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Structured Data and Schema Markup


In a world where online competition is increasingly fierce, it is crucial for website owners to optimise their visibility on search engines such as Google.

Structured data and Schema Markup are essential tools for improving your business. referencing and position your site among the relevant search results.

In this article, we take a look at 10 essential points to put in place to take full advantage of these technologies.

Structured Data

Understanding the role of structured data and Schema Markup

The structured data is information organised according to a predefined structure to make it easier for search engines to understand and use.

Le Schema Markupis a collaborative framework created by Google, Bing, Yahoo and Yandex to standardise the tags used in structured data.

Using these two resources together allows search engines to better understand and index your content, increasing your chances of appearing in the first results.

Identifying content types suitable for Schema markup

Schema markup can be applied to a wide variety of content: articles, recipes, events, job offers, products, etc. For each type of content, there is a specific set of properties to be filled in. You can view the full list of supported content types at schema.org.

Analyse your site to detect content that needs to be tagged

Once you have identified the types of content that are suitable for Schema markup, it is important to analyse your site to identify the pages that can benefit from these tags. You can use online tools such as Screaming Frog or carry out a manual search based on the main topics covered on your site.

Add the appropriate tags

Although there are several possible formats for adding structured data (JSON-LD, Microdata, RDFa), Google recommends using the JSON-LD. Simply insert a script in the  of your page and fill in the values with the corresponding information. Here is a simple example of structured data for an article:

{
  "@context" : "https://schema.org",
  "@type" : "Article",
  "headline": "My article title",
  "datePublished" : "2020-12-01",
  "author" : {
    "@type" : "Person",
    "name" : "Author"
  }
}

Validate your tags with Google's structured data test tool

Once you have added the appropriate tags to your page, it is crucial to check that they are working correctly using the structured data testing proposed by Google. This will enable you to detect any errors and ensure that they are taken into account by the search engines.

Include the necessary markup for Rich Snippets

To maximise the impact of Schema Markup, it's a good idea to target the specific features offered by search engines, such as carousels, recipes or reviews. By adding the right tags to your content, you can obtain enhanced results (Rich Snippets) that present more information to web users and attract more clicks to your site.

Keeping your code up to date

Web standards are constantly evolving. In order to stay competitive and maintain optimum referencing, it is important to follow the updates to schema.org and the various search engines so that you can adapt your tags if necessary. Also remember to regularly update the information contained in your structured data, such as dates or prices.

Dealing with errors reported by search engines

If search engines detect problems with your structured data, they can send you alerts via dedicated tools such as the Search Console from Google. Take these comments seriously and correct any errors quickly to avoid a negative impact on your ranking.

Use plugins or modules to automate the addition of Schema markup

For sites using a CMS as WordPressThere are plugins that greatly simplify the implementation of Schema markup. Solutions such as All In One Schema Rich Snippets or Schema Pro help you add the right tags without having to touch your site's code.

Developing a strategy consistent with your objectives

Finally, it is essential to adopt a global and consistent approach to the use of structured data and Schema mark-up. It's not just a question of adding a few tags here and there, but of designing content that is aligned with your business objectives and designed from the outset to be optimised for search engines.

To sum up, implementing structured data and Schema Markup allows you to communicate better with search engines and improve the visibility of your site. By following these 10 key steps, you can take full advantage of these technologies to boost your natural referencing and attract more visitors. qualified traffic to your website.

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