What is structured data, and how do you use it for SEO?
What the interviewer wants to hear
- Code, usually JSON-LD with schema.org vocabulary, that describes page content
- Helps search engines understand entities and content
- Can make pages eligible for rich results
- Must match visible content and follow Google's guidelines
- Test with the Rich Results Test and monitor in Search Console
- Not a guarantee of rich results or higher rankings
Model answer
Structured data is code that describes what a page is about in a standard format, usually JSON-LD using the schema.org vocabulary. For example, on a product page it can describe the name, price, availability and reviews. It helps search engines understand the content and can make the page eligible for rich results, such as product details, breadcrumbs or event information. I add types that fit the site, like Product, Article, Organization, LocalBusiness or BreadcrumbList. The markup must match what users can see on the page, and it must follow Google's guidelines; fake reviews in markup can lead to a manual action. I test it with the Rich Results Test and monitor the enhancement reports in Search Console. I also explain to clients that it does not guarantee rich results or boost rankings by itself.
Can you answer it under time pressure?
Take a timed easy round and get scored on every answer.
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