SEO structured data: how to use them well?

Structured SEO data is one of the most effective levers for improving the visibility of a website in Google. Used properly, they can transform a classic page into a rich result that attracts the eye, captures clicks and makes a difference against the competition.

SEO structured data: clear definition and direct impact on SEO

What is structured data?

Structured data is a common language between your website and search engines. They help Google to accurately understand the content of your pages, your type of business, your products, or your services. Concretely, it is a data tagging added to your HTML code in the form of JSON-LD Or of microdata (microdata). These elements allow search engines to identify key information: the name of a product, its price, a customer review, an address, an article or even an event.

Structured data doesn't change how your page looks for users, but it strongly influences how your content appears in Google search results (Search).

Why it is essential for your SEO

Structured markup directly improves your seo And your click through rate (CTR). When a web page is properly tagged, it may appear as Rich Snippets : Display of star reviews, prices, images, or FAQs directly in the results. This rich content attracts more attention, increases credibility, and generates more qualified traffic.
In addition, structured data helps Google better interpret your content and connect it to relevant user queries. It is a powerful asset to appear in direct answers Or the rich results of the engine.

The different types of structured data useful for your site

Not all businesses have the same needs. Here are the types of schemes the most effective ones to integrate according to your activity.

These formats are based on schema.org, a database shared between Google, Bing, and other search engines that defines recognized tags and properties.

How to add structured data to your website

Possible formats: JSON-LD, Microdata and RDFa

There are several formats for tagging your pages.

• JSON-LD : it is the format recommended by Google. It is independent of HTML and easy to insert into the code of a page.
  
  
• Microdata : they are integrated directly into HTML tags, but are more complex to maintain.
  
  

The JSON-LD is the most suitable for modern sites. It's flexible, clear, and compatible with leading rich data testing tools.

Where and how to tag your pages

To get visible results, markup must be present on the key pages of your site:

• Les product pages (with name, price, availability, reviews)
  
  
• Les service pages (with company and contact information)
  
  
• Les blog posts (with the “Article” or “BlogPosting” schema)
  
  
• Les local pages (with “LocalBusiness”, “geo”, “address”, “OpeningHours” data)
  
  

This data must accurately reflect the information visible to the user.

JSON-LD markup example

Here is a concrete example for a product:

<script type="application/ld+json">

{

“@context “:" https://schema.org/ “,

“@type “: “Product”,

“name”: “Custom kitchen front”,

“image”: "https://exemple.com/facade.jpg “,

“description”: “High-end custom facade made in France”,

“sky”: “FAC123",

“offers”: {

“@type “: “Offer”,

“priceCurrency”: “EUR”,

“price”: “149.99",

“availability”: "https://schema.org/InStock”

},

“aggregateRating”: {

“@type “: “aggregateRating”,

“ratingValue”: “4.8",

“ReviewCount”: “56"

}

}

</script>

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This JSON-LD format is readable, quick to implement and perfectly compatible with the Google search engine.

Verify and optimize structured data

The essential tools

Before going live, each page should be tested. Here are the tools to use:

• Google Rich Results Test to check the validity of the code and the display of rich results.
  
  
• Schema.org Validator to confirm the conformity of the diagram.
  
  

Best practices for continuous optimization

• Update the prizes, availabilities and Product reviews.
  
  
• Add news enriched data for recent content.
  
  
• Regularly check validity with Google test tools.
  
  
• Analyzing the impact on the Click-through rate via the Search Console.
  

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Take action with structured SEO data

Structured data is not a technical detail, but a real strategic lever for your SEO. They allow Google to better understand your site, to enrich its display in the results and to improve your click rate. For an SME, a small business or a company that wants to maximize its visibility on the web, this is an opportunity not to be overlooked.

Chez Scroll, we help businesses take advantage of these optimizations without technical complexity. We can audit your site, set up the right JSON-LD markup and monitor the results so that your SEO progresses measurably. Do you want to talk about it? Contact us and we'll show you how to take your site to the next level.

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