The Ultimate Sturucted Data Guide. SEO JSON-LD Structured Data Guide With Examples

Transcription

1 The Ultimate Sturucted Data Guide SEO JSON-LD Structured Data Guide With Examples

2 SEO JSON-LD Structured Data Guide With Examples Summary 1. Structured Data Formats 2. JSON-LD Structured Data Markup for Enhancements 3. JSON-LD Markup for Content Types 4. Summary

3 1. Introduction What is Structured Data? Why Should You Use it? Structured data is an on-page markup format, helping web crawlers to better understand the content on your webpage. Through structured data, web crawlers will not only pick up your company s basic information, but more complex information as well. Google uses this information to create informative search results, also referred to as rich snippets. It allows people who are searching for your content to see the value of the website before they visit. For instance, you are searching for a restaurant online; thanks to the structured data, you will see next to the name and location of the restaurant, also its opening hours, pricing and star rating. When using structured data, your website becomes more understandable to search engines and to the people searching for it. If you haven t implemented structured data in your SEO strategy yet, you might want to try it as it is an important factor to obtain a higher ranking in the search results. Wondering how to get started with structured data markup? This guide will give you examples of the various structured data types, using JSON-LD. How To Test Your Structured Data Codes You can test your codes with Google s Structured Data Testing Tool ( The Structured Data Testing Tool provides a variety of ways to develop, test, and modify your structured markup. You can load markup into the tool either directly or by supplying a URL.

4 Structured Data Formats There are three types of structured data in the following formats: 1 JSON-LD JavaScript Object Notation for Linked Data, in short JSON-LD, is the newest and most recommended format to use, plus; it is easy for humans to read and write. It allows you to transfer all the data about your product into a small piece of JavaScript code. The markup, then, can simply be copy/pasted to the HTML document. code <script type= application/ld+json > your code 2 MicroData MicroData is the HTML5 Specification of structured data. By adding tags to the HTML document of your web page, search engines will be able to better understand your content and display it in a more useful and relevant way. code <div itemscope itemtype = > <h1 itemprop= name >Avatar</h1> <div itemprop= director itemscope itemtype= > Director: <span itemprop= name >James Cameron</span> (born <span itemprop= birthdate >August 16, 1954</span>) </div> <span itemprop= genre >Science fiction</span> <a href=../movies/avatar-theatrical-trailer.html itemprop= trailer >Trailer</a> </div> 3 RFDa Out of the three data formats, RFDa is the most advanced and complex one. It uses various properties and features to describe entities and assign information, and like MicroData, it is HTML based.

5 code <div profile= typeof= Review > <span property= itemreviewed >L Amourita Pizza</span> Reviewed by <span property= reviewer >Ulysses Grant</span> on <span property= dtreviewed content= >Jan 6</span>. <span property= summary >Delicious, tasty pizza on Eastlake!</span> <span property= description >L Amourita serves up traditional wood-fired Neapolitan-style pizza, brought to your table promptly and without fuss. An ideal neighborhood pizza joint.</span> Rating: <span property= rating >4.5</span>; Address: <span property= vcard:street-address >111 Lake Drive</span>, <span property= vcard:locality >WonderCity</span>, <span property= vcard:postal-code >5555</span>, <span property= vcard:country-name >Australia</span>. </div> JSON-LD Structured Data Markup for Enhancements Sitelinks Searchbox : WebSite, url : potentialaction : SearchAction, target : query-input : required name=search_term_string

6 Breadcrumbs : BreadcrumbList, itemlistelement : : ListItem, position : 1, item : name : Books, image : : ListItem, position : 2, item : name : Authors, image : : ListItem, position : 3, item : name : Ann Leckie, image : : ListItem, position : 4, item : name : Ancillary Justice, image : ]

7 Preferred Site Name : WebSite, name : Your WebSite Name, alternatename : An alternative name for your WebSite, url : Organization/Person Markup for Knowledge Graph Knowledge Graph is a compilation of knowledge, which is gathered by Google from a variety of sources, to enhance search results. It was first added to the search results in Knowledge Graphs uses sources such as Wikipedia, Wikidata and structured data markup of the websites.

8 : Organization, url : logo : sameas : [ contactpoint : : ContactPoint, telephone : , contacttype : technical support, contactoption : TollFree, areaserved : [ US, CA ] ] Supported phone number types Supported Social Profiles customer service Facebook technical support Twitter billing support Google+ bill payment Instagram sales YouTube reservations LinkedIn credit card support Myspace emergency Pinterest baggage tracking SoundCloud roadside assistance Tumblr package tracking Wikipedia

9 JSON-LD Structured Data Markup for Content Types Recipe Markup code script type= application/ld+json : Recipe, author : Person, name : John Doe, datepublished : , description : Your recipe description goes here, image : recipeingredient : [ ingredient 1, ingredient 2, ingredient 3, ingredient 4, ingredient 5 name : Example Recipe, nutrition : NutritionInformation, calories : 1200 calories, carbohydratecontent : 12 carbs, proteincontent : 9 grams of protein, fatcontent : 9 grams fat, aggregaterating : AggregateRating, ratingvalue : 5, reviewcount : 52, preptime : PT15M, totaltime : PT14M, recipeinstructions : This is the long part, etc., recipeyield : 12 cookies

10 Article Markup : NewsArticle, mainentityofpage : : headline : Article headline, image : ImageObject, url : height : 800, width : 800, datepublished : T08:00:00+08:00, datemodified : T09:20:00+08:00, author : Person, name : John Doe, publisher : Organization, name : Google, logo : ImageObject, url : width : 600, height : 60, description : A most wonderful article

11 Event Markup : Event, name : Jan Lieberman Concert Series: Journey in Jazz, startdate : T19:30-08:00, location : Place, name : Santa Clara City Library, Central Park Library, address : PostalAddress, streetaddress : 2635 Homestead Rd, addresslocality : Santa Clara, postalcode : 95051, addressregion : CA, addresscountry : US, image : [ description : Join us for an afternoon of Jazz with Santa Clara resident and pianist Andy Lagunoff. Complimentary food and beverages will be served., enddate : T23:00-08:00, offers : Offer, url : price : 30, pricecurrency : USD, availability : validfrom : T16:20-08:00, performer : PerformingGroup, name : Andy Lagunoff

12 You can be more specific with the events. Example; music event JSON-LD code:-- : MusicEvent, location : MusicVenue, name : Chicago Symphony Center, address : 220 S. Michigan Ave, Chicago, Illinois, USA, name : Shostakovich Leningrad, offers : Offer, url : /examples/ticket/ , price : 40, pricecurrency : USD, availability : performer : : MusicGroup, name : Chicago Symphony Orchestra, sameas : [ : Person, image : /examples/jvanzweden_s.jpg, name : Jaap van Zweden, sameas : startdate : T20:00, workperformed : : CreativeWork, name : Britten Four Sea Interludes and Passacaglia from Peter Grimes, sameas : : CreativeWork, name : Shostakovich Symphony No. 7 (Leningrad), sameas : ] See the full list of specific event types:

13 Ratings (Aggregate Rating) Markup : : Review, itemreviewed : Thing, name : Super Book, author : Person, name : Joe, reviewrating : Rating, ratingvalue : 7, bestrating : 10, publisher : Organization, name : Washington Times

14 Product Markup : : Product, name : Executive Anvil, image : [ description : Sleeker than ACME s Classic Anvil, the Executive Anvil is perfect for the business traveler looking for something to drop from a height., mpn : , brand : Thing, name : ACME, aggregaterating : AggregateRating, ratingvalue : 4.4, reviewcount : 89, offers : Offer, pricecurrency : USD, price : , pricevaliduntil : , itemcondition : availability : seller : Organization, name : Executive Objects

15 Video Markup : VideoObject, name : Title, description : Video description, thumbnailurl : [ uploaddate : T08:00:00+08:00, duration : PT1M33S, contenturl : embedurl : interactioncount : 2347

16 JSON-LD Structured Data For Local Business : Restaurant, image : [ : name : Dave s Steak House, address : PostalAddress, streetaddress : 148 W 51st St, addresslocality : New York, addressregion : NY, postalcode : 10019, addresscountry : US, geo : GeoCoordinates, latitude : , longitude : , url : telephone : , openinghoursspecification : : OpeningHoursSpecification, dayofweek : [ Monday, Tuesday opens : 11:30, closes : : OpeningHoursSpecification, dayofweek : [ Wednesday, Thursday, Friday opens : 11:30, closes : : OpeningHoursSpecification, dayofweek : Saturday, opens : 16:00, closes : : OpeningHoursSpecification, dayofweek : Sunday, opens : 16:00, closes : 22:00 menu : acceptsreservations : True

17 Full list of Local Business types: Summary Structured data might look scary; especially when you are not so technical. But don t be afraid - our guide is here to help you out. Once you have implemented the structured data to your web page, you will enjoy a lot of benefits in the long term. With structured data, your content becomes a piece of code which is understandable for search engines. Search engines will know exactly what your content stands for and reflect this into eye-catching rich snippets customers happily want to click on. Start today and bring your SEO to the next level! References

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