Structured Data

schema.org

Google, Bing, Yandex and Yahoo agreed on a standardised format: schema.org for providing information about a page and to classify its content. using Structured Data will enable you to improve the way your pages are displayed.

Rich snippets

Structured data enhances search results through the addition of ‘rich snippets’ - for example, you can use structured data to add star ratings to reviews; prices to products; or reviewer information(example below). Since they are more visually appealing and highlight immediately useful information to searchers, these enhanced results can improve your CTR, and generating additional traffic to your site. Sites with higher CTR results are generally considered to receive preferential treatment in search engines, therefore it is worth making the effort to include structured data to your site.

Examples of Structured Data

Here is a list of the most common used of Structured Data: Organization information * Local business Markup * Product and Offer * Breadcrumb * Ratings * Site navigation

<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Organization",
"url": "yoursite.com",
"contactPoint": [{
"@type": "ContactPoint",
"telephone": "youphonenumber",
"contactType": "customer support"
}]
}
</script>

<script type="application/ld+json">
{
    "@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [{
"@type": "ListItem",
"position": 1,
"name": "Books",
"item": "https://example.com"
}, {
"@type": "ListItem",
"position": 2,
"name": "Authors",
"item": "https://example.com/2"
}, {
"@type": "ListItem",
"position": 3,
"name": "Ann Leckie",
"item": "https://example.com/3"
}, {
"@type": "ListItem",
"position": 4,
"name": "Ancillary Justice",
"item": "https://example.com/4"
}]
}
</script>

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Alex Bieth, SEO Consultant