structured data SEO best practices

Structured Data and Related SEO Best Practices, Part 3

October 31, 2022

In parts one and two of this multi-part blog series, we’ve been going over structured data on websites and the best formats for implementing it. Structured data is vital for allowing Google and other search engines to understand your site and page content, which in turn helps it properly rank it and display rich data snippets.

At SEO Werkz, we’re happy to offer a wide range of SEO services, from local optimization to on-site and off-site areas, including link building and many other solutions. We’ve helped numerous clients with their structured data and the proper way to implement markups. In today’s final entry into our series, we’ll discuss the schema markup format for implementing structured data – why it’s done, the types available and some of the pros and cons for those looking to implement this data.

Schema Markup Basics

A schema markup is a format of implementing structured data for a page that involves HTML-based code being added to the page. This code is in place of the automatic markup format we described for Google’s Data Highlighter, and allows search engines to better understand the content on the page and provide proper results for search queries – including rich results on many webpages that help increase organic traffic and conversions.

Schema markups, unlike Data Highlighter markups, can be done while targeting any of the common search engines, not just Google. There are also several formats available for such schema markups, which we’ll discuss below.

structured data SEO best practices

Types of Schema Markup

Generally speaking, these are your top options when it comes to schema markup format:

  • Microdata: A type that’s embedded in HTML content and designed to improve machine readability, plus help with web page analysis and annotation. This is a labor-intensive format, requiring marking of each individual item within body content.
  • RDF-A: This is an HTML5 extension designed to add users for structural data markup – it’s similar to microdata in many ways, but also useful for additional areas.
  • JSON-LD: For those targeting Google specifically, this format is generally best. It can be added to site headers and will not be visible to users, but can be easily read by search engines and is often a simpler, more effective option for body content.

Pros and Cons of Schema Markup

Schema markups, as we noted earlier, work for all search engines, not just Google. The different formats also offer the potential for more detail to search engines than the Data Highlighter format, and is great for generating rich results in areas like video, review, how-to and others.

On the downside for some, this format is more confusing for those unfamiliar with coding. It can be more time-consuming for such individuals, plus requires testing to ensure your data type is valid. Plus, if you don’t have access to site code, it’s not an option for you.

For more on structured data and the best methods for implementing it, or to learn about any of our SEO, PPC, web design or other online marketing services, speak to the staff at SEO Werkz today.

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