Structured Data

To help search engines better recognize the meaning of content within a page, we’ve added support for various types of structured data, consistent with recommended practices from Google and standards defined by Schema.org.

This means i:Create will now automatically generate the code ‘behind-the-scenes’ to give meaning to certain types of content in a standardized way.

Adding structured data

You can add structured data to a content page using the edit toolbar in the i:Create Content Management System (i:Create). Structured data will add a markup to certain content making it easier for users to find information on your website. Learn how to add frequently asked questions and how to instructions to your web page using structured data.

How do we get structured content for our website?

Please contact your eSolutionsGroup project manager to find out how you can access the benefits of structured data on your website. 

What are the benefits of structured data?

By adding structured data to pages, search engines may provide enhanced treatment for those pages.

While structured data is not a direct ranking factor for Google, structured data does allow search engines to better understand the content of pages. This means that pages with structured data are more likely to be included in relevant searches, which may indirectly rank more favourably.

Search engines may include your marked up content as a “rich result” or “featured snippet” in search results for related searches. This can help:

  • Content stand out visually on the search engine results page (SERP)
  • Provide searchers with more helpful information
  • Increase your site’s click through rate (CTR)

Popular voice search platforms like Google Assistant, Amazon Alexa, and Microsoft’s Bing search each use structured data to strengthen understanding of content. This means that structured data markups on your page can increase the chances that a voice search device will pick up your content as a returned answer.

What is structured data?

Structured data is markup inserted into individual pages' HTML code to identify common types of information (as defined by Schema.org) that is contained within a page’s content.

Specifically, i:Create’s structured data markup uses the JSON-LD language (as recommended by Google) to represent the Schema.org schema types and property values.

For example, a page containing a Frequently Asked Questions section can include the following JSON-LD markup in the page’s code to tell search engines what the page is about (source: Google’s FAQ feature guide):

 Screenshot of JSON-LD code

Please note

For most types of structured data, the marked up values must also be visible on the page to readers. For example, with the above return policy FAQ, the marked up accepted Answer value “Most unopened items in new condition and returned within 90 days” must also appear in the page’s visible text for readers, rather than being only contained within the page’s code.

Resources

To learn more about structured data, check out these links:

 

Tools