Why Structured Data, Duda Widgets & Yext Knowledge Tags Are Your New Best Friends
Duda is happy to announce that new beta widgets have been released into the Duda platform that interact with Yext’s powerful and extensive database.
These widgets connect to the Yext Knowledge Tag feature and embed structured schema data into your website. This innovation is very beneficial to your web presence and digital marketing strategy, as we’ll discuss more in this post.
Let’s cover some of the basics about what Schema and Structured Data are and get into the details of what Yext is helping Duda achieve.
What Is Structured Data?
The web today is a big mess and tangle of content that comes in many different forms: HTML, Flash, Videos, Streaming Audio, interactive games, etc., and this makes it very difficult for external services to read websites and understand what is on a webpage.
This is one of the biggest problems that search engines like Google and Bing have to deal with — the wide array of options for website structure, layout and content orientation.
Structured data is a practice and idea that means you give specific information in a single standard format across many different websites that are easily understood by the bots/crawlers of search engines. For non-technical folks, think of this like the APA citation style you had to follow in school. It’s a standard way of listing details.
On the web today, the most common format is the schema.org vocabulary that looks to standardize the structure.
When you add structured data (or schema) to your website, you provide search engines with some of the exact details they look to understand about your website in a way that they can read easily and consistently. Often, structured data added to websites are completely invisible to site visitors and are only seen by search engines and other crawlers.
Some other common and well-known examples of structured data on the web are:
- Meta descriptions
- Social OpenGraph tags
- Rel canonical tags
One interesting detail here is that Google does not want to have to rely on structured data. They would much prefer to be able to read a website perfectly and understand all of its content.
According to Google’s Gary Illyes:
“I want to live in a world where schema is not that important, but currently, we need it. If a team at Google recommends it, you probably should make use of it, as schema helps us understand the content on the page, and it is used in certain search features (but not in rankings algorithms).” He went on to say: “…I’m with Sergey and Larry [the two co-founders of Google] on this. Google should have algorithms that can figure out things without needing schema…”
Of course, they’re referring to a perfect world in which Google can have the full context of all content on a website. That day may never come and for the foreseeable future, structured data will be the best path forward for all websites.
How Is Structured Data & Schema Used?
Google uses the structured data from a website to enrich the knowledge graph about a business or person. This helps Google understand relevant and important information about a business and allows them to add structured data to the right side of a search result. If you’ve ever Googled a brand or a famous person, you’ve seen a knowledge card on the right side of the search results:
The information provided in schema also helps Google fill in details such as business location, phone numbers, logos, opening hours and more.
Giving search engines access to detailed, structured information helps them provide better results and helps your clients’ websites move up in rankings. This is good for everyone.
Where Yext Comes In
Yext’s mission is to help put businesses on the map and they do this by providing a central location where your business knowledge and data can live online.
They then take that data and push it to other sources online in smart ways. Duda is now one of those sources.
In Duda’s case, we are able to leverage the power of Yext’s Knowledge Tag product to grab structured schema data from Yext and embed it directly into a website. We also have the following four widgets on top of that to help you keep website content accurate and up-to-date:
- Phone Number
- Address (or Map)
- Business Hours
Each one of these widgets will pull directly from Yext, so as soon as they’re updated in Yext, your website is updated too.
You can find these features inside of the Duda Responsive Website Builder today. Right now, they’re only enabled under the experimental features:
After you’ve enabled the experimental features, you will now have a new category of widgets in the Duda platform for Yext. It should be at the bottom (or, of course, you can search):
Make sure you first add the Yext widget.
We recommend placing this in the footer so that it applies to every page of the website. If you have a business with many locations and each location has its own page on your website, you’ll want to add the Yext widget onto individual pages and embed the correct Yext Knowledge Tags code for that location from Yext.
Finally, grab the Yext knowledge tag code from your Yext account and embed it into the widget:
We’re very excited to see what our customers can do with these new Yext powered widgets and the additional value they bring to your website.