In case you ever wanted to prompt Google to yield eye-catching rich results for your web page, you would have been requested to submit a number of structured data.
In this post, I am going to walk you through structured data optimization in the context of the rising semantic search and provide a few tips on how to buckle up for the optimization of semantic schema markup.
Table of Contents
Best Structured Data Format
Th structured data format available to your convenience are as follows:
It is not by chance that reading, updating and troubleshooting a script such as JSON-LD that is completely separated from the HTML is so much easier than trying to code the structured data within the HTML.
RDFA is an HTML5 extension making largely use of HTML attributes such as “Type of“. Whether it is not considered the worst to devote to in your SEO efforts, it is certainly not even the best as it is bloated with HTML code.
How to optimize Semantic Schema Markup
Hence, there are a few concepts to keep in mind before optimizing schema markup in a context where the lines between parsable and un-parsable information are drastically blurring.
subject —> verb —> object
🚨 Markup relevant content only
Against the odds of what has been injected into SEOs’ mind in recent years, not all the pages need a schema mark-up if they are not supposed to ultimately bring additional value to the search
🚨 Mark up existing content on your page
Sure enough, you don’t want to highlight a piece of information which is even not on your page. Because of that, you should recall that Google may penalize your rankings.
🚨 Define your primary entity using mainEntity
This might look like a nitpicking tip but it covers much more as the mainEntity attribute is pivotal in describing the page’s relations to other existing entities across your website. This can be done by using
🚨 Link your entities to authority websites to provide context
🚨 Nest your entities within other relevant entities
You have to act like Google on a smaller scale. As Google eagerly collects entities and thoroughly devises a huge entity empire, you need to nest and subset your website’s entities to create your own network.
(Un)Structured Data is the Future
Structured data serve the purposes of NLP as they help search engine algorithms better understand the content of your web pages and trigger organic rich results, thereby prompting potential uplifts in CTR.
Once NLP machine learning algorithms will have eventually geared up the search engine, structured data are doomed to become obsolete. In turn, this might prompt Google to discourage SEOs from using them.
Structured data is code bloat – we shouldn’t need to say the same thing twice (which ironically, I just did).— AlexHarford-TechSEO (@AlexHarfordSEO) July 7, 2022
I’ve also thought about structured data and when it’ll become unnecessary. Perhaps one of the reasons I wasn’t surprised to see these pros and cons in Google’s SERP.
Whether this might happen or not, finding our feet in structured data for semantic research it’s crucial to wrapping our heads around Google’s ever-changing developments.