– How Structured Data is changing the shape of SEO

What is Structure Data?

In the broadest terms, Structured Data is information that has been organized in a certain way to be interpreted by someone or something. Accounting information stored in a spreadsheet or website content stored in an online database are both examples of Structure Data.

When it comes to SEO, Structured Data refers to organizing information on a webpage using data attributes (schemas) applied to specific elements that allow search engines to understand that information better. Listings of events, information about a blog author, or product reviews are examples of elements that can benefit from Structured Data.

Schema Code Example
Schema attributes added to HTML code

By using these schemas in your websites code, you are providing search engines with a more efficient way to gather relevant information about your website. This is done in an effort to create a more rich and detailed search experience for the user as well as to make sure your relevant information is properly seen by Google, Bing, & Yahoo. is leading the way is a site that was launched back in 2011 and it is supported by Google, Bing, & Yahoo in both its further development and implementation. The goal of is to provide designers and developers a means of seeing the various types of schemas available to use for their specific need. It is also a place to learn about new additions to the schema hierarchy and provide suggested for adding new schemas to the official list.

The use of schemas has gradually been gaining use and visibility. To see a live example of schema in action, lets look at a Google search of the famous musician, Louis Armstrong.

Louis Armstrong Google Search Results
Louis Armstrong Google Search Results

We can see that aside from the standard search engine results, showing us the most relevant websites, images, and videos based on our search, there is a whole slew of new information on provided in the sidebar that is based on information provided by schemas on various websites. Using this information, Google is able to present vary specific and relevant data about Louis Armstrong. We are able to see biographical information, a listing of selected works, movies and television works, as well as a list of people who are commonly search for in relation to Louis Armstrong.

Enough techno-babble, what’s the bottom line for my site!

As with any SEO campaign, the goal is to get your site into the top 5 search results when a use searches a phrase specific to your company’s business.

The use of schemas in your websites code:

  • Adds another layer to your SEO efforts.
  • Provides a different means of cataloging the important information on your site.
  • Helps display your information in very specific ways with the search engine, lending itself to greater and more detailed visibility.

Now, not every page or even every bit of content on your site will use schemas because that isn’t the point of them. Some websites may simply use schemas to help better identify their location information to the search engines. Our goal when reviewing your site will be to identify areas that would benefit from the use of schemas and implement the code in the most effective manner possible. If you are interested in seeing if using schemas on your site might be a good idea, call us today – 301-725-8000.