Introduction to Structured Data
Structured data is a way to organize and format the information on your website so that search engines like Google can easily understand it. When SEO experts talk about structured data, they’re usually referring to Schema.org structured data. There are many types of structured data, but for search engine optimization (SEO) purposes, only Schema.org structured data matters.
What is Schema.org Structured Data?
Schema.org is a collaborative project between Google, Bing, Yahoo, and Yandex that provides a standardized way to add structured data to your website. This data helps search engines understand the content and context of your website, making it easier for them to display your site in search results.
Does Google Use Structured Data for Ranking Purposes?
Recently, Google’s John Mueller answered a question on Bluesky about whether structured data helps with SEO. Mueller stated that structured data won’t make your site rank better, but it’s used for displaying search features like rich results. Rich results are special search results that provide more information than a standard search result, such as reviews, recipes, or events.
How Google Uses Structured Data
Google uses structured data to collect information in a machine-readable format, which it then uses to display rich results. There are over 800 types of Schema.org structured data, but Google only uses around 30 types for which it publishes documentation. Adding Schema.org structured data to your website doesn’t guarantee that Google will display your site with a rich result, but it makes your site eligible to be displayed in rich results.
The Importance of Structured Data in AI Search
In the context of AI search, structured data is critical for modern search features. According to Google, structured data is efficient, easy to read, and very precise. AI search relies on both the regular search index and Schema.org structured data to provide accurate and relevant results.
How to Use Structured Data Effectively
To use structured data effectively, it’s essential to check the documentation for supported types and add the required properties to your website. This will help Google understand your content and display it in search results. However, it’s also important to note that adding non-documented forms of Schema.org structured data won’t affect search optimization for your site, as Google ignores all but the roughly thirty structured data types.
Conclusion
In conclusion, structured data is an essential part of SEO, but it’s not a ranking factor. Instead, it helps Google display your site in search results with rich features like reviews, recipes, or events. By adding Schema.org structured data to your website, you can make your site eligible to be displayed in rich results, which can improve your online visibility and drive more traffic to your site. Remember to check the documentation for supported types and add the required properties to your website to use structured data effectively.