The Beginner’s Guide to Structured Data for Organizing & Optimizing Your Website

It’s Friday afternoon, and your crew is jonesing for Blissful Hour.

For the previous couple of weeks, you’ve been going to the identical ol’ bar by your workplace, so that you determine it’s time to attempt one thing new. What do you do? Step exterior and stroll round till you discover a new spot? No, you hop on Google and let it conduct the seek for you.

Your very best post-work pub is close by, open proper after work, and presents a couple of gluten-free choices so your whole crew can partake. You plug these standards into Google, and also you’ve bought three viable choices at your fingertips — in a helpful map format besides.

Pause. Have you ever ever questioned how Google can whip up such correct, exact solutions in so little time … and current them in such an easy-to-read means? Furthermore, what are these eating places doing to get featured so dominantly on Google’s search engine outcomes pages (SERPs)?

Heck, I’d love my enterprise to pop up when customers seek for standards related to me … wouldn’t you?

Nobody is aware of precisely how Google’s algorithm works — however, there are a couple of methods to prepare and optimize your web site content material so Google is aware of what content material to characteristic on the SERPs for the varied searches folks conduct to search out you.

That is the place structured information is available in. Structured information could make your group extra seen to potential clients and improve your click-through price by as much as 30%.

Undecided what structured information is? That’s OK. By the top of this information, you’ll be a structured information wizard — and your web site will reap the advantages.

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We all know that what searchers see on-line is far totally different than what search engines see.

Whereas searchers see this…

structured data hubspotSource

… search engines like google and yahoo see this:


View the supply code for any web site by going to View > Developer > View Supply.

This behind-the-scenes code tells browsers how info needs to be organized on the web site (as a part of its web site improvement) and tells net crawlers what’s on the web page.

Structured information can also be at play right here. Embedded tags of code (a.okay.a. “markup”) all through the HTML of a webpage inform Google and different search engines like google and yahoo what info to show within the SERPs and what this info represents. It additionally helps social media platforms synthesize your social media posts into snippets that preview the content material utilizing Open Graph Protocol (which we contact on later).

This markup is essential. It educates search engines like google and yahoo on what particular content material is on the web page. This creates extra related, knowledgeable searches and makes the location a candidate for enhanced outcomes like featured snippets, wealthy snippets, picture and video carousels, data bins, and extra (which we’ll contact on later).

Google’s SERPs weren’t at all times as straightforward on the attention as they’re right now. Don’t keep in mind? Take a look at this Google end result for “pool tables” from 2008.

structured data old google example pool tables


Let’s examine. Right here’s the identical end result from right now.

structured data new google pool tables

Wow. That’s a world of distinction. Not solely are these outcomes simpler to learn, however the additional options make for a way more informative, clever looking — and buying — expertise. Between the sponsored content material and dwell map (plus the product carousel, query snippets, and associated searches not proven within the screenshot), Google gives just about all the things I must learn about pool tables.

Heck, generally I seek for one thing and discover the reply proper on the SERP — I don’t even must click on on a end result. Does that ever occur to you? If it has, you possibly can thank structured information.

How does structured information work?

At this level, you is perhaps asking: How can there exist a language (markup) that’s constantly acknowledged by search engines like google and yahoo and folks alike?

To ensure that this markup to be precisely and universally understood, there are standardized codecs and vocabularies that needs to be used.

Let’s return to fundamentals for a minute. When conveying info, whether or not you’re speaking with a human or a pc, you want two principal issues: vocabulary (a set of phrases with identified meanings) and syntax (a algorithm on use these phrases to convey which means).

Most terminology surrounding structured information markup may be organized into these two ideas — vocabularies and syntaxes — and site owners can mix whichever two they should construction their information (except Microformats).

Okay … that’s sufficient of the flamboyant developer converse. What ought to you be utilizing to your structured information? is the accepted common vocabulary normal for structured information. It was based and is presently sponsored by Google, Bing, Yahoo, and Yandex. It’s versatile, open-sourced, and always up to date and improved.

Notice: Schema is named such as a result of it options markup for a wide variety of schemas — or data models — for different types of content.

Right here’s an instance of Schema Markup language (which is nice for search engine optimization) pulled from my article on branding.

“@context” : “”,

“@sort” : “Article”,

“title” : “The Final Information to Branding in 2019”

“creator” : {

“@sort” : “Individual”,

“title” : “Allie Decker”


“datePublished” : “2019-04-02”,

“picture” : “”,

“url” : “”,

“writer” : {

“@sort” : “Group”,

“title” : “HubSpot”

As for syntax, there’s no appropriate reply. Google recommends JSON-LD (and defaults to that syntax when utilizing its Structured Information Markup Helper — as you see under). JSON-LD makes use of Javascript code and embedded widgets to dynamically show your content material, which is often an easier improvement course of.

Google additionally acknowledges Microdata and RDFa. Each of those syntaxes use HTML to determine properties inside structured information. Microdata is often solely used within the web page physique, whereas RDFa is usually utilized in each the web page head and physique.

Alternatively, JSON-LD is just positioned within the web page head, which means, for sure varieties of markup, JSON-LD makes it so you do not have to navigate subheaders, supporting copy, and associated styling that is included within the web page’s HTML. Because of this JSON-LD is taken into account easier than the opposite two.

Finally, all of it is determined by the info you are making an attempt to implement, what the profit is to your web site, and what can be simpler to share together with your crew.

Structured Information and Cell

Structured information impacts cellular a little bit in a different way — by way of Accelerated Cell Pages (AMP). Accelerated Mobile Pages is a Google-backed, open supply venture to assist all cellular pages load rapidly no matter system.

Pages with AMP markup seem inside Google’s particular SERP options, similar to Prime Tales and Information Carousels. Here’s how to create an AMP HTML page.

structured data amp example


Structured Information and Social Media

Structured information markup works a little bit in a different way for social platforms. This requires Open Graph Protocol and related languages that guarantee your web site and weblog content material seem in an easy-to-read means if you promote this content material on a social community. Two widespread social media options that use Open Graph Protocol are Pinterest Wealthy Pins and Twitter playing cards. We discuss extra about how to do that under.

Right here’s an instance of Open Graph Protocol language (which is nice for social media) utilizing the identical supply.

Notice: Sadly, structured information doesn’t affect your natural search rating (moreover serving to you seize a spot in a data panel or Featured Snippet on the prime of the listing). It additionally doesn’t change how your content material appears or behaves in your web site — it solely impacts how and the place it’d seem on SERPs.

Examples of Structured Information

To the typical web consumer, structured information can’t be seen. It’s hidden among the many code that makes up our favourite web sites and on-line platforms. So, how does structured information have an effect on what we (and our clients) see? What does it appear to be to the “bare” eye?

When site owners adhere to structured information requirements, search engines like google and yahoo like Google and Bing reward their web sites and organizations by that includes their content material in quite a lot of SERP options (another excuse to make use of structured information).

structured data googleSource

Let’s speak about these options — particularly on Google. Google SERPs show all kinds of knowledge, however the ones we speak about under are particularly influenced by structured information.

There are additionally a few ways in which structured information can profit your non-SERP advertising efforts on social media and e mail advertising.

Content Features

Content features appear as separate search results among normal search results.

1. Carousels

Carousels show up as images with captions related to a search, such as movie actors, cars, or news articles. Searchers can click through these images to access a separate SERP for that search. Here’s how to use structured data to show up on Carousels.

structured data carousel example mid-size suv

2. Movies

Movies operate equally to carousels however characteristic movies as an alternative of pictures or different listings. Searchers can scroll by way of these outcomes to instantly entry and watch every video.

Primarily based on the way you mark-up your content material, you may additionally qualify for video enhancements similar to LIVE badges and video host carousels. Here’s how to use structured data to show up on videos.

search results video section for how to make french toast

3. Featured Snippets

Featured Snippets show info related to a question — and hyperlink to a third-party web site (which units them aside from Reply Containers and Information Panels, which draw from public area databases). They don’t depend as one of many ten natural outcomes on a SERP, so when you “win” the Snippet, your web site reveals up twice.

Featured Snippets may also be displayed as quotes, tables, jobs, wealthy playing cards (for films and recipes), or the query part titled “Folks could ask”. Right here’s optimize your content material for Google’s Featured Snippet field.

featured snippet results for best water bottle search query

4. Information Panels (a.okay.a. Information Graph Playing cards)

Information Panels pull collectively probably the most related info from a search and show it as a separate panel on the proper facet of a SERP. They usually embrace pictures, dates, and category-specific info, similar to inventory costs for firms or birthdays for celebrities. You need to use a structured information markup like Schema to tag your content material with all of those classes, however there’s no assure that Google will reward you with your personal data panel.

The truth is, structured information would not promise something, it solely makes it simpler for search engines like google and yahoo and social networks to interpret your content material.

Additionally, Knowledge Panels goal to reply queries with out requiring a click-through … excellent news for searchers, and dangerous information for companies. Here’s how to make your site easier for bots to crawl (to increase your chances of showing up in a Knowledge Panel).

search results page for idris elba search

Enriched Search Options

Not like content material options, enriched end result options improve common search outcomes. They’re additionally referred to as wealthy search outcomes or wealthy snippets.

1. Breadcrumbs

Breadcrumbs “point out a web page’s place within the web site hierarchy,” according to Google. Breadcrumbs seem on cellular units, instead of a URL, above the title of the outcomes web page, and next to the site’s favicon (as of 2019). They assist searchers perceive a web page’s relationship to the remainder of a web site. Here’s how to use structured data to display breadcrumbs in your results.

Screen Shot 2020-12-01 at 4.23.57 PM-min

2. Sitelinks and Sitelinks Searchbox

Sitelinks are further hyperlinks displayed beneath a search end result that navigate to totally different components of a web site. Google pulls them right into a SERP when it thinks further outcomes would profit a searcher. Web sites with clever anchor textual content and alt textual content that’s informative, compact, and avoids repetition have likelihood of displaying a end result with Sitelinks.

search results page for chicago cubs schedule 2019

Sitelinks Searchbox is like Sitelinks with a search bar instantly featured within the end result. That search field makes use of Google — not the featured web site — which creates a model new SERP. Sitelinks Searchboxes solely present up in branded searches.

Here’s how to get a Sitelinks Searchbox for your website.

searchbox for hubspot on search engine

3. FAQ

FAQ can be utilized on any web page that lists questions and solutions — not simply conventional ceaselessly requested questions (FAQ) pages.

This characteristic permits searchers to entry your questions and solutions proper from the SERP; it additionally extends your end result vertically, taking on much more SERP actual property and serving to your web site stand out. Here’s how to use structured data to display FAQ in your search results.

structured data content feature faq

4. How-To

The how-to characteristic is much like FAQ in that it shows a web page’s content material (if it suits sure standards) on the SERP so searchers can see that info. It walks searchers by way of a set of steps and may characteristic video, textual content, and pictures.

Not like FAQ, the person steps in how-to end result aren’t linkable; nonetheless, searchers can entry the whole listing of steps by clicking your outcomes. These outcomes can present up in two codecs: normal accordion structure or wealthy end result carousel, relying on the content material. Here’s how to use structured data to display how-to content in your search results.

structured data example how to rich result carouselSource

Non-SERP Options

Structured information may also be used to reinforce to non-SERP options.

1. Social Playing cards

Social-specific markup doesn’t have a huge impact on search engine optimization, however it’s nonetheless essential for entrepreneurs to grasp. Not solely does this markup improve your social posts and advert efforts, however it can also be read by search engines — which might contribute to any search engine optimization modifications sooner or later.

Social playing cards show pictures and wealthy textual content when hyperlinks are shared on social media. Any group who makes use of social media to share content material needs to be utilizing correct social markup, similar to Open Graph Protocol.

Right here’s the way you guarantee your social content material shows social playing cards:

structured data open graph twitter swell bottle

2. E mail Advertising

Have you ever lately booked a flight or ordered one thing on-line? If in case you have Gmail, you may’ve seen your reservation or order particulars summarized on the prime of the affirmation e mail. This is because of e mail markup.

For those who ship emails for orders, reservations, confirmations, or bookings, think about using e mail markup to make your e mail recipients’ lives simpler. Here’s how to get started with email markup in Gmail.

example of email markup for southwest flight in email

The idea of structured information might sound complicated, however its implementation isn’t practically as difficult. The truth is, there are a variety of structured information instruments that may show you how to alongside the best way, particularly Google’s Structured Information Markup Helper and Testing instruments. Certain, you possibly can implement structured information by hand, however Google’s software ensures accuracy — and makes your life simpler.

It’s essential to notice that including structured information markup in your web site doesn’t assure a Featured Snippet or Sitelinks Sitebox. Google can take weeks to crawl your new HTML markup, and generally, the data doesn’t present up in any respect.

Nonetheless, taking the steps to implement structured information is important. Google is perhaps good, however it may well’t (but) perceive all the things by itself. It’d seem to be lots of additional work, however utilizing the proper structured information markup will guarantee Google could make sense of your content material and might help you probably improve your click-through charges and visibility.

Right here’s implement structured information through the use of Google’s Structured Information Markup Helper software.

1. Open Google’s Structured Information Markup Helper.

Open up Google’s Structured Data Markup Helper tool.

structured data google markup tool

2. Choose your information sort and enter the URL.

Be sure the Web site tab is open. Select the kind of information to which you’d like so as to add the HTML markup. Plug the online web page URL (or the HTML code) on the backside, and click on Begin Tagging.

structured data google markup tool select data type

3. Spotlight web page components and assign information tags.

When the software masses, you need to see your net web page on the left facet and information objects on the proper. Spotlight totally different elements of your net web page to assign information tags similar to title, creator, and date printed. (The software will recommend totally different information tags for several types of information, i.e. Occasions or E-book Opinions.)

structured data google markup tool highlight page elements

As you choose and assign information tags, you’ll see the data pop up underneath My Information Tags on the proper panel. You may as well add any lacking tags which may not be seen on the internet web page; simply click on Add lacking tags.

4. Create the HTML.

Whenever you’re completed tagging and assigning information objects, click on Create HTML within the higher right-hand nook.

5. Add the schema markup to your web page.

On the subsequent display, you need to see your structured information markup on the proper facet. The software routinely produces the script as JSON-LD markup, however you possibly can change it to Microdata by clicking the JSON-LD drop-down menu within the prime menu.

structured data google markup tool add schema markup to page

Click on Obtain to obtain the script as an HTML file. To learn extra about including structured information to your article (or another information sort), click on Articles in the proper nook above the markup.

To “publish” your markup, copy and paste the brand new HTML markup into your CMS or supply code of your net web page. Lastly, click on End within the prime proper nook to take a look at Google’s advisable Subsequent Steps … one among which can convey you to this subsequent one.

6. Take a look at your markup with Google’s Structured Information Testing Device.

Open up Google’s Structured Data Testing Tool. You’ll be able to enter any URL of an online web page you’d like to check, or you possibly can enter HTML code. (Within the instance under, I’m analyzing the code beforehand produced by Google’s Structured Information Markup Helper Device.) Click on Run Take a look at to start.

structured data google markup testing tool test structured data

7. Diagnose and repair any detected points.

The software will present you your HTML markup on the left facet and the markup evaluation on the proper. Notice any purple errors or warnings. Click on on any information row to spotlight the corresponding markup on the left.

If essential, you possibly can edit any errors within the HTML instantly within the software panel earlier than “publishing” the examined HTML markup.

8. Be affected person.

This final step is straightforward however arguably the toughest — to sit down again and wait. Google can take weeks to re-crawl new HTML, and even then, your content material isn’t assured to indicate up in wealthy snippets or different SERP options.

So long as you observe the proper structured information requirements and markup, give Google all the data it must know, and be affected person, your web site and enterprise can profit vastly from structured information and enhanced search engine optimization.

Structured Information Testing Instruments

1. Google’s Rich Results Test

Helps structured information in JSON-LD, RDFa, and Microdata. 

Worth: Free

Google’s software is a simple, free possibility for rapidly checking any net web page — and even a person snippet code — to make sure your web site is structured appropriately. The software will flag any errors that could possibly be stopping your web site from rating on search engines like google and yahoo, and supply recommendations for bettering your web site or snippet’s structured information. 

The Wealthy Outcomes Take a look at permits you to share the take a look at outcomes with anybody for as much as 90 days, so if it’s essential to ship the outcomes to your net developer or IT crew, you possibly can. 

Better of all, the software reveals you ways your web page may look on Google search outcomes, which implies you can also make modifications to your structured information in real-time and see how these modifications positively or negatively have an effect on how your web page reveals up on varied Search outcomes layouts, together with each desktop and cellular. 

(It is essential to notice, Google used to supply a Structured Information Testing software, however that tool is now being deprecated and replaced with the Wealthy Outcomes Take a look at.) 

2. Bing Markup Validator

Helps structured information in HTML Microdata, Microformats, RDFa,, and OpenGraph.

Worth: Free

Since Bing is the second largest search engine, it is sensible to check out Bing’s personal structured information software to evaluate your web site’s well being and efficiency and make sure you’re following structured information protocol to get your web site rating on the foremost search engine. 

Bing’s free Markup Validator is a part of Bing’s bigger Webmaster Instruments, which allow you to observe the well being of your web site, see for which key phrases you presently rank, and see how Bing crawls and indexes your web site. 

Sadly, Bing’s Markup Validator would not assist HTML structured code, however it’s nonetheless possibility to take a look at, notably when you’re trying to enhance your rating on Bing.  

3. SEO Site Checkup

Helps structured information in HTML, and presents web site search engine optimization evaluation.

Worth: $39.95/month 

That is the one software on this listing that is not free (though it does supply a 14-day free trial so that you can initially examine a couple of net pages), however for good cause — it presents a extra well-rounded, complete search engine optimization evaluation of your web site, as nicely. 

Together with providing suggestions in your structured information (and rivals’ URLs, when you’re ), you should use the software to evaluate general search engine optimization well being, together with web page load pace, URL redirects, damaged hyperlinks, cellular responsiveness, and way more. 

Other than evaluating your web site’s normal information, the software will examine your web site for search engine optimization points similar to web page load pace, URL redirects, nested tables, damaged hyperlinks, cellular responsiveness, and way more. It serves as a one-window answer for optimizing your web site for search engine rating.

4. Chrome Extension: Structured Data Testing Tool

Helps structured information in Microdata, Schema, RDFa and JSON-LD. 

Worth: Free

For those who primarily use the Chrome web browser, it is a good different to Google’s Wealthy Outcomes Take a look at, because it’s primarily the identical software for Chrome customers. The software makes use of Google’s Structured Information testing software to scan web sites, and delivers each warnings and error codes. You’ll be able to then export these error codes to your clipboard. 

Better of all, you should use this extension on web sites within the improvement or staging phases, or password-protected pages, to make sure your structured information is clear earlier than launching your web site. The extension will scan structured information and examine your wealthy snippets, as nicely. 

Get Began with Structured Information At the moment

Google and different search engines like google and yahoo constantly enhance how they mixture and current info. They provide enhanced, clever search experiences with the buyer in thoughts. It’s as much as you as a enterprise to maintain up, and you are able to do so by way of structured information.

Structured information advantages companies — by way of elevated visibility — and customers — by way of higher usability. Use this information, instruments, and sources to optimize and set up your web site and make your clients’ lives simpler.

Editor’s observe: This publish was initially printed in April 2019 and has been up to date for comprehensiveness.

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