SEO Structured Data

SEO is one of the most important things for websites, search engines and how the two find one another. The right keywords can be the difference between overnight popularity or relative obscurity for a site or brand.

What a lot of people don’t often imagine is the fact that SEO is just bare-bones data – data goes in, and data goes out. This means that it can be analyzed, predicted and enhanced. What’s called SEO Structured Data can also help us to better understand how SEO works.

Just How Important Is SEO Structured Data?

SEO Keywords

SEO keywords define what people type into a search engine and what they’ll find on the other end. These keywords fall under short-tail keywords and long-tail ones. For example, searching “Omaha barber” versus “where can I find a barber in Omaha” or “Jack Nicholson actor wife” versus “who is actor Jack Nicholson’s wife” illustrates the point.

Garbled Strings of SEO Structured Data

First, search engines don’t see or read things the same way people do. A search engine might see the words “Jack Nicholson’s wife” and have no idea what the heck the word “wife” means or refers to. So how is it going to find anything related to the term? Garbled strings of data means the search engine can’t distinguish between someone searching for Jack Nicholson’s wife or a picnic table on Amazon. So how do search engines pull it off?

Many people might remember Ask Jeeves as one of the first search engines that started using SEO structured data to make sense of search terms typed in as longer questions, which sounds pretty regular now but was still a new thing at the time.

Structure = Context

Adding SEO structured data can be defined as adding context to search engine terms. At the very least, context that a search engine can use to understand the term better. Structured data is something the end-user might never see, but at the back-end of a website it gives the search engine something to work with to tell the difference between people who are searching for Jack Nicholson’s wife, pictures of his face or a different “Jack Nicholson” that isn’t famous and they went to school with.

Examples of SEO Structured Data

Structured data is also part of how search engines can offer suggested and related search content. Results usually look a little like the below:

• Because you searched for [name of TV Show]
• Related Searches for [Actor Name]
• Other Actors in [TV Show]
• Looking For [Corrected Search Term] Instead?

All of these examples are made possible by the use of structured data that gives the search engine bot a better idea of what they’re looking at. Structured data is what helps to make search engines smarter, and it helps the end-user to search better.

Incorporating Omaha SEO Structured Data

Structured data incorporated into your website most often exists in the back-end source code, and it’s something that the end-user will never see, but any tech expert will tell you that whether or not the user sees this code has no impact on how important it can be for a business or brand.

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