Structured data, sometimes referred to as schema markup, is a type of code that helps search engines like Google or Bing understand the content of your website more easily. Search engines can understand your website content without structured data, but it provides a clearer way to communicate information to machines. Here we look at the basics of structured data in the context of web development and SEO.

We also offer an in-depth guide on Squarespace’s schema markup implementation.

What is structured data and schema markup?

Structured data refers to any data that is organized and formatted in a specific way, making it easily searchable and manageable by databases and other data processing systems.

In the context of web development and SEO, structured data usually implies using specific schema markup, defined by Schema.org, to annotate elements on a webpage. Schema markup tells search engines what the content means—not just what it says—allowing them to better categorize and index the information, which can influence how content is displayed in search results.

Structured data can be implemented using various formats that all adhere to a set of standardized specifications to help computers and algorithms understand the content of the pages. JSON-LD (JavaScript Object Notation for Linked Data) is Google’s recommended format due to its ease of implementation and maintenance.

Whether or not you need to add schema markup to your website will depend on both your website platform and your specific needs and goals. Some popular website builders automatically generate structured data for important types of content, while on other platforms you’d need to add your own schema.

Does schema markup help SEO?

Schema markup plays a nuanced role in SEO. While structured data does not directly impact a page’s organic ranking in Google’s algorithm, it plays a part in how some content is presented in search results, which can affect user behavior and site performance metrics like click-through rates (CTR). Certain behavioral signals could potentially indirectly influence your rankings over time.

Google has explicitly stated that structured data does not affect ranking directly—this is a common SEO misconception. However, by adding markup, you can enable rich results, which can include features like carousels, images, and other visual enhancements that make your listing more attractive and informative. This can lead to higher click-through rates as users are more likely to click on results that appear more useful and credible.

Therefore, if you consider optimization in a broader, holistic sense—not only in terms of traditional organic search rankings, but also in terms of user engagement, interactions, and how content is surfaced across various platforms—then schema markup can be beneficial for SEO.

Structured Data Benefits

Again, markup is optional and not required for your website content to rank in standard search results, but it can enable some benefits for small businesses:

  • Rich results: Certain structured data types enable “rich results,” such as displaying star ratings or product prices in search results.

  • Enriched results: Using structured data for Recipes, Jobs, and Events enables Google’s “enriched search results.” This allows your content to appear in more specialized results, such as on Google’s job board at the top of search.

  • Competitive advantage: If competitors are not using markup, implementing it might give you an edge by making your search results more appealing and information-rich.

  • Future-readiness: As AI and machine learning continue to evolve, schema markup is important for applications beyond search engines.

Keep in mind though, Google points out that “using structured data enables a feature to be present, it does not guarantee that it will be present,” meaning your efforts may not yield rich results.

Types of Schema Markup

You can visit Schema.org for a comprehensive list of web schemas, and also refer to the specific types of structured data markup that Google Search supports for rich results. Some common types of structured data small businesses might use are:

  • WebSite

  • Organization

  • LocalBusiness

  • Article

  • Product

  • Review

  • JobPosting: This markup is particularly valuable as most job searches are dominated by aggregator sites. For example, a small trucking client’s job posting sits at the top of Google’s job board, while their organic search result is below larger sites like Indeed, Monster, ZipRecruiter, etc.

  • Event: Similar to job postings above, events can be featured more prominently.

  • Recipe: Like other content, recipe pages without schema rank and receive organic traffic. But without schema they won’t appear in Google’s recipe grid that often shows at the top of search. If you don’t care about this grid placement or other rich results, you do not have to add markup.

How to Add Schema to a Website

  1. Generate your schema: One useful tool is Merkle’s free schema generator. Simply select the type of markup you need, fill in the fields, then click copy to capture the code.

  2. Embed the markup: The majority of schema markup is specific to details on an individual page, so you’ll add it to a specific page’s code. 

  3. Test your code: Use structured data testing tools to ensure your markup is error-free. Enter the URL of the page, or copy and paste the new markup. Fix any critical errors to be eligible for rich results.

Tips for Using Structured Data

First, consider whether you have the resources (time, technical skills) to implement and maintain schema markup correctly. The effort may not justify the potential benefits if rich results aren’t a priority.

  • Keep it simple: Start with basic schema relevant to your site. Many small sites may not need anything beyond what a website builder automatically generates.

  • Avoid repetition: Check with your developer or your website platform’s documentation to know what has already been provided. You can also enter a URL into a validation tool to find any existing markup.

  • Follow the rules: Follow Google’s guidelines to avoid manual actions. A structured data manual action will not affect how a page ranks in Google search, it just means a page loses eligibility for rich results. Keep in mind, technical SEO guidelines continually evolve and you should regularly check for updates.

  • Monitor rich results: Periodically check the rich result reports in Google Search Console to look for any issues.

  • Update regularly: Ensure your schema markup is up-to-date with your content.

By using structured data, you make it easier for search engines to understand your website content, potentially leading to better visibility and more traffic to your site.

Do you need structured data?

The necessity of implementing structured data on your website depends on your specific goals and resources. If you don’t care about Google’s enhanced results, the value of schema markup may diminish for your small business.

If you are uncertain, you might implement basic schema markup (like website, organization, and/or local business) as a low-effort best practice, but schema shouldn’t be the top priority if other fundamental aspects of your web presence need attention.

Many core business goals can be achieved without website schema. Before tackling complex schema details, make sure you’ve first implemented other basic SEO tactics.

Focus on general SEO best practices, such as creating high-quality, relevant content, ensuring good user experience, and if applicable implementing local SEO strategies, such as maintaining a robust Google business listing. These efforts will provide more immediate and tangible benefits for small businesses with limited resources.

However, for those with the capacity to implement it, schema can prove beneficial. If needed, learn how to hire SEO experts or web developers to help.

Helpful Resources

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