‘Structured data’ has become a major buzzword in the SEO world, and with it has come a host of other jargon, from ‘rich snippets’ and ‘JSON-LD implementation’ to ‘microformats’ and ‘Schema.org’. But what do these things actually mean? And what (if anything) should we be doing about it?
This post will walk you through the process of identifying structured data opportunities for your site, as well as how to check an existing implementation for errors.
What is structured data?
‘Structured data’ in an SEO context refers to marking up a webpage’s HTML to provide more detailed information about what the content on that page is actually about. This is done in a very specific way so that it is understandable by computers as well as people.
There are many different types of structured data; you may be familiar with the Facebook Open Graph markup, for instance.