Schema.org Structured Data Variable in GTM

This repository is for a variable template for the Google Tag Manager Community Template Gallery

The variable returns a JSON object which represents a Structured Data Graph as per the configuration of the variable in a given GTM container

The variable resembles Yoast's approach to Structured Data: https://developer.yoast.com/features/schema/

Easily extendable due to applied naming conventions and structure

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Supported schema types

The following types can be configured, each of which not necessarily exhaustive

• Organization
• WebSite
• WebPage
• Breadcrumbs
• Person
• Product
• Product Offer
• Article
• Images
• Addresses

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Short Example

Assuming you have a corporate blog and want to add some structured data for a typical article page

• Fill organization data and activate organization
• Make the organization the WebSite's and Article's publisher
• Add an address and attach it to the organization
• Add an image and make it the organization's logo
• Add WebSite data
• Add WebPage data
• Add Article data
• Add an image and attach it to the Article
• Add a person and make it the Article's author

As a result you will get something like the following:

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Appending the data to a webpage

The variable output needs to be added to the DOM

You can deploy a Custom HTML tag with the following content in order to actually add the structured data to a page:

<script>
  (function() {
    var script = document.createElement('script');
    script.type = "application/ld+json";
    
    // Add the JSON schema structure
    script.innerText = JSON.stringify({{Schema.org - Homepage}});
    
    // Add to DOM
    document.body.appendChild(script);
  })();
</script>

In this example, the variable with the structured data is {{Schema.org - Homepage}}. Make this Custom HTML tag fire on Window Load, Dom Ready, or Page View.

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SEO

If you're wondering whether JS-injected structured data is of any use for SEO then the answer is yes. You can read more about it in Google Search's developer documentation.

• https://developers.google.com/search/docs/guides/generate-structured-data-with-javascript