Dominating Search Engine Real Estate with Google Structured Data

seo manchester schema

By now, if you’re aware of search engine marketing or have read our blog, you may have heard of one of the below terminologies:

  • Structured data
  • Rich snippets
  • Schema markup

If you haven’t, don’t worry, I will cover it in this blog.

The main topic I want to talk about is one of the several byproducts and benefits of using Google structured data.

Before I talk about that, though…

What is structured data?

Structured data, put simply, is a piece of code written in a way that search engines can read and understand. After understanding the code, search engines can then display search results in a ‘richer’ way (hence the use of Google rich snippets as terminology). Structured data can be utilised by search engine marketers and webmasters to manipulate (to a degree) how their website appears to users in search engine results pages.

There is no evidence that schema markup (structured data) has a direct effect on organic rankings in search, however, it still plays a big part in SEO.

What types of structured data are there?

  • Article
  • Blog
  • Book
  • Creative work – podcast and radio
  • Guides / How to / Recipe
  • Menu
  • Review
  • Quotation
  • Event
  • Local business
  • Frequently asked questions
  • and more 

There is a wide array of structured data you can write, based on what your business is and what your web page is. They all have their own benefits.

Why is Google structured data important?

Structured data has two main benefits:

  • More real estate in search engines is taken up.
  • The click-through rate from your organic rankings can increase.

What I want to focus on, is the first benefit that I listed.

Taking up more real estate in search engine results pages (SERPs)

You can do this through a variety of ways, however, my favourite way is with the ‘frequently asked questions’ schema.

seo manchester schema

 

To do this, of course, you need to have FAQs on your page, but through adding frequently asked questions schema to your web page, you can manipulate your results listing to take up a LOT more real estate and Google space. Which, can ultimately lead to an increase in traffic.

This can be beneficial if you don’t rank position one, also, as it can give you a step ahead of your competition as you will look more click-worthy.

So, if you’re looking for a way to give your website a boost in Google, consider FAQ schema!