How to Increase Your Website’s SERP Visibility Using Structured Data and Schema Testing?

Simran September 22, 2023 774 views

We all like things organised. It makes finding anything easier for everyone. It’s the same with Google. Any website that hopes to rank on the first page of the world’s most-used search engine has to keep everything organised, especially the information they have published on the website. One of the critical factors to keep in mind for the organisation of data is a proper understanding of schema and structured data.

Why is schema important, how does structured data help a website’s SERP ranking – these are some of the burning questions we’ll answer in this blog today. We’ll explore how they can significantly enhance your website’s search engine rankings and organic traffic.

The Importance of Structured Data and Schema Testing

Structured data and schema testing are essential tools for anyone looking to bolster their website’s SERP visibility. Companies and agencies offering SEO services in India are experts at this. But why are they so important?

• Structured data, often referred to as schema markup, is a standardised format for providing information about a web page to search engines. It helps search engines understand the content on your website better and can lead to enhanced search results, also known as rich snippets.
• These rich snippets can include additional information like ratings, reviews, prices, and event details, making your content more appealing and informative to users directly on the SERPs.
• Schema testing, on the other hand, involves validating and ensuring the accuracy of your structured data. It helps you identify and rectify any errors or issues with your schema markup, ensuring that search engines can interpret it correctly.

Now, let’s dive into how structured data and schema testing can boost your SERP visibility and organic traffic.

Also Read: How to Increase Organic Traffic The Smart Way

Different Types of Schema Markups

Structured data isn’t a one-size-fits-all solution. There are various types of structured data, each catering to different types of content and interactions on the SERPs. By utilising these types effectively, you can interact with over 16 different SERP features, ranging from reviews and ratings to recipes and events, catering to AI-powered SEO requirements.

Some common types of structured data include:

• Product Schema – Ideal for e-commerce websites, product schema enables you to showcase product information, including images, prices, availability, and more. This can help your products stand out in search results, increasing the likelihood of attracting potential customers.
• Article Schema – Bloggers and content creators, many of which are part of a digital marketing agency in India, can use article schema to provide search engines with details about their articles, such as the publication date, author, and article type. This can lead to enhanced search results, making your content more appealing to users.
• Event Schema – For event organisers, event schema is a game-changer. It allows you to display event details, including dates, times, venues, and ticket information directly in the search results, making it easier for users to discover and attend your events.

Winning with Product Schema

Let’s take a closer look at how you can win with product schema, a type of structured data that can significantly boost your SERP visibility.

Product schema is a must-have for e-commerce websites. As per recommendations by every reputed SEO agency, by implementing product schema markup across all your product pages, you can enhance your chances of winning feature snippets. These snippets can include product images, descriptions, prices, and even star ratings, providing users with a comprehensive overview of your products directly on the search results page.

To maximise the impact of product schema, ensure the following:

1. Accurate Data – Keep your product information up to date and accurate. Any discrepancies can lead to a poor user experience and lower click-through rates.
2. High-Quality Images – Use high-resolution images that showcase your products in the best light possible. Visual appeal matters.
3. Detailed Descriptions – Craft informative and engaging product descriptions that entice users to click on your listing.

You should be aware of all the current updates in order to keep evolving with the times and Google algorithms, ensuring that your website ranks higher than your competitors when Google regards your structured data top-notch.

How to Conduct Schema Testing?

Considered as a significant part of technical SEO services, let’s look at how you can do schema testing for your schema markup.

When inserting JSON-LD into your webpage, you can use a simple method to check if the code is present. Select the right-click menu on the web page, access the source code, and select the elements tab to check for the presence of “LD+JSON”.

Use Google’s Rich Result Testing Tool to assess rich results eligibility, and the Schema Markup Validator (SMV) to identify any errors in your Schema Markup syntax, if you use Schema App or Google Tag Manager.

Alternatively, you can wait and check within Google Search Console to receive reports on rich results or features associated with specific structured data. Please note that this may vary in time, ranging from a few days to up to a month, contingent upon how frequently Google crawls your website.

In cases where websites generate Schema Markup dynamically, such as through JavaScript, only the Schema Markup Validator will display these results.

Other Technical SEO Areas to Focus On

While structured data and schema markup are essential for improving SERP visibility, technical SEO plays a crucial supporting role. Here’s how technical SEO, more effective when done by a digital marketing agency, can help you leverage structured data effectively:

1. Page Speed Optimisation: Faster-loading pages rank higher in search results. Optimise your website’s speed to ensure users have a seamless experience.
2. Mobile-Friendly Design: With the majority of searches happening on mobile devices, having a mobile-friendly website is vital for better SERP rankings.
3. Crawlability: Ensure that search engines can crawl and index your website easily. This involves creating a clear sitemap and fixing any crawl errors.

The congruence of AI and the future of schema markups has become more evident after the introduction of AI tools like ChatGPT, Google Bard and Bing AI. It will be exciting to see how the future of SEO shapes up in light of this.

Ensuring Optimisation for Google SERPs

Incorporating structured data and schema testing into your SEO strategy is a powerful way to increase your website’s SERP visibility and organic traffic. By utilising various types of structured data, particularly product schema for e-commerce sites, and ensuring technical SEO best practices, you can improve your chances of winning valuable SERP features.

Since the world of SEO is ever-evolving, so staying up to date with the latest trends and best practices is essential for long-term success. Start implementing structured data and schema testing today, and watch your website climb the SERP rankings, attracting more organic traffic and potential customers.

Our team of SEO specialists, offering one of the best SEO services in India, is adept at conducting a thorough check of all the necessary factors that affect a website’s SERP rankings. We optimise it so that Google loves you, your business and your website, helping customers love it too.

Get in touch to get our experts started on your project.