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Schema org. What is structured data and how to use it in an SEO strategy?

6 minutes of reading
Schema org. What is structured data and how to use it in an SEO strategy?
Category SEO

If you own a website, the world of search engine optimization can be pretty overwhelming. There are so many factors that can affect your site’s ranking that it can be difficult to pinpoint what strategies you should use and what strategies you should ignore.

Structured data is one of those concepts that seems esoteric and difficult to understand, but it’s actually incredibly useful for your SEO success. When you add structured data to your website, search engines like Google will have an easier time finding and indexing your pages, which means more traffic and more conversions from people using Google or other search engines to find information online.


The thing about SEO

Search Engine Optimization is the practice of optimizing a website to rank higher in search engine results. A successful strategy means the difference between a first-page ranking and being buried on page 100. A big part of SEO is making sure your website has the right kind of content, and that’s where structured data comes in.

What is structured data?

Structured data is a standardized format for providing information about a page and classifying the page content. It allows search engines to better understand the content of your site and provide richer search results.

In addition, it can help improve click-through rates to your site from SERPs. So not only does it make your pages more visible in organic search results, but it can also make them more appealing. In fact, structured data makes up 15% of all webpages on the internet. It is also worth knowing that the four largest search engines: Google, Bing, Yahoo! and Yandex. So it is a universal formula for website optimization for all these search engines.

In short. Structured data will allow you to:

  • increasing visibility in SERP,
  • increasing website traffic,
  • increasing the number of clicks on organic results,
  • increasing the involvement of Internet users.

The main types

There are several types of structured data, but the most common are microdata, RDFa, and JSON-LD. Microdata is a set of tags that you can add to your HTML code to improve the way search engines read and understand your content. RDFa is a similar technology that uses different syntax to achieve the same goal. JSON-LD is a newer format that uses JavaScript to embed structured data in your web pages.

Tip: We recommend using JSON-LD because it integrates well with other programming languages such as PHP, Ruby on Rails, Java and more. Using these formats also makes it easier for people who use screen readers or voice recognition software to access your content because they’re able to more easily consume semantics from links or images.

The most popular types of structured data

Structured data is a type of code that helps search engines understand the content on your website. It can be used to markup people, organizations, events, locations, products, reviews, and more. The most popular are:

  • Schema FAQPage;
  • Schema Person;
  • Schema Organization;
  • Schema Event;
  • Schema Product;
  • Schema Recipe;
  • Schema Video .

What do I need to do in order to implement schema.org?

First you need to define the contextual characteristic data and then mark it (it can be price, date, customer rating – everything). Microdata Markup is used for marking. And ready, everything is displayed in the search engine!

The second option is to implement rich snippets in Google Search Console. The Data Highlighter is used for this. To use it, go to your panel and select the “Start award” tab. Then select the correct URL and the type of information you selected, and then select the “Publish” section. The data can also be implemented in the HTML code of the page. This is the manual work of adding markup. Tip: an .org file will come in handy in this context to help you select tags. The last option is to use the potential of a plugin, such as Yoast or Rank Math, if you are using WordPress.


Rich snippets are a kind of dynamic function that changes over time. One day your piece may be on top, and the next day it may fall. This is due to the high competition on the web. So you have to be vigilant all the time! Additionally, they can be removed if they have already been shown and are considered spam or link manipulation.

How to check if I have implemented the markings correctly?

If you want to check if you have successfully implemented structured data, use special reports in Google Search Console. You will find them in the “Improvements” section. However, keep in mind that you will only see a report for each type of structured data if Google detects it correctly. It is worth remembering that Google Search Console supports only some of the rich elements.

Also, you can use the Google Structured Data Testing Tool to check if you have implemented the markings correctly. This tool will check your page and provide feedback on any errors that it finds. You can also use the tool to test new markup before you add it to your site. If the code appears in red, then there are issues with how it was implemented. Once you’ve fixed these, re-run the tool and see if it comes up green!

How does structured data affect SEO?

Structured data can help you make sure that you’re meeting all of Google’s Webmaster Guidelines and creating an optimal user experience by providing a detailed description of each page on your site. Structured data also gives search engines information about your pages that helps them understand what type of content they’re displaying and rank it accordingly, so when people are searching for something related to your topic, they’ll be able to find it quickly without having to sift through unrelated results.

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To sum up

In conclusion, adding structured data to your website can help improve your SEO efforts by giving search engines a better understanding of your site’s content. This can lead to higher search rankings and more traffic to your site. If you’re not already using structured data, now is the time to start!

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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