Schema.org Structured Data

Structured Data: Mark Up Website Content for Search Engines

Schema.org is the place. It’s the primary source of information on structured data for websites. Why is that important to business? Because it’s used by Google, Bing and Yahoo.

First some terminology:

Structured Data
On websites, a way to mark information so major search engines can better read it. Schema.org explains in detail the how and what.
Schema
A prescribed list of data to include. Sometimes it’s general like data about any kind of organization. And sometimes it’s specific like data about a tattoo parlor.

It’s hidden from casual visitors. Behind the scenes, though, search engines and anybody with a little know-how can find the data.

Which leads to another point: structured data is a little technical. You need to know a little bit about HTML to implement it in code, but there are several WordPress plugins that make it a little easier on WordPress sites.

With this mark up, you can give search engines easy access to important information about your company, products, events, locations, and lots more. For most businesses, priority should be on the basic data: company name, locations, description, contact information. For online selling, you should add details about your products. For restaurants, the menu, hours and location are important. For any place with events, event details are important.

And specific types of businesses have their own schemas like dentists, tattoo parlors, and attorneys. And specific offerings have their own schemas like creative works (songs, photographs, books), events, and products.

It Helps How Your Site is Displayed on Search Engines

First understand that it’s a thing: structured data is a semi-hidden part of website development. It won’t necessarily boost your ranking. But it can change what information Google displays.

With the right structured data, Google shows rich snippets for some searches. See Google’s “Understand how structured data works” for more info.)

So priority should be your basic information: company name, contact information, description, link to your logo. Then evaluate other opportunities based on your business goals like products, events and pictures.