Structured Data

A good example of structured data is :

In this structured data set, only age is a numeric variable, and others are attributes. Numeric data can be used for different mathematical calculations.

Simultaneously, the cell value of categorical variables like Major I and Major II can only be presented in a frequency table or some simple graphs.

What makes Structured Data different from semi-structured and unstructured data?

Unstructured data are those digital codes that are not listed under the appropriate classes and make the presentation and analysis of the data more troublesome, at least technically.

Documents developed or generated in word processing programs, PDFs, PowerPoint presentations, chat history, blog posts, and graphic images are examples of unstructured data we encounter almost daily.

Semi-structured data are structured in some way but without distinct patterns and forms and are less suitable for other purposes. For example, semi-structured data consists of information not being stored in a relational database but has some organizational properties that make it easier to transform into structured data and further analysis. You can store them in the relation database (it could be cumbersome for some semi-structured data).

Though the semi-structured data are separated using tags, space, periods, colons, or other markers, the data are not organized in an easily readable tabular format.

Examples of Semi-Structured Data

Emails have the sender ID, recipient ID, date, time, and other fixed fields added to the effective volume message content in the form of unstructured data. Word processing documents include metadata showing the author’s name and the date created, with a large chunk of the document just being unstructured text. Photos or video files can be tagged with keywords such as the creator, date, location, and keywords, making it possible to organize and locate graphics in complex databases.

Unstructured data are obtained from online surveys consisting of queries that allow respondents to express their views and opinions.

Structured data can be summed up as follows:

• Data is well-defined and organized; hence, the format and meanings of the data are known to users.
• These data conform to a pre-designed format and can be easily identified. For example, a single field under this data system cannot assume both Numeric and Alphabetical data.
• Data is stored in a matrix consisting of a certain number of rows and columns. Generally, rows represent cases or single entries, and columns represent the field called variables.
• Structured data are easy to access, update, and query. 
• Similar types of entries are placed together, which then forms relations.
• Structured data are highly demanded analytical purposes and to carry out further mathematical calculations.

So How Can Small Businesses Benefit from Structured Data?

Structured data is code that’s added to the web page’s code. Therefore, you need to have some level of familiarity to benefit from it fully—nevertheless, plenty of third-party apps and SEO tools businesses use for on-page and off-page SEO. Also, Google has made it easier for businesses to access structured data and for web developers to utilize and help with online ranking and visibility.

However, it would help if you made sure that all your online web data is structured based on what Google can support, for example:

• People
• Recipes
• Offers
• Products
• Events
• Reviews
• Maps

As a site owner, you need to invest a lot of time in building your site’s infrastructure and creating quality content. Even then, it is not guaranteed that search engines will list your content. Moreover, it is essential to understand that every result does not appear in rich snippets. As of now, there’s no specific tool available for a website owner to get Google to turn on those rich snippets instantly.

Moreover, nothing is static in search engine results. Search engines keep on changing the way they display search results. Google cannot show your content in rich snippets as a search engine. It can stop showing certain content in rich snippets without any valid reason. And as a site owner, there is nothing that you can do to prevent it from happening.

Significance of Structured Data for Businesses

Structured data accounts for only about 20% of data, but it can be a foundation for forming big data because of its organization and sufficiency. Structured data got their prominent positions mainly due to the rapid application of ICT and allied fields in daily life. The worldwide growth of digitization, the adoption of smart devices, and increasing connectivity are the prime forces leading to the higher uses of data and information.

It has been estimated that Google handles 63,000 searches a second: 3.8 million searches a minute or 5.5 billion searches per day. So, how do you ensure your website is listed and ranked well? Using structured data to mark your content, improve your search engine ranking, and gain a competitive advantage has been highly suggested. This is the information age, and prospective entrepreneurs are expected to use structured data to optimize their websites.

According to Google, “When you use structured data to mark up content, you help Google better understand its context for display in Search, and you achieve a better distribution of your content to users from Search. You do this by marking up content properties and enabling actions where relevant. This makes it eligible for inclusion in rich results.” However, while there has been some speculation that structured data might one day be considered for its ranking, Google has clarified that tabulate information currently plays no part in site rankings.

What’s Schema.org?

Schema.org is a vast collection of different vocabularies online webmasters can use to market their pages differently. If you opt for the Schema suite, you get other tools and plugins to test and implement different vocabularies. This helps various search engines to interpret their data. In short, Schema gives away all the basic codes required to help Google show the desired information about a particular business.

When Should One Use Schema?

There are various reasons why one should use Schema. When webmasters deploy structured data to mark up their online content, they are assisting Google incorrectly interpreting their content to display in different search results. This practice helps Google to show more relevant and valuable information.

Nevertheless, there is an ongoing debate regarding the role of structured data in improving a site’s ranking. Google has stated that businesses cannot get better ranks through rich snippets.

However, rich snippets are still instrumental for businesses to optimize their site. Before visiting a particular site, a searcher can have a synopsis of the actual content. This can help them decide whether the content will be helpful or not. This helps save the time of online searchers and attracts the attention of new customers. These two elements are vital in improving a site’s ranking online.

Why Use Schema Markup?

Based on our experience and other experts, using Schema is essential for SEO (Search Engine Optimization). Embedded within the vocabulary of Schema is a collection of tags that help search engine displays results in a more organized and accurate way. For example, if users want to make tacos without schema markup, the website results would select disorganized results. But with the effective use of structured data and Schema, the search results would be more refined and specific.

One of the ways search engines like Google categorizes data is by using rich and standard snippets. In simple terms, rich snippets are specific searches that provide users with more information. At the same time, typical snippets are a compilation of searches users have to categorize.

How to Use Markup Schema

A good example could be used when searching for videos about cars, such as what type of car would be the most relevant—followed by names, models, years, etc. Of course, depending on how the users choose the filter, the search results will vary. Often on YouTube, videos with the most views will be featured on the top.

These little code snippets are added within the HTML codes when making a website or after the website has been built and the content is added.

Tags such as “item scope,” “item type,” and “itemprop” are often used in micro-data (HTML) sites that describe the information that a site will show.

The fastest and easiest way for any small business owner to generate a schema is to go to Schema-Creator.org. You will be asked to select and enter fields based on the markup you want to create. Once done, the site will generate the code to add to your website or web page.

Check Your Markup

Following this, it’s a good idea to check if all the markup is correct via schema.org. Where you can find and select the proper markup to describe your site.

Many markup tools will be used, but they will not be consistently correct across all search engines or platforms. Google bots are constantly learning and accepting new types of markups. Therefore, taking the time to learn about Schema can help your website and content online.

According to Schema.org, instruction clearly explains that “the more content you mark up, the better.”. Hence, it makes sense to take the time to understand the vast amount of item types available. You can start to see how much content on your page could be marked up. But remember that not all markups are helpful and will only increase the size of your page. It is stated on Schema.org that only the content that users could see should be a markup. Hence, consideration should be considered for what should be marked up either during web development or after.

Don’t mark up anything and everything.

The Competitive Edge via Structured Data

While there is no evidence suggesting that the use of markup will put your content on top of a search engine, there is an indication that Google search engine AI uses this information to determine your site’s credibility. Using markups, you help searchers, and potential customers find your content better.

Moreover, there is evidence that top successful websites that use Schema get more click-throughs! 

Schematic is a small and easy tactic when operating a business on the web. Personalizing your content and user interface and making it unique with markup data could prove the difference between being visible and lost on the web. In the age of information overload, how else could you be competitive?

Takeaway on Structured Data

Google itself has come up with its testing service for structured data. Google is continuously changing the way search results appear in its search engine. This shows how dedicated Google is to improve its services for its users. Today, getting a better rank on SERPs for a site is not enough. However, it is beneficial for a business to appear on the first page of search results. However, companies need to provide meaningful insights about their products and services to stand out from other competitor sites. And why not with Structured Data?

The Future of Structured Data

Google has strongly indicated that the future of structured data will be highly promising from a business perspective and an analysis point of view. Content with rich snippets is efficient in appearing and being more visible during searches. As a result of regulatory measures and mutual understanding, Structured Data will help search engines better understand the content and make it available to the right audience.  Overall, as a web designer or developer, a website should be structured based on user experience.

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