Recently we have been trying to improve the rank of our web page in Google. There are a lot of online services that can evaluate the state and rank of a web page in order to give some advices of what to do to improve the positioning. These kind of analysis are called SEO analysis.
One of the points we found to improve in our web page was the lack of structured data included in the page. In this post I am going to explain how we included some basic structured data in the Yottadata web page using some tools provided by Google.
According to Google "Structured data refers to kinds of data with a high level of organization, such as information in a relational database. When information is highly structured and predictable, search engines can more easily organize and display it in creative ways. Structured data markup is a text-based organization of data that is included in a file and served from the web. It typically uses the schema.org vocabulary—an open community effort to promote standard structured data in a variety of online applications." . You can find the complete explanation
here.
The most common format to include structured data in a web page is the
JSON-LD format. It is the format we used in our web page.
Let's start talking about how we integrate the structured data in the Yottadata web page. First of all, we started using the
Google Markup Helper service that helps webmasters to create this kind of content. We opened the service and we are going to see the following page:
The structured data we wanted to add was for our company web page so we choosed Local Businesses in the Website tab and then we wrote the url of our page, in this case
www.yottadata.co. You can choose the more convenient data type to your page and even copy and paste the html code directly to the service. Finally we have press the Start Tagging button.
The service is going to load the HTML code and provide the main attributes for the selected data type.
On the right panel we can see the attributes we have to complete for the Local Business data type. To complete the information you just have to click the elements directly from the web page and select the attribute that matches with the selected element. The following image shows an example with the name attribute:
If you do not find an element to match with the attribute in the scheme you can add it manually using the button 'Add missing tags' at the end of the right panel
and wrote the information manually.
At the end of the process you have to press the 'CREATE HTML' button and the markup service is going to generate the code.
By default it generates the code in html tags but we prefer to use de JSON-LD format so despite of select Microdata we selected JSON-LD.
This is going to generate JSON-LD code that you can simply copy and paste into your header tag.
To validate the structured data in the web page you can use another Google service called the
testing-tool for structured data. There you can put the url or the generated code and validate the structured data included by pressing 'RUN TEST'.
The following image shows the results in our web page:
I hope this post will serve as a guide for webmasters to include structured data into the web pages. If you see drafting problems feel free to correct me.