What is structured data?
Google and other search engines use structured data (also called Schema mark-up) that they find on the web to better understand the content of webpages and also to gather information about the web and the world in general.
By including structured data on a page, search engines are provided with clues about the meaning of a page and information classifying the page's content. For example, on a recipe page, these can be the ingredients needed, the cooking time and temperature, the calories, and so on. Structured data is also used to enable special search result features and enhancements such as rich snippets, breadcrumbs, graphical elements, FAQs, business listings, knowledge panels, speakables and more. For example, a recipe page with valid structured data will be eligible to appear in a graphical search result, and a product page with relevant product mark-up may receive an enhanced search results snippet with information about prices, availability and shipping.
Enhancing the appearance of your page's search result or having it appear in a special search result feature can result in higher click-through rates, which can lead to more conversions and sales.
Webcertain provides a range of activities supporting structured data implementations, which include identifying objects and types to mark-up on a page or entire website, creating mark-up code, and post-implementation checks to verify if structured data on a page is valid and correct.