Structured Data For Semantic Web Analytics

Adding structured data to your website means enriching your data with information that makes your content easier for Google and search engines to understand. This way, your website and the search engines can talk to each other, allowing you to have a richer representation of your content in Google’s SERPs and increase organic traffic. You’ll then get more clicks and growth for your business. 

With structured data in modern SEO, you can create an impact, and this impact is measurable whether you have a large or small business.

Focus on the importance of structured data beyond numbers (clicks, impressions, etc) and the advantage that you can gain in modern SEO. 

Much of the adoption we see of modern standards like schema.org (particularly via json-ld) appears to be motivated by organizations and individuals who wish to take advantage of search engines’ support (and rewards) for providing data about their pages and content but outside of this,there’s a rich landscape of people who use structured data to enrich their pages for other reasons. Web Almanac

So structured data is not just the data we prepare for Google; it’s data that helps you understand the meaning of web pages. 

The Semantic Web has changed the way we approach web content. As Tim Berners Lee himself says, the world is not made of words but is made of something more powerful: data. This means that to improve search engines’ understanding of web content, it is necessary to have a high-quality dataset enriched with information in structured data.

Structured data allows Google and search engines to understand what you’re talking about on your website and rank better by returning users with enriched results in SERPs. In this way, users can find relevant information that better meets their search intent. 

We talk about entities and no longer about keywords. They represent “concepts” and allow machines (Google and search engines, voice assistants, etc.) to interpret what we know about a person, organization, place, or anything described in a document.

In this scenario, Semantic Web Analytics is the use of named entities and linked vocabularies such as schema.org to analyze the traffic of a website.

With this type of analysis, you’ll start from your website’s structured data, and you’ll be able to cross-reference it with the data from Google Analytics, Google Search Console or your CRM. In this way, you’ll be able to learn more about your users/customers and their behaviors, gaining a strategic advantage over impression and traffic data alone. As we’ll see below, with just a few clicks, you can extract structured data from web pages and blend it, in Google Data Studio, with traffic from Google Analytics. 

It’s clear that structuring information goes beyond search engine support and can also provide value in web metrics analysis. 

At this point, we show you how you can extract structured data from web pages and blend it with Google Analytics traffic in Google Data Studio. You’ll also see how this will allow you to gain insights into web analytics.