John Mueller has explained how Schema Structured Data can influence rankings. Previously, it was believed that structured data was beneficial primarily for obtaining enhanced search listings such as review stars and breadcrumb navigation displays in the search engine results pages (SERPs). However, John Mueller’s statement indicates that structured data has a greater impact beyond just enhanced displays in the SERPs.
Structured Data is Not a Ranking Factor
John Mueller emphasized in a tweet that there is "no generic ranking boost" associated with using structured data. This implies that employing structured data doesn’t inherently provide a ranking advantage, unlike using SSL. He tweeted that there is no intrinsic ranking boost from using structured data, but it can make it easier to understand the content of a page, potentially improving its targeting and ranking for relevant terms.
How Structured Data Helps a Site Rank
According to John Mueller, structured data aids in ranking a web page similarly to how regular content does. The essence of search engine optimization is ensuring that a search engine comprehends what a web page is about. Structured data is an excellent method to convey details like the products available for sale, the location of a business, operating hours, product reviews, and more. It effectively communicates important information about a product, business, and web page.
Structured Data is Not Optional
In today’s digital landscape, structured data is crucial for achieving online visibility. It provides the advantages of enhanced listings and improved ranking capabilities. As search engines evolve to cater to voice search, voice assistants, and mobile search demands, it’s vital for search marketers to incorporate structured data into their web pages to stay ahead of the competition.
Who Benefits from Structured Data?
Businesses with multiple locations can greatly benefit from structured data. They can create web pages dedicated to each location and utilize unique structured data for each to communicate relevant information to Google. Additionally, businesses that sell or list products online can leverage structured data to convey details like manufacturer part numbers, colors, sizes, manufacturers, reviews, and descriptions.
Adding Structured Data Markup is Easy
Incorporating Schema.org structured data is not necessarily intrusive or complex. JSON-LD structured data markup, a version of structured data, can be implemented in the head section of a webpage without altering the existing HTML code visible to users. I have successfully helped various businesses, from large multi-location enterprises to single-location local businesses, integrate structured data into their web pages. The learning curve is minimal, and the benefits are substantial, leaving no doubt about the value of adding structured data to your web pages.
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