How to add schema markup to your site using Google Tag Manager
Want to add structured data markup to your site, but don't have the access or the coding skills? No need to worry! Columnist Bryan Stenslokken shows you how to do this with Google Tag Manager in nine easy steps.
The importance of schema.org has significantly grown in the SEO world since its introduction in 2011. Schema.org is a collection of schemas for structured data markup (sometimes called “schema markup”) that helps search engines better understand content on websites. Implementing this markup on a site can also improve how that site’s listings appear in SERPs.
By properly implementing structured data markup from schema.org, you can gain a competitive advantage, increase click-through rate, drive additional traffic and cost-effectively improve organic search results.
One way to implement schema markup is by directly tagging the HTML code on your web pages. However, this requires two things:
- Some basic coding knowledge
- CMS (Content Management System) access and/or FTP (File Transfer Protocol) access
The challenge is that often, SEOs don’t have the required coding skills, and many companies have strict policies on who can access their site’s website files.
No worries. This is where Google Tag Manager comes in handy.
What is Google Tag Manager?
Google Tag Manager is a free tool that allows marketers to add or update tags without having to know any website coding (or bother someone who does). In this case, we’re using it to add a snippet of code to the site — our structured data markup — without actually editing any of the website code.
Following are eight simple steps to add schema markup to your website using Google Tag Manager. Specifically, in the example below, I show how to add organization schema markup that uses JSON-LD encoding. You can learn more about all of the various types of encoding that schema supports here.
Please note: The steps below assume you already have Google Tag Manager set up.
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