The Beginner’s Guide to Structured Data for Organizing & Enhancing Your Website

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It’s Friday afternoon, and your team is jonesing regarding Happy Hour.

For the last few weeks, you have been going to the same ol’ bar by your office, and that means you decide it’s time to attempt something new. What do you do? Step outside and walk around until you find a new spot? No, you hop on Google and allow it to conduct the search for you.

Your ideal post-work bar is nearby, open just after work, and offers a few gluten-free options so your entire team can partake. You connect these criteria into Google, and you’ve got three practical options at your fingertips — in the handy map format to boot.

Pause. Have you ever wondered just how Google can whip up this kind of accurate, precise answers in so little time … and existing them in such an easy-to-read way? Moreover, what are those restaurants doing to get featured so dominantly on Google’s search engine results pages (SERPs)?

Heck, I’d love my business to pop up when customers search for criteria relevant to me personally … wouldn’t you?

No one knows exactly how Google’s algorithm works — but , there are some ways to organize and optimize your website content so Google knows what content to function on the SERPs for the different searches people conduct to find you.

This is where structured data comes in. Structured data could make your organization more visible to potential customers and increase your click through rate by up to 30%.

Not sure what structured data is? That’s OK. By the end of this guide, you’ll become a structured data wizard — and your website will reap the benefits.


… search engines like google see this:


View the source program code for any website by going to Watch > Developer > See Source.

This particular behind-the-scenes code tells web browsers how information should be arranged on the website (as part of its website development) and informs web crawlers what’s at the page.

Structured data can also be at play here. Inlayed tags of code (a. k. a. “markup”) through the entire HTML of a webpage tell Google and other search engines what information to display in the Search engines and what this information represents. Additionally, it helps social media platforms synthesize your social media posts into snippets that preview the content using Open Graph Protocol (which we touch upon later).

This markup is essential. It educates search engines about what specific content is at the page. This creates more relevant, informed searches plus makes the site a candidate regarding enhanced results like featured snippets, rich snippets, picture and video carousels, understanding boxes, and more (which we’ll touch on later).


Let’s compare. Here’s exactly the same result from today.

structured data new google pool tables

Wow. That’s a world of distinction. Not only are these outcomes easier to read, but the extra features make for a much more helpful, intelligent searching — and shopping — experience. Between sponsored content and live map (plus the product carousel, question snippets, and related searches not shown within the screenshot), Google provides just about everything I need to know about pool tables.

Heck, sometimes I search for something and find the answer right on the SERP — I don’t even have to click on a result. Does that ever occur to you? If it has, you can thank structured data.

So how exactly does structured data work?

At this point, you might be asking: How can there exist a language (markup) that is regularly recognized by search engines and people as well?

In order for this markup to be accurately plus universally understood, there are standardised formats and vocabularies that should be used.

Let’s go back to basics for a minute. When conveying information, whether you’re communicating with a human or a pc, you need two main things: vocabulary (a set of phrases with known meanings) plus syntax (a set of guidelines on how to use those terms to convey meaning).

Most terms surrounding structured data markup can be organized into these two concepts — vocabularies and syntaxes — and website owners can combine whichever 2 they need to structure their data (with the exception of Microformats).

Schema. org Microdata

Okay . that’s enough of the fancy developer speak. What ought to you be using for your organized data?

Schema. org is the accepted universal vocabulary regular for structured data. It had been founded and is currently subsidized by Google, Bing, Yahoo, and Yandex. It’s flexible, open-sourced, and constantly up-to-date and improved.

Notice : Schema is called this kind of because it features markup for any wide variety of schemas — or even data models — for various types of content.

Here’s a good example of Schema Markup language (which is good for SEO) pulled from my article on branding.

“@context”: “”,

“@type”: “Article”,

“name”: “The Supreme Guide to Branding in 2019”


“@type” : “Person”,

“name” : “Allie Decker”


“datePublished”: “2019-04-02”,

“image”: “”,

“url”: “”,

“publisher”: {

“@type”: “Organization”,

“name”: “HubSpot”

As for {syntax|format} , there’s no {correct|proper|right|appropriate} answer. Google recommends JSON-LD (and defaults to that {syntax|format} when using its Structured {Data|Information} Markup Helper — {as you|while you|when you} see below). JSON-LD {uses|utilizes} Javascript code and {embedded|inlayed} widgets to dynamically {display|screen} your content, which is typically {a simpler|an easier} development process.

Google {also|furthermore} recognizes Microdata and RDFa. Both of these syntaxes use {HTML|CODE} to identify properties within {structured|organized} data. Microdata is typically {only|just} used in the page {body|entire body}, whereas RDFa is commonly {used in|utilized in} both the page head {and|plus} body.

On the other hand, JSON-LD {is only|is just} placed in the page {head|mind}, meaning, for certain types of markup, JSON-LD makes it so you {don’t have to|do not have to} navigate subheaders, supporting {copy|duplicate}, and related styling {that’s|which|that is|gowns|which is|absolutely|that is certainly|that may be} included in the page’s HTML. {This is why|For this reason|That is why|This is the reason|Because of this ,} JSON-LD is considered simpler {than the|compared to} other two.

Ultimately, {it all|everything} depends on the data you’re {trying to|wanting to|seeking to|looking to|endeavoring to|aiming to} implement, what the benefit {is to|would be to} your website, and what would be {easier to|simpler to} share with your team.

{Structured|Organized} Data and Mobile

{Structured|Organized} data affects mobile {a little|just a little} differently — through {Accelerated|More rapid|Faster} Mobile Pages (AMP). {Accelerated|More rapid|Faster} Mobile Pages is a Google-backed, open source project {to help|to assist} all mobile pages {load|weight|fill|insert|download} quickly regardless of device.

{Pages|Webpages|Web pages} with AMP markup {appear|show up} within Google’s special SERP features, such as Top {Stories|Tales} and News Carousels. {Here’s|Here is} how to create an {AMP|AMPLIFIER} HTML page.

structured data amp example


Structured Data and {Social Media|Social networking|Social media marketing}

Structured data markup {works|functions} a little differently for {social|interpersonal} platforms. This requires Open {Graph|Chart} Protocol and similar {languages|dialects|different languages} that ensure your website {and|plus} blog content appear in {an|a good} easy-to-read way when you {promote|advertise|market} this content on a social network. {Two|2} common social media features {that use|apply|involving} Open Graph Protocol {are|are usually} Pinterest Rich Pins {and|plus} Twitter cards. We {talk|speak} more about how to do this below.

{Here’s|Here is} an example of Open Graph {Protocol|Process} language (which is good for {social|interpersonal} media) using the same {source|resource|supply}.

< meta property=”og: title” content=”The Ultimate {Guide to|Facts|Explained} Branding in 2019”/>

< meta property=”og: type” content=”article”/>

< meta property=”og: URL” content=””

< meta property=”og: image” content=””

< meta property=”og: admins” content=”Allie Decker”

< meta property=”og: site_name” content=”HubSpot”

< meta property=”og: description” content=”Discover how to {create|produce|generate|make|develop} and manage a brand {that helps|in order to} your business become known, {loved|adored|cherished}, and preferred”

Note : Unfortunately, {structured|organized} data doesn’t impact {your|your own} organic search ranking (besides {helping you|assisting you} grab a spot in a {knowledge|understanding|information} panel or Featured {Snippet|Little} at the top of the list). {It also|Additionally, it} doesn’t change how {your content|your articles} looks or behaves {on your|on the|in your|on your own} website — it {only|just} affects how and {where|exactly where} it might appear on SERPs.

Google and {Bing|Msn} reward their websites {and|plus} organizations by featuring {their|their own|their particular} content in a variety of SERP {features|functions} (another reason to use {structured|organized} data).

structured data google Source

{Let’s|Let us} talk about those features — specifically on Google. Google {SERPs|Search results|Search engines} display a wide variety of information, {but the|however the} ones we talk about {below are|here are|listed here are} specifically influenced by {structured|organized} data.

There are also a couple of {ways that|methods} structured data can benefit {your|your own} non-SERP marketing efforts {on|upon} social media and email marketing.

Content Features

{Content|Content material|Articles} features appear as {separate|individual} search results among normal {search results|search engine results}.

1 . Carousels

Carousels {show up|appear} as images with captions related to a search, such as {movie|film} actors, cars, or {news|information} articles. Searchers can {click|click on} through these images {to access|to get into|to gain access to|to reach} a separate SERP for that {search|research|lookup}. Here’s how to use structured {data|information} to show up on Carousels.

structured data carousel example mid-size suv

2 . {Videos|Video clips|Movies}

Videos function similarly to carousels but feature videos {instead of|rather than} images or other {listings|entries}. Searchers can scroll {through|via|by means of} these results to directly {access|entry|accessibility|gain access to} and watch each video.

{Based on how|Depending upon how} you mark-up your content, {you may also|you may even} qualify for video enhancements {such as|like|for example} LIVE badges and {video|movie|video clip} host carousels. Here’s {how to use|using} structured data to show {up on|on} videos.

search results video section for how to make french toast

3. {Featured|Showcased} Snippets

Featured Snippets {display|screen} information relevant to a {query|question|problem|issue} — {and|plus} link to {a|the} third-party website (which {sets|units|models|pieces} them apart from Answer {Boxes|Containers} and Knowledge Panels, {which|which usually} draw from public domain databases). They don’t count {as one of the|among the} ten organic results {on a|on the} SERP, so if you “win” {the|the particular} Snippet, your website shows up {twice|two times}.

Featured Snippets can also be {displayed|shown} as quotes, tables, {jobs|work|careers|work opportunities|job opportunities|tasks}, rich cards (for {movies|films} and recipes), or the {question|query|issue} section titled “People {may|might} ask”. Here’s how to {optimize|enhance|improve} your content for Google’s {Featured|Showcased} Snippet box.

featured snippet results for best water bottle search query

4. {Knowledge|Understanding|Information} Panels (a. k. {a|the}. Knowledge Graph Cards)

Knowledge Panels pull {together|with each other|collectively|jointly} the most relevant information {from a|from the} search and display {it|this} as a separate panel {on the|around the|within the|for the|in the|over the|to the|at the} right side of a SERP. They typically include {images|pictures}, dates, and category-specific {information|info|details}, such as stock prices {for|with regard to|regarding|intended for|to get|pertaining to|meant for|designed for|just for} companies or birthdays {for|with regard to|regarding|intended for|to get|pertaining to|meant for|designed for|just for} celebrities. You can use a structured {data|information} markup like Schema {to|in order to} tag your content with all {of these|of those|of such|of the} categories, but there’s {no|simply no} guarantee that Google {will|will certainly|may|can} reward you with your own knowledge {panel|screen|-panel|section|board|solar panel|cell}.

In fact , structured {data|information} doesn’t promise anything, {it|this} only makes it easier {for|with regard to|regarding|intended for|to get|pertaining to|meant for|designed for|just for} search engines and social networks {to|in order to} interpret your content.

{Also|Furthermore}, Knowledge Panels aim to {answer|solution} queries without requiring {a|the} click-through … good news {for|with regard to|regarding|intended for|to get|pertaining to|meant for|designed for|just for} searchers, and bad {news|information} for businesses. Here’s {how to make|steps to make} your site easier for {bots|robots} to crawl (to {increase your|improve your|raise your} chances of showing up in a {Knowledge|Understanding|Information} Panel).

search results page for idris elba search

Enriched {Search|Research|Lookup} Features

Unlike content {features|functions}, enriched result features {enhance|improve} regular search results. They’re {also called|also known as} rich search results or {rich|wealthy} snippets.

1 . Breadcrumbs

Breadcrumbs “indicate a page’s {position|placement|place} in the site hierarchy, ” according to Google. Breadcrumbs {appear on|display on|show on} mobile devices, in place of a {URL|WEB ADDRESS|LINK|WEB LINK}, above the title {of the|from the} results page, and next {to the|towards the} site’s favicon (as {of|associated with} 2019). They help {searchers|people} understand a page’s {relationship|partnership|connection|romantic relationship} to the rest of a website. {Here’s|Here is} how to use structured data {to display|to show} breadcrumbs in your results.

Screen Shot 2020-12-01 at 4.23.57 PM-min

2 . Sitelinks and Sitelinks Searchbox

Sitelinks are {additional|extra} links displayed beneath {a search|research online} result that navigate {to different|in order to} parts of a website. Google {pulls|drags|draws|brings} them into a SERP {when it|in order to} thinks additional results {would|might|would certainly} benefit a searcher. {Websites|Web sites|Sites|Internet sites} with intelligent anchor text {and|plus} alt text that’s {informative|useful|helpful|educational}, compact, and avoids {repetition|repeating|replication|duplication} have a good chance of {displaying|showing|exhibiting} a result with Sitelinks.

search results page for chicago cubs schedule 2019

Sitelinks Searchbox is like Sitelinks with a search bar {directly|straight} featured in the result. {That|That will} search box uses {Google|Search engines} — not the {featured|showcased} website — which {creates a|makes a|produces a} brand new SERP. Sitelinks Searchboxes only show up in {branded|top quality} searches.

Here’s how to get {a|the} Sitelinks Searchbox for your {website|web site|site|internet site}.

searchbox for hubspot on search engine

3. FAQ

{FAQ|FREQUENTLY ASKED QUESTIONS} can be used on any {page|web page} that lists questions {and|plus} answers — not just {traditional|conventional} frequently asked questions (FAQ) pages.

{This|This particular} feature allows searchers {to access|to get into|to gain access to|to reach} your questions and answers {right from|from} the SERP; it also {extends|stretches|expands} your result vertically, {taking up|trying out|taking on} even more SERP real estate {and|plus} helping your site stand out. {Here’s|Here is|This|Below is} how to use structured data {to display|to show} FAQ in your search results.

structured data content feature faq

4. How-To

The how-to feature is similar to FAQ {in that|in this|for the reason that|because} it displays a page’s content (if it {fits|suits|matches} certain criteria) on the SERP so searchers can see {that|that will} information. It walks {searchers|people} through a set of steps {and can|and may} feature video, text, {and|plus} images.

Unlike FAQ, {the individual|the person} steps in how-to result {aren’t|not necessarily|usually are|normally are not|tend to be not|do not get|generally are not} linkable; however , searchers {can|may} access the entire list of {steps|actions|methods|ways|measures|tips|guidelines|techniques|simple steps} by clicking your {results|outcomes}. These results can show {up|upward} in two formats: {standard|regular} accordion layout or {rich|wealthy} result carousel, depending on the {content|content material|articles}. Here’s how to use structured {data|information} to display how-to content {in your|within your|inside your} search results.

structured data example how to rich result carousel Source

can also be read {by|simply by} search engines — which could {contribute to|give rise to|lead to|help with} any SEO changes in the {future|long term|upcoming}.

Social cards display {images|pictures} and rich text {when|whenever} links are shared {on|upon} social media. Any organization {who|that|who else|which|who also|whom|who have|exactly who|who seem to} uses social media to share {content|content material|articles} should be using proper {social|interpersonal} markup, such as Open {Graph|Chart} Protocol.

Here’s how you {ensure|make sure|guarantee|assure|make certain} your social content {displays|shows} social cards:

  • Open Graph {Protocol|Process} (for Facebook, LinkedIn, {and|plus} Instagram)
  • Facebook Validation {Tool|Device}
  • Twitter Cards
  • Twitter {Validation|Affirmation|Approval} Tool
  • Pinterest Rich {Pins|Hooks}
  • Pinterest Validation Tool

structured data open graph twitter swell bottle

2 . Email Marketing

{Have you|Perhaps you have|Maybe you have|Have you ever} recently booked a {flight|airline flight|trip|air travel} or ordered something {online|on the internet|on-line|on the web}? If you have Gmail, you might’ve seen your reservation {or|or even} order details summarized {at the top of|towards the top of|on top of} the confirmation email. {This is|This really is} due to email markup.

{If you|In case you} send emails for {orders|purchases}, reservations, confirmations, or {bookings|reservations}, consider using email markup {to make|to create|for making|to generate|to produce|to help make|in making} your email recipients’ {lives|life|lifestyles} easier. Here’s how to get started {with|along with} email markup in {Gmail|Googlemail}.

example of email markup for southwest flight in email

Google’s Structured Data Markup {Helper|Assistant} tool.

structured data google markup tool

2 . {Select|Choose} your data type and {enter the|your} URL.

Make sure the Website {tab|tabs} is open. Choose the {type of|kind of} data to which you’d {like to|prefer to|want to|love to} add the HTML markup. Plug the web page {URL|WEB ADDRESS|LINK|WEB LINK} (or the HTML code) at the bottom, and click Start Tagging .

structured data google markup tool select data type

3. Highlight {page|web page} elements and assign {data|information} tags.

When the tool {loads|lots|tons|a lot}, you should see your web page {on the|around the|within the|for the|in the|over the|to the|at the} left side and {data|information} items on the right. {Highlight|Emphasize} different components of your {web page|web site|website|webpage} to assign data {tags|labels} such as name, author, {and|plus} date published. (The {tool|device} will suggest different {data|information} tags for different types of {data|information}, i. e. Events {or|or even} Book Reviews. )

structured data google markup tool highlight page elements

As you select and {assign|give} data tags, you’ll {see the|view the} information pop up under My Data {Tags|Labels} on the {right|correct} panel. You can also add {any|any kind of} missing tags that might {not be|not have to get} visible on the web page; {just click|simply click} Add {missing|lacking} tags .

4. {Create|Produce|Generate|Make|Develop} the HTML.

When {you’re|you are} finished tagging and {assigning|determining} data items, click Create HTML in the upper right-hand corner.

5. Add {the|the particular} schema markup to your {page|web page}.

On the next screen, {you should|you need to} see your structured data markup on the right side. {The|The particular} tool automatically produces {the|the particular} script as JSON-LD markup, but you can change it to Microdata by clicking the JSON-LD drop-down menu in the {top|best} menu.

structured data google markup tool add schema markup to page

Click Download to download the {script|screenplay|software} as an HTML file. {To read|To see|To learn} more about adding structured {data|information} to your article (or {any other|some other|every other|any} data type), click Articles in the right corner {above|over} the markup.

To “publish” your markup, copy {and|plus} paste the new HTML markup into your CMS or {source|resource|supply} code of your web page. {Lastly|Finally}, click {Finish|Complete} in the {top|best} right corner to check out Google’s recommended {Next|Following} Steps {…|.} one of which will bring you {to this|for this} next one.

6. {Test your|Test out your} markup with Google’s {Structured|Organized} Data Testing Tool.

{Open up|Open} Google’s Structured Data {Testing|Screening|Tests|Assessment|Examining} Tool. You can enter {any|any kind of} URL of a web page {you’d|you would} like to test, or you can {enter|get into} HTML code. (In the {example|instance|illustration} below, I’m analyzing {the|the particular} code previously produced by Google’s Structured Data Markup {Helper|Assistant} Tool. ) Click Run Test to begin.

structured data google markup testing tool test structured data

{7|seven}. Diagnose and fix {any|any kind of} detected issues.

The {tool|device} will show you your HTML markup on the left side {and the|as well as the} markup analysis on the {right|correct}. Note any red {errors|mistakes} or warnings. Click on {any|any kind of} data row to {highlight|emphasize} the corresponding markup {on the|around the|within the|for the|in the|over the|to the|at the} left.

If necessary, you can {edit|modify} any errors in the {HTML|CODE} directly in the tool {panel|screen|-panel|section|board|solar panel|cell} before “publishing” the {tested|examined} HTML markup.

8. {Be patient|Have patience}.

This last step {is simple|is easy|is straightforward} but arguably the {hardest|toughest|most difficult} — to sit back {and|plus} wait. Google can take {weeks|several weeks|days} to re-crawl new {HTML|CODE}, and even then, your content {isn’t|is not} guaranteed to show up in {rich|wealthy} snippets or other SERP features.

As long as you follow the {correct|proper|right|appropriate} structured data standards {and|plus} markup, give Google {all the information|all the details} it needs to know, and be {patient|individual|affected person}, your website and business {can benefit|will benefit|may benefit} greatly from structured {data|information} and enhanced SEO.

{Structured|Organized} Data Testing Tools

1 . Google’s Rich {Results|Outcomes} Test

Supports {structured|organized} data in JSON-LD, RDFa, and Microdata.  

Price: Free

Google’s tool is an {easy|simple}, free option for quickly {checking|looking at|examining|checking out} any web page — {or even|and even|as well as|or maybe|or perhaps} an individual snippet code — to ensure your site is {structured|organized} correctly. The tool {will|will certainly|may|can} flag any errors {that could be|that may be|that might be} preventing your site from {ranking|rating|position|rank} on search engines, and offer {suggestions for|recommendations for} improving your site or snippet’s structured data.  

{The|The particular} Rich Results Test {allows you to|enables you to} share the test results {with|along with} anyone for up to 90 days, {so if you|if you} need to send the results {to your|for your} web developer or {IT|THIS} team, you can.  

{Best of all|On top of that}, the tool shows you how {your|your own} page might look {on Google|on the search engines} search results, which means you can make {changes|modifications|adjustments} to your structured data {in|within} real-time and see how {those|all those|individuals|these|those people} changes positively or {negatively|adversely} affect how your {page|web page} shows up on various {Search results|Search engine results} layouts, including both {desktop|desktop computer} and mobile.  

(It’s important to note, Google {used to|utilized to} provide a Structured Data {Testing|Screening|Tests|Assessment|Examining} tool, but that {tool|device} is now being deprecated {and|plus} replaced with the Rich {Results|Outcomes} Test. ) 

2 . Bing Markup Validator

Supports structured data {in|within} HTML Microdata, Microformats, RDFa, Schema. org, and OpenGraph.

Price: {Free|Totally free|Free of charge}

Since Bing {is the|may be the|will be the|could be the} second largest search engine, {it makes sense|it seems sensible} to try out Bing’s own {structured|organized} data tool to {assess|evaluate} your website’s health and {performance|overall performance|efficiency|functionality} and ensure you’re following {structured|organized} data protocol to get your {website|web site|site|internet site} ranking on the major {search engine|internet search engine}.  

Bing’s free Markup Validator is part of Bing’s larger Webmaster Tools, {which|which usually} enable you to monitor the health of {your site|your internet site|your web site|your blog}, see for which keywords {you|a person} currently rank, and see {how|exactly how|just how} Bing crawls and {indexes|indices} your website.  

Unfortunately, Bing’s Markup Validator doesn’t {support|assistance} HTML structured code, {but|yet} it’s still a good {option to|choice to} check out, particularly if you’re looking {to improve|to enhance} your ranking on {Bing|Msn}.    

{3|a few|three or more|several|3 or more}. SEO Site Checkup

Supports structured {data|information} in HTML, and offers {website|web site|site|internet site} SEO analysis.

Price: $39. 95/month 

This is the only tool {in this|with this|within this|in this particular|on this} list that isn’t free (although it does offer a 14-day {free trial|free trial offer} for you to initially check {a few|several|a couple of|some|a number of} web pages), but for {good reason|valid reason} — it offers a more well-rounded, comprehensive SEO analysis {of your|of the} website, as well.  

{Along with|Together with} offering feedback on your {structured|organized} data (and competitors’ {URLs|Web addresses}, if you’re interested), you can use {the|the particular} tool to assess {overall|general} SEO health, including {page load|down load} speed, URL redirects, {broken|damaged} links, mobile responsiveness, {and much more|plus much more|and many more|and even more}.  

Apart from evaluating {your|your own} site’s standard data, {the|the particular} tool will check your {website|web site|site|internet site} for SEO issues {such as|like|for example} page load speed, URL {redirects|diverts}, nested tables, broken {links|hyperlinks}, mobile responsiveness, and much more. {It|This} serves as a one-window {solution|answer|remedy|option|alternative} for optimizing your site {for|with regard to|regarding|intended for|to get|pertaining to|meant for|designed for|just for} search engine ranking.

{4|four}. {Chrome|Chromium|Stainless-|Stainless} Extension: Structured Data {Testing|Screening|Tests|Assessment|Examining} Tool

Supports {structured|organized} data in Microdata, Schema, RDFa and JSON-LD.  

Price: {Free|Totally free|Free of charge}

If you primarily {use the|make use of the|utilize the} Chrome internet browser, this is a good {alternative to|substitute for|option to|replacement for} Google’s Rich Results {Test|Check}, since it’s essentially the {same|exact same} tool for Chrome {users|customers}. The tool uses Google’s Structured Data testing {tool|device} to scan websites, {and|plus} delivers both warnings {and|plus} error codes. You can then {export|foreign trade} these error codes {to your|for your} clipboard.  

Best of all, {you can use|you may use} this extension on websites {in the|within the} development or staging {phases|stages}, or password-protected pages, {to ensure|to make sure} your structured data {is clean|has been cleaned} before launching your site. {The extension|Recognized} will scan structured {data|information} and check your rich {snippets|thoughts}, as well.  

Get Started with {Structured|Organized} Data Today

Google {and other|along with other|as well as other} search engines continuously improve {how they|the way they} aggregate and present {information|info|details}. They offer enhanced, intelligent {search|research|lookup} experiences with the customer {in mind|in your mind}. It’s up to you as a {business|company} to keep up, and you can do so {through|via|by means of} structured data.

Structured {data|information} benefits businesses — {through|via|by means of} increased visibility — {and|plus} consumers — through {better|much better} usability. Use this guide, {tools|equipment}, and resources to {optimize|enhance|improve} and organize your website {and|plus} make your customers’ {lives|life|lifestyles} easier.

Editor’s {note|notice|take note}: This post was originally {published|released} in April 2019 {and has|and it has} been updated for comprehensiveness.

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