Guide to Structured Data and Schema Markup

Marketers, developers and SEO specialists have been talking about structured data since before 2011, when Google, Bing, Yahoo! and Yandex decided to collaborate on and support an open-source platform to define entities and their attributes. Structured data helps search engines better understand the content on a website so that information can be accurately portrayed in the search results. Studies have shown that search listings with rich results typically get more organic impressions, organic clicks, and see increased audience engagement with more time being spent on the pages.

On top of that, structured data can help you control the information presented in your brand’s Google Knowledge Panel and may even help optimize your website for voice search in Google Assistant. Some Googlers have hinted that structured data is going to become more important to search over the next several years, if not sooner – meaning now is a great time to get onboard and become comfortable understanding and speaking about structured data within our own organizations.

Check out the resources and articles below to learn more about structured data and snippets and how to implement on your site.