Structured data is data that has been organized in a formatted storage system, usually a database. This is done so that the data elements are addressable for more effective processing and analysis. The data resides in a fixed field within a record or file.
This can be done with Schema.org to help search engines crawl your website more efficiently.
Schema.org is a web portal that provides a markup for marking up structured data. Schema.org is the result of a collaboration between the search engines Google, Bing, Yahoo, and, since 2011, Yandex (Russia).
The markup system helps to mark up and structure content on websites so that search engines can process this content more easily. Search engines use markup, for example, to display rich snippets in the SERPs.
Schema can be used for a variety of content types:
While schema isn't a direct ranking signal, it helps determine relevance and achieve more effective rankings. Schema data not only helps Google clarify relevance but can also improve your click-through rate in the SERPs and make your website more competitive overall.
For those with limited knowledge of coding or web development, implementing Schema using Google's Structured Data Markup Helper is quite simple.
The tool uses a format with highlights to match the correct markup with the correct elements of your website.
You just need to follow these steps:
Schema.org offers free documentation for the most important schemas of the markup language. This HTML markup language enables the semantic markup of structured data on the internet. Schema.org uses various commonly used element types, for example:
The Schema.org website provides the complete type hierarchy on this overview page, allowing users to navigate it directly. Microdata is marked using attributes. , and .
Schema markup can be a powerful tool to help search engines better understand and rank your website within the SERP. Users want relevant content, and any help we can give Google to understand our content can contribute to our pages being presented to the right target audiences.
Scheme marking offers the following:
Schema allows for clarification of what a website is about, which is crucial in a competitive local search environment.
Contact information, social media accounts, blogs, logos and other relevant data can be clarified using Schema.
Does your company organize events? Schema can help details of these events appear as rich snippets in the SERPs.
Using a schema can make your SERP listings appear more attractive and appealing, leading to a higher click-through rate and ultimately better ratings.
Schema data allows a search engine to better understand the context of your content and list your site in the SERPs with better relevance.
Some search results contain additional links below the main URL. Schema data can determine which links are best suited for this feature.
Yes, appealing search results with star ratings get all the attention when discussing algorithms. And for good reason—who doesn't like having stars in their search listings? However, there are many more advantages beyond the obvious ones.
A consortium of leading search engines (Google, Microsoft, Yahoo and Yandex) created Schema because they believe it will improve the search experience.
Therefore, they want your website to use it. In return, you can receive some bonus points from them if you implement it. Bonus points that can lead to some wonderful advantages in search results.
Ultimately, all we want is to be understood, right?
Well, that also applies to your content. The main goal of search engine optimization is to tell search engines what your website is about. That's exactly what schema markup was created for.
The most important reason for using schema is therefore to help search engines to communicate more clearly, what your content is about, so that it is displayed to relevant searchers.
You might now say: "But doesn't Google already know everything?"
They must know what my website is about.
Sure, thanks to machine learning, the data Google has, etc., Google probably has a good idea of what your website is about, whether it's sports statistics, homemade e-commerce products, or anime fanfiction.
But they aren't 100% sure about every point. A schema is your chance to tell search engines exactly what your video is about, what the salary is for the advertised position, and what your customer service phone number is.
That alone is reason enough to use it. But that's just the beginning of the advantages.
Schema can significantly strengthen your brand online. The Knowledge Graph is the large box on the right side of Google desktop search results (or in the foreground of mobile search results).
It contains most of the important business information that customers need to know, such as phone number, social media accounts, reviews, etc. The problem is that many companies don't have a fully developed knowledge graph, or don't have one at all.
Google will only display Knowledge Graphs if they are very confident that the information is accurate and useful. Make it easier for Google to trust your company information by marking it up as structured data on your website.
This way you can explicitly provide Google with your preferred logo, opening hours, website link, etc.
Perhaps the first advantage people seek with schema search is rich results. Star ratings for a film, product prices, cooking times for recipes, and more are now directly available in the search results.
To get these special listings, add all relevant schemas to your page. "Relevant" is the key word here. There are many possible schema types to add (currently, Google shows 30 types of rich results that are supported by schemas).
Rich results supported by schema make your organic search results stand out, which in turn increases the CTR.
This is a possibility that many people are unaware of. Certain products can be directly featured on the Google search results page with a "Buy now" call to action (CTA).
For example, if you are an author or publisher, you can flag your book's product page, which will make you eligible for a book listing in Google that includes a "Buy Now" CTA.
© 2012-2025, MIK Group GmbH | General Terms and Conditions | Imprint | Privacy policy
