What data is structured to be used and where is it used?

What data is structured to be used and where is it used?

John Mueller, a Google search attorney, addresses two questions about structured data in a work-hours hangout at the Google Search Central SEO office recently.

While the first question was specifically about medical niche, his answer is useful and applicable to websites anywhere.

Mueller also explains how to use Google’s developer help pages to see which structured data is best to use.

How to choose structured data for a website

The question was how to choose structured data and what effect this would have.

It’s not so much about the structured data that matches the page, Muller says. Instead, the choice is about what type of rich results are available for that page.

Structured data is highly scalable. Thus, Scehma.org offers an ever-growing list of different types of structured data that can fit into almost any web page.

However, Google only uses a small portion of the available structured data for the purpose of generating search results such as review stars, images in search results, etc.

The Google Structured Data page explains:

Google search works hard to understand the content of the page.

You can help us by providing clear clues about the meaning of a page to Google by including structured data on the page. Structured data is a standardized format for providing information about a page and classifying page content; For example, on the recipes page, what are the ingredients, cooking time, temperature, calories, etc.

Google uses the structured data you find on the web to understand the content of a page, as well as to gather information about the web and the world in general. “

And that’s where Mueller’s answer comes from.

This is the question asked:

“How does the schema affect the medical professional’s website? What kind of structured data should be used there?”

Mueller replied:

“So, I would primarily… When it comes to structured data, I will focus primarily on the things that we have documented in our developer documentation and the specific features associated with that.

So instead of saying, what kind of structured data should I use for this kind of website, I’d just flip it over and say, what kind of visual themes do I want to find in search results?

And then look at the requirements for those visual attributes, and I can implement the appropriate structured data to meet those requirements.

So that’s kind of the direction I’m going there.”

Google’s Structured Data List for Rich Results Features

Google has a page that lists rich results that can be displayed for different types of pages.

The list of structured data that can be used to generate formatted results is arranged alphabetically, starting with article structured data and ending with video structured data.

Screenshot from: developer.google.com/search/docs/advanced/structured-data/search-gallery, May 2022.

This page published by Google is one of the best resources to help publishers and SEOs decide which structured data is suitable for use.

Does every page need structured data?

The next question asked was whether every web page needs structured data.

In general, there is some secondary structured data, such as breadcrumbs, that is useful to almost any page on a website.

Breadcrumbs are an easy win in terms of SEO and structured data. It helps in producing an optimized listing in Google search results.

So even though the breadcrumbs look small, they can come in handy once the site starts tidying.

Google says this about the structured data for breadcrumbs:

An on-page breadcrumb indicates a page’s position in the site’s hierarchy, and may help users understand and explore the site effectively. The user can navigate all the way in the site hierarchy, one level at a time, by starting from the last breadcrumb in the breadcrumb.

Google Search uses breadcrumb markup in the text of a web page to rank information from the page in search results. Often, as shown in the following use cases, users can access a page from very different types of search queries. While each search may return the same web page, the breadcrumb ranks the content within the context of Google’s search query.

But regardless, Mueller’s advice to review any appropriate formatted result for a page is a good start.

this is the question:

Does every page need a chart or structured data?

Mueller replied:

“No, definitely not.

As I mentioned, I use the visuals directory that I want my page to be visible, and then find the appropriate structured data for that.

It’s definitely not the case that you need to put structured data on every page.”


See the gallery of Google’s structured data

Explore the search gallery

What structured data is necessary?

Watch John Mueller answer the question from the 27:19 minute mark:

Featured image: screenshot from YouTube.com/GoogleSearchCentral, May 2022.

2022-05-05 11:17:10

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