On-page SEO has become increasingly influential over the last two to three years as Google makes changes to its algorithm and new standards in HTML markup code are adopted by major search engines.
Structured data markup is a way to help Google and other search engines actually understand what large portions of your content is about, rather than just cataloging the words used.
Before you can add your structured data to Google you must first have a Webmaster Tools account. To understand why you need and how to set up an account check this video from Google and explore the link under the video.
With Webmaster Tools you can communicate with Google on a range of issues and one of them is to get your information more visible in the results pages – structured data is one way to do this.
How to add structured data to your website
Perhaps before we go into the ‘how’ we should consioder the ‘why’.
Why add structured data to your website?
Adding structured data to your web pages will enable Google to better understand what your products and services are and this in turn will helpo Google make you more visible online. When you add structured data that information will appear in the results pages (see image below). This makes it more likely that a user will click on your result rather than a competitors!
As you can see in the above image, data has been added about an event and the dates are displayed in the search engine along with some additional relevant links which makes that listing bigger and more informative and will therefore deliver higher click-through rates!
Adding structured data to your web page
To add this data you do not need any technical skills – just follow the video tutorial below!
In the video we tag a blog post with structured data and in the screenshot image above it shows an event, there are lots of different types of markup for different types of data – you just need to follow the same steps for whatever data type you want to highlight.