Add boat trip structured data to ferry route pages

Before you start: if you are not familiar with the principles of statistical SEO split testing and how SplitSignal works, we suggest that you start here or request a demo from SplitSignal.

Structured data is often recognized for its ability to improve search results through rich snippets, but this only scratches the surface of its true potential. In the field of SEO, structured data plays a critical role by enabling search engines to better understand and interpret the context of website content. It helps the transition from mere “strings” of words to meaningful “things” or entities, thereby creating a more complex and interconnected web of information.

This standardized format is used to provide information about a page and categorize its content, thereby establishing the semantic context of entities and highlighting the relationships between different pieces of content across the Internet. This ability to attribute specific meanings to entities facilitates a deeper understanding of online content.

Search engines like Google use structured data to understand the content of a page and to gather knowledge about the wider web and the world at large. From an SEO perspective, structured data is critical to helping search engines understand the essence of content in relation to user intent. The goal is to align our content with what users are searching for, increasing the likelihood that our content will be presented as the most relevant answer to a user’s search query.

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