additional brand visibility and authority.
  3. Semantic search support — Since structured data helps Google better understand the content of your pages, it can help display them for more relevant queries.
  4. E‑A-T support — The use of structured data helps Google better understand information about the site, its content, authors and makes it easier to evaluate the E-A-T (expertise, authoritativeness, and trustworthiness).

The above statements explain how Google manages to return perfect results when you’re looking for something that isn’t quite clear. And you can use this feature to promote your online project and generate more leads.

Jenna Walter