Structured data: the guide to optimizing your online presence

What Do We Mean by Structured Data?

Did you know that over 90% of websites don't fully leverage the potential of structured data? After reading this article, you'll understand why that's such a missed opportunity!

A Simple Definition of Structured Data Format

Imagine your website as a massive library. Structured data (or structured data markup) acts like a filing system that helps not only visitors but also search engines like Google quickly find what they're looking for. It allows you to organize and describe your web page content in a standardized way, making it easier for search algorithms to understand. This data definition encompasses information formatted in recognized schemas.

Getting a bit more technical, structured data is information formatted according to a recognized standard, typically JSON-LD (JavaScript Object Notation for Linked Data). This format is one of the most popular data types for search engines because it clearly identifies key elements such as titles, descriptions, images, prices, customer reviews, and many other relevant pieces of information.

How Do They Work? Processing, Markup, and Algorithms

By integrating structured data into your site's code, you create a common language with search engines. This data acts as tags that signal to algorithms what type of information is present on your pages. For example, if you have a product page, structured data will explicitly indicate that it's a product listing, specifying details like price, availability, or customer reviews. This allows search engines to correctly interpret the content and present it optimally in search results.

One of the key strengths of structured data is that it transforms your site's raw data into information that's understandable and actionable by search engines, improving their efficiency at scale.

The Benefits for Your Website and SEO

Using structured data not only improves how search engines understand your site but also increases your chances of appearing with rich snippets. These visually appealing results provide additional information directly in search pages, which can lead to significant increases in traffic to your site. By offering a better user experience right from the results page, you encourage more users to visit your site and optimize your SEO.

Why Are Structured Data Important for You?

Enhanced Visibility

In a saturated online environment, standing out is essential. Structured data allows your web pages to distinguish themselves in search results by displaying additional information such as images, star ratings, or prices. These visual elements catch users' attention and make your links more attractive. Consequently, your site gains visibility and positions itself as a preferred choice for users seeking specific information or products.

Example: A recipe website using structured data can display an appetizing image of the dish, preparation time, calorie count, and user ratings directly in search results. This enriched information captures attention and encourages users to click your link instead of another.

By integrating relevant metadata like customer reviews or product availability information, you improve how search engines interpret your content.

Increased Click-Through Rate

A rich search result is more likely to capture users' attention than a standard link. Structured data makes your pages more informative at first glance, which can significantly increase the number of visitors to your site. Studies show that sites using structured data can see click-through rate increases of up to 30%. This CTR improvement translates to increased traffic, which can in turn lead to higher conversions and sales.

Better Understanding by Search Engines

By providing structured data, you make search engines' job easier in analyzing and processing your content. Better understanding of your pages allows search engines to present them to a more relevant audience, which improves not only your ranking in search results but also the quality of traffic to your site. By targeting users genuinely interested in your products or services, you increase chances of conversion and customer retention.

Using structured data also helps reduce the gap between data processed by search engines and what your visitors see, ensuring better consistency between content and its algorithmic interpretation.

How to Implement Structured Data on Your Site?

Don't panic—even if you're not a web development expert, integrating structured data into your site is an accessible process. By following a few simple steps, you can optimize your site for search engines and improve your online visibility.

What Are the Key Information Points of Your Site and Products?

The first step is determining which information is most important for your visitors and likely to improve your online presence. Ask yourself: what could interest or help my users choose my site over another? Here are some examples:

• For a restaurant: opening hours, detailed menu, precise address, phone number, customer reviews, online reservation options

• For a blog: catchy article titles, author name, publication and update dates, images, relevant categories, estimated reading time

• For an online store: product prices, stock availability, customer reviews and ratings, high-quality product images, shipping options, current promotions

Use Online Tools for Markup and Structured Data Formats

Several free tools simplify creating structured data without requiring coding skills:

• Google's Structured Data Markup Helper: This tool guides you step-by-step through adding tags to your pages. You select the type of data you want to mark up (articles, products, events, etc.) and highlight corresponding elements on your web page. The tool then automatically generates the appropriate JSON-LD code.

• Online markup generators: Sites like Schema Markup Generator or Merkle's Schema Markup Generator let you create code by simply filling out a form with your information. These tools are intuitive and offer significant time savings.

These tools also facilitate choosing file formats suited to your needs, ensuring smooth integration of structured data into your site.

Integrate Code on Your Site: Data Processing

Once the code is generated, it's time to integrate it into your web pages. Ready?

1. Copy the generated code: Make sure to select the entire code provided by the tool.

2. Paste it in the appropriate section: Insert the code in your HTML page's <head> section or just before the closing </body> tag. This position ensures search engines can read and correctly interpret the structured data.

3. Use your CMS features: If your site is managed via a content management system (CMS) like Webflow, WordPress, Joomla, or Drupal, these platforms often offer simplified ways to add structured data. For example, Webflow allows integrating custom code into pages. You can add your structured data directly in page or site settings without having to manipulate source code in complex ways. Webflow also has features for creating dynamic collections, which facilitates managing structured data for repetitive content like blog articles or products.

Test Your Pages with Testing Tools

Before considering the work complete, like everything else, it's essential to verify that everything works correctly. Several tools are at your disposal:

• Google's Rich Results Test: By entering your page URL or source code, this tool shows you how Google will interpret your structured data. It also alerts you to any errors or warnings that need correction.

• Google Search Console: After publishing your pages, you can monitor their performance and verify if Google correctly detects your structured data. Search Console provides detailed reports on your rich results status, helping you identify areas for improvement.

Update Regularly

The web is constantly evolving, and information on your site can change frequently. Whether it's new products, schedule changes, promotions, or upcoming events, it's crucial to keep your structured data current to reflect these changes and avoid losing customer trust or potential search engine penalties.

Concrete Usage Examples

For Blogs and Article Optimization

If you run a blog, using structured data can enrich how your articles appear in search results through, for example, displaying the author's photo. This humanizes your content and creates a more personal connection with readers. Users are more inclined to read an article when they can associate a face with the author. Or through indicating publication and update dates, so readers know if the information is recent and relevant. For constantly evolving topics, this transparency is appreciated.

For E-commerce Sites

In e-commerce, structured data is particularly effective for increasing visibility and sales:

• Price and promotion display: Potential customers immediately see the product cost and any discounts, which can encourage immediate purchases.

• Customer review and rating presentation: Star ratings and positive comments reinforce buyer confidence. Reviews are a decisive factor for many consumers.

• Availability and shipping option indication: By informing users about available stock, delivery times, and associated costs, you facilitate their purchase decision and improve their user experience.

Tips for Success

Keep It Simple

You don't need to mark up everything from the start. Begin with the most important information for your audience and what will have the greatest impact on your visibility and click-through rate. Prioritize your efforts by identifying data that's essential for your users and can genuinely improve your online presence. Also, avoid information overload as much as possible! Too much data can make markup complex and increase error risk. A progressive approach will let you add more structured data as you become familiar with the process.

Be Precise and Honest

The reliability of information you provide is crucial for maintaining user and search engine trust. You must pay attention to data accuracy. For example, don't artificially inflate reviews or product/service information. Users appreciate authenticity and are wary of exaggerations. Transparency is also essential—reliable data strengthens your credibility and encourages users to interact more with your site. Finally, but not least, pay particular attention to compliance. Follow search engine guidelines carefully to avoid potential penalties that could harm your ranking.

Monitor Performance

After implementing structured data, it's important to track their impact on your site. I'd recommend focusing on three particular points:

• Result analysis: Use tools like Google Search Console to see which pages benefit most from rich results. This will help you identify strategies that work and those needing adjustments.

• Problem identification: Search Console can flag errors or warnings you can quickly correct to optimize your structured data effectiveness.

• Continuous optimization: By regularly monitoring performance, you can adapt your structured data strategy to respond to search algorithm evolution and user expectations.

In short, structured data is a powerful lever for improving your online visibility. By facilitating search engines' understanding of your site, you attract a larger and more qualified audience. Whether you own a blog, online store, restaurant, or organize events, structured data can help you stand out in an increasingly competitive digital landscape.