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Structured Data - why it is important, mark up and why you should have it live on your website

Structured data markup is a technical solution based on XML, JSON-LD and/or other digital coding formats used on the web today. It helps search engines and other digital tools understand better what a specific element of a web document is about, classify the page content and provide additional information about the document itself. 

There are many standards and vocabularies which could be classified as structured data, but the most popular and most crucial for search engine optimisation is markup*. 

Child moving Jenga blocks


Okay, but what does it look like and how is it implemented? 

Structured data is a standardised format of data that is embedded within the HTML code of a web page, which is only visible to digital tools such as search engines. Human beings cannot see it when normally browsing the web. Structured data explains and describes a piece of information on a web page, for example, on a contact page the address will be wrapped with a piece of structured data that identifies it as an address. Here is the exemplary snippet of structured data related with the localisation of Innovation Visual’s office. 

local structure data markup example - innovation visual address

How can structured data markup help your SEO? 

As already mentioned, when implemented on a site, markup provides more in-depth information to search engine crawlers regarding what specific elements of a web page are about. For example, you can mark up your business name to explain to Google that it is the organisation name. Another example is an event page - you can highlight to search engines items like event place or starting and ending dates, so they better understand what is going to be organised by your company. 

Once your markup is in place on the website, it will start providing the additional information to search engines and it is likely that they will pick up the data and use it when rendering search engine pages for people searching for your business, events, blogs, products or services. 

Why is it important? 

Structured data is important for two main reasons: 

  • It is used when Google renders search pages with rich snippets,
  • It plays a key role in natural language processing by search engines, which is of particular importance in voice search. 

It’s worth mentioning here that in most cases (excluding local search) your business will not be available in voice search without having the structured data markup implemented on your site. 

At the same time, as we know, voice search is now one of the main directions of search engine development and the predictions are that in 2020 more than 50% of searches will be made with voice. Therefore, if you want to make sure that your business’ website is well optimised and ready for the voice search expansion, do not hesitate to contact the team at Innovation Visual, who will be happy to help you properly implement structured data markup on your site. 



* - On the other hand, you should bear in mind that whilst markup is one of the most common for search, Google do not recommend relying on its vocabulary only, but on the documentation on instead. More can be found here.