Structured data markup is an easy way to describe and annotate your content so that search engines have a better understanding of what your website is all about. Recently, web pages marked up with Schema markup have been showing up more in organic search results. Although search engines are very good and finding and categorizing information, structured data helps search engines better classify the most important parts of your website content.
Structured markup such as star ratings and client reviews help a website stand out on a search results page. It can definitely help with click through and conversion rates, especially if your website prominently displays stars while competitors do not. Although Google officially states that Schema markup does not affect search rankings, it doesn’t hurt to implement this markup in the event that Google does want to display it. Make sure that each individual page and section is marked up accurately. Google is less likely to display structured data markup if it is the same across your entire website.
Remember, the last time Google allowed markup to show up regularly in search results? That was way back in 2013, and then everyone started jumping on board, so that didn’t last very long. Implementing specific structured data on your website isn’t difficult or time consuming, there are plugins and generators that can help you get started. The window of time for benefits may be closing in, so take advantage of it while you still can because you never know when Google will change its mind and pull the plug again!