Structured data are those that are organized into semantic blocks of relationships within the same group. They have the same descriptions (attributes), classes within a group, and share the same format (schema).

In the context of Search Engine Optimization ( , structured data is fundamental for algorithms to understand content that humans can easily comprehend. In a scenario where machines learn, computers need us professionals to use standards like Schema.org to make sense of website content.

Structured data and SEO

Creating websites for search engines

In the process of creating your website , content, videos, etc., are just one of several ways to build relevance for your business marketing techniques . But it's necessary to go further and think about each text, each image, each video in a way that shows what your website is trying to say.

Nowadays, it is increasingly necessary to use different types of structured data to enable search engines, such as Google, to make your website appear in rich snippet results.

Especially for micro and small businesses, which need to do more with fewer resources, using new optimization techniques creates a competitive advantage.

Creating semantic content for micro and small businesses using structured data markup.

How do I structure my website data and improve my SEO?

The first thing is to hire a professional who, in addition to knowing the basics of SEO , also knows, applies, and researches the new Semantic SEO .

After that, it's necessary to create content, starting from the initial project, with the vision that it needs to be optimized for the success of your micro or small business.

What is structured data?

This is information about your business that needs to be structured so that computers can understand what you offer to your audience.

Business owners of SMEs need to keep something in mind: it's still rare to find websites in this segment that are truly optimized for search engines. So, if you hire a professional to create or optimize your website, you'll have a significant advantage over your competitors!

New Developments in Structured Data

At Google I/O 2019, we had some great news involving semantic markup for structuring data. But the main takeaway was the explicit statement, at several events, that this is fundamental for achieving more advanced SEO results.

How Google has evolved and now needs data markup.

Search engines ( who remembers AltaVista? ) were a collection of blue links, grouped into pages of 10 at a time, in the case of Google.

But search has evolved a lot. And now search engines are asking for help from content creators.

Structure your data!

Structured data helps search engines understand your content and show it to your users in the most relevant way for them.

In the beginning was the Word ( in text )

In the early days of the internet, before the web became what it is today, we only had text to read. Text and a few images, which took forever to load.

Years passed and search engines emerged. They were created to try to provide an organized view of the websites that existed on the Internet. But they had a problem:

The HTML used at the time didn't provide any context about what was being said. It was a strictly "visual" markup language.

Until the data started to be structured…

When we mark up our content with schema , one thing happens: search engine algorithms begin to understand what you mean on that page. Creating context! And with your code semantically , search engines will know what to show and how to show it when your users search for something you've put online .

Mark the content and test it!

Discover the rich results Google delivers when you use Structured Data.

Could my page benefit from structured markup?

Yes, of course! Some content, due to the limitations of search engines in displaying rich results, benefits more from this than others.

Some types of rich results available:

• Revenues;
• Step-by-step
• Article
• Local company
• Music
• Revenue
• Critical review
• TV and movies
• Video
• FAQ
• How-to

Start creating, testing, and launching structured data, but above all: don't forget the quality of your website.

One last tip, straight from Google I/O 2019.

Dates are important.

If you have a website that creates content regularly, don't forget to display and mark the dates of what you put online.

Data in Search is automatically determined by the content and structured markup of your data.

Be consistent, always use the same date format. Both in the page presentation and in your website code.

To learn more, visit: bit.ly/date-in-search

Check out Google's event on structured data.

Is it worth using a dialing assistant?

Yes, of course it's worth it. If you don't have the necessary knowledge to mark up your website data yourself, you can use an online tool to mark up your website content, or hire a specialist in structured markup .

Structured Data Markup Tools

Below are some good tools to help you mark up your website data yourself:

• Google's Structured Data Markup Assistant
• Google's structured data testing tool
• Microdata Generator
• Schema Generator
• Schema Markup Generator

Keep in mind that the more search results that feature rich snippets where your website appears, the higher your click-through rate will be.