What is Structured Data ?
Most of us’ s first and closest experience with data structure is the comments section and rating stars for the content of articles or product pages. Still, we know that the capabilities of Structured Data go far beyond getting a star or comment. If we ask Google what data structure is, it says structured data that we use as a clue to understand site content and provide users with classified information; But Google’s programs show that the story goes beyond that.
By combining different elements, Google wants to talk to users and turn their minds to inspiring visual data into understandable information. The era of titles and meta descriptions that relied solely on Google’s SERP page is over, and now we have to bring structured data into the game. If you are thinking about using the positive capabilities of data structure in SEO, we suggest you read on. This article will learn how to have a more prominent presence on the Google results page.
What is Structured Data?
In Transformers, one of the machines transforms into a robot called Bumblebee, which can not speak, but uses the sounds broadcast live on radio and television to talk to others and, when asked questions, answers from various sources. He collected and explained. Bumblebee is the same Google that seeks real and valid information to answer users’ questions. The development of Machine Learning technology pays more attention to comprehensible and structured data.
Data structures or structured data make it easier for search engines to understand our content. Google says about the concept of Structured Data :
“Google bots try to understand the content of a hard page. You can use structured data to give us clear clues about the meaning and concept of a page’s content. “Structured data is a standard format for providing information about a page and classifying the content of that page.”
The data structure is becoming more powerful every day
Understanding the meaning of web page content has always been one of the most important issues for Google bots, but the data structure helps these crawlers better understand the meaning and purpose of our web page content. We have already seen how advanced artificial intelligence algorithms, led by MUM, provide more natural and intuitive methods for an endless and enjoyable search by entering the SERP page.
So by putting these two issues together a little more carefully, we find that structured data is part of Google’s strategic plans for semantic search and understanding users’ mental desires. Therefore, it is not unreasonable that Structured Data capabilities evolve every day. “The data structure is getting stronger every day,” says Martin Split (Google Webmaster Trends Analyst).
Vocabulary and grammar of data structure; Learn to speak Google
We must first learn to speak Google with its crawling bots to use the data structure. There are many complex terms for structured data markup, but we will try to teach you these terms in simple language. In general, to transfer information to the language of Google, we must pay attention to two things; Vocabulary and grammar of data structure.
The vocabulary of data structure
Vocabulary is a simple language that conveys our meaning to Google without the need for unnecessary explanations. These terms are Schema.org, DCMI, FOAF, and Microformats.
Data structure grammar
Grammar refers to how the data structure is implemented. There are currently three formats for executing Structured Data: Microdata, JSON-LD, and Microformats.
In terms of vocabulary, we recommend Schema.org, as it is supported by popular search engines such as Google, Yahoo, Bing, etc. و and has comprehensive and practical tools. As for the grammar, Google prefers JSON-LD because JSON-LD code is faster and easier for Google bots to understand.
The importance of data structure for Google; The role of structured data in semantic search
Google is always looking for unknown dimensions that users will not be able to find, which is why it ranks sites in the ranking results that provide reliable results and unique answers. Structured data is Google-language code that speaks to Google bots on our behalf and tells them what our content idea is.
Daniel Roman, Google Search Operations Coordinator, told the Search On conference:
“It’s important for Google to have access to relevant and relevant information to users’ searches because many people go to this search engine to find the data they need. “This information is all collected from sites that care about the quality and freshness of content and application data in data structures.”
1. Google magic wand and convert lucky data structure to Rich results
Google cares about data structure because it is a win-win situation for Google and its users. After analyzing the Structured Data and understanding the meaning of the content, Google classifies the processed data into Rich results and provides them to the users. Interestingly, Rich results are more appealing to users than text, image, and مح content, and statistics show that they get more clicks.
Rich results contain short and useful information such as visitor votes, company information, social networks, etc. The type of display on the SERP results page is different from the display of normal information. Rich snippets, Rich Card, Knowledge graphs, and Featured snippets are different types of Rich snacks.
2. Improve user search experience; Google is looking for a pure user experience
In redesigning and restructuring the search results page with a data structure, Google seeks a pure user experience and tries to provide users with results relevant to the users’ search goal, satisfying them and providing them with more ideas. Give.
This is where, as an SEO or content production expert, we realize how much harder our work has become, and the high quality and credibility of the site’s content is the most important thing we need to pay attention to. Because a few steps ahead, Google has come up with a more exciting idea for users, an “endless stream of inspirational ideas in search results.”
So far, we understand why Google likes the concept of Structured Data, but let’s go a little further and see if structured data for SEO is in the bag or if we are just simple spectators in this game ?!
Data structure and site SEO; When it comes to CTR
In the previous section, we said that Google would display them as Rich results if our data structures were lucky. Rich results are Google’s preferred content and eye-catching content, so it displays it to users to make them look better and different and, as a result, gets more clicks. Naturally, when we receive more clicks, the site’s CTR or natural click-through rate also increases, and we easily attract newer users.
The data structure is not a direct factor in ranking a site, but as soon as we can use it to give the green light to new users and receive organic traffic in a completely natural way, the positive effect of using structured data Approved the site in SEO. We suggest you read the article ” What is CTR ” to understand this section better.
What tools should we use the data structure with?
In this part of the article, we talked about structured data, its importance to Google, and the impact it can have on SEO. In the following, we want to introduce you to the tools with the help you can use the data structure on your site.
Structured Data Markup Helper tool
This tool is completely free. To use the features of this site, we must enter its main page at https://www.google.com/webmasters/markup-helper/u/0/?hl=en. Then enter the URL of the page, select the content of that page and click on the Start Tagging icon.
In the next step, we will automatically enter the Tag Data page, and we must select the appropriate schema from the menu that appears. After finishing the work, we have to click on the red Create HTML button to create the JSON-LD command codes of the desired page, and we can put them in the HTML code of the site. This tool is used for sites with dedicated CMS.
Schema pro tool
One of the best Schema plugins for WordPress sites is schema pro. With the help of this plugin, we can use the dedicated sketch of articles, FAQs, products, videos, content starring, local businesses, and so on. These bookmarks allow Google bots to understand the content of each page, communicate with it faster, and index it much faster. It is only better to use the premium version of Skima Pro to use its full features.
Structured Data Testing Tool; The best free data structure testing tool
The best free Google tool for checking the schema code and Rich site results is the Structured Data testing tool. To use this tool, we must first enter the main page of the Structured Data Testing Tool site. The site consists of two separate sections for reviewing Rich Result and Schema codes.
Just click on the “Go to the Rich Results Test” or “Go to the Schema Markup Validator” icon and enter the page URL you want. A few seconds later, you will receive a report outlining the status of the site, the approved sections, and the need for correction.
Three misconceptions about the data structure that we must forget
There are misconceptions about the use of structured data that may confuse us; Here’s a look at them:
1. Using the data structure, our site will be displayed in Rich Snippets
There is no guarantee that we will use the data structure, and the site will be displayed in the Rich Snippets section; Because this issue goes back to Google’s choice. Unfortunately, the Rich results section is disabled for Iranian sites due to political sanctions. Still, Google understands that we have used this tool, and the data structure is not limited to Rich results.
2. Data structure is one of Google’s factors for ranking a site
As mentioned earlier, structured data makes our content more visible on the Google results page and can improve site clicks. So it is a misconception that Google uses data structure as a direct factor in ranking results in Google.
3. Google does not need a data structure to understand the structure of the site
Google bots are super smart. The various algorithms and machine learning technology are also powerful enough to understand the site’s structure. But when Google itself insists on using structured data, there is no reason to leave it out.
Frequently Asked Questions
Is there a separate section in the console search panel for viewing the data structure status of a URL?
Yes. In the Google Console search panel, enter the Performance section and click on the Search Appearance dimension to display information about the structured data of the page you want.
Can we run the Structure Date of a page using the tag manager?
Yes, it is possible to implement data structures through Tag Manager. But the best way is to use plugins or put them in the site’s HTML code.
Is there a specific data structure for the product category page?
No. An add-on for the product category page sketch has not been defined yet, but we can use the FAQ schema on these pages.
Concluding remarks
In recent years, Google has stepped up its efforts to improve the user search experience and provide useful results. The data structure has been signed in line with Google in this direction. Structured data is a powerful tool in our hands that we can use to increase the content of our site for optimal semantic search and increase our chances of being bold and different in SERP results.
