Visibility in search results is crucial for being chosen by users over your competitors.
Gain greater visibility directly in search results
With structured data, you can set yourself apart from the competition by providing extra information, which can increase both your click-through rate and ranking. At WeMarket, we help you get started with structured data and other activities that boost your visibility and improve your rankings.
Structured data is fundamentally about helping search engines understand and categorise the content on your website. When you implement structured data – also known as schema markup – the most relevant information is displayed directly to users in the search results when they search for specific keywords or phrases relevant to your website. This can include product details, recipe information, store details, and other attributes relating to businesses, locations, reviews, and much more.
Structured data not only ensures that Google understands your website content. It also allows you to occupy more space within each search result. This increases your visibility and can potentially enhance your click-through and conversion rates. It is, therefore, highly worthwhile investing time in structured data as part of your SEO efforts.
To give a concrete example, you may have noticed extra information appearing when you search for a cake recipe – such as ingredients and baking time. Or you might have seen some websites display reviews in the form of stars. These are known as Rich Snippets and are part of structured data – making your website stand out from the rest.
First and foremost, structured data helps Google understand the content of your website, which the search engine uses to rank your content and show the most relevant information to users searching for something related to your site. Because Google uses structured data to extract extra information, it can also help generate more clicks, making your site stand out from other search results.
So, even if you have a strong title tag and meta description with the right keywords and a compelling call to action, structured data could be the extra detail that convinces users to click your website instead of a competitor’s – simply because the stars catch their eye or the additional information reassures them that your business has exactly what they’re looking for.
Structured data is therefore a highly effective tool for capturing attention in search results and moving ahead of your competitors in the ranking queue. The more your CTR (click-through rate) improves, the better your ranking in Google will be due to user behaviour.
When we work with structured data for our clients, we always recommend at a minimum to provide structured data for your best-selling products or services. Ideally, you should implement it across all your products or services, as this gives Google a far better chance of understanding your pages and displaying the most relevant information to users.
When you contact us to implement structured data on your website or webshop, we will work together to create a plan for which pages and which types of structured data you want to use – whether that’s product details, reviews, or something else entirely.
We make sure to handle the task together with you, so you achieve better results where you want them. Once your structured data is implemented and indexed by Google, we provide ongoing insights into improvements in your search result rankings, and what impact this has on your traffic and turnover.
Structured data work is typically divided into the formats “Rich Snippets” and “Google Knowledge Graph”.
The former usually displays extra information in search results, such as images and reviews with a given number of stars out of five. This helps your search result stand out, as an image or star rating is added to catch the eye.
You may have sometimes noticed an information box appearing on the right side of your Google search results about the topic you were searching for. This is known as the Google Knowledge Graph. However, it is difficult to be featured in the Google Knowledge Graph, as Google must consider your content authoritative in the relevant field. This information is typically pulled from highly content-rich pages – Wikipedia is a good example.
Regardless of whether your structured data is displayed as Rich Snippets or in the Google Knowledge Graph, there are many types, as you can specify structured data for locations, businesses, creative works, products, and much more.
There is structured data for:
These are just a few examples among the hundreds of types of structured data available. Most types of structured data can be specified in even greater detail, offering excellent opportunities for data optimisation.
Structured data is therefore relevant for the vast majority of businesses committed to serious online marketing.
At WeMarket, we offer businesses a benchmark report that compares their marketing efforts with their key competitors. You decide which competitors we should compare against.
We specialise in selling physical goods online and growing webshops – and now you can benefit from this expertise, even if you’re not already a client.
It’s completely free.
