![]() Making sure your website code is clean, efficient, and free of any coding errors will help ensure your pages are displayed properly to your users, but also save the search engine some confusion. The main benefit of using JSON-LD is that it is typically much faster and cleaner to work with. JSON-LD, on the other hand, is added independently, typically as the last bit of code in the HTML footer. ![]() RDFa and Microdata are both added as properties in the content itself. The key difference between RDFa and Microdata, and JSON-LD is the way it’s implemented on a page. In this case, the search engine is Google. This happens thanks to schema markup and also because of previous related searches that the search engine took into account. We don’t have to go into the page and find it ourselves. In this sense, a search engine can intuitively understand what we want to achieve with this search and extract relevant information for us. But like any other searcher, we used a few keywords and expected the search engine to kind of know what our search intent was. We want to know about future concerts in New York and maybe some dates. Our first example with the vegan low calories cookies was very explicit and told the search engine exactly what we want. Let's take another example: search result based on shorter keywords ‘’new york concerts’’ Here’s which schemas are more likely to appear based on how you search: Rich results are also generated based on how the users' search - whether they’re using long/short keywords, asking a question, looking for a recipe, and more. We’ve already established that rich results are generated because the page has content enriched by schema markup and that the search engine pulls the rich results to display them to the users for better, more accurate, and fast results. How does schema markup display rich results? Want to see an example of the difference adding schema markup to your page can have? It’s a win-win-win situation - but more about this in the schema markup benefits section! The ultimate goal is for the user to have a good experience in their search by finding fast and relevant results to their query. But by adding schema markup to your pages, you help search engines index them better. It’s important to know that a search engine will not give you a #1 ranking only because your pages have schema markup. If you put in the effort to help the search engine understand the meaning of your page, it could reward you with a better ranking and better search results features such as display style and size. Thanks to these extra details that you offer, a user might also be more inclined to click on a page with rich results than on one with a simple search result. This way, you can reduce your bounce rate and increase the view time on the page because the users know before entering the page that this is relevant content for them. ![]() If webmasters use structured data on pages, besides helping the search engine understand what it navigates, by providing explicit clues, it also helps the search engine to display pages on SERP in rich search results. Think of rich results as data extractions that the search engine pulls from structured data for users to help them find what they are looking for and offer relevant information even faster.īy applying schema markup to your pages, the users can see extra details about the page at a glance (such as reviews, events, or offers) and can make an informed decision whether to click on the page or skip it. Because of structured data, the search engine has an easier time understanding the meaning of your page and better chances to return relevant results to its users. Simply said, search engines appreciate websites or pages that have structured data added to them. Now that we’ve caught up on the terms, let’s dig into why we should use structured data or schema markups. ![]()
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