SEO is actually relatively simple. Contrary to the hard-selling SEO resellers that promise you good rankings in Google (anyone that states that they will get you on the first page of Google should be avoided as they are lying); you can do a great job of SEO yourself.
Google never guarantees top placement in search results or AdWords. Beware of any company making these types of promises. Google
Easy advanced SEO
There are certain things in SEO that are very widely known such as always incorporating Alt Text for images. There are also various SEO aspects that are considered complex or are merely not widely known. Incorporating relevant Structured Data into your website is one of those unbelievably effective and simple things that is assumed to be difficult to implement.
Structured Data for websites has been around for along time, most commonly in the form of Microdata, RDFa and Microformats (called Rich Snippets by Google). Structured Data is formatted machine readable HTML that define the content on a webpage. For example, if you have an address in HTML on your webpage how does a search engine know whether that address is related to your business or another? If we insert the address using Structured Data, because each element such as the organization to which the address relates is defined in ‘code’ , Google, Bing and so on can be sure that when they show the results in search pages, that the content is correct as per the webmaster.
On our side, we put your annotations to good use, for example by using them to increase the visual appeal of your search results, or to supplement and validate our data sources. Bing
More recently Schema.org came along to create a common markup vocabulary that Bing, Google, Yandex and others support.
How to use Schema.org on your website
Because Schema.org is so widely supported, it can be used to define all sorts of things such as for markup in flight information emails sent to Gmail to defining the logo to use in search results pages to defining events so that search engines can display event information effectively in search results.
What markup type to use?
The first step in adding Schema.org markup to your website is to decide what your website is about and what content you’re going to markup. The available types may be viewed at Schema.org. For example, if you use WooCommerce or Shopify to sell then you should be using markup for your products. If you’re a business then you’ll likely use the LocalBusiness schema at a minimum; be aware that LocalBusiness has various ‘child’ schema so that a Dentist should be using the Dentist Schema (so if someone searches for a dentist then the search engines have confidence that the website shown in the search results are in fact dentists) and a dog rescue should be using the AnimalShelter schema.
Which should I use; Microdata, RDFa or JSON-LD?
In simple terms, Microdata and RDFa are incorporated within the text that is displayed on your webpage. JSON-LD may be inserted anywhere in the page as it generally doesn’t display on your page. My preference is for JSON-LD as there are no CSS/display issues which can be a bit of a niggle when using RDFa or Microdata.
If you use WordPress then you may have issues when using Microdata or RDFa as the script will need to be inserted in the text section of your page or post editor or will need to be included in a text widget.
How to insert Schema.org on a webpage
Once you’ve chosen which markup to use (e.g. LocalBusiness) then merely copy the HTML (code) provided into a text editor and change the markup to suit your needs. All you then need to is insert the HTML into your webpage.