Contributes to increasing the number of clicks! Basic knowledge of "structured data" you should know (1/3): MarkeZine

What is "structured data"?

Hello. This is Aoki from Nyle Inc.

Last time, I introduced the "Search for other people here" function. Although I use it frequently as a user, I think it was a little niche story that was difficult to be aware of when considering measures.

However, it was a great function for investigating user search behavior and what kind of needs it had, and it was a function that could be utilized for content creation by carefully watching it.

The 5th "Structured Data" introduced this time has many elements that can be dealt with, and depending on the type of site, it may greatly contribute to the inflow. Unlike the previous episodes, the meanings of technical terms will continue, but please check them out.

Let's start with the meaning of the words. Structured data is introduced on Google's help page as follows:

It's a little difficult, but it should be understood as "data given by search engines to make the page content easier to understand." And like information about a page, information that isn't on the page can't be marked up. For example, you can't mark up recipe structured data without a recipe, and you can't post fictitious review scores without review information.

Benefits of implementing structured data

There are two advantages to implementing structured data:

・ The point that search engines can easily understand the contents of pages and contents ・ The point that information is added to the search results and displayed in a special format (rich result)

I think that many people expect the former to improve their ranking, but Google has explained that the ranking will not improve directly.

However, in image search and video search, there are cases where the ranking is improved and the number of impressions is increased (examples seen on the site we consulted with). This is because by adding structured data, the content of images and videos can be better understood by search engines, and as a result, it is now displayed with highly relevant search keywords. thinking about.

The latter may lead to an improvement in the click rate and the number of impressions in the search results, and it can be expected to flow into the site, which is a great advantage.

By the way, a rich result is a search result that displays not only normal blue links but also supplementary information such as thumbnail images and prices. Let's take a look at some examples of rich results. For example, if you mark up structured data on a breadcrumb trail, it will appear in the search results as shown below.

You can see that the text you set in the breadcrumb trail is displayed. Also, a more prominent example is the structured data of recipes.

In this way, a recipe frame is set in the search results, and a page with the structured data "recipe" marked up is displayed in it. Many people may not notice the breadcrumb trail, but the recipe may be displayed at the top and is quite noticeable.

Various definitions of structured data are made by a vocabulary called schema.org. There are quite a few definitions, some of which define the volume of a car's trunk room. However, only a few of them are displayed as rich results in Google search, and even if you mark up other structured data, the search results etc. will not change.

Therefore, if you want to display it as a rich result, check the corresponding structured data by Google search and select the one that is suitable for the site you operate.

I want to take measures that make it easy to see the effects! For those who say, it is better to start with structured data that is targeted for rich results and has an effect on click rate, etc., referring to the next chapter.