No, no, no, you can’t just stuff keywords in a meta tag and expect to rank in search engines. Structured data organized by entities, however, can make you appear in rich search results. Here’s how.
Do you prefer to browse the internet by category or keyword? In the early days of the internet, there were two conflicting search paradigms: the directory and the crawler. It was Yahoo's directory approach against Google's crawler.
The directory used a structured approach to organizing websites, whereas the crawler would take unstructured data and look for keywords in it. The crawler-powered search engines won, and internet search became keyword driven.
Today, the leading search engines are still crawlers, but they're gradually adopting more and more structure in their data. They work with structured entities behind the scenes to provide better search results. And they also accept structured data input from websites. This has the potential to improve the search experience for users because search results become richer.
Overview: What is structured data?
The one piece of structured data people often talk about in relation to SEO is “meta tags." Crawlers use information in two meta tags: “meta keywords”, and “meta description.” Meta tags can be defined as “information about the information” and are supposed to make it easier for crawlers to rank and present websites.
But people would stuff content in the form of a long list of keywords into those tags, hoping it would make their...
Read Full Story: https://www.fool.com/the-ascent/small-business/seo/articles/structured-data/
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