在競爭激烈的數位行銷時代，網站若想在搜尋引擎中脫穎而出，除了內容優化與關鍵字策略外，「結構化資料」（Structured Data）也是提升搜尋曝光的關鍵工具。它透過語意標記幫助搜尋引擎更準確理解網頁內容，使網站資訊得以以「豐富摘要（Rich Snippets）」的形式展現於搜尋結果中，進而提高點擊率與流量。
結構化資料主要是使用 Schema.org 的標準語法來描述頁面內容類型，例如產品（Product）、評論（Review）、組織（Organization）、文章（Article）等。透過這些語意標記，搜尋引擎能更容易辨識該頁面內容屬性，例如某商品的價格、庫存、評價星數等。當用戶搜尋相關關鍵字時，搜尋結果將顯示更具吸引力的資訊卡，進一步提升網站的可見性與信任度。
舉例來說，一家線上餐廳若加入結構化資料標記營業時間、菜單與顧客評論，當使用者搜尋該餐廳名稱或相關關鍵字時，Google 就可能展示帶有星級評論與營業時間的資訊，有助於提升用戶點擊意願。
要實作結構化資料，開發者可透過 JSON-LD 格式嵌入於 HTML 頁面中，這是目前 Google 建議使用的主流格式。若使用內容管理系統如 WordPress，則可安裝相關外掛（如 Rank Math 或 Yoast SEO）輕鬆實作。此外，Google Search Console 提供結構化資料檢測工具，方便檢查與修正標記錯誤。
總結來說，結構化資料不僅提升搜尋結果的吸引力，更是現代 SEO 策略中不可或缺的一環。正確使用將大幅提升網站在搜尋引擎中的曝光機會，進一步帶動自然流量與轉換率。
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