"Successful SEO is not about tricking Google. It’s about PARTNERING with Google to provide the best search results for Google’s users." – Phil Frost, Main Street ROI
So, essentially, all your SEO efforts are a collaboration between you and Google!
You help Google understand what your content is about, in an organized & structured manner. In turn, Google will reward you by showing your content on the SERP results.
Now, of course, beating your competition on Google isn't a cakewalk. Take the case of Myntra, one of India's top fashion e-commerce platforms, for instance.
Myntra competes with the likes of Amazon, Flipkart, and H&M on SEO and it's a bloodbath out there. Yet it manages to rank at the top for all relevant clothing-related keywords & get 43.8M organic traffic!
How? Well, let's figure out Myntra's secret sauce to rank at the top of Google.
How is Myntra doing SEO-wise?
First, let's look at Myntra's SEO numbers:
- Myntra gets 43.8M organic traffic each month!
- They rank for over 2.6M keywords. Out of these, for 150 thousand plus keywords, Myntra ranks at the first position.
- 99% of these keywords are non-branded. This means that people are not directly searching for Myntra.
- Finally, it has over 19.9M backlinks and a DR of 79!
So, clearly, Myntra is doing amazing when it comes to SEO.
But, here's what's really cool. Now, if you are running an e-commerce site selling jeans, you'd hope that anyone searching for "jeans" on Google would come to your site. Of course, the best way to achieve this is by ranking at the 1st position for these keywords.
Myntra is able to do exactly that! Search for any random clothing item online and you'll find Myntra's page listed in either the first or sometimes the second position.
So what's Myntra's secret SEO sauce?
Apart from the usual SEO basics we all know, Myntra makes extensive use of the SEO strategy called "structured data". Now, you're probably wondering what in the world is this structured data?
Well, let me explain just that!
What is structured data? And, how does it help?
Now, I am sure you are familiar with the world of Googling. And you have most definitely seen these snippets.
Google calls these "Rich Results". Which for you and me means that Google goes the extra mile to display the content from your site in a structured and appealing manner.
Adding structured data basically helps Google display these rich results for your page as well.
Structured data is basically a code block that you add to your on-page content. Google supports JSON-LD, RDFa, and Microdata from Schema.org.
Why add structured data?
Structured data does 3 things for you:
1) Help Google!
It helps Google understand more about how to display the content on your page. For example, if you were to add structured data to a how-to blog, then in the code snippet you exactly list the steps you want Google to display.
2) Adds relevancy
It points to your page being relevant to the search query. For example, adding a how-to type or a recipe type structure data to your page will tell Google that your page is targeting a how-to type query or is a recipe page, respectively.
3) It can help with clicks!
Finally, structured data can get displayed in the form of rich snippets. That's a more detailed version of your normal snippets. Since rich data already displays relevant information in the SERP itself, users would be more likely to click on your page's link.
Types of structured data
There are quite a few types of structured data you can add to your page. Here are some of them.
- Organization — Using this data type, you can communicate important information about your organization with Google. Information like the name, social ids, address, description, etc.
- BreadcrumbList — This type showcases the location of your page on the hierarchy of your website.
- Items List — The Items lists will basically include a list of elements on your page.
- Job Posting — This type will include all the info related to a particular job posting.
- How-to — Here you answer the how-to query, in short, using a couple of points.
How does Myntra use structured data?
Now, Myntra uses structured data depending on its relevance to the page. But, across the board, you'll find the Organization, BreadcrumbList & Items List type data for sure!
Let's take the example of Myntra's saree page to understand this better.
A) Organization type
Here you'll find the information about Myntra's socials, contact details, logo, customer details, etc. This might help with the site's credibility to signify that this is a legit organization.
The breadcrumb list shows the hierarchy of pages that leads to the current page. The breadcrumb trail will look like this:
=> myntra.com ➝ myntra.com/clothing ➝ myntra.com/dresses ➝ myntra.com/pink-dresses
C) Items List
The elements in this list are the different products on the site. This basically displays the product URL and the description of the product.
For this particular page, Myntra also adds a "How to drape a saree" structure data which displays the above snippet!
How do we use structured data at Flexiple?
At Flexiple, we also used structured data to improve the click to our "jobs" pages!
First, to give some context, Flexiple helps startups to hire top freelance tech talent.
So, for the same goal, we have created these "jobs" pages that list the top projects available for a given role on our website.
Let's take the example of our "Remote Flutter Developer Jobs" page to understand this better. You'll find these job listings on this page.
On the same page, we have added the "Job-posting" type structured data. The code snippet looks something like this!
Looks complicated right? Well, all it does is list important information about the job listing. For example, it tells you the details about:
- Job title
- Employment Type
- Organization & Monetary details
- Location details
Finally, the snippet looks like this!
After adding the structured data to these jobs blogs we have seen some really mind-blowing results! Here's how the clicks have improved over the past few months.
So, structured data might not be the end-all-be-all solution to all your SEO problems. But, if used correctly, it can 100% amp up some very relevant & high converting pages!