Structured data improves the efficiency of SEO because it aids search engines, such as Google, in categorizing digital content. Yoast SEO 13.0 is the newest advancement in structured data creation.
Yoast SEO 13.0
Yoast SEO 13.0 is the newest advancement in structured data. This SEO plugin tool continues to improve Schema options. These Schema are essential as they allow you to provide Google with more information about your website so that it is easier to find.
Ultimately, Yoast SEO 13.0 will help you increase your digital presence online.
Structured Data in SEO
Structured data is essentially an abundance of information about a page or a website that is presented in an organized fashion. This information includes business/website location, industry, personal information, etc.
The goal of structured data is to increase transparency of a website or page. In doing so, structured data aids search engines in deciphering which content is most relevant and which content to ignore.
Now that we have covered what structured data is, let’s take a step back and talk about what structured data isnot. Unstructured data is essentially, and quite intuitively, the opposite of structured data.
Instead of charts with rows and columns of beautifully displayed information, unstructured data is the largely the same information, jumbled together without any order.
This means that Google and other search engines are left on their own, trying to distinguish a website’s name from the owner’s name.
With lots of uncertainty as to what the data is telling the search engine, a page can easily rank for something it shouldn’t. Even more harmful, a page can be left out a SERP on a search it was highly relevant for.
Structured Data for the User
From the user’s side, structured data is invisible. Although this data is unseen by the search inquirer, it affects their experience dramatically.
A search engine is a tool whose goal is to gather and sort through massive amounts of digital content. Once it has done this, the search engine’s algorithm will create a Search Engine Results Page depending on relevancy of the content.
Structured data provides a search engine with sorted information about websites and pages. Ultimately, this increases the efficiency of search engines as it provides them with more advanced data about the content they are ranking.
This results in an improved experience for the user; the more effective the search engine, the more accurate and relevant the data displayed.
Yoast SEO 13.0 may be the tool that puts an end to a dry cleaner’s GMB appearing on a SERP when you search for “Mexican restaurant near me.”
Yoast SEO 13.0 and GMBs
Google My Business, or GMB, is a tool used in Local SEO. Essentially, it allows an owner to determine how their business appears on Google. This includes name, location, hours, monitoring customer reviews, etc. GMBs are essential for businesses such as restaurants that may not have a strong digital presence.
Yoast Local SEO 12.7 was recently released which made the process of determining longitude and latitude of your store much easier, improving user experience and literal findability.
With continued additions and improvements to options allowing for multiple locations, business name, location, website, hours, etc., Yoast Local SEO 12.7 makes GMB management easier and more effective than ever.
Structured Data and Hacking
The overarching consensus is that structured data is more secure against hackers than unstructured data. This is because structured data is easily protected, and entry can be restricted via very specific guidelines.
Although it may be true that structured data is more secure internally, can the same be said for external protection?
Think about it. If Yoast SEO 13.0 continues to make GMB management so simple and accessible, and since GMB is so effective, don’t we have an issue?
Anyone can create a GMB which means anyone can say they own a business at a location of their choosing. q
Although this is something to watch out for, verification processes, reviewing systems, and the fact that Google is constantly updating its algorithm combine to make a pretty reliable protection netting.