Making your website accessible and easy to can make the difference between holding visitors and losing them.
Structured Content means clear and robust content is a major fact in the case increasing and maintaining traffic to your site, as well as improving the user experience.
This content can also help you improve your SEO, which will improve your results in the SERP and bring more visitors to your website.
If you define your content clearly and establish a correct internal link structure between all your entries of the same subject, compete in objective keywords, you can show Google which article of all of them is the most important, and win the battle, reinforcing Your structured content with similar content that reinforces your position.
Think about the content of your site as if it were a pyramid in which your cover is at the tip of the pyramid. All the less relevant articles will be in the background, arising from more valuable contents. Your structured content should be close to the tip of the pyramid, preferably linked from the front.
As you write about essential topics in other posts, comments or any other part of your site, link to your key content. This will make Google crawlers consider them as more important than other pages. For example, if you are writing an article on how to install WooCommerce that you want to highlight as essential content, link it from articles like “How to configure WooCommerce “or” Payment gateways in WooCommerce “.
Structured data in SEO positioning
Of course, the structured data allows to label (we will see later how it is done) the information that a web page has to know what it represents or means, but … Does the organic positioning of our website improve?
Let’s go in parts.
First, by themselves, structured data do not constitute a direct factor of organic positioning. And I do not say it, but Matt Cutts himself says it (although more than one will say that it is enough for him to deny it to think otherwise (I.e.).
But let’s pause to consider: the important thing about structured data should not be that our pages have them. If that were the case, we would just have to include them in any way and “throw them away” by seeing how our positions improve.
The importance of structured data is that the information they provide is relevant and meaningful; That is, it corresponds to what is supposed to be: that what is marked as “schedule” is effectively a schedule, or that what is marked as “valuations” is effectively the valuation of users. And that, for now, the crawlers are not able to evaluate it.
But let us now turn to the second part. As you have already deduced at the end of the previous section, that a page has structured data, which are reflected fragments, the user in the form of enriched fragments, it can have a direct effect on the user experience.
Specifically, it increases the probability that the user clicks the link to a page with relevant enriched fragments because it shows additional information that makes it stand out from the other links in the SERPs. That is, our CTR increases, our number of visits and, because it finds what they need, the time that they remain on our page.
But the benefits do not end there: by providing more information in the SERP, the user can determine in advance if he is interested in entering our page or not so our rebound percentage can be reduced substantially. In this case, because the user finds what they are looking for and does not have to return in a few seconds to the results page to look at other links.
And these four factors (higher CTR, more visits, more visit time and lower rebound percentage), taken together, can directly improve our organic positioning since they are indicative of our pages providing an excellent user experience.
Structured data in content writing
At this point, you are probably asking yourself the following two questions:
- How do structured data affect my task as a content editor?
- How do I incorporate structured data into my content?
Concerning the first question, as an editor, you should not change your working methodology. You must continue to create quality content, relevant and useful for users, using the different copywriting techniques that you consider appropriate according to your professional criteria. At most, you will have to include some specific data required by the data marking.
We must not forget that structured data is not intended to change the way we write the content, but rather to identify what information we have included in this content for search engines to recognize. Although, as we will see below, some types of information will require us to enter individual data; for example, that a postal address has a location.
About the second question, the ideal situation occurs when the contents themselves already include the information that will constitute the structured data, it being only necessary to “tag” them or “tag” them in some way to indicate what kind of information each one.
For this function, we have different formats of labeling or marking of data that are integrated with HTML language, which in turn represents our content. So that you do not have to modify the HTML coding of the content, but add in the HTML code the appropriate tags where applicable for each type of information identified in the content.
Regularly analyze the SEO of your content to see what is working and what is not critical. Working with content marketing is a worthwhile investment. To start with your strategies, it is enough to choose the form of production of content that is the most adapted to your objectives.