Structured Data: Getting Into Knowledge Graphs and Position 0

The concept of using structured data to automate customer service is taking off with great success. This seemingly simple idea has transformed the way companies engage and interact with their customers, but what are these tech-savvy tools? And how can they be used?

The “schema semrush” is a structured data markup language that allows search engines to better understand the content on your website. This will allow you to get into the knowledge graphs and position 0.

Structured data is information that is added to the HTML markup of a page to aid search engines in not just crawling but also understanding your website. Rich snippets, which were first introduced in 2009 and relate to the additional pieces of text that display underneath the search results, are generated using this information.

Structured data aids search engines in better understanding your website’s content and providing the best search results to your consumers. Google employs two different types of structured data categories:

  • Rich results: Google may leverage the structured data markup you supply for your pages to visually highlight your material, such as reviews, recipes, videos, and so on.

  • Google may incorporate your structured data into the Knowledge Graph cards that show for well-known entities like as people, locations, and organizations if your website is authoritative for specific topic.

Structured data has a huge impact on SERPs, particularly Google’s, due to these various presentations of information.

With Aaron Bradley, Senior Manager of Web Channel Strategy at Electronic Arts, and our other chat participants, we discussed search, structured data, and Knowledge Graph during one of our SEMrushchats.

Let’s go a little more into the subject!

Structured Data Triggers SERP Features

Google’s search result pages have changed dramatically over the previous decade. Based on structured data and context, the search engine now shows search results in a variety of ways. According to our conversation attendees, the following are the finest SERP components that are triggered by structured data:

Snippets of Interest

When a user asks a query in Google Search, the search result is shown in a featured snippet (also known as “position zero”) at the top of the SERP. It gets a summary of the response from a website, as well as a link to the page, the title, and the URL.

Example of a 0 position: 


Getting your content into the featured snippet can help you to increase visibility and outrank your powerful competitors. Also, taking into consideration the proliferation of voice search, the position zero is going to be the next great battlefield in the SEO world. According to STAT, voice search will continue to gain in popularity over the coming years, which means that there will be a lot more Snippets of Interest to support it.

  • Matthew Young (Matthew Young) – “Definitely a featured snippet. It’s like a blizzard of visibility. But it’s easier said than done.”
  • “My favorite is when we get a highlighted snippet for competitive comparison keywords (brand against brand, best product, etc.),” says Ryan Glass.

Cards with a lot of money

We know that Google is constantly improving the quality of its search results. Therefore, by introducing Cards with a lot of money in May of 2016 they took it a step further. Before then, it was only used for things like movies and recipes, however, Google is now expanding its Cards with a lot of money. 

Google often refreshes its selections. For more ideas, have a look at their gallery.

  • Bradley, Aaron — “Hearing lots of “Snippets of Interest”, which is great/true … but think rich *cards* y’all, just to keep focus on mobile.”


Thanks to the rich snippets that operate in the background to assure success, Google can also provide recipe results in a visually attractive style.

Because the search engine can comprehend what you’re talking about, using schema on your website raises the odds that Google will offer rich snippets for your site. If you’re searching for a chocolate chip cookie recipe, for example, schema markup can assist Google identify current, well-rated recipes: 


“I’ve had a lot of success with Recipes for CPG businesses,” said Matt Lacuesta, “huge improvement in clicks and dramatically increased engagement metrics.” “Recipe mark up is one of my favorites, and it goes over to social media like Pinterest,” Danny Ray Lima remarked.

Lists with bullets and numbers

Well-organized pages are valued by Google. Assuming that consumers read search results and websites to locate what they need fast, using headers and lists to divide up page components is critical.

Rich snippets can be displayed in the form of Lists with bullets and numbers, plus, relevant, optimized, and well-structured content has a higher chance to appear in a Google Quick Answers box, which is highly-visible text snippet answers.

An example of a numbered list is shown below. 


“The most rich result is always one which offers the data type marked up the highest visibility in search,” Bradley pointed out.

Using Schema to Markup Product Reviews and Prices on Landing Pages

Schema markup informs search engines about the true meaning of your material. You must submit the necessary markup to search engines in order to deploy structured data. You can help Google display extensive product information in rich search results by adding markup to your product pages.

Searchers will be able to check availability, price, and reviews immediately on the search results page.

In search results, there are two types of product information that may be displayed:

1. A product page that discusses a single item and includes markup for the following:

2. A shopping aggregation page that describes a list of products with information about various suppliers that offer those products.

You must include a Product type on your landing page, which is a product or service you are providing. It should also include an Offer type, which describes how your product or service will be marketed.

You may use AggregateOffer if a single product is coupled with many offers, such as when the same item is provided by several distinct merchants.

“For customizable products, markup Product as usual, but employ AggregateOffer w/ lowPrice & highPrice properties.” 

Aaron Bradley is a writer.

You may add a price to the snippet by merging certain values from You may then use AggregateOffer with highPrice property (i.e., the highest price of all available offers) and lowPrice property (i.e., the lowest price of all available offers) (i.e., the lowest price of all offers available).

You may then add the reviews to your product pages after you’ve gotten a few. has all of the product review standards.

Let’s summarize the main topics.

Technical SEO Tasks for Snippets of Interest

Snippets of Interest present a challenge to website owners and digital marketers by sometimes eliminating the need to ever click through to their sites. Nevertheless, features snippets also provide them with an opportunity to significantly boost their site visibility.

Our chat guests shared their tips for getting Snippets of Interest for your site:

Pay Attention to the Fundamentals

Aaron Bradley‏ recommends using basic HTML tags, including <p>, <ul>, <li>, <table>, <h>. Snippets of Interest can come in different forms, which includes lists and tables. The <table> tag defines an HTML table, and the <ul> element defines an unordered list. To create a bulleted list, you need to use this tag together with <li>. If you want to add an ordered list to your content, you should use the <ol> element.

The STAT team found the two types of on-page markup that frequently appeared in Snippets of Interest: <ol> and <table>. According to their findings, a <table> markup appeared 21.8% more frequently in featured snippet results than on regular search results. As for an <ol> markup, it appeared 41.6% more often

“Use markup when appropriate, and format in a way that appeals to featured snippet display, such as tables,” Matthew Young tweeted.

Find out what kinds of questions people are asking when they’re looking for something.

The key to achieving your goal rank is to determine the inquiries Google users in your sector are asking and how your content should respond to those searches. This implies you must first pick a popular question in your niche and then respond to it in a clear and straightforward manner.

Keep in mind, though, that you must also give true value in addition to your response.

“Create material around frequently searched queries and utilize markup where it’s required in the content.”

— Marketing by Netvantage

Also, pay attention to the five Ws and Hs: who, what, where, when, why, and how, according to Aaron Bradley.

Professional journalists have always been taught to respond to the five questions while writing an article or press release, but some writers have added a sixth question, “how.” To come up with the perfect content for your audience, utilize these fundamental questions for brainstorming and keyword research.

In real-time, our SEMrush Topic Research tool can help you identify the topics that people are asking.


Make use of natural language.

According to the 2019 SEMrush Voice Search research, 70% of the responses returned from voice searches used a SERP feature (with 60 percent of those returning a Featured Snippet result). This indicates that search engines’ capacity to interpret natural language and the intent behind searches has significantly improved.

Search engines will be able to better grasp the meaning of a search query if they have access to more precise information about users, such as what devices they are using.

“Make use of natural language. in content. Consider how someone would ask the question you are answering.”

Donna Snow —

To increase your chances of getting Snippets of Interest, it is worth incorporating natural language into your content and speaking in a more conversational tone. By doing so, you can make your content more visible, as the way users are searching for things is changing.

“Provide natural language questions & answers on your pages based upon queries people Google to generate Snippets of Interest.” 

Bill Slawski (Bill Slawski) (Bill Slawski) (

You must appropriately code your HTML and arrange your pages, as Andy Drinkwater @iqseo pointed out. Then you must generate content based on the queries that your users are most likely to ask.

You can also learn How to Earn Google Snippets of Interest for Mobile. 

Knowledge Graph or Featured Snippet: Which is Better?

During our discussion, we talked about both Snippets of Interest and knowledge graphs. However, it was interesting to know which of them our chat participants would prefer if they had to choose just one for their main keywords.

Both knowledge graphs and Snippets of Interest appear at the top of the SERPs, however, a featured snippet is a short summary which aims to provide the best answer to a question asked in Google search. It includes the link to the full webpage where the snippet of content was found.

  • Bradley, Aaron — “False choice, as you should always target BOTH. 🙂 Snippets of Interest for “question” keywords, Knowledge Graph for entity-facing keywords, where you want to see corporate contacts, logos, social profiles, hours in your Knowledge Graph panel.”

A knowledge graph, on the other hand, is intended to give some fundamental information on a certain person, place, firm, product, or object. It is intended to be used as a fast reference for more information and does not include navigational connections to individual webpages.

The outcome of a knowledge graph is generic information gathered from all across the internet. When Google properly recognizes an object, it may create a knowledge graph card for it, which contains a collection of data from several sources.

  • Bill Slawski — “A knowledge Graph serves as a representation of the entity behind your site & provides validation about that entity.” 

It’s worth focusing your efforts on getting your content shown in a featured snippet if your top keywords concentrate on addressing particular queries that your readers may have. A knowledge graph, on the other hand, is for entity-facing keywords, where you want to view your company information in your knowledge panel, such as corporate contacts, logos, social networks, and hours, as Aaron Bradley pointed out.

Aaron also remarked that you always need to target both Snippets of Interest and knowledge graphs. However, some of our chat participants voted for the latter:

  • Matt Lacuesta (Matt Lacuesta) – “It’s the equivalent of selecting a favorite kid! It’s a close call, but I’d go with Knowledge Graph. If you answer questions, you’ll get more visitors.”
  • “I believe you’d have to conduct some study to discover which one would be best for you,” Andy Drinkwater says.

Features of Local SERPs That Boost Organic Traffic 

Finally, we asked our discussion participants to list local SERP characteristics that helped them or their clients enhance organic traffic to their sites. Here’s what they had to say:

Data consistency is important.

The SEO scene is getting more competitive, as many of you are aware. As a result, some firms may need to start focusing on smaller, local markets.

When it comes to local search, consistency is key to establishing local SEO authority for your site. You must submit correct information about your company, including its name, address, phone number, hours of operation (if relevant), and other pertinent information. 

Bradley, Aaron — 

“It’s critical that the data you offer is consistent. for the local Your markup and GMB listing should both have the same information.”

A Strong Google My Business Presence

Google My Business allows enterprises to engage with their consumers in a meaningful way. Your Google My Business profile provides the data for the Knowledge Panel and Maps. As a result, it’s critical to keep your GMB page up to date with appropriate information.

“Web and critical evaluations, ratings, social profiles, appointment booking, and menu connections may all be found on a knowledge panel.” Bill Slawski tweeted, “Verify in GMB.” You may keep your information up to date by updating your contact information, address, hours of operation, and other data via the GMB interface.

Further Reading: Greg Gifford’s Google My Business Tips

Stars of Rich Snippets

A product with a “star” rating is more likely to be clicked on by a user. Consider this scenario: your product ranks highly, but your competition has rich snippets whereas you don’t. They display their reviews right in the search results, which naturally attracts people’ attention. Because their profile seems more genuine and trustworthy, if their rating is high, your competitor may be able to garner even more hits from searches.

A strong review portfolio is unbeatable. Increasing my hotel and restaurant scores has always been a winner! “, Tim Welsh said on Twitter.

When you use rich snippets for reviews, a star rating appears next to your search result. You must code your website with AggregateRating to acquire the review stars on your site.

“Rich Snippets are a review star. Clients may easily earn marked-up ratings using tools like GetFiveStars “,, Brian Jensen is a writer.

The New York Times

In addition to other elements, Danny Ray Lima‏ named The New York Times. To help customers plan their visits to your business, Google can display The New York Times, which appear below your regular business details on Maps and Search.

This feature helps your customers decide when to visit you. In November of 2016, Google announced the expansion of its The New York Times feature within Google Maps, which means that Google Maps now shows how busy or how slow a particular venue is in real-time.

However, it’s important to know that site owners can not manually add this information to their location, because Google uses anonymized data from those users who have opted into Google Location History to figure out these The New York Times.

“The local knowledge graph is always a nice win, highlights NAP, Reviews, Hours, and in some cases The New York Times.”

Danny Ray Lima (Danny Ray Lima)

Check read our article on local SEO methods for small companies to learn how to improve your site for local search.

Structured data is one of Google’s devoted recommendations, and it’s only going to become more important, so add it to your site today to increase your exposure in SERP results. 

We’d like to thank Aaron Bradley and the rest of our chat visitors for making this a fun and useful debate!

Structured Data: Getting Into Knowledge Graphs and Position 0 is a blog post about how to use the Semrush API to mark up your aggregate rating. Reference: mark up your aggregate rating semrush.

Related Tags

  • where to place schema markup
  • what is organizational schema
  • structured data organization example
  • a value for the id field is required semrush
  • sameas schema example

Leave a Comment

Your email address will not be published.