A beginner’s guide to structured data markup

Structured data markup or “Schema” is a feature that has changed the search marketing game forever. While it’s been around since 2011, there are still lots of confusion going around it. If you’ve only begun your journey in SEO, it’s only natural that you find this topic confusing.

To help you understand the concept better, let’s define “structured data” in a general sense. Structured data is basically information that is organised. A good representation for this is a table with labelled rows and columns that puts various data—such as phone numbers, addresses, dates, people and places—in order.

It’s also along the lines of a passport ID page wherein all the data are labelled, which effectively sets every bit of information apart from one another.

What is schema markup?

In 2011, some of the largest search engines in the world—Google, Bing, Yahoo! and Yandex—gathered to support one semantic vocabulary that can be added to HTML codes to represent various entities and attributes better in search engine results pages (SERPs). This takes the name “Schema.org” or “Schema”.

Schema helps search engines get a better grasp of a website’s content for more comprehensible and accurate search engine results. It tells search engines what your content means; otherwise, it’s practically just a bunch of words, making your website fall behind the large sea of competition.

How do search engines show structured data?

Here are some ways structured data markup shows in SERPs.

Rich cards and snippets

Rich snippets have been around for quite a while in SERPs. Search engines have been developing this to display more important info about the page.

With the help of schema markup, search engines can now identify if this certain result is a person, a product, a review or a business.

Rich cards are a variant of snippets but are designed specifically for mobile devices.


As the name suggests itself, these are multiple rich results that are displayed in a carousel style.


Breadcrumbs are navigational schemes that let users see how a webpage is connected to the homepage.

Knowledge Graph

When a user looks for a specific brand, a box appears on the right-hand side of the search results engine page. This is what we call the knowledge graph. Upping your website’s schema allows you to edit all the information you want to show in this area.

It’s an ongoing myth that integrating structured data markup into your website immediately guarantees rich snippets or cards. A lot of times, these won’t appear at all.

One thing we can confirm is that adding schema markup to your website means search engines will understand your data more, which results in an improvement in your rankings.

We at Rocket SEO can help you step up your website’s structured data markup, which will result in rich results and an increase in your search engine rankings. For professional assistance in local SEO in Sydney, call 1300 782 928 now.