Easy Schema Markup with Google Tag Manager and AI

Schema Markup – the missing tool in your SEO toolkit.

Many resource-stretched small businesses miss out on the power of Schema. Often this can be due to lack of resources, lack of understanding of its use or simply because it looks intimidating and difficult to implement.

The good news: It isn’t difficult and basic Schema Markup doesn’t take long.

I promise. Follow the steps below exactly to create and implement your Schema Markup.

What is Schema Markup?

Implementing schema markup on your website is useful for improving search engine understanding and enhancing your online visibility. It provides structured data that helps search engines interpret your content accurately.

A key advantage of Schema markup is its potential to lead to rich snippets in search results.

What are Rich Snippets?

Rich Snippets are eye-catching listings with headings, star ratings, images, and additional information. These give you more real estate on search results pages, attracting more clicks and improving your click-through rates,

Types of Schema Markup

Here are some examples of types of Schema you might use and where you may see the results.

Organization Schema

Perfect for businesses, includes details like address, contact information, and logo.

Article Schema

Highlights author information, publication date, and article category.

Product Schema

Lists product information like price, availability, reviews, and brand.

Event Schema

Provides details like event date, location, and ticket information.

How do I use Schema Markup?

I’d like to repeat here: Schema Markup isn’t difficult. Using Google Tag Manager is a simple way to do it – especially if you’re already using GTM.

Step-by-Step Guide to Implementing Schema with GTM and AI

Ready to dive in? Here’s how to get started:

Tools:

1. Your website
2. Google Tag Manager
3. You.com
4. Validator by Schema.org

1. Generate Your Schema Code:

There are many AI-powered tools that can generate schema code for you based on your content type.

There are plenty of dedicated Schema generators available; however, I use you.com, a generic AI tool. I then use Schema’s own code checker to validate the code. This is particularly important when using a generic AI tool, as they can make mistakes.

Enter a command like:
write me local schema for https://www.mouthymarketing.co.uk/

AI will return something like this, which includes instructions on which sections to edit:

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Mouthy Marketing",
  "url": "https://www.mouthymarketing.co.uk/",
  "logo": "https://www.mouthymarketing.co.uk/path-to-your-logo.png",  // Replace with actual logo URL
  "description": "Mouthy Marketing is a digital marketing agency based in Sussex, specializing in e-commerce growth for small and medium-sized businesses.",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "Your Street Address",  // Replace with actual street address
    "addressLocality": "Sussex",
    "addressRegion": "England",
    "postalCode": "Your Postal Code",  // Replace with actual postal code
    "addressCountry": "GB"
  },
  "telephone": "+44 1234 567890",  // Replace with actual phone number
  "email": "info@mouthymarketing.co.uk",  // Replace with actual email address
  "openingHours": "Mo-Fr 09:00-17:00",  // Adjust as necessary
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.8",  // Replace with actual average rating
    "ratingCount": "25"  // Replace with actual number of ratings
  },
  "sameAs": [
    "https://www.facebook.com/yourpage",  // Replace with actual social media links
    "https://twitter.com/yourprofile",
    "https://www.linkedin.com/company/yourcompany"
  ]
}

AI may give you some optional lines, such as “aggregateRating”. If you don’t yet have ratings for your business or wish to include them in a separate Reviews Schema, just remove them. Just don’t forget to check that your markup still works!

2. Set Up Google Tag Manager if necessary

If you haven’t already, create a free GTM account and set it up for your website. Google offers plenty of resources to guide you through this process.

3.  Create a New Tag

1. Navigate to Tags: In the left sidebar, click on Tags.
2. Add a New Tag: Click the New button to create a new tag.
3. Name Your Tag: Give your tag a descriptive name (e.g., “Local Business Schema”).
4. Choose Tag Type:
   • Click on Tag Configuration.
   • Select Custom HTML.
5. Insert Your Code:
   • In the HTML field, <script type=”application/ld+json”>
   • Paste your schema markup code.
   • Add the end of the code, add the line </script>

 4. Set Up a Trigger

1. Configure Trigger: Click on Triggering to set when this tag should fire.
2. Choose Trigger Type:
   • To apply your Schema to all pages, select Page View and set it to fire on “All Page Views.”

NB this setup might apply to the Organization tag.

OR

Create a New Trigger (if needed):

1. If you want your Schema code to only apply to one page, click on the + icon in the top right corner.

2. Name your trigger (e.g., “Product Trigger”).
3. Choose Page View as the trigger type.
4. Set the conditions for when this trigger should fire  – “Page URL” contains your product page URL.

NB This might apply to Product tags, Local tags or Article tags.

5.  Save Your Tag and Trigger

1. Save Your Tag: After configuring your tag and trigger, click Save.
2. Publish Changes: Once you’ve set up your tags and triggers, don’t forget to publish your changes by clicking the Submit button in the top right corner.

6. Test Your Setup

1. Preview Mode: Use the Preview mode in GTM to test your setup. This allows you to see if your tags are firing correctly when you visit your website.
2. Check in Browser: Open your website in a new tab and check the GTM debug panel to ensure your tag is firing as expected.

FAQ