What is the role of structured data in technical SEO?
Structured data is a way to organize content, including images and video, using predefined formats and categories. This information allows search engines to easily understand what a page is about without having to use their algorithms to classify each piece of information.
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In the past, Google and other search engines had to rely on algorithms to categorize ambiguous and mixed-up information on a page. When search engine algorithms were not capable of accurately understanding the meaning of a page, the content might not show up in search results at all.
This was a problem because Google and other search engines had to spend a lot of time, energy, and processing power to serve searchers with relevant and helpful results. Fortunately, over the years, search engines have become much smarter and more advanced, but they still struggle to serve the most helpful and relevant content to users.
One of the ways Google and other search engines solve this problem is by implementing structured data, which can help them better understand the meaning of a web page and display it in relevant search queries. This can improve clickthrough rates, increase organic traffic, and improve the overall user experience of your website.
Featured Snippets and Rich Snippets on Google SERPs.
As the name suggests, snippets are special elements that appear in search engine result pages (SERPs) as results for specific queries. These snippets may include links to your site, an image or video, or other types of content. Adding structured data markup to your page can help your content render as a featured snippet in search results, which may be more likely to earn you clicks than content that does not have this markup.
Breadcrumbs and Enhanced Results on Google SERPs.
When a web page has a lot of structured data on it, Google can generate interactive breadcrumbs to help searchers navigate to other pages within your site. The resulting breadcrumbs can even help users find other pages on your site that might be more relevant to their query than the page they originally clicked on in the SERPs.
Knowledge Graph and How-To Results on Google SERPs.
If a page contains certain structured data, it can appear as part of the Knowledge Graph box on the right side of the SERP for branded searches. This box displays information that a user might ask Google about a topic, such as how-to instructions or answers to commonly asked questions. These can be displayed as standard accordion layouts or rich result carousels.
This feature is especially helpful for users with limited web knowledge and can be a great tool for your brand and business. It helps searchers answer their questions directly, and it can also be a great place to promote new and interesting content.
Adding structured data to your site can also help you rank higher for competitive search terms, which can drive more traffic and lead generation. It may also make it easier for Google to create a rich snippet in search results, which may improve your organic click-through rate.