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Structured Data in SEO

Structured data is the refined and categorized data which makes it clear to the crawlers the content of the page. It categorizes the content of the page under predefined parameters so that the search engines know what is being served to the searcher. Structured data lays stress on making the search engines actually understand the content of the pages accurately so that they just do not remain the medium to display random snippets of the page deceived by artfully placed keywords but actually know the content of the page in detail. Structured data is made available for the crawlers in the HTML markup of the page from where they can generate rich snippets of the page for the viewer. If your web page has structured data then more accurate information can be displayed to the viewer.

Google’s Structured Data Markup tool can be the starting point for you if you are completely new to this concept. It lets you identify different types of information and tag data fields accordingly. Structured data focuses on explaining the intent of the content on the webpage. Like if your webpage is telling about an event then it’ll show it broken down in form of itinerary so that the user spends lesser amount of time in searching for the exact details. Hence, Semantic markup is used to quantify the information provided by you in a coded language which the search engines can infer easily and turn up relevant data.

Search engines like Google, Yahoo, Bing, etc. have come forward in a coordinated way to promote structured data so that the user can get the most relevant information easily. To this end Schema Markup uses a systematic data so that information can be made available in an easily gulp able way and remains highly relevant.

Providing structured data on your websites can be the best way to remain in the good books of the search engines as it has multiple advantages.
• High relevancy: Structured data enables the search engines to pick up highly relevant pages for the searches. Now this saves a lot of time of the user. But, it helps businesses too. Businesses get relevant traffic which is highly interested in their product, services and information. This can be of great help to your SEO campaign as you get qualified traffic.
• Low bounce rate: Because of the increased relevancy level the bounce rate of the visitors goes down considerably. This is really important as a high bounce rate can negatively impact your search engine ranking which no company would want to have.
• Greater conversion rate: The increased qualified traffic brings higher conversion rate as an added benefit which is a good news for any business. The whole SEO effort is usually directed to bringing qualified traffic which can be converted into business. The traffic given by structured data helps you in this effort. It gives your boost to your overall ranking because Google and other search engines see conversions as a sign of approval of your products and services.