How to use Structured Data to Optimise Your Site for Google Search

You may have heard of ‘structured data’ and its role for search engines. But what is it and more importantly, how can you make use of it?

In this article we’ll give you a complete overview and practical tips you can implement today.


In today’s digital landscape, standing out on Google Search is crucial for businesses to attract potential customers and increase online visibility. Google is constantly evolving its algorithms to provide users with more relevant and engaging search results.聽

One of the most effective ways to enhance your SEO and stand out on Google Search is by utilising structured data. In this comprehensive article, we will explore the benefits of structured data, how it appears on Google Search, and how you can implement it to optimise your site’s performance and achieve higher click-through rates.

Understanding Structured Data

Structured data is a crucial aspect of SEO and digital marketing, as it helps search engines understand the context and content of a webpage. By organising information in a specific format, structured data makes it easier for search engines to process and display relevant information in search results. This, in turn, can improve a website’s visibility and attract more organic traffic.

There are various types of structured data, including product details, event information, and reviews. For example, when searching for recipes, structured data can provide information such as ratings, calorie count, and cook time, which can be sourced directly from the markup on the third-party site. This data can then be used to create rich, engaging search results that are more likely to capture users’ attention and encourage them to click through to the website.

Structured data can also be used to create customised, visually appealing search results. For instance, when assembling results for a single domain, such as a listing page of restaurants in a specific city, Google can reflow the content into smaller cards that are more easily digestible for users. This can give site owners a higher level of control over how their results appear in search, which can be particularly useful for businesses looking to showcase their products or services in the best possible light.

In addition to improving the user experience, structured data can also have a positive impact on a website’s SEO performance. By providing more detailed and relevant information in search results, structured data can help a website rank higher in organic search results, making it more visible to potential customers.

To implement structured data on a website, developers can use various tools and resources, such as the Search Gallery, Structured Data Testing Tool, and Search Console. These tools can help identify the best markup matches for a website’s content, draft and test the markup, and preview how the structured data will appear in search results. By following these steps and ensuring that the website’s structured data is complete and accurate, businesses can improve their online presence and attract more organic traffic.

Google’s mission is to organise the world’s information and make it accessible and useful. Over time, the search engine has evolved to meet users’ changing needs. Today, users expect more than just a list of links; they want answers and assistance. Google has responded to this by introducing features like rich cards, carousels, and immersives, which provide a more engaging and interactive search experience.

Rich Cards:

Rich cards are visual modules that organise information on what used to be a blue link in a simpler, more visually appealing way. They can be organised into carousels, allowing users to scroll right and left to see possible visual answers to their query. Rich cards are particularly useful for providing information about products, events, and other types of content where users want to see more than just a list of links.


Carousels are a type of rich card that allows users to scroll through a series of cards, each containing information related to a specific query. They are often used for queries where users are looking for a variety of options, such as recipes or restaurants. Carousels can be customised to show different types of information, such as ratings, calorie counts, and cook times, depending on the content of the query.


Immersives are mini-applications that allow users to explore the range of answers to a query. They provide a more interactive and engaging search experience, as users can tap targets to refine their query and see more detailed information. Immersives are particularly useful for queries where users want to compare options, such as products or services.

To implement structured data on your website, you need to follow these steps:

  1. Choose the appropriate structured data type for your content:
    • Product: Use’s Product markup to provide information about your products, such as name, description, image, price, and availability.
    • Event: Use’s Event markup to provide details about your events, such as name, description, start and end times, location, and ticket information.
    • Review: Use’s Review markup to provide ratings, reviews, and other feedback from users about your products or services.

  2. Add the necessary markup to your website’s HTML code:
    • JSON-LD: This is a JavaScript-based format that can be added to the head of your HTML document. It is recommended for websites that use dynamic content or have a large number of pages.
    • RDFa: This is a markup language that can be added directly to your HTML elements. It is recommended for websites that have a smaller number of pages and static content.

  3. Test your structured data implementation:
    • Use Google’s Structured Data Testing Tool to ensure your structured data is correctly formatted and understood by search engines. This tool provides a preview of how your data will appear in search results and allows you to identify and fix any errors or warnings.
  4. Monitor and maintain your structured data:
    • Regularly review and update your structured data to ensure it remains accurate and up-to-date. This will help maintain the quality of your search results and improve user experience.

  5. Use structured data to enhance your website’s appearance in search results:
    • By implementing structured data, you can improve the visual appeal of your search results, making them more engaging and informative for users. This can lead to increased click-through rates and better overall performance in search results.
  1. Stay informed about the latest developments in structured data and search engine algorithms:
    • Keep up-to-date with the latest best practices and guidelines for implementing structured data on your website. This will help you optimise your content for search engines and stay ahead of the competition.

By following these steps and implementing structured data on your website, you can improve your search engine visibility, enhance user experience, and ultimately drive more traffic and conversions to your site.

Case Studies and Best Practices

Several case studies demonstrate the effectiveness of structured data in improving SEO performance. For example, Rotten Tomatoes implemented structured data on over 100,000 of their pages, resulting in billions of impressions and a 25% higher click-through rate compared to pages without structured data.

To maximise the benefits of structured data, follow these best practices:

  • Use clear and concise descriptions that accurately reflect the content on your pages3.
  • Optimise your site’s structure and content to match the structured data you provide3.
  • Monitor and update your structured data regularly to ensure it remains relevant and accurate.


In conclusion, leveraging structured data is a powerful tool for businesses looking to stand out on Google Search and improve their SEO performance. By understanding the benefits and implementation of structured data, you can create a more engaging and informative search experience for your users, ultimately driving more traffic and conversions to your website.

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