Structured data testing: Why is it crucial for SEO?

Estefania Gil

In the context of SEO, structured data refers to a standard format that helps search engines better understand the information on a web page. These data, typically represented in JSON-LD, RDFa, or Microdata format, facilitate content organization in a way that Google’s algorithms can process more effectively.

For webmasters, implementing structured data is key to standing out in search results, potentially leading to significant improvements in visibility. For example, structured data can enable rich snippets, which display additional information in the results, such as reviews, ratings, or product details. This added visibility increases the click-through rate (CTR), as the content is presented in a more attractive manner.

Índice

How to test structured data correctly?

Once structured data is implemented, it’s essential to test its correct integration. Running a structured data test not only helps validate its implementation but also allows the detection of any errors or issues that could affect search performance. The most commonly used tools for this purpose include:

Google’s Rich Results Test Tool: This tool is crucial for checking if the structured data markup is valid and being recognized by Google. By entering the page URL or JSON-LD code, webmasters can see whether the rich results appear correctly or if there are errors that need fixing.
Google Search Console: In addition to enabling structured data testing, Google Search Console provides detailed reports on the status of structured data on the website, allowing site administrators to effectively monitor its implementation.

Once the test is completed, it’s important to interpret the results. If the markup is valid, Google may display the content with additional features like FAQs, review stars, or product information. If not, the errors should be corrected before the website can benefit from these rich results.

Common errors when implementing structured data

Although implementing structured data offers enormous advantages, webmasters often make certain mistakes that prevent search engines from properly leveraging the data. Common errors include:

Incorrect markup: Using the wrong type of markup for the content can create confusion. For example, if a website is marked as a “product” but it’s actually an article, Google may not interpret the information correctly, which would affect visibility.
Irrelevant data: Including structured data for information that is not relevant to the page can result in penalties or prevent the content from appearing in rich results. For instance, attempting to use product structured data on a non-commercial blog page.
Syntax errors: Errors in the syntax of the JSON-LD, RDFa, or Microdata code can prevent search engines from processing the data properly. Ensuring that the code is correctly formatted is vital to its effectiveness.
Failing to update structured data: The data should be updated according to changes on the page. If an update is omitted after content modifications, the markup may become outdated and fail to reflect the new information.

Interpreting structured data test results

When performing a test on structured data, various results can indicate the status of the markup. It’s important to understand how to interpret these results to take appropriate actions:

No errors: This means that the structured data has been implemented correctly, and search engines can read and use it to display rich results.
Warnings: Warnings indicate that while the markup is present and working, there are some aspects that could be optimized. For example, missing data or recommendations for more specific markup.
Errors: Errors should be fixed as soon as possible, as they can prevent the structured data from being used effectively. The most common errors include missing elements required by the selected markup type.

It’s advisable to regularly follow up on structured data test reports to ensure no new errors appear as the website content is updated.

Tools to validate structured data

Using specialized tools makes it easier to validate and improve structured data. Some of the most popular include:

Google Structured Data Testing Tool: Although being replaced by the Rich Results Test Tool, it’s still useful for testing and validating structured data, helping detect markup errors.
Schema Markup Validator: This tool allows validation of structured data based on Schema.org specifications, ensuring the data is correct and compatible with all search engines.
Bing Webmaster Tools: Like Google Search Console, Bing also offers tools to check and troubleshoot structured data, ensuring optimization across multiple search engines.

How to optimize structured data for local SEO

Structured data is particularly useful for local businesses, as it can help improve visibility in geolocated searches. Proper use of structured data allows local businesses to appear in SERPs with details such as address, opening hours, phone number, and more, making it easier for users to quickly find key information.

Marking up local businesses with structured data is essential to help Google understand the business’s location and relevance. In addition to implementing the appropriate data type, it’s important to ensure the provided information is up to date and consistent with other online records, such as in directories and Google Maps.

Best practices for keeping structured data updated

To ensure the success of structured data, it’s important to follow some best practices:

Continuous updates: Data should be kept up to date with any changes on the web page, such as modifications to products, services, or events.
Regularly check testing tools: Run tests regularly to ensure the structured data continues to function correctly.
Follow Google’s Guidelines: Google provides clear guides on how to implement and optimize structured data. It’s recommended to follow these guidelines carefully to avoid mistakes that could negatively impact SEO.

Implementing and testing structured data is an integral part of modern SEO. Through proper markup and validation with specialized tools, webmasters can significantly improve the visibility and performance of their websites in search engines. By using tools like Google Search Console and correctly interpreting test results, errors can be quickly corrected, and SEO benefits can be maximized.

Structured data testing questions

Why is it important to implement structured data on my website?

Structured data improves search engines’ understanding of your page content, increasing the chances of appearing in rich results. This not only enhances visibility but can also boost click-through rates by presenting your site with featured snippets, such as ratings, prices, or relevant information.

How can I fix errors in my website’s structured data?

To fix errors in structured data, it’s essential to use tools like Google Search Console and the Google Rich Results Test. These tools will identify problem areas, such as incorrect syntax or invalid markup, allowing you to make adjustments before search engines can properly process the data.

What types of content benefit most from using structured data?

Structured data is especially beneficial for websites with content such as products, recipes, events, or local businesses. These types of content can leverage rich snippets, displaying additional information in search results that catches users’ attention and improves the search experience.