"Following are eight simple steps to add schema markup to your website using Google Tag Manager. Specifically, in the example below, I show how to add organization schema markup that uses JSON-LD encoding. 

Step 1: Create JSON-LD markup
Step 2: Create new Custom HTML Tag
Step 3: Paste JSON-LD markup into the Custom HTML text box
Step 4: Save your Custom HTML tag 
Step 5: Create new trigger for Page Views
Step 6: Configure ‘Page View’ trigger
Step 7: Connect ‘Page View’ trigger to your schema markup tag
Step 8: Publish your Google Tag Manager container
Step 9: Test your markup using Google’s Structured Data Testing Tool"

What if you could put calls to action – like “RSVP”, “Complete purchase” or “Confirm subscription” – directly in the email subject line? You can add Schema.org markup to your emails which will let you do just that.

Email confirmations for events, flight details, hotel reservations and so on which use Schema.org markup will also be added automatically to the recipient’s Google Calendar.

You can mark up emails to appear as answer cards in Google searches, which will put details from your email right at the top of search when they search for relevant information.

Email markup can also trigger Google Now cards to deliver updates about your products and services to customers.

Knowledge Graph has become a prominent part of the search experience, having a significant effect on your audience’s judgement of you and your products. Reaching the top of Google search results (organically and/or through AdWords) is no longer the only objective; inaccurate or poorly optimised Knowledge Graph results could seriously undermine your brand.

Although machine learning programs do their best, they don’t always interpret what they see correctly. And this can lead to problems if Google is displaying inaccurate information about your business: an outdated phone number, for example, could cost you a lot of clients.

To make up for this, Schema.org was founded and sponsored by four of the big search giants (Google, Microsoft, Yahoo, Yandex) to create a method for websites to explicitly give search engines this semantic information. In practice, this involves adding extra code to your website to indicate what type of object you are referring to in a piece of text.

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