What is structured data?

To better understand the benefits of this tool, it’s important to understand the concept of structured data. Structured data are simply bits of code formatted in such a way that search engines can understand them. They use this code to enrich their search results. Structured data can be found everywhere, but certain types of site are more concerned than others, such as recipe sites. The structured data associated with a page containing a recipe makes it much more informative in the SERPs (preparation time, recipe rating, number of calories, etc.). This is why such data is also known as “enriched extracts”.

There are a multitude of structured data types available to meet the needs of different sites. To find the right one for your business, go to the Google search gallery.

Google’s structured data test tool: how does it work?
To check your site’s markup schema, you have two options: enter the URL or the piece of code you intend to integrate.

Testing a URL
Enter your URL and click on the TEST button. Google checks your Structured Data site and informs you of the number of elements, errors and warnings.

structured-data-test

On the left-hand screen you can see the code of your page, and on the right-hand screen, the results. We’ve chosen our blog for this test. 0 errors, 0 warnings, everything’s fine!

structured-data-testing-tool- result
You can click on any element to see the markup schema. You can also click on a specific result field to display the corresponding code on the left-hand screen.

Test a piece of code
You can check a specific part of your markup schema code by clicking on “CODE EXTRACT”. The structured data code is added to the part of your website. You can recognize it using the “ld+json” script. The presentation of results is similar to the URL test.

Test a piece of code
You can check a specific part of your markup schema code by clicking on “CODE EXTRACT”. The structured data code is added to the part of your website. You can recognize it using the “ld+json” script. The presentation of results is similar to the URL test.

Testing structured data directly from Google Search Console
Search Console (formerly Webmaster Tool) is a tool developed by Google that can help you manage your site and improve its SEO. To test your structured data directly from Search Console, you first need to add your site to it and then check it.
Once everything is set up, you can work with a number of tools, including the structured data testing tool.

How can the structured data test tool help with SEO?
Structured data, and in particular search functions, enable you to communicate better with Google, which can have a positive influence on the ranking of your site’s various pages, as you’ll capture qualified traffic and lower your bounce rate.

Search functions play an important role in the semantic web and are based on structured data that Google can understand and interpret. Google can therefore only activate certain features for your page in its search results if it understands the content and if you explicitly provide additional information in the page code using structured data.

In fact, results with structured data such as Rich Snippets or search functions have a significantly higher click-through rate. According to some studies, this evolution amounts to around +30% CTR compared to other pages without structured data. If your website doesn’t take advantage of search functions, you risk losing both additional impressions and clicks.

What’s more, structured data has enabled users to discover new functionalities. Today, they can use it to transfer data between applications and websites. Browsers are then able to offer a more useful experience.

In fact, results with certain structured data, such as Rich Snippets or search functions, have a significantly higher click-through rate. According to some studies, the evolution amounts to around +30% CTR compared to other pages without structured data. If your website doesn’t exploit search functions, you risk losing both additional impressions and clicks.

What’s more, structured data has enabled users to discover new functionalities. Today, they can use it to transfer data between applications and websites. Browsers are then able to offer an enhanced user experience.

Conclusion
Google’s structured data testing tool can help you optimize your presence in search results by working on your semantic field and improving the user experience, which are now 2 pillars of natural search engine optimization. While implementing them can sometimes be time-consuming, depending on the CMS used, the return on investment is really worthwhile. So it would be a shame to settle for pages with poorly optimized (or absent) structured data.

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