How can I Improve Structured Data for SEO?

Want to get more out of your SEO efforts? Then start using structured data!

Also known as schema markup, it’s a special type of code that helps search engines understand what your page is about. This makes it easier for them to show your content in relevant search results.

Even better, schema markup can make your search listings stand out—like adding star ratings—which can grab attention and boost clicks.Curious about how well your website is using structured data? Try our free SEO checker tool! It’ll instantly analyze your schema markup and also check other key ranking factors like keyword targeting, page speed, and mobile-friendliness.

What is Structured Data?

Structured data might sound complicated with terms like “standardized code format” or “relational databases,” but don’t worry—it’s actually pretty simple. In short, structured data is extra code that helps search engines understand your page better.

For example, without structured data, search engines might guess that your page contains a recipe. But with structured data, they can know for sure that it’s a recipe. This helps them rank your content more accurately in search results.

While search engines can see structured data, regular users can’t—unless it creates a rich snippet. Rich snippets are those eye-catching search results that show extra details like product prices, star ratings, and reviews.

The best part? Adding structured data is easier than you think! You can use free tools like Google’s Structured Data Markup Helper to generate the code, test it with Google’s Structured Data Testing Tool, and :even preview how it might appear using Google’s Rich Results Test.

Also Read: How does Social Media Impact Off‑Page SEO?

What Types of Structured Data Can I Use?

Structured data helps search engines understand your content better, which can improve how your website appears in search results. Here are some common types of structured data and how they can benefit your site:

• Local Business – Share important details like business hours, customer reviews, and contact info to help potential customers find you.
• FAQ – Display frequently asked questions (like return policies) directly in search results.
• Video – Help Google showcase your videos by including a thumbnail, description, duration, and upload date.
• Job Posting – Make job listings stand out with details like your company’s logo, reviews, and job description.
• Event – Provide event details (date, time, location, ticket info) so your event appears in search results and Google Maps.
• Breadcrumb – Show where a page sits within your site’s hierarchy. For example, a shoe product page might have: Women’s > Women’s Shoes > Women’s Nike Shoes.
• Product – Highlight product details like price, availability, and customer ratings to attract more shoppers.

Also Read: What are the Key Ranking Factors for Local SEO?

Tools to Help You Add Structured Data

Google’s Structured Data Markup Helper makes it easy to add structured data for:

• Articles
• Events
• Movies
• Restaurants
• Book reviews
• Job postings
• Products
• Software applications
• Datasets
• Local businesses
• Q&A pages
• TV episodes

If you need structured data for something not covered by Google’s tool, you can use an online structured data generator or manually create the markup using Schema.org as a reference.

Why Use Structured Data for SEO?

If you’re investing in SEO, structured data should be on your radar. While Google doesn’t use structured data as a direct ranking factor, it influences key ranking signals that can help your website perform better in search results. Here’s why it matters:

1. Boost Click-Through Rates (CTR)

Certain types of structured data—like product or FAQ markup—can create rich snippets in search results. These enhanced listings can include star ratings, inventory status, and pricing, making your page stand out.

Think about it: if a user sees that your product is in stock, has great reviews, and is competitively priced, they’re more likely to click on your page instead of a competitor’s.

More clicks = higher CTR, and Google pays attention to that. If your page gets more clicks than the ones ranked above it, Google may move your page higher in search results since it appears more relevant to users.

2. Increase Dwell Time

Google also watches how long visitors stay on your page—this is called dwell time. If people click on a result and immediately bounce back to search results, it signals that the page wasn’t helpful.

Structured data can set the right expectations before users even click. For example, if someone is searching for a new game console, they’ll likely jump between pages trying to find one in stock. If your product markup clearly states “In Stock,” they’ll be more confident clicking your page—and staying there.

Longer dwell time shows Google that your page meets user intent, which can further improve your rankings.

3. Rank Higher in Search Results

Better CTR and dwell time mean better rankings. The higher you rank, the more traffic you’ll get. Consider this:

• 75% of users never go past the first page of search results.
• The top 3 results get 75% of all clicks.

If your business wants to compete, you need visibility—and structured data helps you stand out. That’s why so many companies use it for SEO. If you could rank higher just by making your search results more engaging, why wouldn’t you?

Also Read: How can Lazy Loading Boost SEO?

How to Improve Your SEO with Structured Data

Want to improve your SEO using structured data? Follow these seven simple steps to get started:

1. Bookmark These Handy Tools

Before you begin, make sure you have the right tools to find, create, and test your structured data. These will be your go-to resources:

• Schema.org – Find structured data markup examples and guides.
• Google’s Structured Data Markup Helper – Helps you create structured data markup.
• Google’s Structured Data Testing Tool – Lets you test your markup for errors.
• Google’s Rich Results Test Tool – Previews how your markup appears in search results.

Once you’ve bookmarked these tools, you’re ready for the next step!

2. Pick a Page to Mark Up

Decide which page (or pages) you want to optimize with structured data. Start with your most important pages, like top-selling product pages or high-converting blog posts.

Need help choosing? Use Google Analytics to see which pages get the most traffic or Google Search Console to find out which pages rank well in search results.

3. Use Google’s Structured Data Markup Helper

Now that you’ve picked your pages, head over to Google’s Structured Data Markup Helper. Choose the type of structured data you need and enter your page URL.

If the tool doesn’t support the markup you need (like FAQ schema), you might need to use another tool or create the structured data manually. But don’t worry—there are plenty of free generators out there!

4. Create Your Structured Data

Inside the Structured Data Markup Helper, highlight key elements on your page.

For example, if you’re marking up a product page, highlight the price and select “Price” from the dropdown. This makes adding structured data super easy!

If any information is missing, click “Add missing tags” to manually enter details like product name, description, or rating. Once you’re done, click “Create HTML”, and the tool will generate your structured data code.

💡 Pro Tip: Google recommends using JSON-LD format instead of microdata. Stick with JSON-LD for better SEO results!

5. Test Your Structured Data

Even though Google generated your structured data, you should still test it to catch any errors.

Use one of these tools:

• Google’s Structured Data Testing Tool – Checks your markup for issues.
• Google’s Rich Results Test Tool – Shows how your structured data will look in search results.

Simply paste your code into the tool and hit “Test Code” to make sure everything’s working correctly.

6. Add the Structured Data to Your Page

Now it’s time to update your page!

• If you’re comfortable editing HTML, paste your structured data before the closing </body> tag.
• If you use a CMS like WordPress, install a plugin like Yoast SEO or Schema & Structured Data for WP & AMP to make the process easier.
• Not tech-savvy? Send the code to your developer and ask them to add it for you.

7. Track Your Results in Google Search Console

If your structured data creates rich snippets, you’ll want to track their performance in Google Search Console.

Here’s how:

1. Open Google Search Console.
2. Go to the “Search Results” report under “Performance.”
3. Click “Search Appearance” to see which pages are generating rich snippets and how many clicks they’re getting.

Tracking your structured data helps you understand its impact on rankings, traffic, and conversions—so don’t skip this step!