What is structured data?
Structured data is a piece of information that is presented in a single and correct form in compliance with a certain set of rules.
There are two common types of structured data in SEO today:
Properties that are specified directly in HTML or using Google tools and describe information such as price, address, phone, email, etc; describing the type of content on the page. For example, page layout in the form of articles, product cards, events, videos, etc.
Structured data also has a second commonly used name, "Micromarkup".
Data markup is carried out directly in the HTML code of the page according to the rules described in the schema.org dictionary. Also, this process can take place indirectly, using Google Marker through the webmaster panels.
Why do we need structured data on a website?
Regardless of whether you have a commercial site or a company site, if it does not have structured data markup (micro markup), then you should implement it as soon as possible.
First of all, search robots must process the information on your site faster and better, as a result of which they form a unique snippet in search engines with extended information.
An extended description makes your site stand out and distinguish it from other search participants, which consequently improves CTR. This is the second reason to implement semantic markup. As a rule, pages with structured data have a 30% higher click-through rate than pages with no microdata at all. However, do not forget that everything depends on the niche in which this or that site is being promoted. If all of your competitors use micro-markup, then the absence of it on your site will be an obvious disadvantage. And if most competitors in your niche do not use this tool, then the introduction of structured data on the site will only benefit.
What needs to be marked?
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Most often, the following types of information on the site are marked up using schema.org microdata:
There are a huge number of markup options for the schema.org dictionary, and below we will analyze some of them.
Depending on the type of pages, information such as:
What are the types of microdata dictionaries?
Currently, schema.org is rightfully considered to be the leader in describing structured data, but this is far from the only microdata dictionary. There are also markup methods such as:
We will not describe the principles of working with each dictionary, we will analyze in more detail only three of them: Json-ld, Open Graph, and schema.org.