In today's constantly evolving digital landscape, Google is the essential search engine for the majority of Internet users. For websites to be visible and accessible to users, it is crucial to optimize their SEO. Structured data, also called “markup schema,” plays a key role in this process by making it easier for Google to understand content and thus improving the visibility of websites in search results.
Improving Google's understanding of content: Lifting the veil on information
Structured data is nothing more and nothing less than specific code fragments added to web pages. Their objective ? Provide clear and organized information about the content of these pages, acting as a universal language that Google understands perfectly. Thanks to this precise markup, the search engine can understand the exact nature of the content, whether it is a captivating blog article, an unmissable event, an innovative product or even a promising company .
Let's take the example of a captivating blog post. By tagging it with structured data, one can communicate to Google its catchy title, publication date, talented author, main subject and many other relevant information. Equipped with these valuable details, Google can then display rich snippets in search results, highlighting the publication date and the name of the author. These enrichments make the results more engaging and informative for users, sparking their curiosity and encouraging them to click through to learn more.
Benefit from enriched features in search results: A sublimated user experience
Enriched search results, generated by structured data, provide a much richer and more informative user experience. They allow display additional information directly in search results, without users needing to click through to the website. This results in valuable time savings and smoother navigation. Imagine discovering attractive images, valuable reviews, tempting prices, exciting event dates and much more relevant information, all at a glance!
For an e-commerce website, for example, structured data makes it possible to display prices and images of its products directly in search results. Users can quickly compare products and prices without having to visit each website individually, thereby optimizing their shopping experience.
Improving natural referencing: A springboard towards visibility
While structured data is not a direct ranking factor in Google's complex algorithms, it nevertheless contribute indirectly to the improvement of natural referencing. Indeed, by providing valuable information about the content of a website, they allow Google to understand it better and, therefore, to classify it more precisely in search results. A more relevant ranking significantly increases the chances that the website will be found by users interested in the content offered.
Urban artist Rich search results generated by structured data tend to increase click-through rate (CTR), i.e. the number of users who click on a search result. A higher CTR tells Google that the content is relevant and engaging to users, which can also improve the website's ranking in search results.
Facilitate access to information for users: Treasures of knowledge just a click away
Ultimately, the main purpose of structured data is to facilitate access to information for users. By providing clear, organized information about web page content, structured data makes it faster and easier for users to find the information they are looking for. This significantly improves the overall user experience and makes searching for information online more efficient and enjoyable.
Imagine an Internet user looking for a delicious recipe for their next dinner. Thanks to structured data, he can instantly find relevant recipes, complete with preparation and cooking times, necessary ingredients and mouth-watering photos, allowing him to choose the perfect recipe in the blink of an eye.
Complying with Google Guidelines: A Partnership for Sustainable Success
It is important to point out that Google has set specific guidelines for the use of structured data. These guidelines constitute, in a way, the instructions for a successful implementation. By scrupulously respecting them, we guarantee that the structured data is integrated correctly and interpreted without errors by Google.
Imagine a lively conversation. For it to be fluid and productive, the interlocutors must speak the same language. Likewise, following Google guidelines plays a crucial role in the communication between your website and the search engine. These guidelines define the precise format and vocabulary to use for marking up structured data. By following these rules to the letter, we ensure that Google perfectly understands the meaning and organization of the information contained on web pages.
However, failure to follow these guidelines may result in sanctions from Google, up to and including removal of the website from search results. This is a scenario that we absolutely want to avoid! This is why it is essential to familiarize yourself with Google's guidelines and implement them conscientiously. Fortunately, Google provides extensive, free resources to guide you through this process, such as detailed documentation and testing tools.
Structured data, an optimized website
Structured data is an essential element for optimizing a website's SEO and improving its visibility in Google search results.. By acting as a bridge between your website and the search engine, they help lift the veil on the content and provide clear and organized information. Thanks to this common language, Google can fully understand the nature of your website and provide a richer and more informative user experience.
In addition, structured data indirectly contributes to improving natural referencing and facilitates access to information for users. By following Google guidelines and implementing structured data correctly, website owners can reap many benefits and improve the overall performance of their website. Don’t hesitate to explore the resources offered by Google to get started and observe the positive results on your SEO!
Esteban Irschfeld, SEO Consultant at UX-Republic
