20 apr 2022

Structured data explained for beginners (+ 5 examples)

️ Blog
17 min. reading time

Structured data makes it easier for Google to 'crawl' your data. This allows Google to better understand your pages, products, and website and knows where to display this information in the search results. Using structured data is like talking to Google and telling Google what your site is about. It will help with your SEO and therefore your rankings. You can add the structured data in the HTML of a website, with this you provide the search engine with extra information and you give users extra data to make better choices in the SERP.

In this blog we tell you more about 5 different forms of structured data: carousels, videos, product, breadcrumbs and how-tos.


Why is structured data important?

Structured data can make your page appear as a feature in the Search Engine result page. Think of a featured snippet, rich snippets and rich cards. These results are placed at the top of the search results, which generally means a higher CTR and therefore more visitors to your website. 

The different types of structured data are also called schemas. With some schemes you will be shown with a rich snippet, or with an extended search result on the SERP, with other snippets you will not see anything in the search results. 

These are 5 examples of data schemes:

  1. Carousel
  2. Product
  3. Video
  4. Breadcrumbs
  5. How-to


1. Carousel

Carousel Structured Data transforms your search results from a boring blue link to one with visually striking elements. Carousel Structured Data is a horizontal list-like representation of search results. Google usually presents movies, books or other products in the carousel. 

Even if you are not included as a rich snippet, it is still worth stating in a legitimate way what your page is about. This allows Google to rank your page better in the SERP. Do you want to know how to get a career

ousel can install? Then check this blog post. 

2. Product

Add formatting to your product pages so that Google can provide detailed product information as a rich result in Google Search, including Google Images. Users can see the price, availability and ratings directly in the search results.

Using formatting to qualify for rich product results can help you attract potential buyers as they search for items to buy on Google Search or Images. Continue to make sure that your product information is up-to-date, so that consumers find the relevant articles they are looking for. 

Want to know how your products qualify for badge display in Google Images? Then check this blog.



3. Videos

Google Search is the entry point to discover and watch videos. You can provide explicit information for this, such as the description, the miniature URL, upload date and duration, by marking your video with VideoObject. Videos can appear in Google search results, video search results, Google Images, and Google Discover.

Within video structured data there are various characteristics that can be linked to your video. These features provide special views: LIVE badge, home activities & key moments.

Do you want to know how to implement video structured data? Then we recommend you this blog to read. 



4. Breadcrumbs

DFor breadcrumbs structured data you provide Google with information about the structure of your website and the depth of your URL. The URL is neatly displayed in the search results. It can help the users to better understand the site and also explore it effectively. 

The breadcrumbs show where you are on the website and which pages you have visited before. Each step of the 'breadcrumbs path' is clickable and links back to the previous pages – all the way back to the home page.

Do you want to install breadcrumbs on your WP website? Then check this blog.

5. How to

Use structured HowTo data to explicitly tell Google that your content is a how-to. The instruction takes the user through a series of steps that must be performed in order to successfully complete a task. This how-to may contain a video, image or text. Examples are: 'How do I make a website?' or 'How do I create a house style?'. When your manual is best read step-by-step, it can work to your advantage to add structured how-to data to your content. 

Well-marked how-to pages may qualify for a rich result in the SERP and an action on the Google Assistant, helping your site reach the more and the right users.

Do you want to know how to add how-to data to your content? We recommend the manual of Google Search Center to consult.



After reading this blog you will not only know what structured data is, but also why it can be beneficial to apply it in your digital marketing strategy. Implementing structured data can ensure that your website, video or how-to ends up higher in the SERP, leading more traffic to your website. In the coming years, Google will probably expand the number of structured data options. So keep an eye on our website for the latest updates. 

Want to learn more about SEO? Then read our complete handbook for SEO!

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