Why is Structured Data so Important?All
Structured Data helps search engines to understand what the content is specifically about. Moreover, structured data will allow users to see the value of a website before they visit, via rich snippets, which are rich data that are displayed in the SERP’s.
As you can see in the image below that, adding structured data in your website will give the user the ability to showcase rich snippets, the additional lines of text or images in search results, as highlighted in red below :
Even though Google’s algorithm is very complex, it often fails to understand which category to assign to each information from the page. A test can be done by analyzing your personal website with Google Highlighter tool from Webmaster Tools.
In case a directory which is not using structured data is being tested, one can easily see that Google overlooks up to 80% of the data, or just doesn’t understand the meaning. Google might not understand that a string of numbers is in fact a phone number, and that’s because webmasters use different methods of listing phone numbers. This could also happen with other types of data as product name, category, location and so on.
Even though you can use any type of structured data ( Microformats, Microdata, RDFa, Data marked up using Data Highlighter), schema.org is a project recommended not only by Google, Bing and Yahoo, but also by many SEOs.
To learn more about these types of structured data, check out this page here.
How to see the data Google detected on your site?
- Click the site you want on the Webmaster Tools Home Page
- Click Search Appearance on the Dashboard
- Click Structured Data
Why structured data makes sense for SEO ?
– Google will understand much easier the site’s NAP ( name,address,phone number)
- It will increase visibility in search engine results pages
- Increase Click-through rate (CTR)
- Will make it easier for Aggregator Platform as Price Comparison Websites to index your data which will Improve Return on Investment (ROI)
All in all, it’s very important to understand that structured data is very important, as it will increase visibility in search engine results pages.