Structured data in SEO is very important. It is a great way to provide additional information about your business and products to search engines such as Google making it easier for them to understand your content. It’s also a great way to enhance the user experience by providing rich snippets in the search results.

Rich snippets are showing extra information in the search results using microdata which users can click on to view even more details. Change your perspective on SEO and consider possibilities beyond the top of Google. You choose to control page one, not just be on page one, as that would be nice. Using structured data markup to dominate the featured snippets is the greatest approach to stand out in the SERPs.

Structured data: What is it?

Structured data is any information that is stored in a specified field within a file. It is the markup used in the field of SEO that enables search engines to better understand how to parse and display material.

How does SEO assist structured data?

Webmasters are encouraged to employ structured data by Google, Bing, and other search engines, and these engines provide incentives for doing so by rewarding websites that correctly incorporate structured data. Enhancements to search results and features tailored to particular types of information are a few of these advantages.

  • Rich search outcomes: Contains styling, pictures, and other visual improvements
  • Rich cards: A version of rich search results that are made specifically for mobile users.
  • Richer search results with immersive or interactive elements
  • Knowledge Graph: Details about an object, such as a brand
  • Breadcrumbs: traces of results from your search
  • Carousels: A grouping of numerous rich results displayed in a carousel format.
  • Rich results for AMP: You must provide structured data for your AMP to show up in carousels and with rich results.

Usages of structured data

However, there are a few typical applications for structured data that practically any website or business may make use of:

Knowledge Graph

You can change the content that displays on the right side of the SERP for branded searches if you have a personal or business brand. Google fills the Knowledge Graph area with structured data.

Rich snippets and rich cards

The markup that is most frequently used enables you to give more context for:

  • Articles
  • Recipes
  • Products
  • Reviews of products and stars
  • Videos

AMP (Accelerated Mobile Pages)

Make careful to include structured data markup on both your conventional and AMP pages if your site uses AMP (Accelerated Mobile Pages). Your AMP pages will then be able to show up in rich results, such as the host and Top Stories carousels.

The social cards

Although Open Graph, Twitter cards, and other social-specific markups may not have a significant influence from a purely SEO standpoint, this markup is viewable to search engines, and Bing states clearly that their search engine can read Open Graph page-level annotations.


Employing structured snippet extensions, you can add structured data to your AdWords advertising. These enable you to expand on the content in your ad copy so that readers can learn more about your goods or services, and they may also increase your ads’ click-through rate (CTR).

Structured data and SEO: 3 frequent misconceptions

Myth 1: If you use structured data, you’ll unquestionably receive rich snippets

No assurance that merely adding structured data markup to your site will instantly produce rich snippets or cards, even if utilizing structured data markup is required to be qualified for rich snippets and rich cards. It can emerge infrequently or not at all. This does not necessarily imply that you did something improper.

Myth 2: A ranking signal for structured data

If structured data is used properly, it can improve the comprehension of your material by search engines and strengthen the relevancy signal. Rich snippets can also increase click-through rate (CTR), which has been found in studies to indirectly enhance rankings. Structured data markup usage alone, however, is not a direct ranking signal.

Myth 3: Google can determine it without any effort

Given that Google is getting better at figuring things out and interpreting information on its own, it can be tempting to forgo extra steps like adding structured data. But this is a limited perspective. Although Google and other search engines are capable of understanding some of this information on their own, you should employ the proper markup if you would like them to be able to comprehend a particular aspect of your content.


Structured data is becoming more common in SEO, and the search engines are going to keep pushing us towards it due to the way that structured data helps them to better understand the purpose behind our web pages. So make sure that you’re taking care of your structured data and presenting it to Google accurately so that they can give your page a boost in their rankings.

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