5 Simple Wins for Structured Data in Google

Structured data is essential for enhancing visibility on Google by conveying information about a webpage, product, or service. It presents a few quick wins that you can directly influence. While structured data may seem challenging, it’s more accessible than you might think. This article discusses five straightforward strategies to optimize your site’s interaction with Google.

1. Use Schema.org Templates

Understanding everything about Schema.org markup is unnecessary to utilize it. Although it involves some coding, it mainly requires the ability to copy and paste. Schema.org offers ready-made templates you can use by replacing the example content with your own.

Example of a Schema Template:

Suppose you need some Schema.org markup for your business, including name and address.

Step 1
Search for schema.org business address on Google. The first result typically gives you the Local Business – Schema.org page.

Step 2
Visit the provided page and scroll down to the examples of structured data. Each top-level section of Schema often includes examples.

Step 3
Select the example that best matches your business. Don’t worry if it’s not an exact match.

Step 4
After finding the best example, click on the tab labeled JSON-LD.

Step 5
Copy that example and replace the sample business names and addresses with your own. You’re almost finished!

Step 6
Remove any sections that aren’t relevant to you, ensuring that the closing brackets }, align correctly. Errors in this part are easily rectified using Google’s testing tool, which will identify and indicate any issues for correction.

For example, here’s what the code looks like without a ratings section:

{
  "@context": "http://schema.org",
  "@type": "Restaurant",
  "address": {
    "@type": "PostalAddress",
    "addressLocality": "Sunnyvale",
    "addressRegion": "CA",
    "postalCode": "94086",
    "streetAddress": "1901 Lemur Ave"
  },
  "name": "GreatFood",
  "openingHours": [
    "Mo-Sa 11:00-14:30",
    "Mo-Th 17:00-21:30",
    "Fr-Sa 17:00-22:00"
  ]
}

Adjust as necessary, and validate using Google’s Structured Data Testing Tool. For local businesses, adding this information on every page in the footer or header is beneficial if it aligns with the content, such as on a Contact Us page with directions and address.

2. Google’s Structured Data Testing Tool

This tool is an excellent resource for troubleshooting structured data. You can paste your code into it or provide a URL for the tool to extract data. It will identify errors in your code, making it easier for you to test and refine your structured data.

3. The additionalType Trick

Schema.org includes a feature called additionalType, which enables a more specific description of products, businesses, and services. Since Schema.org might not cover every niche, you can use Wikipedia and ProductOntology.org to add precise descriptions.

Example of How additionalType Works

Schema.org may lack an exact schema for your product or service. For example, instead of just "motorcycle," you want to specify a "scooter motorcycle":

1. Find the relevant page on Wikipedia for "Scooter (motorcycle)."
2. Append this part of the URL to http://www.productontology.org/id/, resulting in http://www.productontology.org/id/Scooter_(motorcycle).

Your Product Schema could look like this:

{
  "@context": "http://schema.org",
  "@id": "#product",
  "@type": "IndividualProduct",
  "additionalType": "http://www.productontology.org/id/Scooter_(motorcycle)",
  "description": "Black BMW C400X Scooter.",
  "name": "2018 BMW C400X Scooter"
}

4. “isSimilarTo” Schema Property

The “isSimilarTo” property helps convey similarities between products or services. Useful for items available in multiple variations, it is part of the GoodRelations Web Vocabulary for e-Commerce.

This property can link to similar products, enhancing consumer understanding. Here’s an example of using "isSimilarTo" in JSON-LD format:

},
"isSimilarTo": "Name of Product/Service"
},
"isSimilarTo": {
  "@id": "https://example.com/file/webpage.html"
},

5. Curated Templates of JSON-LD Structured Data

GitHub offers downloads of structured data templates for various scenarios, including local business data and Q&A markup. It’s a comprehensive collection worth exploring.

Structured Data is Not that Difficult

Templates and Schema.org shortcuts simplify the addition of structured data to sites. By getting familiar with copying and pasting, you can significantly improve your proficiency in structured data implementation. Experimenting with these tools will boost your understanding and skillfulness.

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