Ways to create relevant structured data

Published: - Central European Time (UTC+01:00). Modified: - Central European Time (UTC+01:00). Author: .

Knowledge Graph


Structured data (SD or Schema) is not a search ranking signal, but relevant SD can positively influence the visibility of website entities in the SERP and significantly increase the traffic of target users who are mostly converted into customers. Google Knowledge Graph and voice search scrape information from the machine-readable content of the SD, regardless of Google's support for the top-level type presented in the SD. A Google-unsupported SD type may not be available in rich results, but the full content of relevant SD will be parsed and stored in the Google Knowledge Graph database and will be available in the SERP and voice search. Most of the problems with SD that I have seen are related to the irrelevance of SD and the lack of an appropriate hierarchy of SD when a hierarchical structure of a main content was presented as separate top-level types of SD.

Top-level type for structured data

Google requires a "true representation" of the main content that SD links to. Each document, including an HTML document such as a web page, can have only one content subject. Therefore, it makes sense to choose the type of the top level of SD by the subject of the main content. E.g., for content that represents a local business, you can use the top-level type LocalBusiness or the most appropriate sub-type that is suggested in the documentation Schema for the type LocalBusiness.

Embedded types

The main content can have a hierarchical structure expressed by HTML heading elements. Heading sub-subjects can be considered to create types embedded in the SD. E.g., the main content representing a local business may have a list with commercial offers of products or services. This can be thought of as the type Offer embedded in the property makesOffer.

The same applies to localization. E.g., a local business address can be expressed with the embedded type PostalAddress in the property address. The same applies to the service area, which can be expressed in SD as the most suitable type from multiple types embedded in the property areaServed.


Relevant SD must represent the content that these SD link to, including the hierarchical structure of the HTML documents. Use the content subject to select the most appropriate top-level type for the SD markup. Use the sub-subjects of heading elements to select the types embedded in the hierarchy of SD. Create your priorities for a website entities in rich search results.