Like all aspects of the
internet, the searches we carry out on the web evolve over time at a dizzying
pace. Every time we make requests with increasingly complex structures and from
different devices or formats, and with this, the way in which they are treated
by content search engines evolves. For all this today, having a page with
structured data can be a big difference at the level of positioning. The
objective of Google (and other search engines) is to be able to show you the
most appropriate result to your search, being as specific as possible, so it is
vital to know how to interpret the meaning of the query, its intentionality and
its context; known as semantic search.
Structured
data marking: Structured data marking
means indicating on a page what are the different elements that appear on it.
For example, if the page in question is an article, we could mark who the
author is, the date of publication and addition, the language, the different
sections that compose it, etc ... in the case that it was a recipe cooking, we
would do the same with data such as ingredients, nutritional information or
even the necessary steps to carry it out.
How
do we mark this data?: With structured data,
which are a series of "tags" that are incorporated into the code of
our website. Therefore, the marking of structured data consists of labeling the
relevant data of a web page to help search engines (mainly) to understand and
process its content and structure reliably.
Advantages
of marking your content with structured data: SEO positioning aid: The main advantage
of correctly marking the content is obvious. The more we facilitate the
“understanding” of the data provided by our page, the better this information
can be classified and show results according to what users are looking for. In
the case of Google and search results, structured data is related to rich
snippets and rich cards
· Improve the CTR: Rich snippets increase
the information shown in these results. Google can display this extra information
in the results of various types of items, such as products, articles, recipes,
events, etc. This extra information makes our results capture more user
attention, generating more clicks and therefore improving data like the CTR
· Mobile first: For its part, rich cards
are an evolution of rich snippets where information is displayed in a much more
visual way. Oriented mainly to mobile users, they are shown in the form of a
carousel and can include several cards from the same website. Currently, these rich
cards are only shown for certain types of items but Google will expand the
range in the future. In the following image you can see the differences between
the presentation formats of the search elements
· Power email Marketing: Structured data
can also be used to display our emails in the Gmail inbox in new and useful
ways. Currently, they are used to display more visual information in the emails
of event reservations, flights, hotels etc. In addition to the advantage that
our search results and emails are displayed more visually and with more
information (not only in Google, but in search engines such as Bing or Yahoo),
structured data is also important in Google Merchant Center
· Help to have our Merchant Center always
updated: Merchant Center, the Google tool where we can upload product data from
our store for Shopping Ads, uses a feed system to keep our product information
updated. However, the automatic update frequency of these feeds is limited to a
maximum of 24 hours. If our stock of products or prices of them changes
frequently (something very common), discrepancies between actual data and
uploads to merchant center occur. This is where structured data comes in, as
Google uses it in its automatic product updates to keep the data always up to
date
How
to mark the Data?: We have seen that the
marking of structured data consists of labeling the content of our pages. To
perform this labeling, it is best to use the vocabulary Schema.org which is the
closest thing to a data markup standard, founded by Google, Microsoft, Yahoo
and Yandex. This allows us to use a standard vocabulary for labeling that most
search engines support and understand.
The way in which we
insert this labeling is in the code of our website. However, although we have
several formats to implement these tags, these are the most common:
· JSON-LD: Format recommended by Google
for marking, consists of annotations in the Javascript programming language
that is not interspersed with the information visible by the user, making it
easier to maintain and update.
·
Microdata / RDFa: This type of format
uses HTML tag attributes to mark. While RDFa is necessary to implement it in
user-visible content, micro-data may be present in the page header.
To label our
information, we have a multitude of tools that will help us in the process. The
easiest and fastest way to do this is to use a plugin for your platform. If
your page is built with one of the most popular content managers (CMS)
(Wordpress, Prestashop, Magento, Drupal, Shopify, etc ...) already have full plugins
available and checked by the community that will automatically tag all the
elements of your site.
If the system in which
your website is developed does not have a plugin, or you prefer to perform this
process manually, there are several tools that we can use to make this process
easier. The most useful is the Google Structured Data Markup Wizard in which,
through simple steps, you can select the data to be labeled visually and
interactively in a preview of the page. Depending on the type of element, it
will guide us on the different properties that allow marking and which are
mandatory.
Author
Bio:
Cameron Mclean is a professional academic writer. He also has tried her hand at
writing short creative stories for children. At present, he is affiliated with do my
assignment institute
and working as a content writer
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