{"id":19595,"date":"2018-08-17T12:50:33","date_gmt":"2018-08-17T17:50:33","guid":{"rendered":"https:\/\/www.hostgator.com\/blog\/?p=19595"},"modified":"2018-09-07T17:24:20","modified_gmt":"2018-09-07T22:24:20","slug":"structured-data-important-seo","status":"publish","type":"post","link":"https:\/\/www.hostgator.com\/blog\/structured-data-important-seo\/","title":{"rendered":"Why Is Structured Data Important For SEO?"},"content":{"rendered":"<h2>Why Is Structured Data Important For SEO?<\/h2>\n<p><span style=\"font-weight: 400;\">You\u2019ve been creating great content, optimizing your web pages, and building links. You thought you had all your SEO bases covered, but now you hear there\u2019s something else you have to learn all about for SEO: <strong>structured data<\/strong>.<\/span><\/p>\n<p><a href=\"https:\/\/www.hostgator.com\/blog\/seo-strategy-refresh-plan-new-year\/\"><span style=\"font-weight: 400;\">SEO evolves <\/span><\/a><span style=\"font-weight: 400;\">and one of the biggest changes in recent years has been the rise in rich search results. \u00a0In the early years of Google, the search engine results pages (SERPs) mostly included a couple of ads at the top and ten links with a brief description under each. It was simple and straightforward.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Over the past couple of years, the SERPs have increasingly started to include results that provide information beyond that brief description. Beyond the links, you get information like the number of calories in a recipe and the amount of time it takes to cook, or <a href=\"https:\/\/www.hostgator.com\/blog\/implement-rich-snippets-ecommerce-websites\/\">pricing information for a product<\/a> and how many stars customers have given it on average in reviews.<\/span><\/p>\n<p><center><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-19602\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/06\/rich-results-in-google-300x223.png\" alt=\"rich results in google\" width=\"235\" height=\"175\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/06\/rich-results-in-google-300x223.png 300w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/06\/rich-results-in-google-768x571.png 768w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/06\/rich-results-in-google-1024x761.png 1024w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/06\/rich-results-in-google.png 1910w\" sizes=\"(max-width: 235px) 100vw, 235px\" \/><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-19603\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/06\/rich-snippet-results-for-product-300x100.png\" alt=\"rich snippet results for product\" width=\"300\" height=\"100\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/06\/rich-snippet-results-for-product-300x100.png 300w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/06\/rich-snippet-results-for-product-768x256.png 768w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/06\/rich-snippet-results-for-product.png 1014w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-19601\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/06\/google-knowledge-box-148x300.png\" alt=\"google knowledge box\" width=\"108\" height=\"219\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/06\/google-knowledge-box-148x300.png 148w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/06\/google-knowledge-box-505x1024.png 505w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/06\/google-knowledge-box.png 758w\" sizes=\"(max-width: 108px) 100vw, 108px\" \/><\/center><span style=\"font-weight: 400;\">And for many searches, you\u2019ll now see a knowledge box on the right side of the page that provides additional helpful information for searchers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">All of this has changed what matters most in SEO. While website owners are limited in what you can do about these changes, structured data, or schema,\u00a0 is one of the best tools you have to gain more control over how your website shows up in Google.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2>What is Structured Data for SEO?<\/h2>\n<p><span style=\"font-weight: 400;\">Structured data is information you include in your html that provides search engines with more details on what your page is about. In order for search engines to properly understand that information, it needs to be structured as machine-readable data.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In practice, that usually means using <\/span><a href=\"https:\/\/www.hostgator.com\/blog\/google-rich-results\/\"><span style=\"font-weight: 400;\">schema markup<\/span><\/a><span style=\"font-weight: 400;\">\u00a0(from schema.org), to add the proper code to your page. Schema allows you to tell Google what type of content is on the page (e.g. that it\u2019s a recipe, product page, article, etc.) and provide details specific to that content type that would be valuable for people to know (e.g. calories for a recipe or ratings for a product).<\/span><\/p>\n<p><a href=\"https:\/\/www.hostgator.com\/website-builder\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-12733\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/10\/HostGator-Website-Builder.png\" alt=\"HostGator Website Builder\" width=\"600\" height=\"73\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/10\/HostGator-Website-Builder.png 600w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/10\/HostGator-Website-Builder-300x37.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<h2>Why Structured Data Is Important for SEO<\/h2>\n<p><span style=\"font-weight: 400;\">Structured data isn\u2019t a ranking signal, so it won\u2019t directly help you rank higher, but it\u2019s still important for SEO for a number of reasons:<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3>1. It can help search engines determine relevance.<\/h3>\n<p><span style=\"font-weight: 400;\">A lot of on-site optimization is done precisely for this purpose: Google needs to know what\u2019s on a webpage to decide what kind of searches it should show up in. And you only want your web pages showing up for relevant searches   a pet food brand doesn\u2019t need to show up when someone\u2019s looking for shoes. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">By providing more information to Google about what\u2019s on the page, you make it easier for the algorithm to figure out what searches your content is right for.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3>2. It makes your website more competitive on the SERP.<\/h3>\n<p><span style=\"font-weight: 400;\">Showing up high in the results is important for visibility, but even once you\u2019re on page one, the person searching still has a lot of other options to consider. Anything you can do to give your website an edge in getting that click is worth it. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Structured data can add images and helpful information, like reviews or prices, in the form of rich snippets, that draw more attention to your webpage on the SERP and makes it more competitive.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3>3. It improves your click-through rates.<\/h3>\n<p><span style=\"font-weight: 400;\">The whole point of showing up in the search engines is to get more people to visit your website. At the end of the day,CTR matters more than where you rank. SEO professionals have found that structured data can improve click-through rates by <\/span><a href=\"https:\/\/moz.com\/blog\/structured-data-for-seo-1\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">anywhere from 5-30%<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Structured data can indirectly help you improve your rankings by getting more of those clicks.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Adding schema to your web pages is a relatively easy way to improve how your website appears in the search engines and drive more traffic. For anyone that cares about SEO, that makes it worth doing.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2>How to Use Structured Data for SEO<\/h2>\n<p><span style=\"font-weight: 400;\">One of the first things you learn when you start doing SEO for your website is that it\u2019s <\/span><i><span style=\"font-weight: 400;\">very<\/span><\/i><span style=\"font-weight: 400;\"> competitive. Trying to figure out what you can do to make your website stand out when so many others in your niche are doing the same is an ongoing challenge. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Well, it turns out structured data is one thing that not everyone is doing. In fact, only <\/span><a href=\"https:\/\/advertise.bingads.microsoft.com\/en-us\/insights\/prioritize-search-to-boost-roi\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">17% of marketers<\/span><\/a><span style=\"font-weight: 400;\"> were making use of schema markup as of last year.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The main thing stopping people is probably quite simply that it <\/span><i><span style=\"font-weight: 400;\">sounds<\/span><\/i><span style=\"font-weight: 400;\"> hard. But it doesn\u2019t have to be. Google helpfully provides a <\/span><a href=\"https:\/\/www.google.com\/webmasters\/markup-helper\/u\/0\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Structured Data Markup Helper <\/span><\/a><span style=\"font-weight: 400;\">that makes it easy for you to input the details relevant for structured data and automatically generates the html code you need to add to your website.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-19604\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/06\/Screen-Shot-2018-06-28-at-11.59.44-AM-1024x632.png\" alt=\"google structured data markup helper tool\" width=\"840\" height=\"518\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/06\/Screen-Shot-2018-06-28-at-11.59.44-AM-1024x632.png 1024w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/06\/Screen-Shot-2018-06-28-at-11.59.44-AM-300x185.png 300w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/06\/Screen-Shot-2018-06-28-at-11.59.44-AM-768x474.png 768w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2018\/06\/Screen-Shot-2018-06-28-at-11.59.44-AM.png 1498w\" sizes=\"(max-width: 840px) 100vw, 840px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Even if you\u2019re not great with html, Google\u2019s tool means you really just need to know how to copy and paste to add the code to your website. \u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you have a large website, adding structured data to all of your pages may be a big project, but if it brings up your click-through rate, the time spent will be well worth it.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2>Get Help with Structured Data<\/h2>\n<p><span style=\"font-weight: 400;\">If using structured data for SEO (or any other aspect of SEO) is feeling overwhelming, you may benefit from outsourcing the work to skilled professionals who can take it off your plate. <\/span><span style=\"font-weight: 400;\">HostGator\u2019s <a href=\"https:\/\/www.hostgator.com\/services\/seo\">SEO services<\/a><\/span><span style=\"font-weight: 400;\"> can take the stress out of dealing with all this stuff yourself, while helping you on the path to better rankings and results over time.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Why Is Structured Data Important For SEO? You\u2019ve been creating great content, optimizing your web pages, and building links. You&#8230;<\/p>\n","protected":false},"author":166,"featured_media":19672,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24],"tags":[],"class_list":["post-19595","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tips-and-tricks"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.2 (Yoast SEO v23.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why Is Structured Data Important For SEO? - HostGator<\/title>\n<meta name=\"description\" content=\"Using structured data on your site can help the search engines understand what your content is about. Learn about how structured data is important for SEO!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.hostgator.com\/blog\/structured-data-important-seo\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Is Structured Data Important For SEO?\" \/>\n<meta property=\"og:description\" content=\"Using structured data on your site can help the search engines understand what your content is about. 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