The Reasons You Need Structured Data

Nowadays markup is a must to compete on the SERP and to improve your online business reaching a qualified audience. In this webinar, Andrea Volpini talks about the impact of structured data and what’s its usage around the web.

This webinar was originally registered for Woorank

What Are You Going to Learn?

In this 1-hour webinar, Andrea Volpini will walk you through the value chain of structured data for your business.

Here are the key concepts that you are going to have a clear idea after this webinar:

  • What is structured data
  • How structured data can help you get rich results on the SERP
  • How structured data can improve the findability of your content
  • How structured data can help you build your brand online
  • How structured data can help your content to be featured on voice search
  • How structured data can help you organize your content – using the entity-based content model
  • How you can re-use structured data to get more insights on your website traffic with semantic analytics
  • How to calculate the ROI of structured data
  • Structured data common pitfalls
  • Structured data workflow


If I stop using this structured data for any reason, will it break my site?

No, removing structured data is a safe process to do but you will lose the associated rich results.
The main issue I see is, that when people decide to turn off structured data, the code is rarely sanitized and therefore we see broken structured data and conflicting statements that generate validation errors. That should be prevented.

How to calculate the ROI of schema markup?

To calculate the ROI of schema markup you shall determine the business value for each transaction (i.e. the average product value for an ecommerce website, the LTV for a SaaS subscription), the conversion rate (the percentage of users that actually reach the goal) and the implementation costs required for adding and maintaining structured data. You can then look at the clicks by filtering rich results only and use the following formula [(Total # of Clicks x CV) x Business Value] – Costs. You could also do the same exercise ahead of time by looking at the monthly volume and the click-through rate of the queries where you believe, using structured data, you could position your content.

I have a large website, what tool can I use to automate structured data markup?

We have created a JavaScript library called WordLift Cloud that can automate schema markup on websites with thousands of web pages.

Who is Andrea Volpini?

Andrea Volpini, CEO of WordLift, is a visionary entrepreneur, now focusing on semantic web and artificial intelligence.

Co-founder of InSideOut10 and director of InsideOut Today, Andrea has more than 20 years of world-class experience in online strategies and web publishing. In 2013 Andrea Volpini kick-started RedLink GmbH, a commercial spin-off focusing on semantic content enrichment, artificial intelligence, and search.

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