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What is Google Structured Data? Types of Structural Data with Examples

What is Data Configuration and What are its Effects on SEO?

Google structured data is the markup used to create rich content about your website and to promote your pages to bots more easily. By sending data about our pages to search engines with data markups, we provide detailed and rich information about our content. Search bots that learn more about the content of the page give your page an advantage in browsing and indexing. For information about all these markings, we can use https://schema.org/.

Potential Benefits of Google Structural Data;

  • Increases commercial results
  • Provides greater impressions and click-to-click rates
  • Improves “availability/findability” with better search
  • Helps to boost your pages in organic search results
  • Your videos can be shown directly from search results
  • You can show and promote your company/yourself, service, products, posts, etc. in full

When Can We See the Impact of Structural Data?

What is Google Structured Data?

By configuring data, you help define your page to increase the chances of bots matching queries related to your content more quickly and accurately. However, there will be an increase in click-through rates, attracting users. However, Google does not offer a guarantee regarding structured data. That is, when you integrate data, it may not include you in the results in a short period of time or place you in the ranking at all. In this case, the overall authority of your site and the power of your page may play a role.

What is Schema.org?

Schema.org contains the tags and codes necessary to mark structured data. In this way, we can show rich snippets, featured snippets and information graphics in SERP. Schema.org provides data to different markup formats in Microdata, RDFa, and JSON-LD formats. Google recommends the JSON-LD format among these markup formats.

<html>
<head>
<title>Introducing the self-driving bicycle in the Netherlands</title>
<script type=”application/ld+json”>
{
“@context”: “https://schema.org“,
“@type”: “VideoObject”,
“name”: “Introducing the self-driving bicycle in the Netherlands”,
“description”: “This spring, Google is introducing the self-driving bicycle in Amsterdam, the world’s premier cycling city. The Dutch cycle more than any other nation in the world, almost 900 kilometres per year per person, amounting to over 15 billion kilometres annually. The self-driving bicycle enables safe navigation through the city for Amsterdam residents, and furthers Google’s ambition to improve urban mobility with technology. Google Netherlands takes enormous pride in the fact that a Dutch team worked on this innovation that will have great impact in their home country.”,
“thumbnailUrl”: [
https://example.com/photos/1×1/photo.jpg“,
https://example.com/photos/4×3/photo.jpg“,
https://example.com/photos/16×9/photo.jpg
],
“uploadDate”: “2016-03-31T08:00:00+08:00”,
“duration”: “PT1M54S”,
“contentUrl”: “https://www.example.com/video/123/file.mp4“,
“embedUrl”: “https://www.example.com/embed/123“,
“interactionStatistic”: {
“@type”: “InteractionCounter”,
“interactionType”: { “@type”: “http://schema.org/WatchAction” },
“userInteractionCount”: 5647018
},
“regionsAllowed”: “US,NL”
}
</script>
</head>
<body>
</body>
</html>

Schema.org hosts quite a lot of schema types. Therefore, it should be learned which scheme should be used for what purpose and decide whether it will be useful for your page/pages. Markings correctly added to the right page will help improve your SEO performance. In the rest of our article, we will try to help you with this by taking a look at the main types of marking.

Schema Structured Data Types

Organization Markup

Used to indicate that the website belongs to a brand. It is very important for the brand reliability of companies. You can include many information such as your company’s logo, brand and contact information, social media links and short introduction. In this way, you can provide tips to both Google and users by creating your global or local business information. In addition, it is suitable for use for sports clubs, schools, etc.

https://schema.org/Organization

Organization mark up

Sample JSON-LD Code Structure: https://jsonld.com/organization/

Web Site (Site Search Box)

It allows your website to create an on-site search box in the SERP results. For this, there must be a search field within the site.

https://schema.org/WebSite

Sample JSON-LD Code Structure: https://jsonld.com/website/

Breadcrumb

It is used to display the breadcrumb structure, which is used in site navigation, also in search results. Breadcrumb area also guides visitors in search results.

https://schema.org/BreadcrumbList

breadcrumb

Sample JSON-LD Code Structure: https://jsonld.com/breadcrumb/

Site Navigation Markup

It is structured data markup that helps both users and search engine bots understand site structure and hierarchy. Before entering the website, users can access some pages of the relevant site directly in the search results.

https://schema.org/SiteNavigationElement

web site navigation mark up

Sample JSON-LD Code Structure: https://jsonld.com/web-page/

Video Schedule

It allows the pages containing videos to be shown in the front row in the search results Sites with video content and Youtube pages can benefit from this scheme.

<html>
<head>
<title>Bald Eagle at the Park – Livestream</title>
<script type=”application/ld+json”>
{
“@context”: “https://schema.org“,
“@type”: “VideoObject”,
“contentURL”: “https://example.com/bald-eagle-at-the-park.mp4“,
“description”: “Bald eagle at the park livestream.”,
“duration”: “PT37M14S”,
“embedUrl”: “https://example.com/bald-eagle-at-the-park“,
“expires”: “2018-10-30T14:37:14+00:00”,
“regionsAllowed”: “US”,
“interactionStatistic”: {
“@type”: “InteractionCounter”,
“interactionType”: { “@type”: “http://schema.org/WatchAction” },
“userInteractionCount”: 4756
},
“name”: “Bald eagle nest livestream!”,
“thumbnailUrl”: “https://example.com/bald-eagle-at-the-park“,
“uploadDate”: “2018-10-27T14:00:00+00:00”,
“publication”: [
{
“@type”: “BroadcastEvent”,
“isLiveBroadcast”: true,
“startDate”: “2018-10-27T14:00:00+00:00”,
“endDate”: “2018-10-27T14:37:14+00:00”
},
{
“@type”: “BroadcastEvent”,
“isLiveBroadcast”: true,
“startDate”: “2018-10-27T18:00:00+00:00”,
“endDate”: “2018-10-27T18:37:14+00:00”
}
]
}
</script>
</head>
<body>
</body>
</html>

Requirements

  • Name
  • Short description
  • Upload date
  • Thumbnail URL (to show a preview of the content with a small visual)

https://schema.org/VideoObject

video schema mark up

Sample JSON-LD Code Structure: https://jsonld.com/video/

Software App

It allows your applications to be shown in query results with rich snippet. For this, the name, rating rating, number or comments must be shown. In addition, the operating system, category, price, etc. features are added.

You can see the sample JSON-LD Code Structure at the bottom of the page: https://schema.org/SoftwareApplication

Products

Product markers show the features and prices of products sold on e-commerce sites on the SERP. “Offer” marking must be added to show the prices. Name, price and currency must be added to be applicable to both. Used for any product or service offered.

https://schema.org/Product

https://schema.org/Offer

products structured data

Sample JSON-LD Code Structure: https://jsonld.com/product/

Rating Markup

The rating scheme can basically be used for a local business site such as e-commerce sites, restaurants, hotels. It is an evaluation made on a numerical scale such as 1 to 5 stars.

AggregateRating chart can be used for the average score of an item based on multiple ratings or reviews

https://schema.org/AggregateRating

https://schema.org/Rating

rating structured data

Visual Source: whitespark.ca

Google assumes you are using a five-point scale with 1 being the worst and 5 being the best. These markups help create star ratings, rich snippets in SERPs. Apart from this, a rating system can be created with different values.

Sample JSON-LD Code Structure: https://jsonld.com/review/

Article Markup

If you have a publisher website, using Article, NewsArticle, or BlogPosting schemes can help your content stand out (choose from NewsArticle or BlogPosting schemes, depending on your site / content). Using these markups appropriately can help your content appear in Google News and detailed article search suggestions. You can mark many content such as news, research reports, articles, blog posts.

Required Features:

  • Hood
  • Image
  • Release date

Schema Helper Links: https://schema.org/NewsArticle

https://schema.org/BlogPosting

https://schema.org/Article

article schema mark up

Image source: searchengineland.com

Sample JSON-LD Code Structures: https://jsonld.com/article/ and https://jsonld.com/blog-post/

Local Business

It can be used to indicate your physical address, hours of operation, accepted payment types, and more. It can be applied to all types of businesses. (Food and beverage, travel, automotive, clinic, construction, dentist, hairdresser etc.)

Schema Helper Links: https://schema.org/LocalBusiness

https://schema.org/PostalAddress

local seo structured data

Visual Source: searchenginejournal.com

Sample JSON-LD Code Structure: https://jsonld.com/local-business/

Event

It enables the creation of rich content for events and organizations to be held. It has many uses such as concerts, theaters and festivals.

Schema Helper Link: https://schema.org/Event

event strucure data

Sample JSON-LD Code Structure: https://jsonld.com/event/

Recipe

The type of markup used for recipes. Features such as content evaluation, preparation and cooking times, nutritional information, ingredients, calorie value can be added.

Schema Helper Link: https://schema.org/Recipe

recipe rich snippets

Sample JSON-LD Code Structure: https://jsonld.com/recipe/

Personal

An information panel with personal information is created and used to display in search results.

Schema Helper Link: https://schema.org/Person

google individually structured data

Sample JSON-LD Code Structure: https://jsonld.com/person/

Job Posting

This is the markup type that is suitable for websites that offer new job postings. Used to appear on Google’s job postings list.

Schema Helper Link: http://schema.org/JobPosting

google job posting structured data

Image Source: Moz.com

Sample JSON-LD Code Structure: https://jsonld.com/job-posting/

Creative Producers

If you create a product or type of content that can be considered “creative work” (eg reading, viewing, listening, or other content), you can use the Creative Work markup.

It can be applied to any creative work you can think of, such as books, movies, series, photographs, music, playlists, pictures, software.

Author, director, actors, awards, authors, release / vision date, comments, category / genre etc. markings can be made.

You can see the sample JSON-LD Code Structure at the bottom of the page: http://schema.org/CreativeWork

creative work structured data

FAQ – Frequently Asked Questions

As a question and answer, we can use it for the content we want to be included in the SERP. Questions and answers related to a specific topic are listed.

Schema Helper Link: https://schema.org/FAQPage

google frequently asked questions structured data

Image source: technumero.com/

Sample JSON-LD Code Structure: https://jsonld.com/question-and-answer/

How to Use the Structured Data Markup Tool?

Google’s helpful wizard https://www.google.com/webmasters/markup-helper/u/0/ You can only do this with the mouse on the address.

For a simple “product” markup as an example:

  • Start the process with the “start tagging” button by selecting the markup type you want and typing in your relevant URL.
    structured data markup tool
  • What you need to do is to select the appropriate markup type for your page and add the information (from the page content on the left side by selecting it with the mouse) on the right side of the screen divided into two. (Name, image, description, price, score, comments etc.) Then we click on the Create HTML section.
    yapisal veri isaretleme araci 2
  • After saying create HTML, you can see the code form of the tags. By copying this code and adding it directly to your source code, you will complete the process. Google Structured Data Testing Tool 
    yapisal veri isaretleme araci 3

Whether the transaction we performed is correct or not, and detailed explanations if it is incomplete or incorrect. https://search.google.com/structured-data/testing-tool/u/0/?hl=en we have to test it with.

yapisal veri isaretleme araci 4

We can test it in two different ways, as URL and code.

Let’s test it through the code snippet as an example. We go to the result screen by selecting the code snippet section, pasting our code and saying run the test.

yapisal veri isaretleme araci 5

We can see our errors and shortcomings on the result screen. If it shows incorrect marking, we must find the source of our error on the left screen and correct it. However, if it gives a warning, we can optionally correct it or enter our code as is.

yapisal veri isaretleme araci 6

Apart from the Google structured data markup tool, you can also markup with the help of Google Tag Manager and special configuration tools. Regarding your working style, you should prefer whichever helper tool you work with more easily.

Some special configuration tools used:

https://technicalseo.com/tools/schema-markup-generator/

https://www.rankranger.com/schema-markup-generator

It is very important to use structured data markings correctly in order to provide users with detailed and accurate information and to attract the attention of search engines. By following the schema configuration steps, you can choose the most suitable configuration types for your site and make your pages stand out.

Helpful resources:

  1. moz.com
  2. searchengineland.com
  3. schemaapp.com
  4. schema.org
  5. jsonld.com

developers.google.com/search/docs/guides/sd-policies

How does Google use structured data?

Google needs to find out what a page is about to show it in the search results. Using structured data is like talking to Google, telling Google what your site is about. That’ll help with your rankings. On top of that, structured data will change the way your snippet (your search results) will look like.

What is a structured data?

Structured data is data that adheres to a pre-defined data model and is therefore straightforward to analyse. Structured data conforms to a tabular format with relationship between the different rows and columns. Common examples of structured data are Excel files or SQL databases.

What is the purpose of structured data?

Structured data is a standardized format to mark up the information about the web page. It serves to search engines like Google, Bing and others to better understand what the web page is about.

How can structured data be marked up?

Structured data, also called schema markup, is a type of code that makes it easier for search engines to crawl, organize, and display your content. However, if you use schema markup, you can tell search engines that your contact information is your contact information (instead of just some random data).

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