Did you know that 80% of the world’s data is unstructured? Transforming or optimizing unstructured data helps Google understand your content better. What does this really mean? Read on to find out.

According to Search Engine Land, any data that has not been organized or classified according to any sort of pre-defined data model is called unstructured data. Traditionally, search engines, such as Google, were able to identify relationships between the query and the keywords found on web pages, but they aren’t fully capable of attaching meaning to those pages.

Simply put, search engines don’t just focus on the keywords; they try to understand the content and determine what the page is all about.

Business websites have text, which reflects and sends the business’s message. Google bots crawl a page and read its content. It tries to understand the context by identifying the elements present on the site. These include text, images, videos, and footers, to name a few. This is much easier if you transform unstructured data into structured data. SEO specialists do this by implementing the following:

  • Local Business schema
  • Breadcrumb Navigation
  • Footer Navigation
  • JSON-LD code
  • Review Snippets
  • User-Generated Content (Testimonials/Reviews)
  • Blog Rolls

The Role of Semantic Search

Understanding the users’ intent and the contextual meaning of the words and phrases they use helps generate results that are more relevant to the query. This is called semantic search. The Web is home to a large amount of data. Optimizing or creating structured data helps Google verify and compare this data with other data found on other online sources. This allows the search engine to deliver better results and improve the user experience.

Structured data allows Google to identify relationships among entities (words and objects) on web pages. RefractROI, the premier Denver SEO agency, can help you gain a better understanding of how semantic search works and how it can boost your digital marketing campaigns.