Structured data is a special coding that is used to present important information on websites clearly and precisely for search engines. Using formats such as JSON-LD, microdata and RDFa, website operators can mark up specific information such as reviews, event dates or product information. These markups, often based on schema.org standards, help search engines to better understand the content of a page and deliver more relevant search results.
Structured data is highly relevant for SEO. In the past, search engines mainly relied on text-based algorithms to determine the relevance of content. With the introduction of structured data, this has fundamentally changed. Nowadays, the form not only allows for more accurate categorization of information, but also plays a key role in training the artificial intelligence of search engines.
The present day shows that structured data is no longer just an option, but a necessity for effective SEO strategies. Search engines, especially Google, use structured data to enrich search results with rich snippets that provide users with more context and information. The introduction of the Knowledge Graph by Google marked a paradigm shift in the way search engines understand and present information. This leads to higher click-through rates and significantly improves the user experience.
The use of structured data to train artificial intelligence is another crucial factor. Search engines are constantly learning and understand the context of content better when it is presented with structured data. This enables a more accurate interpretation of search queries and leads to relevant results. This is another reason why websites with structured data are prioritized in the SERPs.
The markup of all website content varies depending on the industry. By using structured data - schema markup - in the travel industry, for example, information on prices, availability, location and ratings can be stored in a precise and structured manner. For airlines, structured data enables the precise presentation of flight details, departure and arrival times, prices and other relevant information. Search engines use this structured information to generate appealing snippets and rich results that provide users with relevant information directly in the search results. This is reflected in the Google Search Console and not only increases the click-through rate, but also significantly improves the user experience.
Structured data is also helpful in e-commerce. This is because prices, colors, weight and product images can also be clearly defined here. Online stores with structured data are now displayed more frequently in search queries compared to competitors who do without markup information.
Structured data can be checked with the Google Structured Data Testing Tool. The integration of schema markup, a standardized form of structured data, is recommended in order to provide search engines with precise information about the content of a website. This should be adapted to the specific industry in order to achieve the best results. This includes regularly updating and reviewing the structured data to ensure that it accurately reflects the current content of the website. In addition, es is advised to use relevant markup types for specific content to maximize the accuracy and usefulness of the information.
The effective use of structured data is crucial for a successful SEO strategy to improve visibility, optimize user experience and ultimately achieve marketing goals.