Google handles over 3.5 billion searches per day. That means every second, millions of people publish their guides, articles, and how-to all over the globe.
With this high competition, it’s challenging to rank your website on the first page of SERP. And this is where structured data can help you.
Structured data is a type of code that describes your web page to the search engines. The goal of structured data is to help search engines like Google understand the content of your site. It helps to change the content of your site into code. So, Google can easily read the code and show informative and richer search results.
Let’s assume you have a website with lots of good movie reviews. Now, if you add structured data to a page with movie reviews, your Google search result might change. Because of the structured data, the results will be much richer compared to other results. And that’s why this rich search result is also known as Rich Snippets! Here’s an example of what a rich snippet can look like:
As you can see, besides the URL, title, and description, in the search result, you can notice the ratings of the movie. Also, you can see the genres and how many people voted for the movie. You have to use structured data to get a rich snippet or search result like this.
The Importance of Structured Data in SEO
As per a study, only 0.78% of Google searchers venture to the second search results page. If you want to improve your website traffic or click rate, you need to make it to the first page of search engines. This makes it even more important to use structured data for SEO. Here’s the reason why:
Describes Your Website Content
Structured data translates your website page’s content and format to Google. It helps to understand Google what your website is all about. Whether your page includes a how-to guide, recipes, pricing, ratings, FAQ, or events, structured data can provide all the information.
Increase Click-Through Rate
With structured data, you can get rich snippets. Having rich snippets for your site in SERP can improve the appearance of your listings. This means it can draw more attention from the audience to your page and increase click-through rates.
It will Support E-A-T
Google looks for three things on the website: Expertise, Authoritativeness, and Trust, aka E-A-T. With structured data, you can provide specific information about your website content, author, and contacts. It makes it easier for Google search engines to assess your site’s E-A-T.
Better Conversion
By helping Google understand your content, structured data increases your website’s visibility in the search rankings. With eye-catching snippets, it makes your page stand out from the rest of the results.
As a result, your conversion rates can increase effectively. If people see rich snippets and good listings of your product, the likelihood of their buying will increase.
Get Featured Snippets
Structured data can help you get featured snippets. Featured snippets will make your website appear at the top of the search results page. Moreover, featured snippets significantly influence user behaviour. Because of the featured snippets, most users will click on your page instead of others.
