All the Advanced Structured Data Examples you need for SEO

WHAT IS STRUCTURED DATA?

Structured data, also known as Schema Markup, is JSON data intended to help search engines understand and index your content. It was developed by Google, Bing, Yahoo and Yandex in an attempt to make information on the internet more available to users.

Structured data is added to your HTML markup and usually helps search engines understand the content on your site.

Also known as rich snippets, it helps display your content in a more effective way.

Below I have listed example of structured markup data ready to use for use, there are many different types but in this article, I am just sharing the most important ones: basic, contact point, article, video, book, breadcrumbs, job, product, recipe…

TYPES OF STRUCTURED DATA

  1. JSON-LD
  2. Microdata
  3. RDFA

1. BASIC SCHEMA MARKUP EXAMPLE

Below there is a basic example of what correct structured markup should look like for a company, corporation or any organization. Copy and replace the dummy data for your detials and paste into the head of your site and you are ready to go.



{
  "@context": "https://schema.org",
  "@type": "Organization",
  "url": "http://www.yourcompany.com",
  "name": "Company Name Ltd Associates",
  "contactPoint": {
    "@type": "ContactPoint",
    "telephone": "+1-111-111-111",
    "contactType": "Customer service"
  }
}


                                                    

2. ARTICLE SCHEMA MARKUP

If you want to add rich structured data for your articles on your site to rank higher on Google, add the code below to your article to make the most of them on search engines.



{
  "@context": "https://schema.org",
  "@type": "NewsArticle",
  "mainEntityOfPage": {
    "@type": "WebPage",
    "@id": "https://google.com/article"
  },
  "headline": "Article headline",
  "image": [
    "https://example.com/photos/1x1/photo.jpg",
    "https://example.com/photos/4x3/photo.jpg",
    "https://example.com/photos/16x9/photo.jpg"
   ],
  "datePublished": "2015-02-05T08:00:00+08:00",
  "dateModified": "2015-02-05T09:20:00+08:00",
  "author": {
    "@type": "Person",
    "name": "Your Name"
  },
   "publisher": {
    "@type": "Organization",
    "name": "Google",
    "logo": {
      "@type": "ImageObject",
      "url": "https://yoursite.com/logo.jpg"
    }
  },
  "description": "Enter your article description here"
}


                                                    

3. PRODUCT SCHEMA MARKUP

If you are selling products, services or have an e-commerce site, the code below is just perfect for you.


    
{
  "@context": "https://schema.org/",
  "@type": "Product",
  "name": "Product Name",
  "image": [
    "https://example.com/photos/1x1/photo.jpg",
    "https://example.com/photos/4x3/photo.jpg",
    "https://example.com/photos/16x9/photo.jpg"
   ],
  "description": "Sleeker than ACME's Classic Anvil, the Executive Anvil is perfect for the business traveler looking for something to drop from a height.",
  "sku": "0446310111",
  "mpn": "11112",
  "brand": {
    "@type": "Phone - your type product",
    "name": "Apple"
  },
  "review": {
    "@type": "Review",
    "reviewRating": {
      "@type": "Rating",
      "ratingValue": "4",
      "bestRating": "5"
    },
    "author": {
      "@type": "Person",
      "name": "Fred Benson"
    }
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.4",
    "reviewCount": "89"
  },
  "offers": {
    "@type": "Offer",
    "url": "https://example.com/anvil",
    "priceCurrency": "USD",
    "price": "999.99",
    "priceValidUntil": "2020-11-05",
    "itemCondition": "https://schema.org/UsedCondition",
    "availability": "https://schema.org/InStock",
    "seller": {
      "@type": "Organization",
      "name": "Executive Objects"
    }
  }
}


                                                     

4. VIDEO SCHEMA MARKUP

The example below is ready to use perfect example of a video schema markup. Make sure you replace the values for those of your site and video and you’re ready to copy and paste into the your head’s site before the the opening body tag.



{
  "@context": "https://schema.org",
  "@type": "VideoObject",
  "url": "http://www.yourcompany.com",
  "name": "Your video title",
  "description": "Your video description,
  "thumbnailurl": [
    "https://yoursite.com/images/your-video-thumbnail.jpg",
    "https://yoursite.com/images/your-video-thumbnail.jpg",
    "https://yoursite.com/images/your-video-thumbnail.jpg",
  ],
  "uploadDate": "2019-01-01",
  "duration": "PT1M33S",
  "contenturl": "https://yoursite.com/your-video.mp4"
}


                                                     

5. RECIPE SCHEMA MARKUP

Recipes are very competetive fields to rank for on Google, but I am sure the code below will help your recipe post rank higher.



{
  "@context": "https://schema.org/",
  "@type": "Recipe",
  "name": "Marketing Expertus Apple Pie",
  "author": "Elaine Smith",
  "image": "http://images.edge-generalmills.com/56459281-6fe6-4d9d-984f-385c9488d824.jpg",
  "description": "A classic apple pie.",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4",
    "reviewCount": "276",
    "bestRating": "5",
    "worstRating": "1"
  },
  "prepTime": "PT30M",
  "totalTime": "PT1H",
  "recipeYield": "8",
  "nutrition": {
    "@type": "NutritionInformation",
    "servingSize": "1 medium slice",
    "calories": "230 calories",
    "fatContent": "1 g",
    "carbohydrateContent": "43 g",
  },
  "recipeIngredient": [
    "1 box refrigerated pie crusts, softened as directed on box",
    "6 cups thinly sliced, peeled apples (6 medium)",
    "..."
  ],
  "recipeInstructions": [
    "1...",
    "2..."
   ]
}


                                                    

6. BOOK SCHEMA MARKUP

For writers or publisher who want to enhance their pages, I have added below a schema markup ready for you to use, just make sure you are replacing your values for the dummy text.



{
  "@context":"https://schema.org",
  "@type":"Book",
  "name" : "Marketing Expertus Conversion Book",
  "author": {
    "@type":"Person",
    "name":"Felix G"
  },
  "url" : "http://www.yoursite.com/store/info/offer/AUTHOR",
  "workExample" : [{
    "@type": "Book",
    "isbn": "031676948",
    "bookEdition": "2nd Edition",
    "bookFormat": "https://schema.org/Hardcover",
    "potentialAction":{
    "@type":"ReadAction",
    "target":
      {
        "@type":"EntryPoint",
        "urlTemplate":"http://www.yoursite..com/store/info/offer/0316769487?purchase=true",
        "actionPlatform":[
          "http://schema.org/DesktopWebPlatform",
          "http://schema.org/IOSPlatform",
          "http://schema.org/AndroidPlatform"
        ]
      },
      "expectsAcceptanceOf":{
        "@type":"Offer",
        "Price":9.99,
        "priceCurrency":"USD",
        "eligibleRegion" : {
          "@type":"Country",
          "name":"US"
        },
        "availability": "https://schema.org/InStock"
      }
    }
  },{
    "@type": "Book",
    "isbn": "031671111",
    "bookEdition": "1st Edition",
    "bookFormat": "https://schema.org/EBook",
    "potentialAction":{
    "@type":"ReadAction",
    "target":
      {
        "@type":"EntryPoint",
        "urlTemplate":"http://www.yoursite.com/store/info/offer/031676947?purchase=true",
        "actionPlatform":[
          "http://schema.org/DesktopWebPlatform",
          "http://schema.org/IOSPlatform",
          "http://schema.org/AndroidPlatform"
        ]
      },
      "expectsAcceptanceOf":{
        "@type":"Offer",
        "Price":9.99,
        "priceCurrency":"USD",
        "eligibleRegion" : {
          "@type":"Country",
          "name":"UK"
        },
        "availability": "https://schema.org/InStock"
      }
    }
  }]
}


                                                    

7. BREADCRUMBS SCHEMA MARKUP

Breadcrumbs can make great user experience and help you increase your site and reduce bounce rate. They have become a key part of most websites when it comes to structured data, breadcrumbs would probably be one of the most important pieces. The main reason why they are so relevant for SEO is that they can appear in Google search results. These navigational links tell your visitors where they are on your site and at the same time they also help Google understands your site´s structure. Let’s take a look at how breadcrumbs can be implemented it into your site.



{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [{
    "@type": "Item1",
    "position": 1,
    "name": "Books",
    "item": "https://yoursite.com/books"
  },{
    "@type": "Item2",
    "position": 2,
    "name": "Authors",
    "item": "https://yoursite.com/books/authors"
  },{
    "@type": "Item3",
    "position": 3,
    "name": "Ann Leckie",
    "item": "https://yoursite.com/books/authors/annleckie"
  },{
    "@type": "ListItem",
    "position": 4,
    "name": "Ancillary Justice",
    "item": "https://yoursite.com/books/authors/ancillaryjustice"
  }]
}


                                                    

8. CORPORATE CONTACT SCHEMA MARKUP

The code below is a sample to drop the customer service number of your organization. This is a great option for corporate or brochure website which offers services such as freelancers and contractors.

It is a simple and straightforward piece of code, readable to anyone even though you do not have coding experience. Just replace your phone number field and your URL company for the one below.


{
  "@context": "https://schema.org",
  "@type": "Organization",
  "url": "http://www.your-company-site.com",
  "contactPoint": [
    { "@type": "ContactPoint",
      "telephone": "+1-401-555-1212",
      "contactType": "customer service"
    }
  ]
}

                                                    

9. EVENT SCHEMA MARKUP

If you have pages which offer events, the code below is just ready for you to use. Just make sure you change the dummy text for your details.



{
  "@context": "https://schema.org",
  "@type": "Event",
  "name": "Jan Lieberman Concert Series: Journey in Jazz",
  "startDate": "2025-01-01T19:30",
  "endDate": "2025-01-01T23:00",
  "location": {
    "@type": "Place",
    "name": "Santa Clara City Library, Central Park Library",
    "address": {
      "@type": "PostalAddress",
      "streetAddress": "2635 Homestead Rd",
      "addressLocality": "Santa Clara",
      "postalCode": "95051",
      "addressRegion": "CA",
      "addressCountry": "US"
    }
  },
  "image": [
    "https://example.com/photos/1x1/photo.jpg",
    "https://example.com/photos/4x3/photo.jpg",
    "https://example.com/photos/16x9/photo.jpg"
   ],
  "description": "Join us for an afternoon of Jazz with Santa Clara resident and pianist Andy Lagunoff. Complimentary food and beverages will be served.",
  "offers": {
    "@type": "Offer",
    "url": "https://www.example.com/event_offer/12345_201803180430",
    "price": "30",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock",
    "validFrom": "2024-10-20T16:00"
  },
  "performer": {
    "@type": "PerformingGroup",
    "name": "Andy Lagunoff"
  }
}


                                                    

10. JOB POSTING SCHEMA MARKUP

If you are advertising job vacancies on your site, the following schema markup will be interesting and useful for you.

This will not only help your content be understood by Google bots much easier but also it will give the opportunity to list your job for free and automatically on Google Jobs.


 {
  "@context" : "https://schema.org/",
  "@type" : "JobPosting",
  "title" : "Software Engineer",
  "description" : "<p>Google aspires to be an organization that reflects the globally diverse audience that our products and technology serve. We believe that in addition to hiring the best talent, a diversity of perspectives, ideas and cultures leads to the creation of better products and services.</p>",
  "identifier": {
    "@type": "PropertyValue",
    "name": "MagsRUs Wheel Company",
    "value": "1234567"
  },
  "datePosted" : "2017-01-18",
  "validThrough" : "2017-03-18T00:00",
  "employmentType" : "CONTRACTOR",
  "hiringOrganization" : {
    "@type" : "Organization",
    "name" : "Google",
    "sameAs" : "http://www.google.com",
    "logo" : "http://www.example.com/images/logo.png"
  },
  "jobLocation": {
  "@type": "Place",
    "address": {
    "@type": "PostalAddress",
    "streetAddress": "1600 Amphitheatre Pkwy",
    "addressLocality": ", Mountain View",
    "addressRegion": "CA",
    "postalCode": "94043",
    "addressCountry": "US"
    }
  },
 "baseSalary": {
    "@type": "MonetaryAmount",
    "currency": "USD",
    "value": {
      "@type": "QuantitativeValue",
      "value": 40.00,
      "unitText": "HOUR"
    }
  }
}


                                                       

11. OCCUPATIONAL STRUCTURED DATA

Similar to the one, although this is one is more about roles information such as salary, job description. Unlike the one above which is supposed to be for job posting, this is meant to be informative about a particular role.


 
 {
  "@context": "https://schema.org/",
  "@type": "Occupation",
  "name": "Software Developer, Applications",
  "mainEntityOfPage": {
    "@type": "WebPage",
    "lastReviewed": "2017-07-23T14:20:00-05:00"
  },
  "description": "Develops information systems by designing, developing, and installing software solutions",
  "estimatedSalary": [
    {
      "@type": "MonetaryAmountDistribution",
      "name": "base",
      "currency": "USD",
      "unitText": "YEAR",
      "percentile10": "100000.5",
      "percentile25": "115000",
      "median": "120000.28",
      "percentile75": "130000",
      "percentile90": "150000"
    }
  ],
  "occupationLocation": [
    {
      "@type": "City",
      "name": "Mountain View"
    }
  ]
} 


                                                    

12. HOW-TO IMAGES SCHEMA MARKUP

This is one will very useful and will help you increase traffic if done right. If you have a step-by-step tutorial on how to do something, this is snippet is a must.

As it will help display your content on search engine along with your images.

There are very few websites which are actually using this to enhance their content site on search engines which will give you more chance to rank higher.



{
  "@context": "http://schema.org",
  "@type": "HowTo",
  "image": {
    "@type": "ImageObject",
    "url": "https://example.com/1x1/photo.jpg"
  },
  "name": "How to tie a tie",
  "description": "The four-in-hand knot is a great look for any occasion. From formal suits to casual jacket and tie affairs, it’s a simple way to quickly look great. Once you have mastered the knot you can tie it in just a minute, so it’s also great when you’re in a pinch too. ",
  "totalTime": "PT2M",
  "video": {
    "@type": "VideoObject",
    "name": "Tie a Tie",
    "description": "How to tie a four-in-hand knot.",
    "thumbnailUrl": "https://example.com/photos/photo.jpg",
    "contentUrl": "http://www.example.com/videos/123_600x400.mp4",
    "embedUrl": "http://www.example.com/videoplayer?id=123",
    "uploadDate": "2019-01-05T08:00:00+08:00",
    "duration": "P1MT10S"
  },
  "supply": [
    {
      "@type": "HowToSupply",
      "name": "A tie"
    }, {
      "@type": "HowToSupply",
      "name": "A collared shirt"
    }
  ],
  "tool": [
    {
      "@type": "HowToTool",
      "name": "A mirror"
    }
  ],
  "step":[
    {
      "@type": "HowToStep",
      "name": "Preparations",
      "text": "Button your shirt how you’d like to wear it, then drape the tie around your neck. Make the thick end about 1/3rd longer than the short end. For formal button down shirts, it usually works best with the small end of the tie between 4th and 5th button.",
      "image": "https://example.com/1x1/step1.jpg",
      "url": "https://example.com/tie#step1"
    }, {
      "@type": "HowToStep",
      "name": "Crossing once",
      "text": "Cross the long end over the short end. This will form the basis for your knot.",
      "image": "https://example.com/1x1/step2.jpg",
      "url": "https://example.com/tie#step2"
    }, {
      "@type": "HowToStep",
      "name": "Second crossing",
      "text": "Bring the long end back under the short end, then throw it back over the top of the short end in the other direction.",
      "image": "https://example.com/1x1/step3.jpg",
      "url": "https://example.com/tie#step3"
    }, {
      "@type": "HowToStep",
      "name": "Loop in",
      "text": "Now pull the long end through the loop near your neck, forming another loop near your neck.",
      "image": "https://example.com/1x1/step4.jpg",
      "url": "https://example.com/tie#step4"
    }, {
      "@type": "HowToStep",
      "name": "Pull and tighten",
      "text": "Pull the long end through that new loop and tighten to fit!",
      "image": "https://example.com/1x1/step5.jpg",
      "url": "https://example.com/tie#step5"
    }
  ]
}



                                                

TESTING TOOL

Structured data does not only help Google understand your site better, but it is also a very convenient way to classify your web content and deliver it to users.

It will not increase your rankings but it will definitely help you get noticed. To ensure your structured data is correct and readable by Google search bots, they have created a structured data test tool where you can either test your snippets or your site´s URLs.

TEST YOUR RICH STRUCTURED DATA HERE.

I myself have struggle to find good examples of rich strucuted data to add to my site and help them improve their SEO score, that is the reason why I decided to make this post, to help everyone and make this easier.

If you like the article, please share it, that would be very appreciated.

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