How Can I Add Schema Markup To A Webpage?

Schema markup, also known as structured data, is a type of microdata that helps search engines (like Google) better understand the meaning of a webpage, allowing the page to be eligible to appear in the rich results sections of search engine results pages that are relevant to the subject matter of the page. Because such a small percentage of websites utilize schema markup, implementing structured data on your website is a great way to differentiate your website from your competitors and drive additional organic traffic to your site! In this article, we’ll break down the steps of how you can quickly and easily add schema markup to any of your website’s pages using your Google Tag Manager account! If you have any questions about schema markup or any other search engine optimization strategy that can help drive traffic and conversions to your website, contact our team at Boston Web Marketing today for a free website audit!

Step 1: Generate Schema

  • Go to 
  • Select the type of Schema you’d like to create (FAQ, Product, Local Business, etc.)
  • Fill in the fields with information from the webpage you are creating the schema for. For FAQ schema, fill out the questions and answers fields with the appropriate information. For product schema, fill out the product name, image url, brand, description, sku, URL, price currency, price, etc.
  • Once all the necessary fields have been filled out, select the “Copy” icon on the top right side of the page

Step 2: Use Google Tag Manager To Create A Tag & Implement Schema Code On The Desired Page

  • Open the appropriate Google Tag Manager property at
  • Click “Add New Tag” and name the tag something like “….. FAQ Schema” (For this example).
  • Select “Custom HTML” for the Tag Configuration.
  • Paste the code you copied from the schema markup generator into the Custom HTML field.
  • Scroll down and click into the Triggering box.
  • Click the plus sign on the top right side of your screen to create a new trigger.
  • Name the trigger something like “….. FAQ Schema Trigger”.
  • Click into the Trigger Configuration box, then select “Page View”.
  • Select “Some Page Views” under “This trigger fires on” (unless it is something like Local Business schema where you want the schema to fire on the whole website. If this is the case, select “All Page Views” and skip the next step).
  • For the next fields under “Fire this trigger when an Event occurs and all of these conditions are true”, make them read “Page URL”, “Equals”, and then paste the URL of the page you want the schema to fire on in the last field.
  • Click “Save”, “Save” again, then “Submit” on the top right side of the screen, add a descriptive version name like “Added FAQ schema”, and finally click publish

Step 3: Test To Make Sure Schema Is Working

  • Go to
  • Paste the URL of the appropriate page into the “Enter a URL to test” field on the page.
  • Click the Test URL button.
  • If it comes up with a green checkmark and says “valid items detected”, you’re good to go!

Contact Boston Web Marketing!

If your business is looking to use schema markup and other search engine optimization strategies to increase organic traffic and conversions on your website, contact our team at Boston Web Marketing today! Our SEO specialists help businesses in almost every industry achieve higher search results! Give us a call today at (857) 526-0096 or fill out the contact form on our website, and we’ll get back to you as soon as possible!

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