Definition of structured data in SEO

Through our SEO Agency Optimize 360

on the theme Technical SEO

In the world of natural referencing, it's essential to continually improve one's website to make things easier for search engines like Google.

One of the most important aspects of this approach is the use of structured data.

In this article, we will define this concept and explain how it helps to optimise your site for better online visibility.


Structured data

What is structured data?

Structured data is information organised in a specific way that enables search engines to better understand the content of a web page.

They bring together different elements and formats (for example, code HTML) that make it easier for search engine spiders to explore, understand and index a site.

Structured data are essentially tags added to the source code of a page to enrich and clarify certain information on the page.

Examples of structured data types

The most commonly used structured data formats include :

  • The format Microdata : a data annotation standard integrated directly into the HTML code
  • RDFa format: another data annotation standard compatible with several languages and standards, including XHTML and SVG
  • The format JSON-LD : a linked data model based on JSON syntax and particularly recommended by Google

Why use structured data in SEO?

The use of structured data as part of a natural referencing strategy offers a number of advantages for improving the visibility of a website.

Improved understanding of content by search engines

The main advantage of structured data is that it allows search engines to better grasp the essence of a page's content.

By providing clear, detailed information about every element on the site, you increase the chances of being correctly indexed in the search results, thereby improving your ranking.

Encourage the display of enriched extracts or rich snippets in search results

Structured data also makes it easier to createenriched extracts or rich snippetswhich are more detailed and attractive than the traditional extracts from search results.

These extracts may include star ratings, event dates, images or any other information that would make the extract more attractive to Internet users and thus encourage them to click and visit your site.

How do you implement structured data on your website?

To integrate structured data into your website, you can follow the steps below:

  1. Choose the right vocabulary: There are several vocabularies for describing your content. The most widely used and recommended by Google is the Schema.orgwhich covers a wide range of content categories.
  2. Select the appropriate format : As mentioned above, there are several formats in which to express structured data. The choice of format depends mainly on your needs and technical preferences (Microdata, RDFa, JSON-LD, etc.).
  3. Annotate the source code : add the tags and attributes corresponding to the elements to be structured in the HTML code of your pages.
  4. Check the syntax : use a test tool such as the "Marking Tool" or "Test my Site" offered by Google to ensure that structured data is correctly implemented.

Use dedicated plugins for popular CMSs

If you use a content management system (CMS) popular as WordPress, Joomla or DrupalTo make it easier to implement structured data without having to directly modify the code of your pages, extensions or plugins are available. Here are a few examples of plugins that can be used to implement structured data:

  • Yoast SEO for WordPress
  • for Joomla!
  • Schema Metatag for Drupal


In short, structured data in SEO is an effective way of improving online visibility and user interaction with your web pages.

By making your content easier for search engines to understand and by making the extracts displayed in the results more attractive, you will not only increase traffic to your site but also its credibility with Internet users.

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