Structured data: boost your visibility in Google

Want to stand out in Google? Then structured data should be on your radar. With schema markup, you give search engines more context about your pages, leading to better visibility in search results. So you get eye-catching rich snippets such as asterisks, prices or FAQ answers. For SMEs looking to boost their online visibility, this is a powerful tool. Discover how structured data works, how to apply it and see practical examples that will convince you to get started right away.

What is structured data?

Structured data is a way to organize content on your Web site so that search engines immediately understand what it's about. This is done through schema markup, a code you add to your HTML.

Google actively encourages this because it makes search results more relevant. According to Gary Illyes, Google Webmaster Trends Analyst:

"Structured data helps search engines better understand your content and directly results in more visibility through rich snippets."

- Gary Illyes, Google

Why is structured data important?

1. Higher click-through rate (CTR): Rich snippets attract more attention, making users more likely to click through to your website.

2. Better findability: Google uses structured data to rank your content better and index it faster.

3. Future-proofing: Google is increasingly pushing structured data for new features in search results.

Also read our comprehensive guide on search engine optimization (SEO).

Practical examples of structured data

Reviews and ratings

Structured data allows you to add asterisks to products or services.

Case Study: Janssens Bakery
Adding structured data to their product pages increased CTR by 25%. "Customers click through faster when they see asterisks," said business manager Bart Janssens.

FAQ snippets

Answers to frequently asked questions appear directly in Google.

Case study: Do-it-yourself-alarm.be
After implementing FAQ schema markup, Do-it-yourself-alarm.be saw a 30% increase in organic CTR within three months. Managing director Dorien Verbinnen: "Our customers find the answers they are looking for directly, and that translates into higher conversions."

Local business data

Provide clear business information such as opening hours and location.

Case study: Filoes.be
Filoes saw an immediate increase in reservations after structured data was deployed for local SEO. Manager Maxime Vaeremans: "Our customers know how to find us more easily thanks to clear information in Google."

Recipes with rich snippets

For websites with recipes, structured data can lead to eye-catching search results.

Case study: Bastiano.be
Debby Swinnen, manager of Bastiano, implemented structured data for their recipe pages. Result? A 35% increase in organic clicks. Debby emphasizes, "Thanks to structured data, our recipes stand out much better with images, preparation times and reviews, resulting in significantly more traffic to our site."

Also read Bastiano's success story on digital advertising.

How do you apply structured data to your website?

Implementing Structured Data may seem technical, but it is easy to do through clear steps:

Step 1: Choose the right schedule type

Use tools such as Schema.org to select the right type of schema markup. For SMEs, these often include Product, FAQPage, LocalBusiness and Article.

Step 2: Generate the schema markup

Use a generator such as Merkle Schema Markup Generator to quickly generate schema code. Make sure all relevant fields are carefully filled in to achieve maximum visibility.

Step 3: Add the schema markup to your website

This can be done via:

• HTML code: directly in the header or body of your website pages.

• Tag managers: Use tools such as Google Tag Manager for easier management.

• Plugins: For CMS systems such as WordPress (Yoast SEO, Rank Math) or Shopify (specific apps for schema markup).

Step 4: Test your structured data

Always check your schema markup with tools such as the Google Rich Results Test and Google's Structured Data Testing Tool.

Step 5: Monitor and optimize

Track performance in Google Search Console and optimize regularly:

• Check for any errors or warnings.

• Measure the impact on CTR and adjust schema markup as needed.

• Experiment with additional schedule types to grow further.

Want help setting up and optimizing structured data? Find out how our AI solutions and performance marketing can help you further.

Tips from experts

"Think from your user's point of view. What additional information directly helps them with their search?" - Rand Fishkin, founder of SparkToro and former CEO of Moz

"Structured data is not a one-time job; it requires continuous optimization. However, the results speak for themselves." - Lily Ray, SEO director at Path Interactive

Conclusion

Structured data is essential for SMEs serious about growing through organic findability. It takes a minimal investment with maximum results. Get started today and take the next step toward greater visibility in Google.

Frequently Asked Questions about Structured Data

• What exactly is structured data?

  Structured data is structured information in code form (schema markup) that helps search engines better understand content.

• How does schema markup work?

  Schema markup is special code you add to your Web site. This code helps Google show additional context, such as reviews or FAQs.

• Why does structured data improve my findability?

  Because it allows Google to show more relevant search results, making your website stand out faster and get more clicks.

• Which schedule types are best for SMEs?

  Local business data (LocalBusiness), products (Product), FAQs (FAQPage) and articles (Article) are particularly useful.

• How can I add structured data myself?

  You can do this through plugins, tag managers or directly through HTML code. Always use a schema markup generator as a tool.

• Is structured data important for local SEO?

  Absolutely. Local business details such as address, opening hours and phone number are displayed more clearly in local search results thanks to structured data.

• How do I verify that my structured data is working correctly?

  Use Google's Rich Results Test and Structured Data Testing Tool for this purpose.

• What impact does structured data have on my CTR?

  Structured data can significantly increase your CTR, often between 20-35%, by making your search results more visually appealing.

• Can I use schema markup for videos and images as well?

  Yes, schema markup can be applied to videos and images to make them more visible in specific search results.

• What are common mistakes with structured data?

  Most common errors are incomplete markup, incorrect schema types and missing essential fields such as company name or product price.

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