{"id":6931,"date":"2019-04-30T16:20:42","date_gmt":"2019-04-30T14:20:42","guid":{"rendered":"https:\/\/nprofit.net\/pl\/?p=6931"},"modified":"2025-11-28T14:41:50","modified_gmt":"2025-11-28T13:41:50","slug":"schema-org-co-to-jest-jak-wdrozyc-i-wplyw-na-seo","status":"publish","type":"post","link":"https:\/\/nprofit.net\/pl\/blog\/schema-org-co-to-jest-jak-wdrozyc-i-wplyw-na-seo\/","title":{"rendered":"Schema.org co to jest, jak wdro\u017cy\u0107 i wp\u0142yw na SEO"},"content":{"rendered":"<div style=\"text-align: justify;\">\n<p>Coraz bardziej popularny temat jakim jest Schema.org, zaczyna zaprz\u0105ta\u0107 g\u0142ow\u0119 w\u0142a\u015bcicielom stron, a tak\u017ce pozycjonerom. Dlaczego i dla kogo powsta\u0142 projekt Schema.org, czy ka\u017cdy mo\u017ce z niego korzysta\u0107 oraz jaki ma wp\u0142yw na SEO, je\u015bli w og\u00f3le ma? Kiedy cztery najwi\u0119ksze wyszukiwarki \u0142\u0105cz\u0105 si\u0142y, aby stworzy\u0107 wsp\u00f3lny projekt, nie mo\u017cna przej\u015b\u0107 obok niego oboj\u0119tnie.<\/p>\n<p>&nbsp;<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Spis tre\u015bci<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Prze\u0142\u0105cznik Spisu Tre\u015bci\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #003366;color:#003366\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #003366;color:#003366\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/nprofit.net\/pl\/blog\/schema-org-co-to-jest-jak-wdrozyc-i-wplyw-na-seo\/#Czym_sa_dane_strukturalne\" >Czym s\u0105 dane strukturalne?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/nprofit.net\/pl\/blog\/schema-org-co-to-jest-jak-wdrozyc-i-wplyw-na-seo\/#W_takim_razie_czym_jest_Schemaorg\" >W takim razie czym jest Schema.org?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/nprofit.net\/pl\/blog\/schema-org-co-to-jest-jak-wdrozyc-i-wplyw-na-seo\/#Jak_wdrozyc_Schemaorg\" >Jak wdro\u017cy\u0107 Schema.org?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/nprofit.net\/pl\/blog\/schema-org-co-to-jest-jak-wdrozyc-i-wplyw-na-seo\/#Schema_i_wplyw_na_SEO\" >Schema i wp\u0142yw na SEO<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"western\" style=\"text-align: center;\" align=\"JUSTIFY\"><span class=\"ez-toc-section\" id=\"Czym_sa_dane_strukturalne\"><\/span>Czym s\u0105 dane strukturalne?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Wed\u0142ug Google, dane strukturalne (uporz\u0105dkowane) to \u201cstandardowy format udost\u0119pniania informacji o stronie i klasyfikowania jej zawarto\u015bci\u201d.<\/p>\n<p>Pro\u015bciej rzecz ujmuj\u0105c, jest to kod (najcz\u0119\u015bciej HTML), kt\u00f3rego celem jest opisanie i klasyfikacja rodzaju tre\u015bci na stronie. Prosty przyk\u0142ad:<br \/>\nNa stronie posiadamy produkt w cenie 20. Dla Google liczba 20 to tylko ci\u0105g znak\u00f3w, kt\u00f3ry r\u00f3wnie dobrze mo\u017ce oznacza\u0107 wag\u0119 lub wiek.<br \/>\nU\u017cycie w tym przypadku danych strukturalnych, t\u0142umaczy robotom, \u017ce dana warto\u015b\u0107 oznacza cen\u0119.<\/p>\n<p>Tu nasuwa si\u0119 pytanie &#8211; jak\u0105 b\u0119d\u0119 mia\u0142 korzy\u015b\u0107 wykorzystuj\u0105c dane strukturalne?<br \/>\nJe\u015bli znasz ju\u017c definicj\u0119 rich snippets &#8211; masz odpowied\u017a. Dla tych, kt\u00f3rzy dopiero zag\u0142\u0119biaj\u0105 si\u0119 w t\u0119 tematyk\u0119 &#8211; rich snippets to rozszerzone opisy\/informacje wy\u015bwietlaj\u0105ce si\u0119 w wynikach wyszukiwania. S\u0105 one ch\u0119tniej klikane ni\u017c standardowe wyniki, gdy\u017c na samym wst\u0119pie przekazuj\u0105 wi\u0119cej informacji u\u017cytkownikowi i w wielu przypadkach du\u017co lepiej si\u0119 prezentuj\u0105. Poni\u017cszy zrzut ekranu przedstawia przyk\u0142ad wykorzystania danych strukturalnych.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-6932 size-full aligncenter\" src=\"https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2019\/04\/wynik_w_google.jpg\" alt=\"\" width=\"703\" height=\"144\" srcset=\"https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2019\/04\/wynik_w_google.jpg 703w, https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2019\/04\/wynik_w_google-300x61.jpg 300w\" sizes=\"(max-width: 703px) 100vw, 703px\" \/><\/p>\n<p align=\"JUSTIFY\">Tak natomiast wygl\u0105da fragment kodu odpowiedzialnego za wy\u015bwietlanie si\u0119 oceny i liczby g\u0142os\u00f3w:<\/p>\n<p align=\"JUSTIFY\"><img decoding=\"async\" class=\"size-full wp-image-6933 aligncenter\" src=\"https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2019\/04\/kod.jpg\" alt=\"\" width=\"258\" height=\"148\" \/><\/p>\n<p align=\"JUSTIFY\">Standardowe wyniki wyszukiwania zawieraj\u0105 tylko trzy elementy: tytu\u0142, url oraz opis, natomiast te, wzbogacone o dane uporz\u0105dkowane mog\u0105 wy\u015bwietla\u0107 m.in. ocen\u0119 produktu\/us\u0142ugi, cen\u0119, stan magazynowy czy informacj\u0119 o zbli\u017caj\u0105cych si\u0119 koncertach w wybranym klubie.<\/p>\n<h3 class=\"western\" style=\"text-align: center;\" align=\"JUSTIFY\"><span class=\"ez-toc-section\" id=\"W_takim_razie_czym_jest_Schemaorg\"><\/span>W takim razie czym jest Schema.org?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Projekt Schema.org powsta\u0142 2 czerwca 2011 roku dzi\u0119ki wsp\u00f3\u0142pracy Google, Microsoft, Yahoo oraz Yandex, a jego celem jest tworzenie oraz promowanie ujednoliconych schemat\u00f3w danych strukturalnych. Mo\u017cna rzec, i\u017c Schema jest swego rodzaju s\u0142ownikiem, zawieraj\u0105cym dost\u0119pne dla wszystkich znaczniki, dzi\u0119ki kt\u00f3rym mo\u017cemy wzbogaci\u0107 wyniki wyszukiwania. Kto na tym zyskuje? Wszyscy. W\u0142a\u015bciciel strony ma szans\u0119 na zdobycie wi\u0119kszego ruchu, u\u017cytkownik otrzymuje lepsze wyniki wyszukiwania, a algorytmy \u201cucz\u0105 si\u0119\u201d rozpoznawa\u0107 coraz wi\u0119ksz\u0105 ilo\u015b\u0107 danych. Znaczniki obs\u0142ugiwane s\u0105 w trzech formatach:<\/p>\n<ul>\n<li>JSON-LD (rekomendowane przez Google),<\/li>\n<li>Mikrodane,<\/li>\n<li>RDFa.<\/li>\n<\/ul>\n<p>Niestety, wdro\u017cenie znacznik\u00f3w nie daje nam gwarancji, \u017ce Google wykorzysta je podczas wy\u015bwietlania naszej strony w SERP-ach, jednak przy poprawnym wdro\u017ceniu prawdopodobie\u0144stwo jest bardzo du\u017ce.<\/p>\n<p>&nbsp;<\/p>\n<h2 class=\"western\" style=\"text-align: center;\" align=\"JUSTIFY\"><span class=\"ez-toc-section\" id=\"Jak_wdrozyc_Schemaorg\"><\/span>Jak wdro\u017cy\u0107 Schema.org?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Niekt\u00f3re CMSy oferuj\u0105 wtyczki usprawniaj\u0105ce wdro\u017cenie danych strukturalnych, jednak je\u015bli nie mamy takiej mo\u017cliwo\u015bci, mo\u017cemy skorzysta\u0107 z <a href=\"https:\/\/www.google.com\/webmasters\/markup-helper\/\">Asystenta do oznaczania danych od Google<\/a>.<\/p>\n<p>W pierwszym etapie wybieramy typ danych i podajemy URL lub kod \u017ar\u00f3d\u0142owy strony, na kt\u00f3rej chcemy wprowadzi\u0107 dane strukturalne. Przechodzimy do kolejnego kroku klikaj\u0105c na <em>Zacznij dodawanie znacznik\u00f3w<\/em>.<\/p>\n<p><img decoding=\"async\" class=\"wp-image-6934 size-full aligncenter\" src=\"https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2019\/04\/asystent1.jpg\" alt=\"\" width=\"728\" height=\"456\" srcset=\"https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2019\/04\/asystent1.jpg 728w, https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2019\/04\/asystent1-300x188.jpg 300w\" sizes=\"(max-width: 728px) 100vw, 728px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Nast\u0119pnie na stronie wybieramy elementy, kt\u00f3re odpowiadaj\u0105 wybranym przez nas typom danych. Po zako\u0144czeniu oznaczania klikamy w <em>Utw\u00f3rz HTML<\/em>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-6935 size-full\" src=\"https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2019\/04\/asystent2.jpg\" alt=\"\" width=\"953\" height=\"554\" srcset=\"https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2019\/04\/asystent2.jpg 953w, https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2019\/04\/asystent2-300x174.jpg 300w, https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2019\/04\/asystent2-768x446.jpg 768w\" sizes=\"(max-width: 953px) 100vw, 953px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>W wyniku ko\u0144cowym otrzymujemy skrypt, kt\u00f3ry nale\u017cy wklei\u0107 do nag\u0142\u00f3wka HTML. Je\u017celi chcemy doda\u0107 wi\u0119cej znacznik\u00f3w, nieobs\u0142ugiwanych przez Asystenta do oznaczania danych, musimy pobra\u0107 kod, aby go edytowa\u0107.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-6936 size-full\" src=\"https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2019\/04\/asystent3.jpg\" alt=\"\" width=\"946\" height=\"415\" srcset=\"https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2019\/04\/asystent3.jpg 946w, https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2019\/04\/asystent3-300x132.jpg 300w, https:\/\/nprofit.net\/pl\/wp-content\/uploads\/2019\/04\/asystent3-768x337.jpg 768w\" sizes=\"(max-width: 946px) 100vw, 946px\" \/><\/p>\n<p>Na koniec nale\u017cy sprawdzi\u0107 kod przy pomocy <a href=\"https:\/\/search.google.com\/structured-data\/testing-tool\/u\/0\/\">Narz\u0119dzia do testowania uporz\u0105dkowanych danych<\/a>.<\/p>\n<h3 class=\"western\" style=\"text-align: center;\" align=\"JUSTIFY\"><span class=\"ez-toc-section\" id=\"Schema_i_wplyw_na_SEO\"><\/span>Schema i wp\u0142yw na SEO<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Nie jest tajemnic\u0105, \u017ce dane strukturalne mog\u0105 w du\u017cej mierze przyczyni\u0107 si\u0119 do zwi\u0119kszenia wsp\u00f3\u0142czynnika CTR, ale czy wp\u0142ywaj\u0105 one bezpo\u015brednio na pozycje w wynikach wyszukiwania?<br \/>\nJak powiedzia\u0142 Matt Cutts, w udost\u0119pnionym przez Google Webmasters filmie:<br \/>\n\u201c<em>To, \u017ce zaimplementujesz Schema.org niekoniecznie oznacza, \u017ce powiniene\u015b rankowa\u0107 wy\u017cej.<\/em>&#8221;<\/p>\n<p>John Mueller zaznacza jednak, \u017ce w przysz\u0142o\u015bci dane strukturalne mog\u0105 sta\u0107 si\u0119 czynnikiem rankingowym:<br \/>\n\u201c<em>My\u015bl\u0119, \u017ce z czasem jest to co\u015b, co mo\u017ce wp\u0142ywa\u0107 na rankingi.<\/em>&#8221;<\/p>\n<p>Na t\u0119 chwil\u0119 Google nie potwierdza bezpo\u015bredniego wp\u0142ywu znacznik\u00f3w na pozycje w SERPach. Jednak nie byliby\u015bmy sob\u0105, gdyby\u015bmy sami nie sprawdzili tego zagadnienia. Zbadali\u015bmy w \u015brodowisku testowym czy dodanie znacznik\u00f3w Schema pozytywnie wp\u0142ywa na ranking. Oto wniosek:<strong> dodanie znacznik\u00f3w pozwoli naszej witrynie uzyska\u0107 wy\u017csze pozycje w wynikach wyszukiwania ni\u017c stronie, kt\u00f3ra ich nie posiada.<\/strong><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Coraz bardziej popularny temat jakim jest Schema.org, zaczyna zaprz\u0105ta\u0107 g\u0142ow\u0119 w\u0142a\u015bcicielom stron, a tak\u017ce pozycjonerom. Dlaczego i dla kogo powsta\u0142 projekt Schema.org, czy ka\u017cdy mo\u017ce z niego korzysta\u0107 oraz jaki ma wp\u0142yw na SEO, je\u015bli w og\u00f3le ma? Kiedy cztery najwi\u0119ksze wyszukiwarki \u0142\u0105cz\u0105 si\u0142y, aby stworzy\u0107 wsp\u00f3lny projekt, nie mo\u017cna przej\u015b\u0107 obok niego oboj\u0119tnie. &nbsp; [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":43787,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12,14,13],"tags":[],"class_list":["post-6931","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-poradniki","category-techniczne-wskazowki","category-wiedza-seo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Schema.org co to jest, jak wdro\u017cy\u0107 i wp\u0142yw na SEO - Blog NPROFIT<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/nprofit.net\/pl\/blog\/schema-org-co-to-jest-jak-wdrozyc-i-wplyw-na-seo\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Schema.org co to jest, jak wdro\u017cy\u0107 i wp\u0142yw na SEO - Blog NPROFIT\" \/>\n<meta property=\"og:description\" content=\"Coraz bardziej popularny temat jakim jest Schema.org, zaczyna zaprz\u0105ta\u0107 g\u0142ow\u0119 w\u0142a\u015bcicielom stron, a tak\u017ce pozycjonerom. 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