Structured data helps Google understand your content better. It is an important signal if you want your site to be visible within search features. But should all brands use structured data? Is it worth it? The short answer is a resounding yes. But before we get into why, let’s clear up a misconception: that structured data is only an SEO strategy. The fact is, it’s much more than that: Structured data a foundation for machines to understand your content. It’s just like a client-vendor relationship — the more information you have about your client’s SEO issues, the better you can address them because you know what problems they previously had, which can help create a strategy for success. Brands hope machines like Google, Alexa, and Siri are reading and understanding their content efficiently and effectively. Using schema markup, however, gives them the ability to take control of how their information is defined, which, in turn, puts them in control of how the machine understands their brand. The Many Uses of Structured Data Structured data has been around for years. A few years ago, it was more limited, but now you can find it for just about anything, including recipes, jobs, and restaurants, to name a few — with much more to come. In fact, Richard Wallis, a consultant working on Schema.org project support at Google, summarizes what structured data is in this great post. The key takeaway: Structured data use is increasing and is in approximately one-third of the commonly… [Read full story]
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