How can a brand leverage structured data to showcase unique value propositions, even if competitors also use structured data?

A brand can leverage structured data to showcase unique value propositions, even if competitors also use structured data, by focusing on detailed and specific properties that highlight differentiators. While competitors might use basic schema properties, a brand can enhance its structured data with unique, custom properties or by enriching existing properties with granular details. For example, if competitors use the 'Product' schema to list basic features, a brand can add custom properties detailing unique materials, manufacturing processes, or sustainability certifications. If competitors offer customer reviews using the 'aggregateRating' property, a brand can provide more detailed review snippets, including customer demographics or specific use cases. Another method is using 'specializedProperty' within schema to showcase unique selling points (USPs) that competitors lack, such as a longer warranty, a bespoke customization process, or superior customer support. Providing more detailed descriptions than competitors, optimized for user intent, helps a brand stand out. Consistency and accuracy of structured data across all platforms is also critical to improve chances that it will be ranked higher. If competitors do not have structured data on all pages where relevant, then a brand can win simply by showing it properly across all sources. This is done through testing, validation and regular updating. By providing more complete, accurate, and unique structured data, a brand can effectively communicate its unique value propositions to AI models and stand out from the competition.