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What Is Structured Data Markup In SEO?

what is structured data markup in seo

what is structured data markup in seo

Is Structured Data Markup Important?

If your company is actively involved in having SEO done to your website, then you may have already heard about structured data markup. Do you know what structured data means? Do you know what it has to do with search engine optimization? You have come to the best place to find answers to these questions. Structured data markup, also called schema markup, plays an important role to full optimizing your website and structured data will help your website rank higher in the search engines.  Keep on reading to learn exactly what structured data markup is and how it affects SEO, as well as why your website needs it.


What Is Structured Data?

Structured data markup is a code written in a specific format that helps search engines to better understand what your website is really about. When you look at a website, you see words, graphics, tables, and pictures. Google and the other search engines, on the other hand, don’t see words and pictures, but instead the underlying code. Google will read this code and use it to display search results more richly. Your website will attract more targeted visitors by adding structured data markup to it. You can easily add this code to your website though you may not be a tech-savvy person. Structured data uses a code format, and there are different kinds of structured data. For example, there is a code for book reviews, product reviews, recipes, movies, and tons more specific topics.  Visit to see all the different things you can do schema for. This code marks up your website in Google search results and makes it look richer than the other results. If you have a website with a lot of recipes and add this code to a page with a certain recipe, that specific page will look much richer regarding the content that’s shown in Google search results. Your results in the search engines might change with the addition of this code. That’s why structured data markup is known as “rich snippets or rich results.”

Structured data lets your website technically communicate with the search engines. The website will tell Google or any other search engine about the ingredients in your recipe. Not only that, it will tell the search engines how many calories the specific dish contains and how long it will take to prepare the meal. Google will most often grasp such information instantly and rank your site higher in their search results because they know the user will benefit from such information. 

Structured data markup is a tool that gives the search engines detailed information about your web page – in a way the search engines understand what you say. Google will use this information to create more informative and rich search results for its audience. The audience will love these rich snippets because they have all the information they are looking for. That’s why you need to add structured data to your website to rank it higher in Google and get more clicks from visitors.

Google Structured Data Testing Tool

Structured data lets you highlight specific information for Google and the other search engines and improves the way your website displays in SERPs. There are several tools that will help you test structured data markup and rich snippet display. The Google Structured Data Testing Tool (SDTT) is one of the best in this regard. It offers a wide variety of ways to develop, test, and modify your code so that it helps attract more visitors from Google. You can either load markup directly into this tool or supply the URL of your web page. 

Structured Data Testing Tool

You should always test your structured data using this tool to prevent template or server issues that could affect how your structured data shows up in the search results. New features have been added to the latest SDTT released by Google. Some of these features include:

. Clean display of schema markup code on your web page

. Validates all Google features that are powered by structured data

. There is an image of the tool interface

. Supports markup in the JSON-LD syntax 

. Highlights markup problems right in your HTML source code

. For some types, this tool will let you generate a sample view of a result from your data

Make sure to use this tool to validate the code on your page and rank your page higher in Google and the other search engines.


How To Add Schema Markup?

Adding schema markup to your page isn’t difficult. You don’t have to be tech-savvy to add this code to your web page. Here is a step-by-step process to add schema markup to your web page.

  1. Go to Google’s Structured Data Markup Helper
  2. Select the type of structured data that you plan to markup. There are several options to choose from such as articles, product reviews, movies, recipes, local business, organization, breadcrumbs markup, video markup, event markup, and rating markups
  3. Paste the URL of the web page that needs to be marked up and click “start tagging.” Your page will load in the markup tool and let you tag items. The left pane of the tool will show your web page while the right pane will show the data items 
  4. The next step is to highlight and select the type of elements to be marked up. For example, if you plan to markup an article, you can highlight the name of the article in order to add Name Markup. Once you finish highlighting the name of the article, select “Name” from the tooltip
  5. Continue to add markup items depending on the type of page you wish to markup. Even though you may not be able to tag every item in the list, tag whatever item you could
  6. Once you have finished, click on “Create HTML”
  7. Copy the HTML code and paste it into your CMS or source code

How Structured Data Affects Your SEO

There are many benefits of using schema markup on your web page. It will help improve your click-through rates in a great way. The page will draw more attention from your target audience. More people will see your listings and click on them if they are positive. This will help improve your conversions in the long run. That’s why you need to take advantage of structured data markup for your website.  We hope you enjoyed our article on What Is Structured Data Markup In SEO?

To learn more about how Brooks Internet Marketing can help you with your seo needs visit our website or send us an email on our contact form here. For Orange County companies looking for seo assistance click here.  For Las Vegas companies looking for seo assistance click here. Or call us today at (949) 940-5295 in Orange County or (702) 249-0905 in Las Vegas, Nevada.

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