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Structured data

Structured data: creation, implementation and impact

In some projects, there is a lot of untapped potential in the creation and reporting of content with structured data. They help special content such as media, events, people or products to be better positioned and presented in search engines.

Structured data can lead, among other things, to so-called rich snippets, which users particularly like to click due to their presence.

What is structured data?

The concept of structured data conceals additional information on content elements of a website – no more and no less. For example, they provide information on the following points:

  • Duration of a video
  • Place and time of an event
  • creative work like music
  • Recipes and their ingredients
  • People and their titles and positions
  • Organizations and companies
  • Experiences and reviews

This information is placed on the website in predefined formats in the area associated with the respective element. When creating and implementing the necessary tags, there are a few guidelines to be observed, which are standardized by the largest search engines and on the website are listed.

Structured data are not recognizable for the visitor to a website and can only be viewed via the HTML code. SEO Munich , Link Building Services in Munich.

What are the benefits of structured data?

Structured data does not change the displayed content (e.g. a video), but only explains it in more detail. This information is of tremendous help to search engines when crawling a website.

If you mark content according to the specifications, you will, in the best case, be rewarded with an optimized presentation of the snippet and better placement of the page. Rich snippets not only consist of a title, URL and description – they look much more valuable and are therefore clicked more often.

This way, attention can be drawn to content that is worth seeing.

In many areas, the advantages of structured data are not yet fully exploited by webmasters. Depending on your industry and competition, you could accordingly secure an advantage over your competitors by reporting structured data.

The better you prepare the content of your website for search engine crawlers, the more likely it is to get a good ranking. A good ranking through prepared content can result in increased traffic as well as an increased conversion rate and greater customer satisfaction.

Which content can be provided with structured data?

In order for machines to be able to process the information provided, the structured data must be presented in certain formats. The types of content and associated content properties that are available as well as the formats and vocabulary to be used are clearly listed on

The website also has tables showing which properties can and should be listed for which content types.

A short description explains the data types in more detail and under “Expected Type” it is indicated which format is recommended for the respective information.

What is was developed through the collaboration of the three largest search engines Google, Bing, Yahoo and Yandex. The markup language is a uniform standard for labeling content and improves its indexing by search engines.

It is particularly advantageous that when designating with, the description of the element types for all (important) search engines is done at the same time.

The information on is all available to webmasters free of charge, and Google itself offers a lot of information on the correct implementation of the structured data.

Anyone who uses to identify their content is well prepared for future developments in terms of the Google algorithm and Google’s own services on the.

In what form do I include structured data?

The effort required to implement structured data depends on the content type and the scope of the data addition. The best way to explain the procedure is with examples.

In general, three types of tags are used to integrate structured data:

  • itemscope: This tag introduces the structured data
  • itemtype: The itemtype tag shows the search engine what type of content it is
  • itemprop: This tag type can appear several times and describes the individual properties of the content type
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