SEO Software Tools

How to use Google’s Structured Data Markup Helper

Drilling down to the very core, all search engine optimization (SEO) strategies have the same purpose. So the best answer to a user’s query is to convince Google of the web page.

There are many tactics that can or should be adopted to achieve this, but that is the goal.

And as Google Brain gets more complex, it will be able to display more and more detailed and useful answers.

For example, when booking a flight from Chicago O’Hare to Los Angeles International Airport, Google can now display options in rich snippets on the search results page.

Similarly, if you run a concert venue, you can add code called structured data to your website to encourage web searchers to see events related to them.

If you’re not familiar with the term “structured data,” don’t worry. There are many SEO professionals and web marketers who don’t.

In this article, we set that right, and more Structured data markup helper You can easily add it to your site.

What is Structured Data?

As defined in this post, structured data is informational (data) Organized ()Structured). Organized information What is basically structured data?

For SEO purposes, structured data is a specific type of format that provides Google information about the meaning of a page.

Follow the standardized vocabulary outlined by Schema.orgGoogle, Bing, Yahoo, Yandex and some other search engines.

Structured data can use JSON-LD, RDFa, Microdata, and other syntax.

Why is structured data so important?

There are several reasons why web pages use structured data.

For one thing, it facilitates navigation for both search engine crawlers and human users.

This is to provide information that can be displayed on the Search Engine Results Page (SERP) in the form of rich snippets, video carousels, and other special search results and extensions.

This speeds up indexing by the Search Spider and improves the visibility of your site’s searches. This also helps improve CTR, increase conversions, and increase voice search traffic.

In an article in the Search Engine Journal, Winston Burton, SEO Senior Vice President of Global Search and Marketing Agency Acronym, detailed the results of adding structured data to client websites.

Without adopting other optimization strategies, the client had a 400% increase in rich resulting organic traffic and a 140% increase in company answer center impressions.

Even if this is a statistical outlier, it highlights the great potential for using structured data.

What is structured data used for?

Now that we’ve talked about what structured data is and why it’s important, let’s take a look at some of its uses.

and April 2022 Google Search Central SEO business hours hangoutJohn Mueller, the advocate of Google Search, details structured data and how to use it.

If you can afford 30 minutes, it’s worth a look. If you’re in a hurry, the part related to the current topic starts at 27:19. Or even better, read Roger Monty’s coverage here.

At this hangout, Mueller was asked how to choose the best format for structured data.

His answer was not what format the page used, but what kind of rich results the page would produce.

Structured data is extremely versatile and offers many opportunities for businesses to use it to facilitate clicks. Some of these you may want to take advantage of include:

Knowledge panel

Used for what is part of the Google Knowledge Graph, it provides a quick overview of information about a topic.

Knowledge panel exampleSearch Screenshot, Google, June 2022

As a business, you can use the Knowledge Panel to give users at a glance information about brand names, logos, phone numbers, and more.

Rich snippet

Sometimes called a rich result. This is additional data that Google displays to users in addition to regular search results. This may include music, events, recipes, etc.

Rich snippet exampleSearch Screenshot, Google, June 2022

For commercial purposes, you can view your reviews here. You can also emphasize products, addresses, special offers, and more.

Hosted carousel

Common on mobile devices, this shows multiple “cards” from the same site.

To avoid confusion with a regular carousel that contains images, videos, and other data from multiple sites, the hosted carousel uses only the content of one “host” site.

Google currently supports the following types of hosted carousels:

  • Educational course.
  • movie.
  • recipe.
  • restaurant.
Carousel exampleSearch Screenshot, Google, June 2022


If you’re using Google’s automated advertising as part of your PPC strategy, you can use structured snippets to provide more information to your customers.

For example, you can use them to provide information about the set of products offered, features included, or services.

AdWords exampleSearch Screenshot, Google, June 2022

However, before you can freely insert structured snippets into your web pages, you need to be aware that they are subject to standard Google Ads policies and must meet some requirements. Here is the complete list: here..

Getting Started with Structured Data

You should now see the benefits of being able to provide structured data. Now let’s see how to add data to your website.

The easiest way to add structured data to your web page is with Google Data highlighter tool.

To use this, open the tool and mouse highlight data such as name, date, location, etc.

Google will record this information the next time you crawl your site and display the data in rich snippets on your search results page.

You can also manually mark up the elements of an HTML web page. Does it sound intimidating? it’s not. Practical knowledge of coding is required.

For your convenience, we provide step-by-step guides to assist you in the process.

  1. Open google Structured data markup helper..
  2. Click the Website tab.
  3. Select the type of page you want to mark up (eg job listings, restaurants, Q & A pages, local businesses, etc.)
  4. Enter the HTML URL of an existing or raw page.
  5. Click Start Tagging.
  6. Highlight the parts of the page that you want to include in the rich snippet and identify them in the dropdown that appears.
  7. Please enter the required information. For events, this includes the event name, location, and date.
  8. When you’re done tagging, click the Create HTML button and select an output format. JSON-LD is the format recommended by Google, but you can also choose Microdata.
  9. Copy or download the code. If you’re using JSON-LD, paste the generated code into the body of an existing page. If you select Microdata, replace the page with the generated HTML.

Some other things to note:

  • To test the generated code, copy and paste it into Extensive result testYou will see the missing fields that you need to fill in.
  • You can have multiple items on a page, but it’s a good idea to make them all the same type (for example, all movies and all job listings).
  • All pages displaying rich snippets must not be hidden behind the login screen and must be open to the public.
  • It may take a few weeks for Google to crawl a new page, but once you crawl it, you’ll be able to see it in a rich snippet.

Is Structured Data a Ranking Signal?

The $ 10,000 question, does structured data markup help your site rank high in search rankings?

Unfortunately, it’s different.

Deepening into this topic, we found that search engine journals offer many benefits, but there is no direct evidence that Google uses schema markup to determine search rankings.

That said, it helps search engines understand the content of your website more easily, so it helps to appear in related queries that may have been excluded in the past.

Important point

Traffic is always the name of a digital marketing game. Leveraging structured data on your website is also a great way to attract visitors.

Not only will it improve the display of your content in search results, but it will also help you speed up your site’s indexing.

Rich results (especially positive product reviews) can also significantly improve your CTR and average page time.

If the page is used in a featured snippet, it will appear at the top of the SERP.

In addition to the increased visibility provided, use featured snippets to answer voice search queries. So for anyone who uses Siri or Alexa for their queries, you’re the only result.

The final reason you need to use structured data on your website is that you have more control over your information.

You decide how Google understands your brand and give you control over how your information is defined.

Structured data is a useful tool in the toolbox. It doesn’t work for all sites and all types of content, but if you’re in an area where it helps, you should use it.

Other resources:

Featured image: NicoElNino / Shutterstock

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