Structuring website data with schema mark-up can help brands boost authority and credibility

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 16, 2020, 7:41 AM UTC

Conveying consistent information across the web can help brands structure their website data.

While structured data doesn’t impact search ranking, it allows brands to standardise information on its webpages, and help search engines understand content. Having structured data helps gain authority and visibility, as it can get visually rich search results like snippets and appear in Google’s Knowledge Graph.

Brands should use structured data feeds on their website codes to reinforce expertise, authority, and trust (EAT) to Google. To structure data, businesses can use a schema mark-up format from the schema.org vocabulary. Google recommends JSON-LD format for structuring data.

Other structured data format brands can use is Microdata format, which is dispersed throughout the page code to “mark-up content” effectively. Brands must use the Structured Data Testing Tools to check a code’s validity.

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