What is Structured Data and is it good for SEO

What is Structured Data and will Schema Markup actually boost your SEO and improve your ranking on SERPs? While schema markup is the new kid on the SEO block, some SEO experts do agree that using schema markup will actually boost your search engine optimization campaign, while others say disagree.

There is more to SEO than just offering great content for your readers! To improve your ranking on search engine result pages (SERPs), you not only need to think of your readers or customers, but also of the search engines. And this is where structure data, or markup comes in.

Whether you are selling products, or offering services nationwide, or within a local area, you can improve your small local business listing on search engines, and possibly rank higher than your competitions by just adding structured data markup, or markup to your website page.


Our simple definition of structured data markup - As far as websites are concerned, is as follow:

Structured data, or Schema markup is simply the process of structuring your website data to help search engines easily parse and better understand the information contained within a web page, thus helping search engines provide relevant search result based on the user's search query. Will structured data markup, or Microdata actually your SEO campaign and boost your ranking? Find out.

This is what John Mueller, Google's Webmaster Trend Analyst said on January 15. 2016 in one of his Google Hangouts session about Schema Markup:

"For those of you who are unfamiliar with schema markup, it essentially improves the way your page displays in the SERPs, providing rich snippets of content that are more appealing to the searcher."


Google, Bing, Yandex and Yahoo got together one day and cooked up a way, or a guide for webmasters to take home, study and implement, within each page, the Microdata (schema markup) needed to help search engines better understand your content, and offer the best search results relevant to a query.


You are probably using Structured Data on your website without even knowing it. If you access your site via a file manager, you will notice many folders, and within those folders, you might even have more folders and files.

For example, you have a folder where you store all your images, another folder for storing all your PDFs, another one just for your Videos, and so on.

But the Structured Data we are talking about here is the actual 'Structured Data Markup', or Schema Markup that should be contained within your page HTML. The schema markup should be structured in a way that will make it much easier for search engines to parse, interpret the content of your web page, and effectively serve the best search result relevant to users' query.


Again, Schema Markup ( is a set of Microdata, or tags, you can add to your HTML page in order to help search engines better understand the content on a page, and boost the page's chance of better being represented on the search engine result pages (SERPs). has a huge list of markup you can use to provide more detail about the content of the page, and the more detailed you are, the more easier you make it for search engines to accurately understand your content, thus, increasing your pages indexability, and boost your ranking.

For example, if you have a website that sells books, you can use many available Schema markup, such as the title of the book, the author, ISBN, published date, book review, and so on.

Again, the more details you provide search engines with, about your products or services, the higher chances of search engines your page content, thus improving the way your page displays on SERPs.


This is how I believe implementing markup, or Microdata to your website can improve your website's page indexability, and business

  • Site and Business Image - I strongly believe that Schema markup is a way of distinguishing a professional business behind a good website, from just good websites and businesses.
  • Improved CTR - I believe that a website with good Schema markup will have their organic click through rate (CTR) increased versus a site that has no structured data markup implemented, or just poorly implemented. Why? See below
  • Feeding your readers and search engines - By implementing good structured data markup, you are providing more details about your products or services to search engines (I believe will help them better understand your content), thus resulting in an improved representation of your page(s) on SERPs, and in return, boost CTR.
  • Schema and search engines - Tell search engines what your web page content is about and what it actually means
  • Search engines and users love Schema - Implementing schema markup on your web pages is not only good for users by telling them what your site is about, it also helps search engines understand what your content means!
  • What John Mueller Said - John Mueller, Google's Webmaster Trends Analyst said in September 2015 "Overtime, I think structured markup is something that might go into the rankings as well".

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Kieko -