Data Structure and SEO

Google tries to understand your website to ensure it is relevant to the searches that people are making. This means when planning or optimising a website we need to consider this and make it easier for Google to find the relevant pages and information required to understand your site. 

Create a Schema. This serves certain scripts to Google in order to aid the search engine in search and find the most relevant pages on your site that the searcher may wish to see. What Google is looking to do here is to help the user so that they do not have to spend more time searching around in your site in order to find the content that they are looking for.  

Instead, here Google looks for the scripts on your site that relate to the type of content that the customer may be looking for such as reviews, testimonials and such and Google then ranks these relevant pages in the users search results.  

Effectively it saves time for the consumer and provides them with a better user experience.  

Remember Google is all about user experience, yes so that they can make money off the advertising targeted to those users (let’s not make them holier than what they really are), but if we have a strategy of redesigning our site and digital marketing strategy around improving the customer experience we will be in line with the Google strategy.  

Through this focus on data structure we can aid Google in improving their user experience.  

You should add scripts to your site that will show reviews and star ratings on search engine rankings. These rating are good for your SEO and can add both Google and user trust to your site.   

As with all customer review areas of your business you need to be on top of managing your online reputation.


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This article was written by Sam our Founder, Editor and Chief Behavioural Anarchist. Sam is a Data-Driven Marketing and Behavioural Communication’s Strategist based in Telford, Shropshire in the UK.

Here he is a Writer on Behavioural Insights, Media, Communications, Data Science & Marketing Technology. Keeping a watchful eye and investigating the misuse of technology and behavioural science by big business, media, and politicians in manipulating online narratives to sway public opinion. All opinions are his own. :

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