Structured Data And Data Feeds Help Improve Search Results For Consumers
For as long as most of us can remember, search engine results pages operated on a basic premise of:
- Users type in a keyword for their search
- The user then sorts through text PPC results and clicks on the website of their choice
But as search engines become more sophisticated, we’ve noticed that an increasing number of search engine results pages are being heavily influenced by structured data. This influence can be seen in the form of user-rich information that offers a far more localized and personal experience for the user.
And the more personalized a result is, the more likely an action will take place, which is why it’s about time you took a closer look at how structured data can reinvigorate your online marketing strategy.
Understanding The Role Of Structured Data In SERPs
Online retailers are no stranger to data. For example, data feeds are used to enable merchants to structure product catalogs into file formats that can be disseminated by engines like Google.
These search engines then display these feeds in a visually appealing ad format for the end-user.
This format has been working well for a while with Bing Product Ads, Google Product Listing Ads and Amazon Marketplace. But it appears we’ve just begun to tap into the potential that data feeds offer.
As data feeds become more structured (and, importantly, more standardized), search engines like Google will be able to do more with that data, including creating exciting new ad formats within the SERPs (search engine results pages).
What does this mean?
Well, already consumers are able to see movie times, check out tourist activities based on their current location, and catch up with breaking news, all within a search engine results page.
Structured Data is to thank for that!
But structured data isn’t limited to ecommerce. It can offer so much more for the future of search, including moving outside the realm of ecommerce and into the general idea of making it easier for consumers to take action.
The kind of action they take is, well, virtually limitless:
- Make restaurant reservations
- Rent a car
- Get insurance quotes
- Get the pricing for a B2B company
Structured data will help evolve the idea of search beyond just finding information. The future of search will be about gaining knowledge and taking action: search engines will be the inter-communicative partner to make this happen.
Don’t Miss Out On The Power Of Structured Data
As of now, structured data can greatly impact retailers, trip planners, hotels and airlines. However, it’s not difficult to see how other business structures, including real estate, education, and insurance, will benefit as well.
The first – and most important – step to take to ensure your business doesn’t miss a beat is to optimize your structured data and data feeds.
Some of the most straightforward ways to optimize your efforts (in both Bing and Google alike) include:
- Use negative keywords to minimize irrelevant searches
- Include images that show the product in use, and always provide high-resolution photos
- Don’t get lazy on pricing – stay competitive!
- Use keyword-rich titles that include your brand, product type, gender, size, and a generic color
- Refresh your feeds often (at least every 24 hours)
- Don’t forget about GTINs (Global Trade Item Numbers). They should be added to any product sold by multiple retailers
Optimizing your structured data and data feeds can be time consuming, particularly if you’re not well-versed in the guidelines and standards of search engines like Bing and Google. OperationROI can help. Our data feed team has firsthand experience helping clients across all industries fine-tune and polish their data for maximum impact and results.
Contact us today at 1-888-277-5429 or by filling out our contact form to learn more about how we can help you get the most out of your structured data feeds.
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