Google Adds Structured Data Markup Helper Tool

google-webmaster-tools-video-1330350240Google announced today a new, fun and useful tool to help webmasters markup their webpages with schema structured data. Structured data markup can help a webpage enhance its search listings by adding rich snippets to the search results page.

Google announced two upgrades here to the structured data tool.

Google added a new tool to allow webmasters to visually markup their webpages and then download the the HTML markup code to add to their HTML. The tool is named Structured Data Markup Helper. The tool lets you click on the various content and images on the page and then mark what data item type it is. Here is an example of an article data type, but Google supports events, local businesses, movies, products, restaurants, software applications and TV episodes, as well.

Here is a picture of the editor:


Here is a picture of the html output:


This tool is similar to the data highlighter tool; but, this is completely Web based and also supports the structured gmail formats.

The second one, we covered last week when Google added new data types to the data highlighter tool. The new types supported by the data highlighter tool are products, local businesses, articles, software applications, movies, restaurants, and TV episodes.

Related Articles:

Related Topics: Channel: SEO | Google: Rich Snippets | Google: SEO |


About The Author: is Search Engine Land's News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry's personal blog is named Cartoon Barry and he can be followed on Twitter here. For more background information on Barry, see his full bio over here.

Connect with the author via: Email | Twitter | Google+ | LinkedIn


Get all the top search stories emailed daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.
  • BarbaraStarr

    We also added somewhat of a guide last week :) and it can be found here:

  • ScottyMack

    Unfortunately, the “products” schema markup is not really going to come in handy for legitimate eCommerce businesses. eCommerce websites use shopping carts that use a template that ALL products use. Any eCommerce website that is able to take advantage of this tool is a pretty rare one, built with pure HTML, one page at a time. And, close to 100% of the time, they would be hosting their software on a server they don’t control (Host Gator, for instance), making it a PCI compliance nightmare (impossibility, really). I’d definitely question the security of any web store like that.

    It may help some programmers with creating a variable-based product template, though.

    I’m sure it’s great for all the other websites built with a blogging platform, though!

  • Raleigh Web Design

    This is exciting! I’m so glad they have made it easier to implement, especially considering how important markup is on SEO:

  • Dan Crocker

    I use a commercial eCommerce solution and have been enjoying schema success for over a year now. Really, it isn’t that hard if the software you’re using is open-source (or at least partially open-source).

  • ScottyMack

    Does your payment processing company require monthly PCI Compliance scans? I have yet to see an open source (or not) non-hosted eCommerce solution that could pass a compliance scan on a monthly basis. What software are you using that does this and passes those compliance scans?

  • Dan Crocker

    You get around that by using third-party processing, 2Checkout, Google Wallet, PayPal, etc. The store and processing and entirely separate, and the data is passed to them directly over HTTPS, then the customer is directed back once payment has been taken.

  • ScottyMack

    Well, that’s the problem. You are losing a TON of sales if you only use third party checkout solutions. The very first thing we look at when we think about buying a website from someone is whether or not they only take third party payments like PayPal or Google Wallet. If so, we know it is a seriously undervalued website and that we can double or even triple sales by offering a real on-site payment solution. We can buy a website that is only taking PayPal, add a real payment processor to it and flip it in 3-6 months for double the price we paid for it – just because business grows that much, that fast with a real payment processor.

  • Dan Crocker

    Interesting. I do actually pay very close attention to the checkout process, tracking when / if people fail to complete the transaction. You would be right in assuming that the final step (payment) is the biggest reason, but it really only represents a small single-digit percentage of drop-outs. You might be surprised to learn almost nobody chooses the PayPal option since we made Wallet available.

  • ScottyMack

    Well, every niche is different. In your niche, you are selling very low priced items to what I would imagine is a considerably younger market than many other websites. We generally don’t even look at a website unless the average ticket produces AT LEAST a $30 profit (preferably $50-$100 minimum). We have had Google wallet on several sites for two years or more and never had a single person use it. When you are selling things that cost several hundred to several thousand dollars, you really begin to appreciate the protection afforded to the seller that a real bank gives. Far too many nightmare stories out there about sellers losing a ton because PayPal backs the consumer and not the business in all disputed charges. We’ve seen case after case of businesses losing a chargeback with PayPal even when they had a verified adult signature proving a delivery had been made. I hope Google Wallet protects merchants better than that. You never really know until it happens to you, though, and it probably is not something that comes up all that often with lower priced items.

    Anyway, I am WAY off-topic now. The real solution to the schema markup is to hire a programmer to change the common product template and insert the schema code utilizing variables that pick up things like price, product ratings, name, SKU, etc. from each product automatically. It would sure suck having to do it individually for each product when you have hundreds or even thousands of products.

  • ratebee

    great site! I just came across it. What a wealth of information you have here!

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!



Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide