Structured data is the foundation of most digital marketing activity and it allows for a better understanding of how people are interacting on your website. This blog discusses what structured data to use in different situations, which types will be best for building brand awareness across various demographics, and the importance of using that information to make decisions about campaign strategy.
There are many examples of structured data, but the most common is schema.org. It is a way for publishers to use structured data on their websites and apps.
Google’s John Mueller responded to two structured data queries. While the first question was regarding the medical niche specifically, his response is instructive and applies to websites in any topic. Mueller also demonstrated how to utilize the Google Developer Help Pages to choose the best structured data to employ.
What to Look for When Choosing Structured Data for a Website
The issue was about how to choose structured data and what impact it would have.
Mueller responded to the query by pointing out that the decision is more about what sort of rich result is available for that page rather than what structured data fits it.
Structured data is very adaptable. As a result, the Scehma.org website provides an ever-expanding list of various types of structured data that may be used on almost any web page.
However, Google only utilizes a small portion of the structured data available to provide interesting search results such as review stars, photos in search results, and so on.
Google’s structured data website explains:
“Google Search makes an effort to comprehend a page’s content.
You may assist us by adding structured data on a website that gives Google specific cues about its meaning. Structured data is a defined format for giving information about a page and identifying its content; for example, what are the ingredients, the cooking time and temperature, the calories, and so on on a recipe page.
Google utilizes structured data it gathers on the web to figure out what’s on a page and to learn about the web and the world in general.”
And it’s in this direction that Mueller’s response is headed.
The following is the question that was posed to me:
“How does Schema effect the website of a medical niche?” “What kind of structured data should be used?”
John Mueller responded as follows:
“So, I’d mainly… When it comes to structured data, I’d concentrate on what we’ve specified in our developer documentation as well as the unique features that are associated with it.
So, rather of asking, “What sort of structured data should I use for this kind of website?” I’d ask, “What kind of visible qualities do I want to be discovered in the search results?”
Then consider what the needs are for those visual features, and if I can build the necessary structured data to meet those criteria.
So that’s the general way I’d go there.”
Rich Results Features in Google Structured Data
Google has created a website that explains the many types of rich results that may be shown for various types of sites.
Look through the search gallery. is the page’s name, however it should truly be named List of Rich Results – Come and Get It!
The alphabetical list of structured data that may be utilized to produce rich results starts with Article structured data and ends with Video structured data.
Google’s Structured Data Gallery in action
This single Google page is perhaps one of the finest tools for publishers and SEOs looking for the correct structured data to utilize.
Is structured data required on every page?
The second issue was whether structured data is required on every web page.
In general, some modest structured data, such as breadcrumbs structured data, is beneficial for practically each internet page.
In terms of SEO and structured data, breadcrumbs are a no-brainer. They contribute to a more prominent ranking in Google’s search results.
Even while breadcrumbs seem to be little, they may be really valuable as a site starts to rank.
Breadcrumbs structured data, according to Google:
“A breadcrumb trail on a page displays the page’s location in the site hierarchy, and it may aid visitors in successfully understanding and exploring a site.” Starting from the final breadcrumb in the breadcrumb trail, a user may go up the site hierarchy one level at a time.
Breadcrumb markup in the body of a web page is used by Google Search to classify the material on the page in search results. Users may arrive to a page through a variety of search queries, as exemplified in the following usage examples. The breadcrumb categorizes the material within the context of the Google Search query, even if each search returns the same web page.”
However, Mueller’s suggestion to examine which rich result is acceptable for a page is an excellent place to start.
This is the issue:
“Is schema or structured data required on every page?”
John Mueller responded as follows:
“Certainly not,” she says.
As I previously said, utilize the guidance of what visual components I want to be shown on my website as a starting point for finding the appropriate structured data.
It’s certainly not necessary to provide structured data on every page.”
Examine the Structured Data Gallery on Google.
Look through the search gallery.
What Types of Structured Data Are Required?
From the 27:19 minute mark, John Mueller responds to the question:
The “types of structured data” are a list of different types that can be used in your website. They include things like schema, microformats, and taxonomies. Each type has its own use case, so it’s important to know what you’re using before implementing it.
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