Google is dumb.
Structured Data allows formatting bits of information for a robot, like Google, to understand something.
Humans understand things that robots can’t. For example, how does an algorithm understand an address, a first name, or anything that we take for granted?
Structured Data are not only important for Google SEO; they are mandatory.
The main repository is Schema.org, but you should observe the evolution of the concept.
Structured Data come and go.
If you don’t format correctly, it won’t work. From an SEO point of view, you have different levels of benefits. If you are first to take advantage of a Google feature, which uses structured data, amazing things might happen.
It did for me when I applied the patent around the define: operator in Google. It was like the ancestor of Position 0, and my timing was perfect. I tell the whole story in the podcast.
However, when everyone uses Structured Data, then it’s not a decisive advantage anymore.
You will have to rely on good old SEO strategies based on content and links to give your website enough “power.”
When a website is powerful enough, in terms of Pagerank/Authority/Notoriety, Google will favor it to display information based on Structured Data.
The main issue remains the trust factor. How can a Search Engine “understand” the information is legit?
One more thing: don’t confuse Semantic SEO for Semantic Web.
Watch the full podcast with Dixon Jones
Why Structured Data Matters
Structured data provides search engines with additional context about your content. By converting human-readable text into machine-readable information, it helps search engines:
- Understand your content more effectively.
- Deliver enhanced search results, like rich snippets.
- Improve click-through rates by displaying extra information directly in the SERPs.
Dixon highlights, “The whole point of structured data is to help search engines interpret content better. It’s not just about adding metadata; it’s about improving meaning.”
Starting From Zero
If your site doesn’t currently use structured data, implementing it can lead to significant improvements. Basic tools like plugins (e.g., Yoast SEO) make it easy to add organization names, authors, and other simple schema types. However, Laurent emphasizes the importance of going beyond generic setups:
“Baking structured data directly into your theme ensures consistency and customization,” Laurent advises. “Avoid overloading your pages with irrelevant schema—keep it precise and meaningful.”
When Everyone Has Structured Data
As structured data adoption becomes widespread, it’s no longer just a competitive advantage—it’s becoming table stakes. This raises the question: what happens when everyone has structured data?
- Authority and Relevance Dominate: Larger sites with established authority will still have the upper hand.
- Content Differentiation: Use advanced schema types like about and mention to provide deeper context.
- Avoid Schema Overstuffing: Misusing schema, like adding irrelevant entities, can confuse search engines and harm rankings.
The Future of Structured Data
Google’s evolving algorithms, coupled with technologies like augmented reality and AI, mean structured data will become even more critical. “Google needs speed and precision for the future,” Laurent explains. “Structured data offers that foundation.”
Lessons from the Past
Laurent shares a 2005 experiment where structured content (not technically structured data at the time) drove significant affiliate revenue. Even then, aligning content structure with user intent showed its power—a lesson that remains true today.
Common Challenges and Pitfalls
- Schema Validation: Incorrectly implemented schema can create errors. Tools like Google’s Structured Data Testing Tool can help, but Dixon warns that changes to testing tools may complicate validation.
- Trust Issues: As with fake reviews, schema abuse can undermine trust. “Google learns from spam,” Laurent says, “but small players risk losing out if bad actors dominate.”
- Scraping Concerns: Structured data makes it easier for others (including competitors) to scrape your content. Be cautious about what you expose.
Best Practices for Implementing Structured Data
- Start Small: Focus on essential schema types like articles, FAQs, and reviews.
- Customize Thoughtfully: Don’t rely solely on plugins—integrate schema that reflects your unique content.
- Test Regularly: Use validation tools to ensure your schema works as intended.
- Think Long-Term: Plan for emerging technologies, such as voice search and AI-driven results.
A Double-Edged Sword
Structured data is an essential tool for modern SEO, but it’s not without risks. When used responsibly, it enhances your site’s visibility and user engagement. However, misuse or over-reliance can lead to penalties or diminished trust.
“Be careful what you wish for,” Laurent warns. “Structured data opens doors for search engines—and competitors—to use your information. Ensure your business model can adapt.”
Next time on SEOconspiracy.com, we’ll tackle the debate over top-level domains. Are .com, .org, and .net still the best choices, or can exotic TLDs like .guru or .ninja hold their own? Stay tuned!
