{"id":3449,"date":"2021-07-29T16:52:36","date_gmt":"2021-07-29T14:52:36","guid":{"rendered":"http:\/\/wptest.nexum.cz\/strukturovana-data-proc-a-hlavne-jak-je-vyuzit\/"},"modified":"2024-04-17T15:25:34","modified_gmt":"2024-04-17T13:25:34","slug":"strukturovana-data-proc-a-hlavne-jak-je-vyuzit","status":"publish","type":"post","link":"https:\/\/www.webmium.cz\/blog\/strukturovana-data-proc-a-hlavne-jak-je-vyuzit\/","title":{"rendered":"Strukturovan\u00e1 data: Pro\u010d a hlavn\u011b jak je vyu\u017e\u00edt?"},"content":{"rendered":"<h2>\u010c\u00e1st 2. Praxe<\/h2>\n<p>V\u00a0prvn\u00edm d\u00edle na\u0161e miniseri\u00e1lu o strukturovan\u00fdch datech jsme si \u0159ekli v\u0161e podstatn\u00e9 z\u00a0teorie. Vysv\u011btlili jsme si jak strukturovan\u00e1 data pozn\u00e1me, jak je vyu\u017e\u00edvat a hlavn\u011b pro\u010d je vyu\u017e\u00edvat. Nyn\u00ed se pod\u00edv\u00e1me na konkr\u00e9tn\u00ed p\u0159\u00edpady z\u00a0praxe.<\/p>\n<h3>Jak implementovat strukturovan\u00e1 data?<\/h3>\n<p>Pro implementaci strukturovan\u00fdch dat je pot\u0159eba s\u00e1hnout p\u0159\u00edmo do zdrojov\u00e9ho k\u00f3du va\u0161ich webov\u00fdch str\u00e1nek. Implementaci je mo\u017en\u00e9 prov\u00e9st pomoc\u00ed t\u0159\u00ed hlavn\u00edch form\u00e1t\u016f:<\/p>\n<ul>\n<li>Microdata<\/li>\n<li>JSON-LD (Javascript Object Notation for LinkedData)<\/li>\n<li>RDFa (Resource Description Framework in Attributes<\/li>\n<\/ul>\n<p>Praktickou uk\u00e1zku implementace si uk\u00e1\u017eeme pomoc\u00ed form\u00e1tu JSON-LD. Tento form\u00e1t je toti\u017e nejm\u00e9n\u011b n\u00e1chyln\u00fd k\u00a0chyb\u00e1m, ne\u017e zbyl\u00e9 dva. Jeho tvorba a editace je pom\u011brn\u011b jednoduch\u00e1,podobn\u00e1 XML).<\/p>\n<figure class=\"w-richtext-figure-type-image w-richtext-align-fullwidth\" style=\"max-width:885px\" data-rt-type=\"image\" data-rt-align=\"fullwidth\" data-rt-max-width=\"885px\">\n<div><img decoding=\"async\" src=\"https:\/\/uploads-ssl.webflow.com\/5767b4eb3a9c9e1015d06770\/5d7b5a3a3a8c25a63f4c9dd4_prnt.jpg\"><\/div>\n<\/figure>\n<p>Na obr\u00e1zku v\u00fd\u0161e m\u016f\u017eete vid\u011bt velmi jednoduchou a z\u00e1kladn\u00ed podobu jedn\u00e9 z mo\u017en\u00fdch implementac\u00ed strukturovan\u00fdch dat. Tento p\u0159\u00edklad se t\u00fdk\u00e1 konkr\u00e9tn\u011b \u010dl\u00e1nku na blogu. Nyn\u00ed si pop\u00ed\u0161eme jednotliv\u00e9 prvky a atributy uveden\u00e9 v aplikaci:<\/p>\n<ul>\n<li>Na za\u010d\u00e1tku ka\u017ed\u00e9ho scriptu je pot\u0159eba uv\u00e9st, o jak\u00fd typ strukturovan\u00fdch dat se jedn\u00e1. Zde tedy uvedeme \u201eBlogPosting\u201c.<\/li>\n<li>Pot\u00e9 mus\u00edme sd\u011blit, k jak\u00e9mu v\u011bt\u0161\u00edmu celku tento Blog post spad\u00e1 a t\u00edm je webov\u00e1 str\u00e1nka, tedy \u201eWebPage\u201c spole\u010dn\u011b s URL na dan\u00fd \u010dl\u00e1nek.<\/li>\n<li>Pomoc\u00ed prom\u011bnn\u00fdch Headline a Description uvedeme n\u00e1zev na\u0161eho \u010dl\u00e1nku a stru\u010dn\u00fd popis, o \u010dem \u010dl\u00e1nek je.<\/li>\n<li>N\u00e1sledn\u011b p\u0159ipoj\u00edme grafiky, kter\u00e9 v \u010dl\u00e1nku vyu\u017eijeme. Zde konkr\u00e9tn\u011b pod prom\u011bnou Image.<\/li>\n<li>V n\u00e1sleduj\u00edc\u00ed \u010d\u00e1sti aplikace uv\u00e1d\u00edme kdy byl \u010dl\u00e1nek publikov\u00e1n (datePublished) a posledn\u00ed datum \u00fapravy (dateModified).<\/li>\n<li>Dal\u0161\u00ed sekce aplikace je ur\u010dena prezentaci autora pomoc\u00ed Person, kde uvedete jm\u00e9no autora \u010dl\u00e1nku.<\/li>\n<li>Posledn\u00ed \u010d\u00e1st se v\u011bnuje organizaci, pod kterou dan\u00fd \u010dl\u00e1nek vy\u0161el, zde je to Organization.<\/li>\n<\/ul>\n<p>Jedn\u00e1 se o jeden z\u00a0mnoha mo\u017en\u00fdch zp\u016fsob\u016f vyu\u017eit\u00ed strukturovan\u00fdch dat. Lze je je\u0161t\u011b roz\u0161\u00ed\u0159it na z\u00e1klad\u011b dal\u0161\u00edch atribut\u016f ze Schema.org . Uk\u00e1zali jsme se pouze jeden ze snaz\u0161\u00edch, pro lep\u0161\u00ed uchopen\u00ed problematiky.<\/p>\n<h3>Implementace JSON-LD do va\u0161eho webu<\/h3>\n<p>V\u00a0prvn\u00ed \u0159ad\u011b si mus\u00edme \u0159\u00edct, \u017ee i pro implementaci takov\u00fdch dat je t\u0159eba dodr\u017eovat pravidla stanoven\u00e1 Googlem. Najdete je na odkazu <a href=\"https:\/\/developers.google.com\/search\/docs\/guides\/sd-policies\">https:\/\/developers.google.com\/search\/docs\/guides\/sd-policies<\/a>. Dodr\u017een\u00edm t\u011bchto pravidel se vyhnete potenci\u00e1ln\u00ed penalizaci.<\/p>\n<p> \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0K\u00a0implementaci JSON souboru do va\u0161eho webu slou\u017e\u00ed n\u011bkolik cest. V\u0161e z\u00e1le\u017e\u00ed na technick\u00e9m z\u00e1zem\u00ed, na kter\u00e9m va\u0161e prezentace b\u011b\u017e\u00ed. Nap\u0159\u00edklad u WordPressu je situace velmi jednoduch\u00e1 a pomoc\u00ed r\u016fzn\u00fdch plugin\u016f pro p\u0159id\u00e1n\u00ed Markup JSON lze jednor\u00e1zov\u011b p\u0159idat strukturovan\u00e1 data v\u00a0r\u00e1mci cel\u00e9ho webu. Dal\u0161\u00edm zp\u016fsobem je vlo\u017eit je na web ru\u010dn\u011b do zdrojov\u00e9ho k\u00f3du. To je spolehliv\u00fd, ale pom\u011brn\u011b zdlouhav\u00fd proces. Posledn\u00ed mo\u017enost\u00ed implementace je pomoc\u00ed Google Tag Manageru, kter\u00e1 ale nen\u00ed p\u0159\u00edli\u0161 doporu\u010dovan\u00e1. Hlavn\u00edm probl\u00e9mem je zpracov\u00e1n\u00ed Javascriptu ze strany Google. Google nen\u00ed zrovna spolehliv\u00fd v\u00a0na\u010d\u00edt\u00e1n\u00ed Javascriptu a tak se m\u016f\u017ee st\u00e1t, \u017ee strukturovan\u00e1 data zaregistruje mnohem pozd\u011bji nebo v\u016fbec, na rozd\u00edl od ru\u010dn\u00edho vlo\u017een\u00ed do HTML. N\u011bkter\u00e9 vyhled\u00e1va\u010de dokonce Javascript nespou\u0161t\u011bj\u00ed,nap\u0159\u00edklad Yahoo, Baidu a Yandex. Bing se o to pokou\u0161\u00ed, ale je v\u00a0tom je\u0161t\u011b ne\u0161ikovn\u011bj\u0161\u00ed ne\u017e Google.<\/p>\n<h3>Jak otestovat p\u0159\u00edtomnost strukturovan\u00fdch dat?<\/h3>\n<p>Zp\u016fsob\u016f jak otestovat va\u0161e pr\u00e1v\u011b implementovan\u00e1 strukturovan\u00e1 data je hned n\u011bkolik. Nejspolehliv\u011bj\u0161\u00edm je vyu\u017e\u00edt extern\u00ed n\u00e1stroje, nap\u0159\u00edklad Marketing Miner, kter\u00fd m\u00e1 na tuto kontrolu speci\u00e1ln\u00ed URL pom\u016fcku pro kontrolu strukturovan\u00fdch dat.<\/p>\n<p>Dal\u0161\u00ed cestou otestov\u00e1n\u00ed strukturovan\u00fdch dat, respektive vlo\u017een\u00ed Schema.org, je n\u00e1stroj p\u0159\u00edmo od Google Structured Data Tester.<\/p>\n<p>Strukturovan\u00e1 data a jejich v\u00fdkon lze pot\u00e9 sledovat p\u0159\u00edmo v Search Console, kam v\u00e1m Google pos\u00edl\u00e1 ve\u0161ker\u00e9 informace.<\/p>\n<h3>Z\u00e1v\u011brem<\/h3>\n<p>Strukturovan\u00e1 data jako takov\u00e1 mohou, ale nemus\u00ed ovlivnit va\u0161e pozice ve vyhled\u00e1va\u010d\u00edch. Maj\u00ed nep\u0159\u00edm\u00fd vliv. To znamen\u00e1, \u017ee jejich implementac\u00ed m\u016f\u017eete ovlivnit faktor, kter\u00fd ovlivn\u00ed jin\u00fd faktor d\u016fle\u017eit\u00fd pro rozhodov\u00e1n\u00ed vyhled\u00e1va\u010de o kvalit\u011b va\u0161\u00ed str\u00e1nky. Zde konkr\u00e9tn\u011b je ten \u0159et\u011bz zalo\u017een\u00fd na m\u00ed\u0159e prokliku u va\u0161eho v\u00fdsledku v SERPu. Domn\u00edv\u00e1m se, \u017ee \u010d\u00edm vy\u0161\u0161\u00ed CTR (proklikovost) m\u00e1te, t\u00edm siln\u011bj\u0161\u00ed je to zn\u00e1mka o kvalit\u011b a vyhled\u00e1va\u010d by tak m\u011bl l\u00e9pe hodnotit v\u00e1\u0161 web.Implementace se ka\u017edop\u00e1dn\u011b vyplat\u00ed i z d\u016fvodu, \u017ee jasn\u011b sd\u011bl\u00edte vyhled\u00e1va\u010d\u016fm o jak\u00fd typ obsahu se jedn\u00e1.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ve druh\u00e9m d\u00edle miniseri\u00e1lu si uk\u00e1\u017eeme praktick\u00fd p\u0159\u00edklad implementace a z\u00e1rove\u0148 si \u0159ekneme, kde si takov\u00e1 data otestovat.<\/p>\n","protected":false},"author":2,"featured_media":2615,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[3],"tags":[],"class_list":["post-3449","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tipy-rady-a-novinky"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Strukturovan\u00e1 data: Pro\u010d a hlavn\u011b jak je vyu\u017e\u00edt?<\/title>\n<meta name=\"description\" content=\"Ve druh\u00e9m d\u00edle miniseri\u00e1lu si uk\u00e1\u017eeme praktick\u00fd p\u0159\u00edklad implementace a z\u00e1rove\u0148 si \u0159ekneme, kde si takov\u00e1 data otestovat.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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