什么是结构化数据

大家可以看下图，为了更好的让谷歌理解的你的网页内容并索引，你需要给你的网页添加结构化数据。

添加结构化语言的目的有两个

• 便于谷歌理解你的网页，好优先展示你的网站给用户
• 谷歌用丰富的媒体格式展示你的网站

文章：

常见问答：

产品：

丰富的内容可以增加用户的点击率。

总共有哪些结构化数据类型

我大致看了下，有几十个之多，完全可以覆盖你的独立站业务场景。

具体参考网址、：https://developers.google.com/search/docs/appearance/structured-data/search-gallery?hl=zh-cn

一个标准的外贸独立站如何布局

跨境电商独立站同理（只多不少）。

我们不需要添加很多结构化数据类型，但是基础的结构化数据我们必须要添加。

我们对比了10个以上月访问量200K的B端独立站。

发现普遍的结构布是如下布局的：

每个结构化数据的解释：

我附上实际案例：

WebSite
{
    "@context": "http://schema.org",
    "@type": "WebSite",
    "url": "https://pakfactory.com/",
    "name": "PakFactory"
}

WebPage
{
     "@context": "https://schema.org/",
     "@type": "WebPage",
     "name": "Quick Brown Fox",
     "speakable":
     {
      "@type": "SpeakableSpecification",
      "xPath": [
        "/html/head/title",
        "/html/head/meta[@name='description']/@content"
        ]
      },
     "url": "https://www.example.com/quick-brown-fox"
     }

Organization
 {
      "@context": "https://schema.org",
      "@type": "Organization",
      "url": "https://www.example.com",
      "sameAs": ["https://example.net/profile/example1234", "https://example.org/example1234"],
      "logo": "https://www.example.com/images/logo.png",
      "name": "Example Corporation",
      "description": "The example corporation is well-known for producing high-quality widgets",
      "email": "contact@example.com",
      "telephone": "+47-99-999-9999",
      "address": {
        "@type": "PostalAddress",
        "streetAddress": "Rue Improbable 99",
        "addressLocality": "Paris",
        "addressCountry": "FR",
        "addressRegion": "Ile-de-France",
        "postalCode": "75001"
      }
    }

BreadcrumbList
{
        "@context": "https://schema.org",
        "@type": "BreadcrumbList",
        "itemListElement": [{
                "@type": "ListItem",
                "position": 1,
                "name": "Semrush",
                "item": "https://www.semrush.com/"
        }, {
                "@type": "ListItem",
                "position": 2,
                "name": "Blog",
                "item": "https://www.semrush.com/blog/"
        }]
}

product
{
        "@context": "http://schema.org",
        "@type": "Product",
        "name": "Corrugated Book Wrap Mailers",
        "description": "<p>An easy and secure way to ship products long distances. Our boxes are designed to provide an extra layer of strength for maximal support. </p>",
        "image": "https://media.pakfactory.com/catalog/product/cache/6ca19ff4e1993b499415bbfd4b61a431/c/0/c025_corrugated_book_wrap_mailers_01.jpg",
        "offers": {
                "@type": "http://schema.org/Offer",
                "price": 2.39,
                "url": "https://pakfactory.com/corrugate-book-wrap-mailer.html",
                "priceCurrency": "USD",
                "availability": "http://schema.org/InStock"
        },
        "productID": "C025",
        "sku": "C025"
         }
}

Article或者blog
{
    "@context": "https://schema.org",
    "@graph": [
        {
            "@type": "Place",
            "@id": "https://pakfactory.com/blog/#place",
            "geo": {
                "@type": "GeoCoordinates",
                "latitude": "43.8380498",
                "longitude": "-79.3302192"
            },
            "hasMap": "https://www.google.com/maps/search/?api=1&query=43.8380498,-79.3302192",
            "address": {
                "@type": "PostalAddress",
                "streetAddress": "600 Alden Rd #204",
                "addressLocality": "Markham",
                "addressRegion": "Ontario",
                "postalCode": "L3R 0E7",
                "addressCountry": "CA"
            }
        },
        {
            "@type": "Organization",
            "@id": "https://pakfactory.com/blog/#organization",
            "name": "PakFactory",
            "url": "https://pakfactory.com/",
            "sameAs": [
                "https://www.facebook.com/pakfactory/",
                "https://twitter.com/pakfactory",
                "https://www.instagram.com/pakfactory/",
                "https://www.linkedin.com/company/pakfactory/",
                "https://www.tiktok.com/@pakfactory"
            ],
            "email": "quote@pakfactory.com",
            "address": {
                "@type": "PostalAddress",
                "streetAddress": "600 Alden Rd #204",
                "addressLocality": "Markham",
                "addressRegion": "Ontario",
                "postalCode": "L3R 0E7",
                "addressCountry": "CA"
            },
            "logo": {
                "@type": "ImageObject",
                "@id": "https://pakfactory.com/blog/#logo",
                "url": "https://pakfactory-blog-media.s3.ca-central-1.amazonaws.com/blog1/wp-content/uploads/2024/11/13174116/pakfactory-logo-google-112.png",
                "contentUrl": "https://pakfactory-blog-media.s3.ca-central-1.amazonaws.com/blog1/wp-content/uploads/2024/11/13174116/pakfactory-logo-google-112.png",
                "caption": "PakFactory Blog",
                "inLanguage": "en-US",
                "width": "112",
                "height": "112"
            },
            "contactPoint": [
                {
                    "@type": "ContactPoint",
                    "telephone": "+1 888-622-2819",
                    "contactType": "customer support"
                }
            ],
            "location": {
                "@id": "https://pakfactory.com/blog/#place"
            }
        },
        {
            "@type": "WebSite",
            "@id": "https://pakfactory.com/blog/#website",
            "url": "https://pakfactory.com/blog",
            "name": "PakFactory Blog",
            "alternateName": "PakFactory",
            "publisher": {
                "@id": "https://pakfactory.com/blog/#organization"
            },
            "inLanguage": "en-US"
        },
        {
            "@type": "ImageObject",
            "@id": "https://pakfactory-blog-media.s3.ca-central-1.amazonaws.com/blog1/wp-content/uploads/2025/07/08171013/banner_customer-story-venture.jpg",
            "url": "https://pakfactory-blog-media.s3.ca-central-1.amazonaws.com/blog1/wp-content/uploads/2025/07/08171013/banner_customer-story-venture.jpg",
            "width": "2550",
            "height": "1667",
            "caption": "cover image of venture's home fragrance collection boxes story",
            "inLanguage": "en-US"
        },
        {
            "@type": "BreadcrumbList",
            "@id": "https://pakfactory.com/blog/venture-home-fragrance-collection-candle-incense-boxes/#breadcrumb",
            "itemListElement": [
                {
                    "@type": "ListItem",
                    "position": "1",
                    "item": {
                        "@id": "https://pakfactory.com/blog/",
                        "name": "Blog"
                    }
                },
                {
                    "@type": "ListItem",
                    "position": "2",
                    "item": {
                        "@id": "https://pakfactory.com/blog/find-packaging-ideas/",
                        "name": "Find Packaging Ideas"
                    }
                },
                {
                    "@type": "ListItem",
                    "position": "3",
                    "item": {
                        "@id": "https://pakfactory.com/blog/find-packaging-ideas/customer-success-stories/",
                        "name": "Customer Success Stories"
                    }
                }
            ]
        },
        {
            "@type": "WebPage",
            "@id": "https://pakfactory.com/blog/venture-home-fragrance-collection-candle-incense-boxes/#webpage",
            "url": "https://pakfactory.com/blog/venture-home-fragrance-collection-candle-incense-boxes/",
            "name": "Brand Harmony in Every Box: Venture Home Fragrance Collection | Pakfactory Blog",
            "datePublished": "2025-07-08T17:32:52-04:00",
            "dateModified": "2025-07-09T13:35:20-04:00",
            "isPartOf": {
                "@id": "https://pakfactory.com/blog/#website"
            },
            "primaryImageOfPage": {
                "@id": "https://pakfactory-blog-media.s3.ca-central-1.amazonaws.com/blog1/wp-content/uploads/2025/07/08171013/banner_customer-story-venture.jpg"
            },
            "inLanguage": "en-US",
            "breadcrumb": {
                "@id": "https://pakfactory.com/blog/venture-home-fragrance-collection-candle-incense-boxes/#breadcrumb"
            }
        },
        {
            "@type": "Person",
            "@id": "https://pakfactory.com/blog/venture-home-fragrance-collection-candle-incense-boxes/#author",
            "name": "Crystal Chan",
            "image": {
                "@type": "ImageObject",
                "@id": "https://secure.gravatar.com/avatar/ad638a4948ba0d64f2369d6956990a7c?s=96&d=mm&r=g",
                "url": "https://secure.gravatar.com/avatar/ad638a4948ba0d64f2369d6956990a7c?s=96&d=mm&r=g",
                "caption": "Crystal Chan",
                "inLanguage": "en-US"
            },
            "worksFor": {
                "@id": "https://pakfactory.com/blog/#organization"
            }
        },
        {
            "@type": "BlogPosting",
            "headline": "Brand Harmony in Every Box: Venture Home Fragrance Collection | Pakfactory Blog",
            "datePublished": "2025-07-08T17:32:52-04:00",
            "dateModified": "2025-07-09T13:35:20-04:00",
            "articleSection": "Customer Success Stories, Find Packaging Ideas",
            "author": {
                "@id": "https://pakfactory.com/blog/venture-home-fragrance-collection-candle-incense-boxes/#author",
                "name": "Crystal Chan"
            },
            "publisher": {
                "@id": "https://pakfactory.com/blog/#organization"
            },
            "description": "See how PakFactory crafted brand-aligned packaging for Ventureu2019s handmade candles and incense sticksu2014earning love and praise from customers.",
            "name": "Brand Harmony in Every Box: Venture Home Fragrance Collection | Pakfactory Blog",
            "@id": "https://pakfactory.com/blog/venture-home-fragrance-collection-candle-incense-boxes/#richSnippet",
            "isPartOf": {
                "@id": "https://pakfactory.com/blog/venture-home-fragrance-collection-candle-incense-boxes/#webpage"
            },
            "image": {
                "@id": "https://pakfactory-blog-media.s3.ca-central-1.amazonaws.com/blog1/wp-content/uploads/2025/07/08171013/banner_customer-story-venture.jpg"
            },
            "inLanguage": "en-US",
            "mainEntityOfPage": {
                "@id": "https://pakfactory.com/blog/venture-home-fragrance-collection-candle-incense-boxes/#webpage"
            }
        }
    ]
}

如何识别网址结果数据

访问 https://validator.schema.org/

输入你的要检测的网址，也可以是竞争对手的。

这样你就知道你的竞争对手是如何做的，对标即可！

如何验证你的结构数据对不对

访问 https://search.google.com/test/rich-results?hl=zh-cn

输入你自己的网址即可

总结

工欲善其事必先利其器，一个标准的独立站，结构化数据是必不可少的，它是独立站的根本，如果连结构化数据都没搞定，就不要谈GEO、AISEO那些有的没的了，我记得之前分享过Google SEO SOP 检查清单，结构化数据是必须要检查的一个项目，而且我们的建站平台也是默认集成了必备的结构化数据，无需用户复杂的操作，大大节约了我们的部署独立站的时间。

今天就分享到这，感谢你的耐心阅读。

也欢迎交流（zy467016899）,我是码神，独立站操盘手。