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Structured Data Markup with Examples

From 2020 and beyond it has become very important to mark up your website content. In this article, I will include structured data markups with examples that we use here at getsales.co.ke to get more free traffic from Google and other search engines.

Truth be told, there has been a decrease in the number of sites that appear on the first page of search engines. This cuts across the board from Google, Bing and any other major search engine.

It is also a fact that Google is taking control of the results that appear on their engines. The objective is to satisfy the searcher’s intent. Even if it means having the searcher getting answers for what they are looking for without necessarily clicking into the website link.

In 2011, Google, Bing, Yahoo, and Yandex came together to create a uniform list of entities and attributes that would be used in all engines which later became schema.org

So, today if you are serious with technical SEO, then you should frequently visit the later site and see which kinds of attributes would help your website rank better.

Search engines need to understand the content of your website. Marking up your site with structured data would help feed more information to crawlers and they will be able to give better results to users.

There is still a lot about structured data that marketers need to understand. Less than 30 percent of marketers in the world are using this very important aspect of search engine optimization. 

If you implement this on your website, you have a higher chance of appearing on the first page of Google. Of course, there are many more factors that should be considered to appear on the first page of search engines.

What Is Schema?

Schema is a structured data markup that enables search engines to understand the context of your website content. The full spec can be found at the Schema.org site.

The schemas are a set of “types,” each associated with a set of properties. The types are arranged in a hierarchy.

The core vocabulary consists primarily of:

  • 614 different types.
  • 905 properties.
  • 114 enumeration values.

Because there are so many types and properties, you need to understand which can be leveraged with the content you or your client publish.

Schemas have a significant impact on SEO and voice search devices such as Google Home, Cortana, Alexa, and Siri.

Difference between structured and unstructured data

When we talk about structured data we mean the information that is usually found in most databases. They are text files that are usually displayed in rows and columns with titles. They are data that can be easily sorted and processed by all data mining tools.

Unstructured data is generally binary data that has no identifiable internal structure. It is a massive and disorganized conglomerate of several objects that have no value until they are identified and stored in an organized manner.

From the definitions above, structured data markup in SEO is just arranging that data in a way that search engines will be able to understand and produce it when needed. 

You will be using them to provide more information that may or may not appear on the page to increase page relevance.

Another importance of implementing structured data markup is that you will have an opportunity of having your website appearing for enhanced results in SERPs.

Here are the main features that appear on SERPs.

  1. Rich Snippets which add a visual layer to an existing result (e.g., review stars for product ratings)
  2. Paid Results that are bought by bidding on keywords (e.g., AdWords or Google Shopping)
  3. Universal Results that appear in addition to organic results (e.g., image results, new results, featured snippets)
  4. Knowledge Graph data which appears as panels or boxes (e.g., weather, Celebrity Knowledge Panel)

Of the different types of existing markup language, Google recommends using the so-called JSON-LD although we will list others for informational purposes:

JSON-LD: JavaScript annotation built into a <script> tag in the header or body of the page. It has two characteristics: it is not interspersed with the text visible to the user and Google can read it when they are dynamically injected into the contents of the page (through JavaScript, essentially).

Microdata: An open community HTML specification that is used to nest structured data within HTML content. That is, it is used as attributes of HTML tags.

RDFa: HTML5 extension compatible with linked data by entering HTML tag attributes that correspond to user-visible content.

In this next step of Search Console Training, Daniel Waisberg goes over how to use Search Console to monitor and optimize your performance with Google rich results. Understand what rich results are, how to monitor their appearance on Google Search, where to find errors in your structured data, and how to ask Google to validate fixes you’ve added to your website.


  • Organizations
  • Business
  • products
  • Offers
  • Organizations
  • People
  • Events
  • News
  • Creative works: blogs, books, recipes, movies …
  • Reviews and ratings
  • Frequently asked questions (FAQ)
  • How to… (how to do…)

Check the full list here .

Structured Data Markup with Examples

Enough with the jargon!

Let’s delve into the example that you can use for your site and and how they will appear. These are custom codes by getsales.co.ke that you can copy and edit to match your websites.


Here is a json-ld example for a product page of a single product.

<script type=”application/ld+json”>{ “@context”: “https://schema.org/”, “@type”: “Product”, “name”: “54 inch Smart TV”, “image”: [ “https://yourwebsite.com/photos/1×1/photo.jpg”, “https:// yourwebsite.com/photos/4×3/photo.jpg”, “https:// yourwebsite /photos/16×9/photo.jpg” ], “description”: ” Find a number of the latest TV’s in Kenya. Get all their contact information like emails, location and telephone numbers. “, “sku”: “05468010786”, “mpn”: “578972”, “brand”: { “@type”: “Thing”, “name”: “SAMSUNG” }, “review”: { “@type”: “Review”, “reviewRating”: { “@type”: “Rating”, “ratingValue”: “4”, “bestRating”: “5” }, “author”: { “@type”: “Person”, “name”: “John Kimani” } }, “aggregateRating”: { “@type”: “AggregateRating”, “ratingValue”: “4.4”, “reviewCount”: “709” }, “offers”: { “@type”: “Offer”, “url”: “https://yourwebsite.com/smarttvs”, “priceCurrency”: “KES”, “price”: “89999.99”, “priceValidUntil”: “2021-11-05”, “itemCondition”: “https://schema.org/UsedCondition”, “availability”: “https://schema.org/InStock”, “seller”: { “@type”: “Organization”, “name”: “54 inch Smart TV “ } }

Local Business listing

Here is an example of a local business listing.

<script type=”application/ld+json”>{ “@context”: “https://schema.org”, “@type”: “Restaurant”, “image”: [ “https://yourwebsite.com/photos/1×1/photo.jpg”,
“https://yourwebsite /photos/4×3/photo.jpg”,
“https://yourwebsite /photos/16×9/photo.jpg” ], “@id”: “http://nairobi.yourwebsite.com”, “name”: “JAVA HOUSE”, “address”: {
“@type”: “PostalAddress”, “streetAddress”: ” Kimathi Street “, “addressLocality”: “Nairobi”, “addressRegion”: “NRB”, “postalCode”: “00100”, “addressCountry”: “KE” }, “review”: {
“@type”: “Review”, “reviewRating”: { “@type”: “Rating”, “ratingValue”: “4.2”, “bestRating”: “5”
}, “author”: { “@type”: “Person”, “name”: “Faith Wambui”
} }, “geo”: {
“@type”: “GeoCoordinates”,
“latitude”: 10.789045, “longitude”: -30.9678894 }, “url”: “http://www.yourwebsite.com/locations/nairobi”, “telephone”: “+254724659600”, “servesCuisine”: “American”, “openingHoursSpecification”: [
{ “@type”: “OpeningHoursSpecification”, “dayOfWeek”: [ “Monday”, “Tuesday” ], “opens”: “08:30”, “closes”: “22:00”
{ “@type”: “OpeningHoursSpecification”, “dayOfWeek”: [ “Wednesday”, “Thursday”, “Friday” ], “opens”: “08:30”, “closes”: “23:00”
{ “@type”: “OpeningHoursSpecification”, “dayOfWeek”: “Saturday”, “opens”: “09:00”, “closes”: “23:00”
{ “@type”: “OpeningHoursSpecification”, “dayOfWeek”: “Sunday”, “opens”: “08:00”, “closes”: “22:00”
} ], “menu”: “http://www.yourwebsite.com/menu”, “acceptsReservations”: “True”


Here is an example or an article markup for your blog.

<script type=”application/ld+json”>{ “@context”: “https://schema.org”, “@type”: “NewsArticle”, “mainEntityOfPage”: {
“@type”: “WebPage”,
“@id”: “https://yourwebsite.com/article” }, “headline”: “Article headline”, “image”: [ “https://yourwebsite.com/photos/1×1/photo.jpg”,
“https://yourwebsite /photos/4×3/photo.jpg”,
“https://yourwebsite /photos/16×9/photo.jpg” ], “datePublished”: “2018-02-19T08:00:00+08:00”, “dateModified”: “2019-09-05T09:20:00+08:00”, “author”: {
“@type”: “Person”,
“name”: “Kelly Houston” }, “publisher”: {
“@type”: “Organization”,
“name”: “Yourwebsitename”,
“logo”: { “@type”: “ImageObject”, “url”: “https://yourwebsite.com/logo.jpg”
} }, “description”: “You can copy and paste your whole article here”

Article structured data markup is very important if you are looking to get FREE traffic from Google.

Article Featured snippets appear right on top of search engines. Here are a few examples of how the above code appears on the search engines.

The first thing is to identify what data is likely to be marked. As we have seen in the previous list, they are many and varied. Once you know which ones are going to be marked, you have to implement it. Unless they are very few and very punctual, it is not advisable to do it by hand. 

The normal thing nowadays is to find dynamic pages and this requires a corresponding data marking, so the most common will be to use tools. If you still need some help to enter them manually without errors, you can use some of the kind of Google help that will guide you in a very visual way and step by step to complete the marking.

But this is not the most common, because if there is something that defines the current websites is the dynamism. Thus, if we have an online store and upload dozens of products a day, the ideal is that the data marking is done automatically.

This can be achieved through content managers such as WordPress thanks to the plugins. Yoast or All In One Schema Rich Snippets are, for example, two tools that allow you to automate these tasks but there are others that are more specific and some of your own for other managers such as Joomla or Magento.


Yes and no. It is about giving priority to the most important and marking as complete as possible but that is really useful. If you want to appear in an enriched result as the previous example of the recipe, it is clear that everything that competes with it must be well marked so that it is clear to the search engines. 

However, it may be that a specific case marking bread crumbs or all the products of a website is not so necessary. If you can’t mark everything, make sure you do it right where you do go to work.


The simplest is to use the Google structured data markup test,  valid both for testing and for checking the result. To do this, it has two options: embed the code directly (the best way to see if it is being done correctly before publishing) or examine a url (most comfortable when they have already been implemented on the page to prevent errors).

 Tip: This tool also allows you to generate a sample of how the data would look once marked.

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