What is Structured Data and How Does it Function in SEO?


Do you often hear people talking about structured data, but have no idea what it is? Structured data (also known as schema markup) is a type of code used to add additional information about a web page’s content that can be read by search engines. This data makes it easier for search engines to understand your content and can result in better ranking positions in the search engines.

Essentially, structured data is a way of organizing and annotating information in the form of markup (HTML, JSON-LD, microdata) that can be read by web crawlers. Structured data helps search engine crawlers “understand” the content of a page and provide context for search result listings.

Structured data can be used in various ways to optimize a website for search engine visibility. For example, if a restaurant has structured data associated with its reviews, the search engine crawlers will be able to recognize the reviews as trustworthy and relevant content, thereby increasing the website’s visibility in terms of search engine ranking.

Structured data can also be used to specify the type of content on a page, enabling search engines to categorize the information and display it in relevant search result listings. For example, if a page contains product information with prices and reviews, the structured data would help the search engine understand that it is a product page and display it in the appropriate search engine results.


Structured data can also help improve the user experience by providing more information than would normally be available. For instance, if a page contains content about an event such as a concert, the structured data could provide additional details like the time, date, and location of the event. This extra information can be used to display a rich snippet in search engine results which can help attract more clicks from potential visitors.

If you’re interested in local SEO in Phoenix, having structured data on your website can be particularly useful. Google’s local search algorithm takes into account structured data to determine the relevance of a page based on its geographic location. By marking up your page with local structured data, you can help ensure that your content appears in the most relevant search engine results.

Structured data is also integral to voice search optimization. Voice search relies on structured data to provide the user with accurate and relevant results. By marking up your content with structured data, you can ensure that it appears in search engine results when users make voice queries related to your business.

So, if you want to make sure your content shows up in the most relevant web search results and voice queries, you should use structured data. Adding structured data to a website will also help search engine crawlers understand the context of your content so that it can be indexed properly and appear in the most relevant search engine results pages (SERPs).

How to Get Started with Structured Data

To get started with structured data, you must first create content that is optimized for search engines. This means writing unique and detailed content, using relevant keywords, and formatting your content in a way that is easy to read. Once you have created content optimized for search engines, you can then start adding structured data; this can be done using specific markup languages, such as JSON-LD or microdata.

If you’re lost at this point, work with an SEO service provider to help you implement structured data into your content. They can assist in creating the right markup and structures, as well as helping to ensure that the structured data is properly integrated into your content!