Topic
9 videos.
Structured data is information about a page written in a fixed format that software can read. On a recipe page it can state the ingredients and the cooking time. Schema.org supplies the shared vocabulary of labels. Google reads several formats, and JSON-LD is the one it says it prefers. Its own guidance lists the types it uses for rich results, and that list is shorter than schema.org itself.
Beginners can try What is structured data? from Yoast, or What is JSON-LD?, a short developer introduction from 2012. A four-minute clip from 2020 asks how Schema.org and Google's guidance differ. Jarno van Driel's talk is advanced. Nearly everything else comes from tool vendors, and much of it is from 2022 or earlier, so rich result rules may have changed since.
Practise with: Tools for structured data and schema markup
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Not sure what structured data is? This beginner lesson from the free Yoast SEO academy course shows what it looks like on a page and what it might do for search results.
Older: check current guidanceIndependent practitioner
How do you write Linked Data in JSON? Manu Sporny gives web developers, designers and hobbyists a short introduction to JSON-LD and its basics.
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Structured data, schema.org and rich results each get a plain-terms explanation, along with how they link to organic visibility and traffic.
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Schema markup is walked through, from generating it and putting it on WordPress, Shopify or Lovable sites to testing it with Google's rich results and markup validation tools.
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Schema markup helps search engines understand a page, and Joseph Kahn breaks it into four steps, from choosing the schema to testing it with Google's checker and monitoring the results.
Older: check current guidanceTrade press or conference
How do Schema.org and Google's structured data guidance differ, and what should SEOs do about it? A short panel clip answers, with Daniel Waisberg of Google among the speakers.
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Schema markup is hard to implement, says Mark Traphagen of seoClarity, who also asks whether structured data is a ranking factor and explains JSON-LD.
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Schema markup gets a long discussion from Jono Alderson, Bartosz Goralewicz and Tomek Rudzki, who explain why it clears up confusion about a site and how to put it in place properly.
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Structured data does not need every schema type, says Jarno van Driel, who argues for clean HTML and good content and a clear sense of what markup is for.
