Structured data makes the Web go around. Search engines love it when webmasters mark up page content. Google’s rich snippets, for instance, leverages sites’ use of microdata (preferred format), or RDFa or microformats: It makes it possible to highlight in a few lines specific types of content in search results, to give users some insight about what’s on the page and its relationship to their queries – prep time for a recipe, for instance.
Plenty of web sites generated from structured data haven’t added HTML markup to their pages, though, so they aren’t getting the benefits that come with search engines understanding the information on those web pages.
Maybe that will change, now that Google has introduced Data Highlighter, an easy way to tell its search engine about the structured data behind their web pages. A video posted by Google product management director Jack Menzel gives the snapshot: “Data Highlighter is a point- and-click tool that allows any webmaster to show Google the patterns of structured data on their pages without modifying the pages themselves,” he says.