Designs Valley

Understanding Structured Data & Why It Matters for SEO 

Have you ever searched for something crucial in a disorganized room?

Certainly, you’ve misplaced your keys and had to search rigorously through pockets, couch cushions, closets, and beyond. Times like that really make you realize the benefits of being organized.

In the digital world, the same principle holds true. 

Search engines rely on websites having organized, structured data so that they can find, understand, categorize, and serve their content to searchers quickly. 

This is why businesses owners and leaders can expect more significant visitor share when applying structured data to their website. 

But what exactly is structured data, and why is it so significant in SEO? Let us take a closer look at these and other related topics.

What is Structured Data in SEO?

Structured data is ultimately any data that is well-defined and arranged. And it’s getting more important as data gets bigger

When it comes to search engine optimization (SEO), structured data is information that you provide in your HTML to help search engines determine what a website page is about. This information must be organized as machine-readable data for search engines to understand it correctly. 

So structured data adds labels to the different parts of your webpage. These labels, also known as “Schema Markup,” tell search engines what each piece of information means. 

For instance, when you search for a restaurant on Google, on the SERP (search engine results page), you should see snippets of information such as the restaurant’s opening hours, pricing, and a rating of one to five stars based on customer evaluations. This information is the result of structured data output.

So when businesses invest in structured data, they make their website more understandable to search engines. This, in turn, can lead to increased visibility in search results and more relevant traffic to their site. 

The Impact of Structured Data on SEO 

Google has said a few times that it does not consider structured data to be a ranking factor.

However, structured data can still boost SEO performance in a slightly less direct way. This is because structured data helps search engines better understand and thus display content, images, product information, and other pieces of media from your website. This can increase traffic to your website, positive engagement with your brand, and lead to conversions and retention.

In fact, one firm implemented structured data on a client’s website and found: 

  • 400% growth organic traffic on in rich results 
  • 160% growth in impressions, 150% growth in clicks to the “Answer” section of the client’s website
  • 41% growth in impressions, 28% growth in clicks for the “Magazine” area of the website

When used correctly, structured data is a critical tool for getting search engines to interpret your content accurately and quickly, possibly increasing your search engine ranking. 

How to Keep Your Structured Data Optimized 

Now, are you ready to learn how to keep your structured data optimized?

Here are some strategies to implement: 

Check for Errors

Errors in structured data markup may hinder the seamless flow of information between your website and search engines. This could negatively influence how your content appears in search results — and if it appears at all. 

Regularly check your structured data for errors using tools like Google’s Rich Results Test or third-party SEO tools (Semrush, Moz, etc). To ensure data quality, fix errors or signals as soon as possible.

Use Specialized Markup

Specialized schema markup, such as FAQ schema, How-To schema, or Reviews schema is an effective strategy for increasing the visibility and quality of your content in search results.

This markup can improve the experience of users who land on your website — and boost the chance of your content appearing in front of them on search engine results pages in the first place.


To get started, Google has a rundown of how to implement all the structured data it uses when crawling websites. 

Debug with Precision

Website owners and development teams should prioritize regular debugging practices to enhance the performance of your structured data proactively.

Look at the intricacies of your structured data markup code. Check the syntax, characteristics, and data format for correctness. A careful debugging approach assures accurate connection with search engines.

Implement Data Governance

Implement a strong data governance program to ensure your structured data is correct, up-to-date, and useful.

Data governance establishes methods for controlling and maintaining data quality, guaranteeing that your structured data is dependable and able to keep you on the front page of Google.  

Why Structured Data is Key for Effective SEO 

Structured data provides many significant benefits to businesses. Some of these include:

  • Improved Click Through Rates (CTR): Structured data, like product and FAQ markup, can create a rich snippet in search results. This data can direct users to click through and land on your website more often. Clicks to, and then time spent on, your website is a metric many search engines track when ranking how valuable and relevant your content is.  
  • Enhanced Conversions: Structured data makes for rich results, and rich results may boost conversion rates. Rich SERP listings enhance brand visibility and set the right expectation around your website. So, when visitors do click through, they get exactly the positive experience they’re expecting and looking for.
  • Local SEO Boost: Structured data may give vital details about your business’s location, hours of operation, contact information, and more. This is important for local SEO and allows businesses to appear in local search results.
  • Competitive Advantage: Implementing structured data effectively can set your website apart from competitors in search results. It shows that you’re committed to providing the best possible user experience.

How Good is Your Website’s Structured Data?

Simply implementing structured data is not enough. You also need to use it strategically to connect with people and search engines in an efficient manner. Continually assessing and improving structured data is a worthwhile investment that will pay off in the long run.

However, if you need more support with using structured data for SEO, you can outsource the task to experts. Contact Designs Valley to help you take the stress off your plate. 

Scroll to Top