The foundation of a structured data resource is invariably Resource Definition Framework – a standard model for purpose of data interchange on the web, which allows it to be seamlessly shared across various applications, apart from supporting easy evolution of different schemas. In fact, the Googlebot in the near future will be looking beyond keywords and Web links – to identify structured data or semantic markup.
RDFa offers a set of attributes, which allows within Web documents the embedding of rich metadata, for example, the insertion of machine-readable attributes to any standard XHTML. A semantic markup technology specifically designed for E-commerce purpose lets retailers send across accurate data on their products, services etc while communicating the same to search engines for indexing and ranking purpose.
Retailers would be able to post nothing but only unstructured text without RDFa, even though they might have used precise data while generating ages, albeit making it tougher for engines to extract, decipher, interpret, and rank their individual pages properly. They can insert a small, albeit rich and pertinent piece of structured data with RDFa (for instance, small product datasheet). Browser extensions, mobile applications and search engines can make use of it for precisely informing your potential customers about the products and services you want to project.
Richer data display
The above mentioned markup can be utilized to display information regarding price, payment, delivery etc on search engine listings. Retailers can use this kind of ontology language for precisely describing to search engine users what their business offers, thus drawing their attention. A small data package can be created to depict their products and relevant features, in addition to their stores locations, timings, and payment options.
Increased organic search-driven traffic
It has been shown that sites employing Microdata or similar such technologies can be assured of a significant rise in targeted organic search-driven traffic, and a higher click-through rate.
Schema.org markup will let you improve your relevancy. For instance, while running an open source site search, it is possible to tune your site search in order to pull these links. Also, you can use Schema markup to inform Google if your content is an online game or video. This markup can well be applied to videos, games, news and more. ‘GoodRelations is another handy tool. A structured markup for your products, it’s perfect for E-commerce sites. Both schema.org and GoodRelations, it is safe to state, can be used in combination to send richer data on retail websites to top search engines as well as browser extensions, helping retailers to articulate their intrinsic value proposition as data.
Higher position in search results
By adding the same to your webpages, you are in a position to enhance the visibility of your offers and incentives in search engines and recommender systems. What it means is that your customer-specific information becomes visible in a prominent and timely manner to the target audience with a matching need. There are demonstrations available on the Web to inform you on how to insert additional mark-up to your pages so that Google can utilize the information to enhance their rendering in the relevant search results.
With Google altering its algorithm so as to ameliorate the perceived lacuna of its technology by turning to semantic search technology, retailers have a good opportunity to incorporate structured data on their sites and key product pages, for exploiting this change. It is not an opportunity to be missed to stay ahead of your competitors by staying tuned to the technological advances.