SEO professionals often interchangeably use the terms “structured data” and “schema”, but it’s helpful to know the differences between these terms.
What is Structured Data?
Google defines structured data as “a standardized format for providing information about a page and classifying the page content.”
Simply put, this format was developed to help search engines accurately understand a webpage to properly display snippets of information in the search results pages (SERPs).
What is Schema?
Schema is a form of structured data that was officially launched via schema.org.
Schema was created by Google, Yahoo, Bing and Yandex in 2011 as a collaborative project.
Utilizing the Schema markup available on schema.org enables a landing page to be eligible for rich results.
What are Rich Results?
Rich results (formerly called rich snippets) are tiny bits of extra information you see on the search engine results pages (SERPs) that are beyond the typical blue title tag and meta description
These can include:
- Breadcrumbs
- Review star ratings
- Additional website links
Google provides two tools to audit structured data on your website: the Schema Markup Validator and the Rich Results Test.
Below are a few examples of websites that are benefiting from rich results:
Review Rich Results Example
Sitelink Rich Results Example
FAQ Rich Results Example
About The Author: Kevin Watts
Kevin Watts is the founder of Raincross, a premier web design, development and digital marketing agency headquartered in Riverside, CA.
Kevin got his start in online marketing and website design by working for some of the most prominent names in online retail. He's most recognized for helping to start e-commerce retailer Organize.com in 1998, and spent 12 years running the company's e-commerce and online marketing operations. He has been recognized and has received several online retail, marketing and merchandising awards throughout his career.
Kevin grew up in Riverside, CA and graduated from the University of Wyoming. In his spare time, Kevin is an avid fly-fisherman, college football fan, and enjoys spending time with his son Matthew, daughter Kate and wife Lindsey.
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