How To Use Google’s Structured Data Markup Helper

How To Use Google’s Structured Data Markup Helper

How To Use Google’s Structured Data Markup Helper
How To Use Google’s Structured Data Markup Helper

If you drill down to the very core, every search engine optimization (SEO) strategy has the same aim: convincing Google your webpage is the best answer to a user’s query.

There are a lot of tactics you can and should employ to achieve this, but that’s the goal.

And, as the Google brain has grown more complex, it’s able to display increasingly more detailed and helpful answers.

What is structured data?

Structured data is a way of describing your site to make it easier for search engines to understand. To describe your site to search engines, you’ll need a vocabulary that presents content in a way that search engines can understand. The vocabulary used by the big search engines is called, which translates your content into code that they can easily process. Search engines read the code and use it to display search results in a specific and much richer way. You can easily put this piece of code on your website.

Imagine you have a website with a lot of recipes. If you add structured data to a page with a recipe, your result in the search engines might change. It will be much “richer” regarding the other content that’s shown. That’s the reason we call these results rich results or rich snippets.

Besides the title, the URL, and the description of the search result, you can see how long it will take to make the world’s best lasagna. Also, you’ll see how many calories the lasagne contains. You need to add structured data to your web page to get such a rich snippet. This also works for the products you offer in your Shopify online store.

Structured data and Google

In the Google developer guide, structured data is defined as a format to provide information about a web page and to classify its content. And, quite frankly, Google loves structured data.

Structured data gives Google the ability to understand what a page is talking about. Take an e-commerce site’s product page, for example. This page will include information about the product such as

  • Name
  • Description
  • Price
  • Features
  • Reviews

With unstructured data, Google doesn’t know which is which. Adding markup fixes that. And understanding the content on a page allows Google to add extra information to its search results.

Google SERP features

When you do a search on Google, you get a lot more than the “10 blue links” and paid ads. Search results are full of different things:

  • Knowledge graph cards
  • Rich snippets
  • Sitelinks
  • Breadcrumbs

These different types of results are known as SERP features.

Why Is Structured Data Important?

There are several reasons why webpages use structured data.

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

This is because it provides the information that can then be displayed on search engine results pages (SERPs) in the form of rich snippets, video carousels, and other special search result features and enhancements.

This leads to faster indexing by search spiders and enhances your site’s search visibility. This can also help improve your click-through rate, increase conversions, and grab more voice search traffic.

In an article for Search Engine Journal, Winston Burton, Senior Vice President of SEO at global search and marketing agency Acronym, detailed the results of adding structured data to the client’s website.

With no other optimization strategies employed, the client saw a 400% net growth in rich result organic traffic and a 140% growth in impressions for the company’s answer center.

How To Use Google’s Structured Data Markup Helper

Below is the step-by-step tutorial to help you use Structured Data Markup Helper.

Step # 1

There are many data types on the website tag like movies, events, articles, restaurants,s, etc. Click on the type of data your website is offering. I click on the Article as my data type. If you are not able to find your relevant type in the section then check the complete list on the schema. Then enter the URL or HTML source page of your website and click on Start Tagging.

Step # 2

After that, a new page will open. You will see various elements of the tool page in front of you. The visual presentation of the URL is on the left side and the structured data information is on the right side.

Now tag data from the content of your webpage. Select different elements. Once you do this, the selected elements will be added to My Data items located on your right sidebar.

Step # 3

Once you are done tagging elements of your data, click create HTML. This will create the HTML code for your microdata. The coding can be seen on the right side of your page. Whatever microdata has been coded is shown as highlighted text so that you can make changes if required.

Your code is ready now. You can simply copy and paste the HTML file or click on the Download button to get it on your device to update your site.

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