With the growth of schema markup and rich snippets, search marketers are becoming increasingly aware of how and why structured data matters to search.
However, the sheer volume and variety of structured data can be overwhelming. A quick survey of the type hierarchy at schema.org reveals a list that is shockingly thorough. Where do you begin? How do you not miss something?
That’s why I’d like to explain how to use Google’s Structured Data Markup Helper
You’ll need to sign in to your Google account in order to use the tool
Structured data markup works on web pages or emails. Its use on a web page will be obvious in this article, but let me just remark on the email implementation.
Obviously, the markup will appear only if you’re creating an HTML email. You can create your template as usual, then run it through the markup helper to add features such as event reservations, flight reservations, restaurant reservations, hotel reservations, and car rental reservations.
You can read more about email markup in Google’s webmaster article.
For my explanation purposes, I’m going to use a web page. I will make sure I have selected the “website tab” on the markup helper as I go forward.
Now, you have to select a data type. Data type simply refers to anything on your page that might be categorized as an entity or data point.
Google wants to understand how your data should be categorized. Making this choice will tell the Markup Helper how to serve data options that you can use to markup your page.
So, simply decide what you want to markup. You have ten choices:
It seems a bit limited, but don’t worry. Once you get into the markup, you’ll have plenty of choices for what can be marked up.
I’m going to use “Article” for my markup sample.