Why structured data (schema markup) is important for SEO

Search engines rely on structured data to better understand website content. By adding structured data (also called schema markup), you improve how search engines interpret and display your site in search results. This can lead to rich snippets, improved rankings, and higher click-through rates.

What is structured data?

Structured data is a standardized format that provides additional context about your content to search engines. It helps classify products, reviews, articles, FAQs, events, and other elements on your site.

Search engines use this data to create enhanced search results, such as star ratings, product availability, and event dates. These enriched results make pages more visually appealing and informative in Google Search, Google Images, and voice search.

Types of structured data

Different types of structured data exist, depending on the content of your site. Some of the most useful for businesses include:

1. Product schema

Used for eCommerce websites to display pricing, availability, and reviews. Helps products appear in Google Shopping and product carousels.

2. Review schema

Shows star ratings and customer feedback in search results. Increases trust and encourages higher click-through rates.

3. FAQ schema

Displays questions and answers directly in search results. Helps with voice search optimization and improves user engagement.

4. Article schema

Used for blog posts, news articles, and guides. Enhances search rankings and discoverability in Google News.

5. Local business schema

Adds details like business name, address, phone number (NAP), opening hours, and reviews. Improves visibility in local search results and Google Maps.

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How one of our clients uses structured data

One of our clients, Supliful: a dropshipping platform that enables creators to sell branded products, benefits from structured data in several ways.

Product schema helps display key product details in search results.
FAQ schema improves visibility for commonly asked questions about their services.
Review schema highlights customer feedback and trust signals.

By using structured data, their search presence became more informative and engaging, leading to higher visibility and better user interactions.

Benefits of structured data for SEO

Adding structured data improves your website’s search performance in multiple ways.

Rich search results. Schema markup enables star ratings, images, pricing, and other details to appear in search results.
Higher click-through rates (CTR). Eye-catching results attract more clicks.
Better indexing. Search engines can classify and rank pages more accurately.
Voice search optimization. Structured data makes content easier for Google Assistant and Alexa to understand.
Increased local visibility. Businesses using local business schema appear more prominently in Google Maps and local search results.

How to add structured data in Webflow

1. Use JSON-LD format

Google recommends JSON-LD because it’s easier to manage and implement. Instead of embedding markup inside HTML elements, JSON-LD is added as a script in the page head.

2. Insert structured data in Webflow

Open Webflow Designer.
Go to Page Settings for the specific page.
Paste the JSON-LD script in the Custom Code section (inside <head>).

3. Use Webflow CMS for dynamic structured data

For product pages, blogs, or events, structured data can be generated dynamically.
Use Webflow’s dynamic embeds to insert structured data for each CMS item.

4. Validate structured data

Before publishing, test your structured data using Google’s Rich Results Test (https://search.google.com/test/rich-results) to ensure everything is correctly implemented.

Why structured data matters for Webflow websites

Webflow does not add structured data automatically. Without it, Google may struggle to interpret your content correctly. Adding schema markup manually or dynamically gives your website an SEO advantage and makes it more visible in search results.

Final thoughts

Structured data enhances how search engines display your website. It helps with rankings, click-through rates, and visibility in search results. Implementing schema markup in Webflow is straightforward and can lead to significant SEO improvements.

If your Webflow website isn’t using structured data yet, it’s time to start.