Updated: Monday, November 30th 2020, 9:13:22 am

Articles

Why Is Structured Data So Important?

Articles |

Well let’s start with what is structured data. According to Google,

“Google Search works hard to understand the content of a page. You can help us by providing explicit clues about the meaning of a page to Google by including structured data on the page. Structured data is a standardised format for providing information about a page and classifying the page content; for example, on a recipe page, what are the ingredients, the cooking time and temperature, the calories, and so on.”

Essentially you tell Google what to look for, what the page is about and Google returns those elements as results.

Examples of structured data results –


So essentially all the above results can be achieved with Google structured data.

Now there various kinds of structured data rich snippets, list is below –

Article

A news, sports, or blog article displayed with Top stories carousel and rich result features, such as headline text and larger-than-thumbnail images.

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article example in search results

Book

Book actions that enable users to buy the book that they find directly from Search results.

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book example in search results

Breadcrumb

Navigation that indicates the page’s position in the site hierarchy.

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breadcrumb example in search results

Carousel

Rich results that display in a sequential list or gallery. Most often, the carousel features articles from a single site (known as a host carousel). The carousel can also feature a variety of publishers, like Top stories. This feature works best when used in combination with one of the following features: Article, Recipe, Course, Restaurant, Movie.

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example of a recipe carousel in search results

Course

Educational courses that appear in a provider-specific list. Courses can include the course title, provider, and a short description.

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course example in search results

Critic review

A snippet from a longer review article that a single editor has created, curated, or compiled for a publisher. Critic reviews can be about Book, Movie, and Local business.

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Critic review example in search results

Dataset

Large data sets that appear in Google Dataset Search.

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dataset search example in search results

Employer Aggregate Rating

An evaluation of a hiring organization compiled from many users that’s displayed in the job search experience on Google.

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employer aggregate rating example in search results

Event

An interactive rich result that shows a list of organized events, such as concerts or art festivals, that people may attend at a particular time and place.

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event example in search results

Fact Check

A summarized version of a credible site’s evaluation of a claim made by others.

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fact check example in search results

FAQ

A Frequently Asked Question (FAQ) page contains a list of questions and answers pertaining to a particular topic.

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FAQ example in search results

How-to

A How-to walks users through a set of steps to successfully complete a task, featuring video, images, and text.

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How-to example in search results

Job Posting

An interactive rich result that allows job seekers to find a job. The job search experience on Google can feature your logo, reviews, ratings, and job details.

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job posting example in search results

Job Training (beta)

An interactive rich result that helps job seekers and prospective students find a job training program.

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job training example in search results

Local Business

Business details displayed in the Google Knowledge Graph, including open hours, ratings, directions, and actions to book appointments or order items.

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local business example in search results

Logo

Your organization’s logo in search results and Google Knowledge Graph.

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logo example in search results

Movie

The movie carousel helps users explore lists of movies on Google Search (for example, “best movies of 2019”). You can provide details about the movies, such as the title of each movie, director information, and images.

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movie carousel example in search results

Estimated salary

Salary estimate information, such as salary ranges and region-based salary averages for job types, displayed in the job search experience on Google.

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salary estimate example in search results

Product

Information about a product, including price, availability, and review ratings.

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product example in search results

Q&A

Q&A Pages are web pages that contain data in a question and answer format, which is one question followed by its answers.

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question answer page example in search results

Recipe

Recipes that display as an individual rich result or part of a host carousel.

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recipe example in search results

Review snippet

A short excerpt of a review or a rating from a review website, usually an average of the combined rating scores from reviewers. A review snippet can be about Book, Recipe, Movie, Product, Software App, and Local business.

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review snippet example in search results

Sitelinks Searchbox

A search box that is scoped to your website when it appears as a search result.

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sitelink searchbox example in search results

Software App (beta)

Information about a software app, including rating information, a description of the app, and a link to the app.

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software app example in search results

Speakable

Allow search engines and other applications to identify news content to read aloud on Google Assistant-enabled devices using text-to-speech (TTS).

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speakable example that shows a conversation with the Google Home. A person
                        asks Google Home what's the latest news with Nasa. Google Home responds with
                        a list of three news articles.

Subscription and paywalled content

Indicate paywalled content on your site to help Google differentiate paywalled content from the practice of cloaking, which violates our guidelines.

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A New York Times paywall example that shows a reader has reached the limit
                        of free articles

Video

Video information in search results, with the option to play the video, specify video segments, and live-stream content.

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video example in search results