Structured Data - What Is It? (Improve SEO Performance)
Reading Time: ~2 Mins | Written By: Jason Serafica
Structured Data
Incorporating structured data into your SEO strategy helps further classify information and allow search engines to better understand the content on your website and pages. The most common supported format is JSON-LD, which is essentially preferred by Google.
Moreover, there are many types of structured data that can help improve how the page displays on the search engine results page. In fact, rich results can appear which increases click through rates and overall improves user experience.
Example: Structured data added to a recipe page
Tools for Structured Data
There are multiple tools you can use to better optimize your website using structured data. Below is a list of tools that can help you with the process:
Merkle’s Schema Markup Generator
You can use Merkle’s Schema Markup Generator to easily create the scripts and paste it into the backend settings of the page. You have the option to create the following structured data markups:
Article/Blog Posting
Breadcrumb
Event
FAQ Page
How-To
Job Posting
Local Business
Organization
Person
Product
Recipe
Video
Website
Simply fill out the form and add the necessary information. Once filled, you can copy the generated script on the right side and add to the backend of the page - either the <head> or <body>.
Rich Results Test
Google's Rich Results Testing tool can help identify any structured data that the page contains, which can confirm if you’ve implemented the script correctly in the backend. Using the tool allows you to verify changes and optimize accordingly. Simply enter the URL you want to test and analyze the results.
Looking for additional SEO insights? Find out how you can further optimize your content by Targeting Local SEO Through Content Marketing.
