Technological SEO is the process of optimising a website for crawling and indexing, but it can also apply to any technical strategy for improving search exposure. Sitemaps, Meta tags, JavaScript indexing, linking, keyword research, and other topics are all covered under technical SEO. If you’re new to SEO, we recommend starting with the Technical SEO chapter of our Beginner’s Guide. We’ve put together a list of the latest technical SEO improvements, as well as a few must-read articles.
Structured data is one of the most potent strategies to boost the visibility of your website content and the endurance of your SEO because Google modifies the SERP environment on a regular basis. Over the last five years, structured data from all over the web has been used to power several of Google’s most game-changing SERP features. Google for Work, Google Shopping, how-to instructions, recipe cards, information panels, and other rich snippets use content from structured data pages.
Well-implemented structured data is what makes the difference time and time again when it comes to how small and medium-sized businesses (SMEs) will flourish in today’s ever-changing SERP environment. In my experience, structured data that is well-implemented works effectively for websites of all sizes and verticals. For my own clients, schema implementation has helped growth, enhanced search results, and opened opportunities to new audiences.
Within a month, schema optimisations resulted in a 50% increase in organic conversions for a well-known national retailer with a large social media following. The adjustments we made to product markup, organisation, and blog schema resulted in a 230 percent increase in organic conversion value six months later.
We improved organic clicks and impressions for a local recruitment platform by over 80% in four months by implementing niche-focused schema and sitemap improvements. Improved schema served as the foundation for a marketing strategy that allowed us to increase our tally of ranking keywords by an average of 70% across three countries, increase revenue by 35% over the previous period, and launch new marketing channels all in less than six months for an international B2B retailer. We implemented E-A-T centric schema optimisations into a blog for a professional services firm and were able to enhance average ranking position by 30% in three months and by 43% in a year.
In SEO, what is structured data?
Structured data on a website is a mechanism for bots and machines to read, index, analyse, and serve the site’s information by identifying it with a standard set of names and values local schema markup generator. Although “structured data” can refer to anything from social media open graph to microdata to any collection of data that is organised in a consistent fashion (think of your CRM), most SEOs refer to JSON-LD structured data markup as defined by Schema.org and encouraged by Google.
Why is Schema.org structured data so important in terms of strategy?
Schema.org has been structured data HQ since its architecture collections of vocabularies and relationships was formed and is governed through a cross-platform collaboration with Google, Microsoft, Yandex, and other major search engines. They regularly create new schema forms and relationships in order to make online information more accessible to users.
Content is divided into a common vocabulary of predefined kinds, each with its own set of attributes, which may subsequently be represented using conventional Javascript notation (JSON-LD). Like the entries in the Oxford English Dictionary, the team behind Schema.Org is constantly adding new @types and attributes to keep up with user needs. Currently, there are 778 forms, but this number is likely to grow. Each additional kind improves the content’s transparency, correctness, and usability, which is excellent for search engines and good for your traffic.
What does this actually imply?
I always characterise structured data to customers as a technique of turning your beautiful website into a spreadsheet for robots. They don’t need to grasp the structure of your WordPress theme, reams of CSS, or how to navigate your Joomla configuration to prioritise and process the most important facts about the page’s content.
This means that a bot’s understanding of a website is more dependable and long-lasting, even if the information changes often. Structured data often tells Google the same details about a page in the example of a retailer with seasonal offers and campaigns that modify the front end home page layout:
Why should SMEs prioritise the use of structured data?
Simply put, organised data aids in getting ahead of the SERP queue. When we look at how Google has evolved its SERPs in recent years, we notice a tendency of integrating JSON-LD structured data in conjunction with Google APIs to create new functionality and content channels. Rich snippet SERP features like Google for Jobs, Google Shopping, featured snippets, how-to tutorials, recipe cards, information panels, and other substantial improvements to the SERP have been powered or enhanced by the design and use of structured data structures.
Schema integration methods for your website
You have a few alternatives when it comes to adding schema to your website. A schema can be applied to a single static page. Adding markup forms to single pages with primarily static content, such as Local Company, Association, or a single FAQ page, can be as simple as developing the code and placing it into the HTML of the page. Plugins for major content management systems (CMS) like Shopify and WordPress make developing the markup for these sites simple. Those with bespoke CMS setups can use tools like the Schema Markup Generator to build the JSON-LD, then pass it on to the development team to go live.
For widespread deployment, a modular schema is being added. Bulk schema installation is almost a must for content providers who produce a lot of content. This is true not only for e-commerce sites, but also for those who regularly publish standard format material like recipes, blogs, posts, job vacancies, events, and training courses.
Simplifying the procedure by incorporating it into the site’s layout is the most effective technique to get the most out of the site’s schema on these pages. This usually involves a four-phase procedure that is carried out in collaboration with your developers and clients.
Because of its scalability, adaptability, and measurability, taking a strategic, integrated approach to structured data deployment helps SMEs stay competitive in today’s search landscape. In addition, using schema markup as the foundation of a well-coordinated content and advertising strategy provides much-needed efficiencies for SME marketers trying to optimise their content.
