What is structured data
Posted: Wed Dec 04, 2024 7:09 am
Structured data is an important technology that allows search engines to accurately understand the content of a web page. By implementing it properly, rich results are more likely to appear in search results, providing valuable information to users. This increases the expectation of improving SEO effectiveness and click-through rates (CTR).
In this article, we will explain in detail the definition of structured data, its benefits, specific markup methods, and how to check your settings. The explanation is easy to understand even for beginners, so please take a look.
table of contents
What is structured data?
It is based on the ideas of the Semantic Web
Benefits of structured data
Benefit 1: Search engines can better understand the content of your page
Benefit 2: Rich results are more likely to appear in search results
Benefit 3: Improved SEO results can be expected
Structured data basics
vocabulary
Syntax
How to mark up structured data
Method 1: JSON-LD format
Method 2: Microdata format
Method 3: RDFa format
About the Markup Helper
How to check your structured data
Method 1: Use the Rich Results Test
Method 2: Use the Schema Markup Validator
summary
What is structured data?
Structured data is data written italy b2b leads in a specific format so that search engines (Google, Yahoo!, Bing, etc.) can accurately understand the information on a web page . Writing structured data is called " structured markup ."
Humans can understand the meaning of characters, but search engines only see characters as "strings of text." For example, consider the following HTML web page:
We can look at it and know that it contains the company name, description, and website URL, but to search engine crawlers it's just a string of characters.
As you can see, text information that is intuitively understandable to humans is difficult for search engines to interpret. This is why structured data is used to add meaning and background information to text . By using structured data, it becomes easier for search engines to understand the information, making it possible to accurately convey the content of a web page.
For example, by writing structured data in HTML as shown below, you can tell search engines that "this page provides various information about an organization called Sample Co., Ltd."
It is based on the ideas of the Semantic Web
Structured data is a key component in realizing the concept of the " Semantic Web ," a project proposed by Tim Berners-Lee, founder of the W3C (a non-profit organization that promotes the standardization of web technologies), with the goal of making information on the Web automatically interpretable by computers.
As mentioned above, search engines can read text, but it is difficult for them to understand its meaning. Therefore, it is necessary to give meaning (semantics) to data so that computers can automatically analyze the information.
That's where a technology called structured data comes in. It helps computers understand the content of a webpage and identify various pieces of information, such as the company name, description, and website URL. As a result, search engines become more accurate and users can more easily use the information on a webpage.
Benefits of structured data
There are many benefits to implementing structured data on your web pages. Below we'll take a closer look at some of the specific benefits you can get from using structured data.
Benefit 1: Search engines can better understand the content of your page
Structured data helps search engines better understand the content of a web page and pinpoints the specific information it provides - for example, if the page is about a particular product, event, review, etc., search engines will know the details.
Additionally, properly categorizing a page's content helps search engines index it efficiently , which means new or updated content appears in search results more quickly.
Benefit 2: Rich results are more likely to appear in search results
Using structured data makes it easier for rich results to appear in Google search results . Rich results are a feature that displays information that is more visually prominent than regular search results. There are various forms, but some examples are as follows:
Breadcrumbs (site hierarchy)
Products (price, availability, reviews, etc.)
Recipes (cooking times, ratings, reviews, etc.)
By displaying rich results, users can get more information on the search results page, which is expected to improve click-through rates (CTR) .
Benefit 3: Improved SEO results can be expected
While structured data itself does not directly impact SEO, it can have an indirect positive impact on SEO .
By introducing structured data, search engines can better understand the content of the page and index it appropriately. In addition, the increase in the number of rich results displayed increases the page's visibility on search results pages, which in turn increases click-through rates and, as a result, increases organic traffic. These factors work together to have a positive effect on search engine rankings.
Structured data basics
In order to understand structured data, it is important to understand the roles of its components, " vocabulary " and " syntax ." Understanding these basic elements will help you to smoothly carry out the actual markup work and provide accurate data.
vocabulary
A vocabulary is a standard for defining the meaning of specific information in a web page. Information that can be described as structured data is limited to the items defined in the vocabulary , so not all information on a page can be described as structured data.
For example, use "headline" for the article title and "datePublished" for the publication date to let search engines know that this is information about the article title or publication date.
A representative vocabulary is Schema.org , which was developed by Google, Yahoo!, and Microsoft . Schema.org provides detailed schema for various entities (people, places, things, events, etc.), and by describing information based on this, search engines can accurately understand the content of the page.
Google primarily uses the Schema.org vocabulary , so it's a good idea to check this standard when marking up your HTML.
Syntax
Syntax refers to the format or rules for writing structured data. Structured data must be written in a specific format so that search engines can understand the information. There are three main syntaxes: JSON-LD , Microdata , and RDFa .
JSON-LD : A method of writing data in JSON format, and is the format recommended by Google.
Microdata : This is a method of writing structured data by adding attributes directly to HTML tags.
RDFa : A method of describing structured data by adding attributes to HTML tags, particularly suited to dealing with complex data models and linked data.
The specific markup methods for these syntaxes are explained in detail in the next section.
How to mark up structured data
Properly marking up structured data helps search engines understand the content of your webpage. Below we explain how to mark up structured data in general.
Method 1: JSON-LD format
JSON-LD (JavaScript Object Notation for Linked Data) is a format recommended by Google as a method for describing structured data . Write data in JSON format within a script tag and embed it in the HTML header or body. Below is an example of marking up a breadcrumb list in JSON-LD format.
About the Markup Helper
To easily add structured data, it is useful to use Google's " Structured Data Markup Helper ". By using this tool, even beginners can easily generate structured data . The specific setting flow is introduced below.
Step 1) Select a data type and enter the URL of the page you want to markup. If you want to markup a local file or an unpublished page, paste the HTML source directly. Then click the "Start tagging" button.
Step 2) The specified URL or HTML source will be loaded and a preview of the page will be displayed. Select and highlight the elements you want to configure and specify the appropriate data type from the list. Once you have configured all the elements, click the "Create HTML" button.
Step 3) Copy the generated HTML code and paste it into the HTML source of your webpage.
While manual work may be sufficient for experienced engineers, this tool will make the process smoother for beginners. Try using it to implement structured data efficiently.
How to check your structured data
After you have implemented your structured data correctly, it is very important to verify that it is working as expected. Incorrect implementation can prevent search engines from accurately understanding the content of your page and may even cause rich results to not be displayed.
Here's how to check your structured data:
Method 1: Use the Rich Results Test
Google's Rich Results Test is a useful tool to ensure that you've implemented your structured data correctly , as it allows you to preview how your structured data will appear in search results.
Step 1) Enter the URL of the page you want to test and click the "Test URL" button. If you want to paste HTML code, click the "Code" tab at the top of the page, paste the HTML code into the text area, and click the "Test Code" button.
Step 2) Once the test has run, you'll see a list of structured data found on your page. Click on the structured data you want to learn more about.
Step 3) The detailed test results will be displayed. If there are any errors or warnings, please follow the instructions to fix them.
Method 2: Use the Schema Markup Validator
The Schema Markup Validator is another tool for testing structured data.
The Rich Results Testing Tool validates whether your structured data can be displayed as a rich result, while the Schema Markup Validator validates that all your structured data, including structured data that is not eligible for rich results, is correctly marked up according to the Schema.org spec, but it does not validate that Google meets specific rich result requirements .
Step 1) Enter the URL of the page you want to test and click the "Run Test" button. If you want to paste HTML code, click the "Code Snippet" tab, paste the HTML code in the text area, and click the "Run Test" button.
Step 2) Once the test has run, you'll see a list of structured data found on your page. Click on the structured data you want to learn more about.
Step 3) The detailed test results will be displayed. If there are any errors or warnings, please follow the instructions to fix them.
summary
The introduction of structured data will help search engines understand the exact content of your web pages, which is expected to have a positive impact on SEO, increase the number of rich results displayed, and provide users with more visually appealing search results, leading to higher click-through rates and engagement.
If you are having trouble with your website, including implementing structured data, please feel free to contact us. At Untype Inc., we provide the best solutions to website issues and support you in improving customer acquisition and maximizing sales. We are flexible in responding to your requests, so please feel free to contact us .
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In this article, we will explain in detail the definition of structured data, its benefits, specific markup methods, and how to check your settings. The explanation is easy to understand even for beginners, so please take a look.
table of contents
What is structured data?
It is based on the ideas of the Semantic Web
Benefits of structured data
Benefit 1: Search engines can better understand the content of your page
Benefit 2: Rich results are more likely to appear in search results
Benefit 3: Improved SEO results can be expected
Structured data basics
vocabulary
Syntax
How to mark up structured data
Method 1: JSON-LD format
Method 2: Microdata format
Method 3: RDFa format
About the Markup Helper
How to check your structured data
Method 1: Use the Rich Results Test
Method 2: Use the Schema Markup Validator
summary
What is structured data?
Structured data is data written italy b2b leads in a specific format so that search engines (Google, Yahoo!, Bing, etc.) can accurately understand the information on a web page . Writing structured data is called " structured markup ."
Humans can understand the meaning of characters, but search engines only see characters as "strings of text." For example, consider the following HTML web page:
We can look at it and know that it contains the company name, description, and website URL, but to search engine crawlers it's just a string of characters.
As you can see, text information that is intuitively understandable to humans is difficult for search engines to interpret. This is why structured data is used to add meaning and background information to text . By using structured data, it becomes easier for search engines to understand the information, making it possible to accurately convey the content of a web page.
For example, by writing structured data in HTML as shown below, you can tell search engines that "this page provides various information about an organization called Sample Co., Ltd."
It is based on the ideas of the Semantic Web
Structured data is a key component in realizing the concept of the " Semantic Web ," a project proposed by Tim Berners-Lee, founder of the W3C (a non-profit organization that promotes the standardization of web technologies), with the goal of making information on the Web automatically interpretable by computers.
As mentioned above, search engines can read text, but it is difficult for them to understand its meaning. Therefore, it is necessary to give meaning (semantics) to data so that computers can automatically analyze the information.
That's where a technology called structured data comes in. It helps computers understand the content of a webpage and identify various pieces of information, such as the company name, description, and website URL. As a result, search engines become more accurate and users can more easily use the information on a webpage.
Benefits of structured data
There are many benefits to implementing structured data on your web pages. Below we'll take a closer look at some of the specific benefits you can get from using structured data.
Benefit 1: Search engines can better understand the content of your page
Structured data helps search engines better understand the content of a web page and pinpoints the specific information it provides - for example, if the page is about a particular product, event, review, etc., search engines will know the details.
Additionally, properly categorizing a page's content helps search engines index it efficiently , which means new or updated content appears in search results more quickly.
Benefit 2: Rich results are more likely to appear in search results
Using structured data makes it easier for rich results to appear in Google search results . Rich results are a feature that displays information that is more visually prominent than regular search results. There are various forms, but some examples are as follows:
Breadcrumbs (site hierarchy)
Products (price, availability, reviews, etc.)
Recipes (cooking times, ratings, reviews, etc.)
By displaying rich results, users can get more information on the search results page, which is expected to improve click-through rates (CTR) .
Benefit 3: Improved SEO results can be expected
While structured data itself does not directly impact SEO, it can have an indirect positive impact on SEO .
By introducing structured data, search engines can better understand the content of the page and index it appropriately. In addition, the increase in the number of rich results displayed increases the page's visibility on search results pages, which in turn increases click-through rates and, as a result, increases organic traffic. These factors work together to have a positive effect on search engine rankings.
Structured data basics
In order to understand structured data, it is important to understand the roles of its components, " vocabulary " and " syntax ." Understanding these basic elements will help you to smoothly carry out the actual markup work and provide accurate data.
vocabulary
A vocabulary is a standard for defining the meaning of specific information in a web page. Information that can be described as structured data is limited to the items defined in the vocabulary , so not all information on a page can be described as structured data.
For example, use "headline" for the article title and "datePublished" for the publication date to let search engines know that this is information about the article title or publication date.
A representative vocabulary is Schema.org , which was developed by Google, Yahoo!, and Microsoft . Schema.org provides detailed schema for various entities (people, places, things, events, etc.), and by describing information based on this, search engines can accurately understand the content of the page.
Google primarily uses the Schema.org vocabulary , so it's a good idea to check this standard when marking up your HTML.
Syntax
Syntax refers to the format or rules for writing structured data. Structured data must be written in a specific format so that search engines can understand the information. There are three main syntaxes: JSON-LD , Microdata , and RDFa .
JSON-LD : A method of writing data in JSON format, and is the format recommended by Google.
Microdata : This is a method of writing structured data by adding attributes directly to HTML tags.
RDFa : A method of describing structured data by adding attributes to HTML tags, particularly suited to dealing with complex data models and linked data.
The specific markup methods for these syntaxes are explained in detail in the next section.
How to mark up structured data
Properly marking up structured data helps search engines understand the content of your webpage. Below we explain how to mark up structured data in general.
Method 1: JSON-LD format
JSON-LD (JavaScript Object Notation for Linked Data) is a format recommended by Google as a method for describing structured data . Write data in JSON format within a script tag and embed it in the HTML header or body. Below is an example of marking up a breadcrumb list in JSON-LD format.
About the Markup Helper
To easily add structured data, it is useful to use Google's " Structured Data Markup Helper ". By using this tool, even beginners can easily generate structured data . The specific setting flow is introduced below.
Step 1) Select a data type and enter the URL of the page you want to markup. If you want to markup a local file or an unpublished page, paste the HTML source directly. Then click the "Start tagging" button.
Step 2) The specified URL or HTML source will be loaded and a preview of the page will be displayed. Select and highlight the elements you want to configure and specify the appropriate data type from the list. Once you have configured all the elements, click the "Create HTML" button.
Step 3) Copy the generated HTML code and paste it into the HTML source of your webpage.
While manual work may be sufficient for experienced engineers, this tool will make the process smoother for beginners. Try using it to implement structured data efficiently.
How to check your structured data
After you have implemented your structured data correctly, it is very important to verify that it is working as expected. Incorrect implementation can prevent search engines from accurately understanding the content of your page and may even cause rich results to not be displayed.
Here's how to check your structured data:
Method 1: Use the Rich Results Test
Google's Rich Results Test is a useful tool to ensure that you've implemented your structured data correctly , as it allows you to preview how your structured data will appear in search results.
Step 1) Enter the URL of the page you want to test and click the "Test URL" button. If you want to paste HTML code, click the "Code" tab at the top of the page, paste the HTML code into the text area, and click the "Test Code" button.
Step 2) Once the test has run, you'll see a list of structured data found on your page. Click on the structured data you want to learn more about.
Step 3) The detailed test results will be displayed. If there are any errors or warnings, please follow the instructions to fix them.
Method 2: Use the Schema Markup Validator
The Schema Markup Validator is another tool for testing structured data.
The Rich Results Testing Tool validates whether your structured data can be displayed as a rich result, while the Schema Markup Validator validates that all your structured data, including structured data that is not eligible for rich results, is correctly marked up according to the Schema.org spec, but it does not validate that Google meets specific rich result requirements .
Step 1) Enter the URL of the page you want to test and click the "Run Test" button. If you want to paste HTML code, click the "Code Snippet" tab, paste the HTML code in the text area, and click the "Run Test" button.
Step 2) Once the test has run, you'll see a list of structured data found on your page. Click on the structured data you want to learn more about.
Step 3) The detailed test results will be displayed. If there are any errors or warnings, please follow the instructions to fix them.
summary
The introduction of structured data will help search engines understand the exact content of your web pages, which is expected to have a positive impact on SEO, increase the number of rich results displayed, and provide users with more visually appealing search results, leading to higher click-through rates and engagement.
If you are having trouble with your website, including implementing structured data, please feel free to contact us. At Untype Inc., we provide the best solutions to website issues and support you in improving customer acquisition and maximizing sales. We are flexible in responding to your requests, so please feel free to contact us .
Share this article
X
Hatena Bookmark
Note
LINE
Copy to ClipboardURL copied
This is a search field with auto-suggest functionality.
search
Search by tag
Technology
design
company
Company culture - Work environment
Internal interview
HubSpot
column
Direction
Figma
marketing
Recruitment
release
Latest Articles
HubSpot | Explaining the process of website management using Content Hub!
[Figma] How to change specific colors all at once
Just copy and paste! How to arrange elements in a circle using only CSS
Carefully selected by web designers! 5 recommended sites with smartphone-specific designs
What is structured data? A comprehensive guide to its impact on SEO, benefits and implementation
Popular articles
Controlling image size and aspect ratio with CSS "object-fit"
Visual Studio Code - Extension that allows you to easily enter consecutive numbers with multiple cursors
An easy way to create a table in Figma! Make your data look beautiful with components and autolayout
[GA4 Tips] How to display only specific pages when exploring route data