The Role of Structured Data Markup in SERP Rankings
Structured data is an organized format for providing information about a page. It helps search engines like Google understand the content of the page and gather information to improve your company’s search results lists. It is encoded directly in the HTML markup of the page.
Google uses this structured data and generates rich snippets. These snippets are small pieces of information that appear in search results. It is basically the additional information that is provided alongside the main information. Like searching for a particular coffee shop in the area, it will not only list its name, but it will also display details of its location, hours, prices, and ratings, etc.
Most structured data searches use the vocabulary from schema.org, but developer documentation is recommended. Google.com for Google search behavior.
When creating these marks, you must include all the properties of an object for it to be suitable for appearing in Google search. You can test your structured data using the Structured Data Testing Tool during its progress, and the Search Console Structured Data Report after deployment, to assess the suitability of your pages.
Google’s Structured Data Markup Wizard is one of the most beneficial free tools to help you get started with structured data. Not only does this bookmarking tool improve Google’s understanding of your page, but this content can also be embedded in dashboards of knowledge graphics to increase the reach of your business online.
Google’s official stance says that it does not currently use markup for classification purposes. But a study by Searchmetrics.com showed that “domains that have a built-in schema, in fact, rank very well at an average of 4 positions compared to domains without them.” Therefore, it can be said that sites with embedded schema tags are better optimized than sites without schema tags. If your site ranks four positions higher than your competitor, this could mean a higher sales prospect and, in turn, higher income over the competitor.
Although schema is not currently a ranking factor, there clearly can be some impact from having structured markup data. It may be due to the actual Google algorithm or the general effect of a better optimized site. Although Schema does not directly imply a sort increase, it is generally good practice. It also conveys that you should go the extra mile to add outline markup to your page.
Having snippets in the result of your site means that you will occupy better space in the SERPs than your competitors. This can greatly increase your click-through rate. An increase in traffic due to better CTR will have an impact on your SERP rankings. If you have rich snippets in search results, it can go straight to conversion as users already have enough information to buy your product / service before they even hit your website.
Therefore, structured data will help you communicate to search engines what your content is about and that is beneficial to you, the visitor, and Google. The ability to use structured data effectively on the page has an indirect impact on the site’s ranking in search engines. Therefore, it is highly recommended to embed structured markup data on the page.