Digital marketing campaigns require a mix of strategies to deliver online leads and customers. Highly detailed content helps to engage interested site visitors to make a purchase while technical solutions and optimization techniques help search engine performance on Google search engine result page (SERPS). When marketers and webmasters also leverage technical data markup to further optimize content, then search results can drastically improve for your website’s content.
Technical data that is hardcoded on specific content items can help your content earn “featured snippets” and featured pieces of information that users can explore without needing to visit a webpage directly. Featured snippets and featured results can include detailed paragraphs, tables, and immediate answer to search questions that all feature above organic results. In addition, you can modify your organic results to include more detailed question and answer formats for users before they land on your page. Any page with a featured snippet can see an almost immediate boost in organic search results once technical data is properly hardcoded.
If you need a search engine optimization and marketing expert, then contact the team at Boston Web Marketing to get started on a new digital marketing campaign and SEO services. Our team can help implement the following types of technical data to help your business get found on the top of Google search results:
Structured Data Basics
Technical data, or “structured data,” is additional back-end code built using JSON-LD or Microdata helps Google’s algorithms and crawl bots to understand the content on the page. Structured data helps Google Search determine the content of your website, which helps rank for keywords and highlight page content as a featured snippet. The type of coding we use to incorporate technical data is called “Schema” and it helps specify the type of content represented on your pages.
The types of structured data and schema as listed by Google that can be applied onto a page help users and search engines find the most detailed and relevant content for a keyword search. *Important: users must follow specific structured data guidelines to effectively earn featured snippets. Technical data rules on Google are enforced with penalties that may flag your content as spam or low quality. For example, if you just add a specific type of structured data code onto a general piece of content that doesn’t match the data rules, then you may experience these penalties.
If you’re curious about the full list and rules for structured data then take a look at the directory listed by Google.
Local schema data markup is key
Local Business technical data, or Local Schema, is arguably the most important type of technical data to include onto your website. Local Schema data helps Google recognize the type of business that your website is representing and helpa with localized searches. Your local search visitors are going to more easily find your business if you implement local schema onto your website.
NAP (name, address, phone) information as well as social profile links and specific business details need to match the website, as well as the coding information you provide on the backend. Always check your business details and verify them when creating a new website and when adding structured local schema.
FAQ pages and FAQ schema help answer customer questions
FAQ Schema added onto your FAQ pages is a great way to immediately boost search engine rankings and highlight your customers’ most asked questions. Adding the technical code simply requires highlighting every question and answer as seen on your page and then adding it onto the backend.
An effective FAQ page that earns significant feature snippets is highly detailed, which means that the more questions you are able to answer the better off your page will likely rank. A detailed FAQ page with images, video, and mobile-friendly elements — along with FAQ schema — can rank for top keywords on multiple devices.
Recipe, How-To, and other ways to benefit from schema
Certain types of schema data are beneficial for certain businesses over others. For example, a restaurant, food service provider, or health and wellness coach may benefit from Recipe Schema that is added onto blog pages that details food recipes for the user. Recipes that are highlighted on the top of Google’s search results (i.e “Taco Recipe”) contain detailed content that leverages recipe schema data.
HowTo Schema is another type of backend data that you can apply onto pages and content that help a user go through a set of steps for a desired goal/outcome. How-To pages and content require a plethora of images and detail to earn paragraph and immediate answer featured snippets.
If you’re not sure where to start, or which types of schema data can be used on your website, then get started by using the contact us button above and speak with our team!.