Structured data allows search engines to not only crawl your site, but to truly understand it. Yes, even search engines can have a tough time deciphering web page content. Some elements that seem perfectly obvious to us humans are meaningless to web crawlers.
What is structured data?
Many websites are generated from data that is stored databases; when this data is formatted into HTML code, it can be difficult for web crawlers to effectively interpret this information. Structured data is on-page markup that enables search engines to better understand the information currently on your business’s web page, and then use this information to improve your business’s search results listing. For example, structured data makes it easier for web crawlers to determine company basics, such as NAP (name, address, place) data, as well as more complex information such articles, events, products, recipes, etc. on your web site.
The Bottom Line
Structured data is the future of search engine marketing. Gone are the days when magical keyword counts or backlinks guaranteed search engine rank success. Instead, a business’ ability to effectively use structured data will increasingly dictate whether their website will favorably appear in SERP. Don’t let old school SEO tactics leave your business behind!