Structured data and schema markup in SEO Fundamentals - Mini Project: Build & Apply

Structured Data and Schema Markup Basics

📖 Scenario: You are creating a simple webpage for a local bakery. You want search engines to understand important details about your bakery, like its name, address, and opening hours, so your site appears better in search results.

🎯 Goal: Build a basic JSON-LD structured data snippet using schema.org vocabulary to describe the bakery's key information.

📋 What You'll Learn

Create a JSON object with bakery details using schema.org vocabulary

Add a context and type to the JSON-LD data

Include bakery name, address, and opening hours

Complete the JSON-LD script tag for embedding in HTML

💡 Why This Matters

🌍 Real World

Structured data helps search engines understand your website content better, improving how your site appears in search results with rich snippets.

💼 Career

SEO specialists and web developers use schema markup to boost website visibility and user engagement by enhancing search listings.

1

Create the bakery information object

Create a variable called bakery_info that is a dictionary with these exact entries: "name": "Sweet Treats Bakery", "address": "123 Cookie Lane, Candy City", and "openingHours": "Mo-Fr 08:00-18:00".

SEO Fundamentals

# Create the bakery_info dictionary with name, address, and openingHours
# Your code here

Need a hint?

Use a dictionary with keys exactly as "name", "address", and "openingHours".

2

Add JSON-LD context and type

Create a variable called structured_data that is a dictionary containing "@context" set to "https://schema.org" and "@type" set to "Bakery". Also include all entries from bakery_info inside this dictionary.

SEO Fundamentals

bakery_info = {
    "name": "Sweet Treats Bakery",
    "address": "123 Cookie Lane, Candy City",
    "openingHours": "Mo-Fr 08:00-18:00"
}

# Create structured_data dictionary with @context, @type, and bakery_info entries
# Your code here

Need a hint?

Use keys "@context" and "@type" exactly, and copy values from bakery_info.

3

Convert structured data to JSON string

Import the json module and create a variable called json_ld by converting structured_data to a JSON string using json.dumps().

SEO Fundamentals

bakery_info = {
    "name": "Sweet Treats Bakery",
    "address": "123 Cookie Lane, Candy City",
    "openingHours": "Mo-Fr 08:00-18:00"
}

structured_data = {
    "@context": "https://schema.org",
    "@type": "Bakery",
    "name": bakery_info["name"],
    "address": bakery_info["address"],
    "openingHours": bakery_info["openingHours"]
}

# Import json and convert structured_data to json_ld string
# Your code here

Need a hint?

Use import json and json.dumps() to convert the dictionary to a JSON string.

4

Create the final JSON-LD script tag

Create a variable called script_tag that is a string containing a <script> tag with type="application/ld+json" and the JSON-LD data inside it using the json_ld variable.

SEO Fundamentals

import json

bakery_info = {
    "name": "Sweet Treats Bakery",
    "address": "123 Cookie Lane, Candy City",
    "openingHours": "Mo-Fr 08:00-18:00"
}

structured_data = {
    "@context": "https://schema.org",
    "@type": "Bakery",
    "name": bakery_info["name"],
    "address": bakery_info["address"],
    "openingHours": bakery_info["openingHours"]
}

json_ld = json.dumps(structured_data)

# Create script_tag string with  and json_ld inside
# Your code here

Need a hint?

Use an f-string to embed json_ld inside the script tag string.