Google's Gary Illyes suggests we pay more attention to structured data

Forum Moderators: Robert Charlton & goodroi

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Google's Gary Illyes suggests we pay more attention to structured data

engine

12:02 am on Nov 10, 2017 (gmt 0)

At Pubcon today, Google's Gary Illyes says we should be taking more notice of the message about adding structured data to a site. It's going to make it much easier for Google to better understand the site, and for the mobile first index.

If that's not a big enough enough hint about adding it to your site I don't know what is.

keyplyr

5:10 am on Nov 10, 2017 (gmt 0)

Structured data has been slow to catch on since site owners likely don't have obvious incentives. Most markup innovations are in this category.

Things that do get implemented always have a downside if they aren't adapted (mobile, SSL, etc) and even then there is huge resistance and/or apathy.

Mobile voice search for product info is nearly impossible without structured data, so that may be the motivating factor.

Shaddows

9:35 am on Nov 10, 2017 (gmt 0)

Anatomy of a suggestion:

[Google makes mention of something]

Phase 1: Early Adopters - "This looks like something that can give us an edge: lets experiment"
Phase 2: SEO Bloggers - "This is something tricky, but important. Getting it wrong might damage you - get a Pro to do this for you. By the way, we have just launched a new service..."
Phase 3: Reactionaries - "Google is telling me how to run my site. This is just so it's easier for Google to parse and repackage my data. No way!"
Phase 4a: SEO Mythology 1 - "Anyone without structured data will not be able to rank at some point"
Phase 4b: SEO Mythology 2 - "Structured data makes your site tank, and anyway Google uses it in answer box / auto articles / [shiny new thing]"
Phase 5: Google Clarifications - "You know, this is just one facet of making a site rank"
Phase 6: Integration

martinibuster

1:50 pm on Nov 10, 2017 (gmt 0)

Some SEOs believe structured data is just to make your SERP listing pop out. I was reading a blog post by a popular Mozzer who reiterated that point. I was shocked to read that from someone who is supposed to know what she's doing.

Structured data can do so much more in terms of communicating to Google what the content is about. And more than that, it can help your lead generation and sales. I touched on this topic in an article I published on Wednesday about generating more sales.

frankleeceo

5:58 am on Nov 11, 2017 (gmt 0)

@Martinibuster, link to the article please? I would like to take a look and learn, thanks!

Robert Charlton

6:49 am on Nov 11, 2017 (gmt 0)

link to the article...

frankleeceo, it's a good article, and I'm going to take the liberty of linking to it. It's in the latest SEJ,

SEO Audits That Build Leads & Sales
by Roger Montti - Nov 8, 2017
[searchenginejournal.com...]

ken_b

2:27 pm on Nov 11, 2017 (gmt 0)

Robert; Thanks for the link.