How to Use Structured Data Markup (Schema) to Boost Search Engine Rankings

Structured data markup (Schema) is a boon for the SEO, especially white label SEO. It enables the search engines in crawling into a website along with truly understanding it. Even search engines can face difficulty in deciphering website page content. In fact some elements which seem ideal to people are meaningless to website crawlers. It is here where structured data can help. This on-page markup will help a search engine to understand the information present on a business’s web page while using the same to improve their search results listing. The structured markup data is added to a page which helps the top search engines to know what a specific piece of information does, or is for determining whether this is an address or an article for instance.

How to Use Structured Data (Schema) Markup

How to use Structured Data Markup to Improve Search Engine Rankings?

Here is a step-by-step guide that will help a business owner to use structured data markup in the right way to improve search engine rankings.

Step-by-Step Method to Use Structured Data Markup (Schema)

Step 1 – The website tag comprises of multiple data types such as restaurants, articles, events, movies and so on. Click on the data type that the website offers. If a person is unable to find their relevant types within the list, then they can check it on the entire list of schema. Following this enter the HTML source page or URL of the site, and press on the start tagging button.

Step 2 – Immediately a new page will be visible. Here the user will see different components related to the tool page. On the right they can see the information of the structured data while on the left they can see the URL’s visual presentation. Next, tag the data carefully from the webpage’s content followed by selecting different elements. After this, the selected elements automatically will be added in my data items on the right sidebar. In case during the process the user selects the wrong element accidentally they can utilize the clear tag. Choose all the data on the site and tag them into the right field. Besides, for adding missing tags, the option Add missing tags can be used.

Step 3 – After the user is done with tagging the different elements of their data; then they should click on to create HTML which will help in creating the HTML code particularly for their micro data. This coding will be visible towards the right hand side of the page. Every micro data which has been coded will be reflected as highlighted text. Thus, changes can be made if needed. The code is now ready and the user can click on download or paste the file of the HTML for getting it on their device for updating their website. Post implementation, it can be previewed via utilizing Google’s testing tool for ensuring that there is no error.

The Importance of Structured Data for SEO

Structured data possesses a good impact on search engine rankings for two strong reasons. These include:

  • A search engine can recognize the content type provided on the website which can be displayed accordingly, such as video results reflected with a play symbol and a thumbnail image. This way the user can recognize immediately that the result comprises of video content. Besides this, there are higher chances that the result in search engines is revealed in the search verticals (categories), such as articles in the article search and so on.
  • There is a better visibility within the SERPs as the search result definitely is bigger with the addition of rich snippets. This can result in better click-through-rates, thereby possessing a good impact on search engine rankings.

Structured Data and its Different Types

The different types of structured data are as follows:

  • Data marked up utilizing data highlighter
  • Resource Description Frameworks in Attributes (RDFA)
  • Microdata- this is a means of labelling content for describing a specific information type, for instance, events, persons, information or reviews
  • org- this will help a webmaster in embedding structured data on a web page that will be seen by search engines. Such markup vocabulary will be compatible with search engines fully

Uses of structured data

Structured data is largely used by white hat SEO service professionals and webmasters, who handle websites related to:

  • Events
  • Recipes
  • Business/organizations
  • Products
  • Reviews
  • Owners of retail industry, ecommerce

The Role of Structured Data Markup

For an enterprise which depends on their site for meeting business objectives, such as meeting eCommerce goals or generating leads, to drive traffic from search certainly is critical for success. A web page having structured data markup possess the chances of standing out in the search engine results pages. Alongside the search results, the rich snippets that are displayed can work wonders to differentiate that outcome from another having no markup. Especially for high-traffic, highly competitive keywords, the structured data markup will provide a business an edge over their competitors.

Ways to Rank More Google Searches with Structured Data Markup

What the web marketers do for getting their brand become visible in Google shopping? Image searches, news, map and Google’s shopping utilize structured data for serving users with such special result sets. The structured data indicates to the pages that have been marked up by webmasters on the backend having tags for describing every content domain for search. For instance, on a product page the structured data will help in indexing the description, image, size, colour, price, brand and name of a product as well as the customer reviews. This markup information along with helping a product appear within specialized search results will also aid the product surface within regular searches, irrespective of the engine via providing detailed information related to the product which search bots understand. Thus, a product page which utilizes structured data will ensure better search ranking compared to the one without markup. The structured data will get contents before the users who otherwise might have filtered it via refining the search results. In the absence of structured data, a product page will not be visible in Google shopping; hence will not rank for those who utilize this search function. In fact even if users do not choose to utilize Shopping search, the top search engines especially Google is integrating results from other search properties in their general search results page via serving shopping results, map, image and video results together with web results every time it is pertinent to a user’s enquiry.

It is vital in leveraging structured data in order to aid contents to become visible in more searches to maximize awareness and impressions. The structured data offers an added bonus that is enhancing the pages’ appearance in search results via generating rich snippets.


This article throws light on some interesting, valuable and fascinating facts about structured data and how it possesses a good impact on search engine rankings. It also lays emphasis on how the structured data markup will provide a business an edge over their competitors.

Article contributed by Sophia, she woks with

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