3 Structured Data Markup Strategies - SEO

3 Structured Data Markup Strategies

Using structured data on your site is a great way to gain an advantage over the competition. It will allow Google and other search engines to understand your site better. Once Google understands your site, it can present that data in new and interesting ways like listing event information for relevant searches. The good news is that it’s not as hard as you might think.

Here are three strategies to add structured data to your site:

1. Using Google’s Structured Data Markup Helper


 Because this structured data helps Google better format its search results, Google is more than willing to help webmasters mark up their sites. Once you visit the Structured Data Markup Helper, you simply enter the URL you will be working on, as well as the type of data you will be marking up. This tool will load your page and walk you through how to mark the data up by simply clicking on separate sections of the page.

Once you have finished, you click on ‘create html’ and add the highlighted sections of the html to the html of your page. This strategy is quick and easy, but it may not give you access to all of the data types you need.

Structured Data Markup

(Google’s Structured Data Markup Helper)

2. Schema.org and Google’s Structured Data Testing Tool

The second strategy is slightly more advanced and requires you to adjust the data yourself. By going to schema.org and identifying what data types you need, you can make more specific data markups. Schema.org provides some very good examples of data snippets.

However, I recommend validating all of your custom markup with Google’s Structured Data Testing Tool. This will ensure that Googlebot understands your code and that you will not have any issues once you insert the snippet into the html of the page. This strategy, while more customizable, requires more knowledge of coding and more time to implement.


3. JSON-LD and Google Tag Manager

The last strategy, and my personal favorite, is marking up a site the using JSON-LD and Google Tag Manager. JavaScript Object Notation for Linked Data (JSON-LD) is a language that’s not only easy for humans to understand, but it’s also for Googlebot and other search engines indexing your site. JSON-LD still uses the same language from Schema.org. However, it’s formatted in a way that’s much easier to write.

Once the markup is written, we can also implement this data using a custom html tag within Google Tag Manager. This is useful in the sense that Tag Manager will be able to leverage its trigger system to mark up your entire site or sections of the site all at once.

JSON Linking

These strategies will all help you get ahead of the curve in placing structured data on your site.  You only have to ask: Which one is right for me?

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Ryan Lindsay
Ryan Lindsay
May 31, 2016