SEO 11 min read August 1, 2022

How to Add Microdata Markup to the Website

How to Add Microdata Markup to the Website
How to Add Microdata Markup to the Website
What is Microdata Markup?

In brief, it's a complement to HTML code that helps search engines quickly find different types of content on websites and correctly understand it. It involves using tags and attributes to structure the information presented on the site pages.

In today's article, we will figure out which content types can be highlighted by microdata markup, and learn how to implement it quickly and efficiently.

Let's make your site look more attractive on SERP together!
Microdata markup can highlight the company's contact information, reviews, ratings, and breadcrumbs presented on the site's page. This structured data helps a website stand out in search results by making it more attractive and easy to navigate. In fact, it allows search robots to process content faster and interpret it more correctly.

So, by indicating the type of content in such a way, you can highlight the most important information for search robots and provide users with quick and informative answers in a convenient way. 
An example of rich result
An example of rich result
For example, microdata for an online store allows you to show contacts in the "About the Company" section: address, phone numbers, and e-mail. In this case, when requesting "store X contacts," the user will receive the most relevant information in response. So you can highlight not only text content but also the company logo.

If you use microdata when complementing your site, the robot will likely understand that some particular image is a logo, not a simple picture. To mark a logo, specify the following elements:
Dictionary of micromarking.
Type of data that is tagged. Here is the Organization.
Site URLs.
Logo image URL.
In the site code, the microdata markup of the logo will look like this:
Micromarkup in the site's code
For other types of information, the principle is similar.

1. What Can Be Distinguished by Microdata Markup?

Using microdata, we can highlight the following:

  • contact details;
  • logos;
  • recipes;
  • ratings;
  • authorship;
  • dates;
  • posters;
  • courses;
  • vacancies;
  • bread crumbs;
  • site links, and more.

All data supported by Google micromarking is described in detail in the Google Search Gallery.
Google's microdata example
Does microdata affect website promotion? It does, but indirectly. The site becomes noticeable in SERP, which can increase the CTR of snippets with valuable Titles and Descriptions. Good clickability affects behavioral factors that increase positions on a particular query.

If extra information is included in the extradition, it will make it easier for the user to satisfy their request quickly.

2. How to Add Microdata to the Website?

When implementing microdata, you should not mark out all the data on your site. Start with the most important elements and make the most out of them.

Select the characteristics that are needed in the extended output. For example, if you have an online store, you should highlight products and reviews. There are two main formats by which microdata can be implemented to the site:
JSON-LD is a method of transmitting information implemented using the JSON text format in JavaScript. It is preferable to use this method since it allows us to create, edit, and read marked files easily.

JSON-LD micro distribution options can be added using Google Tag Manager.
Schema.org — the scheme contains many templates that are well-accepted by search engines. This system structures and organizes data by certain hierarchies.
For social networks, a markup is implemented using the dictionary Open Graph. It was developed by Facebook to make the website look beautiful on its social network. Google has also developed several helpers you can use to create micro-markup on your site.

2.1 Data Highlighter

You can use a new alternative to webmaster markup that helps Google understand the data on your site — Data Highlighter. This is where you can simply "tag" each data field with your mouse.
Among the types of data you can highlight for Google using Data Highlighter are:

  • events;
  • products;
  • restaurants;
  • movies;
  • software applications;
  • software applications;
  • books.
You should start by creating page sets to tell Data Highlighter which pages on your site contain data. It's a collection of site pages that display data consistently. You can also create a page set for each organization if your site organizes data differently.
As Google crawls pages on your site, Data Highlighter extracts data and provides rich snippets by making your site more visible on SERP. 
For your convenience, we recommend watching this video instruction from Google.

2.2 Structured Data Markup Helper

You can also use the Structured Data Markup Helper — a tool that helps generate the markup code that you add to the site.

Here are a couple of ways we can approach this tool: by entering a website, email, or just pasting HTML.

If you stay in the website section, you have to select a type of data and paste the URL or HTML source of the page you wish to mark up:
Highlight the information that you consider the most important. The tool will tell you which elements are usually highlighted with this type of page in the pane My Data Elements. When you're done, click on the button, "Create HTML." Select a data format:

  • JSON-LD: this option recommends using Google. The resulting format should be inserted into the body of the page itself.
  • Microdata is an international markup standard that describes information with attributes that are typed by methods, like Schema.org. The resulting code needs to replace the HTML page.

Implementing Structured Data For SEO

Interview With Bill Slawski

3. Micromarking Plugins

  • Schema – All In One Schema Rich Snippets
You can use this plugin to get an eye-catching result in SERP. The following schema types are available: Reviews, Events, Recipes, Articles, Products, Services, etc.
  • WP SEO Structured Data Schema
Using this WordPress SEO, Structured Data Schema plugin, web designers and business owners can easily add schema for:

  • organizations;
  • blog postings;
  • products;
  • events;
  • videos and audio;
  • contact details;
  • services;
  • reviews;
  • aggregate ratings.
  • WPSSO Strip Schema Microdata
The WPSSO Strip Schema Microdata (WPSSO SSM) add-on can help you extract old Schema Microdata from your webpage. Additionally, the settings page offers the option to remove social and SEO meta tags that are duplicated or conflicting.

4. Micromarking Validator

The micromarking validator allows you to verify the settings. The easiest way is to use particular tools from Google.

Structured Data Testing Tool verifies the correctness of the microdata design. All you have to do is to go to the tool and specify the URL of the website or the code fragment you will transfer.

After a few seconds, the validator will confirm its correctness or indicate what exactly needs to be improved:
Google Structured Data Testing Tool

How to Boost Your SEO by Using Schema Markup

5. Key Takeaway

As you already know, microdata is an essential complementation to your website that helps improve its appearance in SERP, makes the resource more attractive for Internet users, and allows search robots to read the website faster.

It consists of tags and attributes that allow you to highlight different types of information: addresses, phones, dates, logos, locations, and much more.

This is one of the ways you can boost your SEO, by improving CTR and other behavioral factors. All of this leads to brand awareness in the digital market.

The main formats used to implement micro-markup on the site are:

1) JSON-LD: uses a text format that allows people to create, edit, and read markup.
2) Schema.org: contains a number of predefined schemes that are used around the world.
3) Open Graph for social networks: works together with social networks to improve the display of the site.

Embed structured data in a variety of ways. Google offers several tools that help you create your own markup: Data Highlighter and Structured Data Markup Helper are among them.

And before you start, we recommend you carry out a technical site audit. Serpstat offers a comprehensive online tool that allows one to find and fix on-site issues in a convenient way. Check it out!
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