What is structured data? Also explains the impact on SEO and the installation location and installation method in WordPress

Briefly, structured data describes the structure of pages described in HTML and the meaning of text, etc.Data for better explanationPoints to.

We will explain in detail below.

What is structured data


What is structured dataTagged data that specifically conveys data (information) written in HTML to search enginesPoints to.

For example, let's look at the following sentences:

"Kokorograph is located in Shibuya, and our main business is SEO measures. Please contact us at 050-1748-9550 for consultation."

It's an ordinary sentence, but we naturally read a lot of information from the function of the brain without analyzing the contents of the sentence in detail. "Shibuya" is a place name in Tokyo, Japan, "050-1748-9550" is a phone number, and so on.

However, search engines have a hard time figuring out exactly what the text means. It is necessary to accurately convey the meaning of the text, such as "Kokorograph" is the company name, "Shibuya" is the company location, and "050-1748-9550" is the phone number.

*It does not become a critical problem such as not being indexed just because it is not supported.

Thinking based on the Semantic Web

as mentioned above,A way of thinking that not only treats strings as strings, but also makes search engines understand the meaning and context of each one.is called the Semantic Web.

Often seen in URLs, "WWW (World Wide Web)”,W3CofTim Berners-LeeThis is a concept proposed by Dr.

By making it easy to understand for search engines, you can expect to see rich results and improve usability.

*Rich results are text that displays the answer to the search keyword without clicking on the site in the search results. (See image below)


What is the vocabulary and syntax for structured data?

When thinking about structured data, the phrases vocabulary and syntax come up. I will briefly explain each.

What is vocabulary?

Defining the values of structured data and defining things to be marked up,vocabularyIt's called.

For typical vocabulary,Schema.orgthere is. It is jointly operated by companies such as Google, Microsoft, and Yahoo, and Google also recommends using Schema.org for structured data.

Vocabulary is the definition of using "name" to represent a person's name, "address" to represent an address, and so on.

What is syntax

Specifications and writing methods for describing structured datasyntaxIt's called.

The syntax supported by Google that is required to indicate the logical structure of the property being described is

  • RDFa
  • Microdata

will be three.

I will also give a brief description of each example.


<script type="application/ld+json"> { "@context": "https://schema.org/", "@type": "Recipe", "name": "チョコレート", "author": { "@type": "Person", "name": "中村一浩" }, "datePublished": "2022-08-23", "totalTime": "PT120M" } </script>
Code language: HTML, XML (xml)


<div vocab="https://schema.org/" typeof="Recipe"> <span property="name">チョコレート</span> By <span property="author">中村一浩</span>, <meta property="datePublished" content="2022-08-23">2022年8月23日 Prep Time: <meta property="totalTime" content="PT120M">120分 </div>
Code language: HTML, XML (xml)


<div itemscope itemtype="https://schema.org/Recipe"> <span itemprop="name">チョコレート</span> By <span itemprop="author">中村一浩</span>, <meta itemprop="datePublished" content="2022-08-23">2022年8月23日 Prep Time: <meta itemprop="totalTime" content="PT120M">120分 </div>
Code language: HTML, XML (xml)

I tried to write each one briefly.

Microdata and RDFa do markup directly on the displayed text.

JSON-LD, on the other hand, describes the displayed text and markup separately.

JSON-LD describes structured data separately from the text displayed on the web page, making operation management easier. Google also recommends JSON-LD, so if you don't have a particular preference, write in JSON-LD.

Advantages of implementing (markup) structured data

At the beginning, I told you that it wouldn't be a big problem if you didn't implement structured data.

You may be thinking, "If I don't have to write it, why don't I have to do something complicated?" If you know the benefits, you may be compelled to include structured data.

Advantage 1. You can expect to see rich results and rich snippets

Like the image above, it means that a lot of information is displayed in the search results.

In addition, by implementing structured data,Digiken's pageIn some cases, an accordion is displayed, such as .


By implementing structured data,not always displayed, thus a visible effect can also be expected.

By displaying rich results and rich snippets, you can expect a chance to increase the click-through rate of users.

Advantage 2. Search engines can deeply understand the content of the site

As we have said many times, implementing structured data is work for search engines.

A site that reflects structured data well is easier for search engines to understand than a site that does nothing.

Naturally, the more information you can convey to search engines, the better your search results can be.

Disadvantages of structured data

Conversely, let's take a look at the disadvantages associated with structured data.

Disadvantages 1. Somewhat difficult

It will be difficult because it requires specialized knowledge.

If you don't understand how to write structured data, there are parts that look like HTML, and there are rules that shouldn't be written in the same way... It's a little troublesome.

Disadvantages 2. Sometimes it takes time

Regardless if it is a case of copying and pasting. Considering the work of checking whether the written contents are correct, it will take some time to implement.

Also, when an error occurs, it may take some time to understand what is wrong.

Writing structured data can be time consuming until you get used to it.

How to implement (markup) structured data

So how do you implement structured data? In some cases, it can be implemented in a specified file, or in the case of WordPress, it can be compactly handled with a plug-in, so I will explain each.

When implementing directly in individual files

I will explain using general schema.org vocabulary (definition) and JSON-LD (syntax/description method).

For vocabulary and syntax, hereRecommended by Google,JSON-LD/schema.orgIt is OK if you hold down the format of .

Let's mark up some company information.

<script type="application/ld+json"> { "@context": "https://schema.org", "@type": "LocalBusiness", "name": "株式会社ココログラフ", "image": "https://www.sample.co.jp/images/logo.png", "telephone": "050-1748-9550", "address":{ "@type":"PostalAddress", "streetAddress":"2-19-15", "addressLocality":"渋谷区", "addressRegion":"東京都", "postalCode":"150-0002", "addressCountry":"JP" } } </script>
Code language: HTML, XML (xml)

It doesn't matter if it is written in the head tag or the body tag of the file to be inserted, and it is enclosed in script tags.

When using the structured data markup support tool


Applicable types are limited, but can be used with simple operationsStructured data markup support toolThere is a tool provided by Google.

Check the box where you want to markup structured data, paste the URL of the target page and press "Start tagging".


When you drag the part you want to mark up,


You have a choice of what information to give.

Once you've made your selections, click "Create HTML" in the top right corner.


Then, it will generate structured data of the selected content, so just copy and paste it to the target page.

For WordPress (implemented by plugin)

Structured data is easy to touch code and have a difficult impression.

If you're using WordPress, it's also a good idea to use plugins.

There are many plugins for structured data that can be inserted individually, but most SEO plugins can also handle structured data insertion.

We recommend thatRank Math"is.


It can be used for each page, and you can insert the type of structured data you want to use simply by clicking and entering.

* However, even if you insert structured data with a plug-in, you need to understand the description method and necessary items.

When testing if structured data is correct

Even if you do some research and write about it, you still think, "I tried making it, but is this good? Is it wrong?"

Once created,Rich results toolLet's check if there are any errors using


If you enter the code or inserted URL of the structured data and start the test, it will check if there are any errors in the structured data.

If there are no problems, you will see "XX valid items detected" in green letters.

If there is an error, it will appear in red text stating "Some markups are not eligible for rich results". If you continue to check as it is, the problem areas will be highlighted with a red marker, so check them and make corrections.

Be aware of the semantic web with structured data.

Structured data has a strong impression of being difficult from the words and images, but there are certain rules for the format of description. When writing your own, use structured data markup support tools and rich result tools. In the case of WordPress, markup can be done easily with plug-ins.

If you have any questions after reading the article, feel free to Twitter (@kaznak_com) Etc., please ask.
see you.

Kazuhiro Nakamura
Kazuhiro Nakamura
Representative of Cocorograph Inc. 13 years of SEO history, more than 970 sites with countermeasures. We provide SUO, an upward compatible service of SEO that optimizes not only search engines but also search users. SEO / SUO's original report tool, Sachiko Report Developer. Book "The latest common sense of SEO taught by professionals in the field"
Kazuhiro Nakamura
Kazuhiro Nakamura
Representative of Cocorograph Inc. 13 years of SEO history, more than 970 sites with countermeasures. We provide SUO, an upward compatible service of SEO that optimizes not only search engines but also search users. SEO / SUO's original report tool, Sachiko Report Developer. Book "The latest common sense of SEO taught by professionals in the field"