what is structured data

As you can tell from the name, it focuses on your eligibility for rich results, but let’s hope that Google will eventually combine both tools’ functionalities. Addicted to SEO, aviation, fragrances, sushi and tacos. Data structured at a high level of granularity can be useful for text analytics or manual comparisons of narrative disclosures, for instance comparisons to determine how different registrants are describing a particular issue. The granularity of these pieces can range from an individual data point, such as a number (e.g., revenues), date (e.g., the date of a transaction), or text (e.g., a name), to data that includes multiple individual data points (e.g., an entire section of narrative disclosure). 1 Twitter 2 Facebook 3RSS 4YouTube In fact, unless you have huge media coverage on Wikipedia and Wikidata, your Knowledge Panel will likely be much simpler: The point here is that you should convey consistent information about you or your business and link it all together. The most common type of rich results are rich snippets, like these: These can often boost clickthrough rates and increase organic traffic to your pages. You can become a Knowledge Graph entity without ever deploying schema markup. Instead, you add JSON-LD as one big block of code that tells Google, “Hey, here are the main things you should know about the stuff mentioned on this page.”. Widely available software can be used to easily analyze vast amounts of structured data without extensive and burdensome manual processing. Using variations like FirstName, firstName, or given_name won’t work. Standardization is the key to structured data, and the schema.org vocabulary provides it. Learn more →. Structured data is data that is divided into standardized pieces that are identifiable and accessible by both humans and computers. Looking up “name” in the schema.org vocabulary brings me to the givenName property: You need to use this in its exact form in your code. It’s also the easiest to implement because there’s no need to “tag” HTML elements, as is the case with other structured data formats. Here’s an example of a very simple Organization markup using JSON-LD: This script can be placed anywhere in the  or  section of your HTML. Here’s the same Organization markup as above, but in Microdata format: As you can see, you mark up everything as it appears on the page. Classy Schema is a great alternative tool as well. JSON-LD is the format that Google recommends. If I want to tell search engines that my first name is Michal, I need to look up how to annotate it. Go to Structured Data Testing Tool, input your code snippet or URL, and see if the markup is valid. Some SEO plugins use Microdata to generate your schema markup and do the work for you, though. The granularity of these pieces can range from an individual data point, such as a number (e.g., revenues), date (e.g., the date of a transaction), or text (e.g., a name), to data that includes multiple individual data points (e.g., an entire section of narrative disclosure). Structured data isn’t rocket science, but it takes time to get into it, figure out what to prioritize, and learn how to deploy it at scale. Structured data is information that is organized into a pattern, usually stored into spreadsheets and databases. Structured data can be created and communicated using data standards like XBRL, XML, and JSON, or generated with web and pdf forms. There are three main formats you can use to structure data on the Web. Then connect the dots using the sameAs schema property. The most direct implication of getting into the Knowledge Graph is having a Knowledge Panel that provides more brand visibility and authority: Semantic search focuses on the meaning behind search queries instead of traditional keyword matching. Unlike JSON-LD, where structured data is in one big digestible block, Microdata is sprinkled throughout the page to markup content on-the-fly. Imagine you have a website with a lot of recipes. We’ll focus on the four most important ones: Rich results are visually-enhanced search results with information pulled from relevant structured data. This allows investors, analysts, and regulators to access and manipulate data in one disclosure, to compare disclosures across registrants, and to make comparisons against previous disclosures from the same registrant. It doesn’t directly help you to rank higher in Google. E‑A-T stands for expertise, authoritativeness, and trust. Google’s Knowledge Graph is a knowledge-base of entities and the relationships between them. Structured data is code in a specific format — in this case Schema.org –, in such a way that search engines understand it. Here’s how that same Organization markup looks using RFDa: So, nothing much different from Microdata. And lastly, Google only states the source of the description, which many Knowledge Panels don’t even have. Schema markup provides such a universally recognized format for structuring data on the Web. Marketer and content writer at Ahrefs. Schema markup provides such a universally recognized format for structuring data on the Web. Structured data needs to conform to a particular format. As is the case for any computer language, you must adhere to a correct syntax if you want the machines to crunch it properly. It helps search engines like Google to better understand what your content is about. For these reasons, countries around the world are increasingly using structured data for business reporting, including, for example, the XBRL standard. Let’s take a look at how all of this works on your website. But what’s in it for you, and how do you implement it? Take, for example, an airline flight: schema.org has a lexicon to notate the type of aircraft, the departure gate, and even a description of the meal service: That’s it for the theory. Many CMS’ and plugins often take care of the most basic markup out of the box, but I want to make one thing clear: For most people, there are way more important SEO tasks than deploying schema on your website. Second, while it’s certainly a shortcut to becoming a Knowledge Graph entity, getting a Wikipedia page is quite a challenging process. Software can also be used to enhance the readability of structured data by, for example, providing a standardized interface that links various sections of the disclosure. It’s probably the least-used schema syntax, but you will still occasionally encounter it because it’s what Facebook’s Open Graph meta tags are based on. First things first, structured data is not a ranking factor. But how do you know that all of this is a valid markup? So, make sure to unify all your company information on social media, other company profiles like Crunchbase, and authoritative websites in your niche. You, your brand, and your products can all become entities that are established and influenced by structured data. That’s fine for simple markup like this, but it can get very messy and near-impossible to manage for complex applications. It is generally tabular with column and rows that clearly define its attributes. These three things are “what Google looks for in a web page.” Using structured data feeds Google information about your website, its content, and its authors, and makes it easier to assess your E‑A-T. Schema markup, the cornerstone of structured data. RDFa works like Microdata. We expand on the prioritization and implementation in our dedicated schema markup post, where you’ll learn everything you need to know about this. Introducing Ahrefs Webmaster Tools. You'll also receive some of our best posts today. Structured data is the data which conforms to a data model, has a well define structure, follows a consistent order and can be easily accessed and used by a person or a computer program.. Structured data is powerful, but it’s unlikely to be an SEO priority for most websites. Search engines read the code and use it to display search results in a specific and much richer way. It’s how Google manages to return perfect results when you search for something as vague as this: Because structured data helps Google to better understand what your pages are about, it may help them show up for more relevant search queries. That said, implementing basic schema like Organization or Person markup is relatively quick and straightforward. Structured data offers numerous benefits. Structured data is a standardized format for providing information about a page and classifying the page content; for example, on a recipe page, … However, don’t start thinking that you need a Wikipedia page just because it’s often used as a source for Knowledge Panels: First of all, there are many other sources that Google uses. That’s because mentions of your brand and products can be anywhere on the Web. Structured data is usually stored in well-defined schemas such as Databases. For example, individual data points can be analyzed to observe trends, or can be combined to create ratios or other derived outcomes. No sane person would deploy code without testing it first. You can probably do that in a few minutes, and you can learn how in our guide to schema markup. Structured data is a standardized way to provide information about a web page. However, there are many benefits. You can easily put this piece of code on your website. There are just almost always more important things to focus on. Free SEO audits, backlink, and keyword data. Free SEO audits, backlink, and keyword data. We show how in our schema guide. STAY CONNECTED Structured data is data that is divided into standardized pieces that are identifiable and accessible by both humans and computers. This is what I get when I test the Microdata snippet: Unfortunately, Google will soon deprecate this tool, and only the Rich Results Test tool will remain. You markup HTML elements on the page, rather than providing markup in one big block like JSON-LD. Structured data needs to conform to a particular format. As is the case for any computer language, you must adhere to a correct syntax if you want the machines to crunch it properly. On the other hand, unstructured data is information that has no a predefined construction or systemization, often in the form of text, audio, or images. 5 Flickr 6LinkedIn 7 Pinterest 8 Email Updates, Office of Compliance Inspections and Examinations.

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