Types of Structured Data for Your Website

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Author: Tim Strawbridge

Date Created: Jan 02, 2022

  • structured data,
  • search engine optimization,
  • rich snippets

There are a variety of ways to help your business rank higher on Google, with one of those being the use of structured data.

Structured data helps boost your SEO optimization so that Google can better understand what your website is about. It's a format that helps search engines provide clues as to what the webpage or content is about. Setting up structured data will provide more information when Google’s AI fails to recognize some details about your website. 

If you want to start ranking higher and grow your business, improving the SEO on your website is a crucial first step. When implementing structured data, there are several different kinds that you can use, depending on the type of content your website contains.

Throughout this blog, we’re going to go through the different types of structured data you can utilize, and which type you should be using for your business.

Types of Structured Data

There are several different variations of structured data you may consider setting up on your website. However, you may not need to put the effort into adding all of them, but rather choose to focus on the ones that will best optimize your website. Listed below are the four main types of structured data you could add to your website.


  1. Article Markup

  2. Many websites have blogs within them to help educate their consumers about their products or services and boost their search rankings on Google. When you do an article markup, Google can pull information about your posts such as the author, the date it was published, titles, keywords, and more. Within the article markup, you can get as specific as you wish. For example, you could add “BlogPosting,” or “ScholarlyArticle.” The more specific you are, the better it will be for your website ranking. If you have a blog post, pick “BlogPosting,” rather than “Article.”

    Example of what the Article Markup looks like:

    For more on using the article markup read this Google posting about it.

  3. Video Markup

  4. If you have a lot of videos on your page, video markup might be the best type of structured data to add to your website. Google can understand some things about video on its own, however, it is even more useful to implement structured data than can be pulled from them. Some required data that you’ll need to add will include the video’s upload date, thumbnail, description, and title. Because this data will be pulled for search results, make sure that you have a strong video title and an eye-catching thumbnail.

    On top of these elements, there are also other recommended properties that you can add. These include the length of the video, whether the video expires, and any likes or comments you may choose to feature. As videos become more prevalent in search results, it is important to implement this kind of data if your website features lots of video content you want to be seen.

    Here's an example of what the Video Markup looks like:

    If the Video Markup is for you and you need help implementing it—read this Google post about it.

  5. Reviews Markup

  6. Having reviews on your website is a crucial part of establishing credibility and building trust with your customers. If you want Google to pick up on your reviews and display them in search results, implementing review schema markup on your pages can help your site become eligible as a rich result on search. When Google sees that you have valid reviews in your data markup, you are now eligible to appear as a rich result in the search engine. This means the search result could feature client comments, the star rating your service has been given, and more.

    If you are a new business trying to establish brand recognition or stand out against your competitors, adding the reviews markup will be an effective strategy for your website. It shows customers who view your company in search results, the quality and credibility of products or services are according to your satisfied clients, and will increase their likelihood of purchasing from you.

    Example of a Review Markup:

    If you need help implementing the Review Markup read this Google posting.

  7. Organizational Markup

  8. The organizational markup has a lot to do with your logo. This variation of structured data helps point Google and other search engines to where your logo goes on your website. You would need to highlight your logo URL, as well as your company URL. Additionally, you could add information such as a description of your business and links to any social media pages you may have. This will be especially useful for boosting social traffic when your brand is running digital marketing campaigns. An organizational markup is a useful tool for any business to implement on their website, as there will always be a name and logo to be recognized.

  9. Recipe Markup

  10. If you have recipes on your website, recipe markup is an addition that you'll want to make. There's a lot of competition with recipes that compete for ranking and recipe structured data is a great way to make your website stand out amongst a crowded space. The recipes markup can help your website rank for a rich snippet even when the page does not rank good on its own. This proves the value of the recipe markup.

    There are required fields for using the recipe markup. The recipe markup must have an image and a name. The image is usually an image of the completed dish and the name is the name of the dish.

    Example of Recipe Markup:


Key Takeaways

Every website is different, and will therefore require a combination of different types of structured data to achieve the most optimized results. If your website is more educational with blogs and videos, choosing to focus on optimizing video and article markup will likely be the most effective way to go. If it’s more geared towards client testimonials, a reviews markup might serve your website better. Ensuring you’re investing resources into your SEO optimization is crucial in 2022. When both current and future clients can more easily find what your business has to offer, traffic and sales will naturally increase.

Are you ready to start ranking higher on search engines like Google and grow your business? Setting up the right type of structured data for your website can be tricky. If you’re struggling with implementing structured data or understanding what might work best for you, we can help. We have a team of dedicated SEO specialists that will optimize your website to give you the best results for your business. Contact us today to learn more.

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