Structured data

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Structured data is HTML code that Google knows how to interpret and that is key to achieving results in many strategies.

It is not the first time that I have seen, especially in large domains of a certain age, that they do not have a good position in Google and it is not because the domain is of low quality, because it does not have enough links or a high authority, what happens is that Google does not know how to interpret the content of said domain and this affects the first positions due to its content.

I'll tell you a true story, but please excuse me for not mentioning the domain name out of respect for the client.


SEMrush Structured Data
In 2016, we received a call from a fairly large company, but with a website that was completely outdated in terms of programming.

They told us that they wanted us to do SEO but with the peculiarity that we couldn't touch the website, something that, although it may seem strange, large companies usually tell you.

At this point in the project we had several options:

Inflate the web with high quality links
The truth is that this was the first option that came to mind, but we had two problems:

The website did not have the keywords for which it wanted to rank in 90% of the website.
The total budget for the SEO strategy was not enough to create a sufficient number of links to see the effect of the link building strategy. In addition, this website already had good links that had been created completely naturally due to the authority of the brand.
At this point, we discard this strategy.

Working with structured data
Looking at the website we saw that, even though it was poorly positioned, it actually had a good number of URLs, and although only 10% had any way of getting traffic from them, these were mostly in the first level of access to Google, which gave us some possibility.

But of course, we couldn't get the programmer to work to add the structured data by code, which is how we like to work with structured data, so we took the “ Data Marker ” option from Search Console.

The next step was to inform the client that we could only position for the concepts that were already currently on the website and not for new concepts or others that were more interesting to them, but since the client insisted that the website could not be touched, they accepted this strategy.

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The truth is that the results surprised us , because in a short time, Google began to position the website after a few hours of labeling it with the data marker.

The only problem with this Google tool is that you practically have to go URL by dubai mobile number list URL stating what the content consists of, since although it supposedly works in blocks of information, that is, the entire blog should be labeled in the same way and all the pages in the same way.

As it was not well programmed and had different HTMLs, Google was not able to resolve these groups of information, so we had to do almost everything by hand, since even those indicated in blocks were not as such.

The main problem I see with structured data is that webmasters get a little scared of the code, they think it is the ally of evil or something like that, but nothing could be further from the truth, it helps Google understand the difference between a company page with a post article or a recipe for a product.

Moral: Make sure Google can correctly interpret the information you provide.

Important data :

Google has said that if your structured data is intentionally bad to result in inappropriate results, it could penalize those URLs, so you better make sure it is correct and appropriate.
Analyze the SERPs you want to appear in, that is, if you have a recipe strategy for example, adapt your strategy to this data structure.
Make sure that all the data is correct, including those that are not mandatory; the fact that they are not mandatory does not mean that they are not necessary.