If you are a content publisher that focuses on organic search, there is a good chance you have heard or read about structured data and rich snippets/results. If these terms are new to you, no worries, if you use Google or Bing Search, I can guarantee you have seen them in action.
What is Structured Data?
Structured data is code that is written in such a way that allow search engines to more easily understand it. It is a way to organize webpage content (behind the scenes, visitors will never see it unless they are viewing the source code of your webpage) so that search engines can easily digest it and determine what the content is about. Search engines read the code and use it to display search results in a specific and much more robust way. As we mentioned in the opening paragraph, even if you have never heard the term “structured data”, if you have ever used a search engine(you have), then you have seen structured data in action, in the form of enhanced or rich results (formerly known as rich snippets).
What Are Rich Snippets/Rich Results
In Google’s words, Rich Results are, “experiences on Google surfaces, such as Search, that go beyond the standard blue link.”
Bing’s version, “visually appealing, information-rich search results”
In short, Rich Results, when displayed within search engine results, tend to give the searcher additional information related to their search without having to visit an individual webpage. The information they are displaying is a direct result of the structured data found on a webpage.
What Types of Rich Results Are There?
Twice we have mentioned that if you use Google or Bing, you have seen Rich Results in action. There are dozens of Rich Results in play in either engine, at any given time. Both engines are constantly testing and exploring ways to display these Rich Results to their searchers. We get it, we you want examples. As of this writing here are some of our favorite examples of Rich Results at both search engines:
- Products – Information about a product, including price, image, availability, and review ratings.
- Here is an example of product structured data (“top loading washing machines”) at work in the form of a Rich Result:
- Events – An interactive rich result that shows a list of organized events, such as concerts or art festivals, that people may attend at a particular time and place.
- Here is an example of event structured data (“NYC outdoor events this weekend”) at work in the form of a Rich Result:
- FAQs – A Frequently Asked Question (FAQ) page contains a list of questions and answers pertaining to a particular topic.
- Here is an example of FAQ structured data (“Covid FAQ””) at work in the form of a Rich Result:
- How-tos – A How-to walks users through a set of steps to successfully complete a task, featuring video, images, and text.
- Here is an example of How-to structured data (“how to shoot a jump shot”) at work in the form of a Rich Result:
- Videos – Video information in search results, with the option to play the video, specify video segments, and live-stream content.
- Here is an example of video structured data (“build a spaceship”) at work in the form of a Rich Result:
This concludes Part 1 in our Structured Data and Rich Results series, which we hope has given you a basic understanding of both. In Part 2, we will be discussing “Adding Structured Data to Your Site”, including formatting, which format you should use and your implementation options.