Are You Missing Structured Data on Your Website?

By Ollie Reardon

Background image showing a example search result

To help search engines such as Google or Duckduckgo to get a better understanding of the content you have displayed on your website, you can use “Structured Data”. Structured Data is a list of details about the web page, that isn’t rendered on the actual page for users to see, but can be picked up by search engines, such as Google, to provide them a better understanding of the information displayed for the end user.

What is Structured Data used for?

Structured Data is used to help Google identify a wide range of content, from identifying local business contact details to user review ratings. This is so that Google and other search providers can use this information to display relevant content in their search results. This is useful for the end user as it means they are getting more relevant results with less click throughs. There is Structured Data for many different types of information, including:

Local Business

Local Business rich snippet in Google's search results

Local Business rich snippets are one of the more used structured data formats on websites. It’s useful for allowing Google to know who you are as a business. Local Business structured data contains useful company information such as company address, contact telephone number and opening hours.

This data is usually used by search engines such as Google to display on the right-hand side of search results when the user has searched for a company name.


The Products structured data is essential for any e-commerce business. It allows products to be browsed directly on the search results page.

To create valid structured data for products, you will need to supply a name and product image. It is also recommended to supply extra information such as a description, product code, brand, review, ratings and offers.

Products rich snippet in Google's search results


When running a website which contains articles, such as a blog, you can create structured data to integrate with Google’s “Accelerated Mobile Pages” (AMP) project. This enables mobile users to reach your content faster than non AMP-enabled websites, as Google prioritises AMP-enabled articles by adding them to the top of mobile search results.


Book rich snippet in Google's search results

Books rich snippets are excellent for when an author is marketing their book. With Books rich snippets, when a user searches for a particular book on a search engine like Google, then a big display is shown with useful information such as Book cover image, blurb, published date, reviews and where to buy the e-book version (if one is available for sale).


Does your company sell training courses? You might be interested in offering structured data for each course you have available. This will allow search engines to display courses available within search results when the end user is searching for a particular course.


Datasets structured data is useful for websites that host scientific, civic and government data. This allows the data to be discovered easily in search results similar to other rich snippets.


Events structured data Go to the full article.

Source:: Business 2 Community

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