June 7, 2022 Last updated June 7th, 2022 2,899 Reads share

How to Use Structured Data in Marketing

Image Credit: pixabay.com

As per Content Marketing Institute (CMI), 86% of marketers use content marketing but not all believe it’s effective. You’re probably asking yourself right now, how can you use structured data in marketing?

Structured data is easy to comprehend and apply! 

Google has declared that structured data-rich websites would be prioritized in their search algorithm above those that do not. So what exactly is structured data, and how can it help your business? Let me explain.


What is Structured Data?

Structured data helps search engines better understand your content and how to rank it. That means structured data can make your website more likely to appear in search results and appear higher in them. 

It’s a minor tweak, but like many marketing strategies, you must think carefully about what your business offers to customers. Search engines, unfortunately, aren’t as good at understanding context as humans are. Thus, ensure you provide as much information as possible — in an organized way—to give search engines everything they need to do their job well. 

In addition to SEO benefits, structured data can also help users who rely on screen readers or other assistive technology get more out of your site by understanding its contents more accurately.

So here is how you can utilize this data to benefit your B2B online marketing and visibility.

Greater Visibility

By using structured data, you’ll increase Google’s ability to index your content. This means more prominence in search engine results pages and more visibility to relevant keywords and phrases, which are two important SEO ranking considerations.

If you don’t currently have a website, now is a great time to get one up and running so that you can start implementing structured data today. Using structured data is the way to go for greater website visibility, ahead of the competition. 

Better Customer Experience

You can build a better customer experience with structured data by adding search-friendly markup that makes it easier for users to find relevant products on e-commerce sites. With these improvements, users can easily navigate an online store and make purchases with less effort, leading to higher sales. It will also be possible for search engines like Google, Bing, and Yahoo to identify your content as more relevant, improving its overall ranking in search results.

Additionally, using the question schema to find FAQs on your page and deliver answers clearly and concisely straight in the search rankings is a superb method to communicate information to your clients as soon as feasible.

Easier B2B Marketing

One of the major benefits of using structured data is that it’s easier for search engines to read and understand your content. 

Additionally, Google provides increased search rankings to web pages with a nicely structured data markup. This helps boost traffic and provides more opportunities for conversions.

How cool is that? You will benefit from being included in rich snippet results (which can help increase click-through rates), but you’ll be on a level playing field with other high-quality sites when it comes to rankings.

Increase Brand Reputation and Trust

Providing an easy way for customers to verify your brand and products as legitimate will increase trust and reputation for your company. 

This is also a great avenue for strengthening customer relationships and increasing sales through loyal consumers retention. It also reduces the risk of cyber attacks to unsuspecting customers due to inaccurate information.

Social media has already proven its ability to improve reputation management—this is just taking it a step further. By using data markup on your website, you can ensure that accurate information about your business is always available to customers when they need it most.

Improve Click Through Rate (CTR)

A higher CTR means more people will see and interact with your listing in SERPs. This is especially important for local businesses vying for consumers’ attention against more well-known national brands. 

Considering Google frequently provides ratings in search results, they reflect quality and can assist increase a company’s click-through rate.

Boost Domain Authority (DA)

Domain authority (DA) is a numerical value that Google provides to websites when it pertains to SEO. For its part, Google gives higher scores to websites with more trustworthy content, while sites with lower scores are demoted in SERPs. 

The goal of every business owner or online marketer should be to increase their site’s DA. To do so, you need to create unique and valuable content for your target audience. You can attract links from other trusted sources and build up your domain authority over time.

Increase Website Traffic

By adding structured data markup to your website, you can increase Google and other search engines traffic. Site owners can identify key information such as their business address, contact info, opening hours, and product descriptions. 

The more relevant information you provide on a website, the better search engine ranking it will receive. It’s important to note that different structured data types can be embedded into a website.

Easier Hiring of Recruits

You must employ competent personnel to be competitive in the marketplace. Google displays job postings immediately in search results, eliminating the need for candidates to go to a job board instead of directing them to your website. Google also distinguishes between on-premise and work-from-home positions, an essential distinction for many potential employees seeking opportunities in the new world of work.

Events Listing

Your firm may use the events structured data snippet to highlight future events. Local companies may benefit greatly from organized data snippets like these. With this schema markup, you can be front-and-center in search results whether you’re holding a sale, a speaker, or a class.


Final Word

Search engines are constantly improving how they gather and deliver data. They provide customers with better, intelligent search experiences. It’s up to you as a company to stay up, and structured data may help you do so.

Structured data benefits both organizations and consumers by increasing visibility and improving SEO. Businesses trying to generate visitors, leads, and revenue from their website cannot miss out on such a great chance with this new technique.

Wesley Anderson

Wesley Anderson

Read Full Bio