Structured Data

Used to mark-up elements on a webpage, structured data helps search engines further understand the content which is contained on a website. Structured data is also used to generate further rich results and featured snippets within search results. Our Hangout Notes cover recommendations for the implementation of structured data, as well as insights from Google.

FAQ Content Should be Specific to Each Page

March 20, 2020 Source

Content you provide in an FAQs section should be specific to each individual page and not copied across multiple pages.


Abuse of Schema Policy May Result in a Sitewide Manual Action for the Specific Type of Rich Result

March 17, 2020 Source

Usually if you go against schema policy, a manual action for the specific type of rich result could be applied for the entire site until a reconsideration process is completed.


Google is Able to Display Structured Data Results as Soon as the Page Has Been Re-crawled

January 10, 2020 Source

After configuring pages to send structured data to Google, it will be able to display the structured data results the next time it crawls and indexes that page.


Ensure Structured Data Types Used Across Different Page Versions is Consistent

January 10, 2020 Source

If a site has different structured markup on their desktop and mobile sites, Google would use the schema that is on the version they are currently crawling and indexing. It’s a little different with AMP as certain structured data types are required for some AMP features, so Google also takes this into account. John recommends ensuring the structured data types used across the different versions of a page are consistent.


Product Structured Markup Needs Price or Reviews Included in Order to be Displayed

January 10, 2020 Source

In order for Google to display product structured markup, you need to include either reviews or a price. If you do not have reviews or prices on your page, the rich results type will not be shown. This will not impact the rankings of the page, just how it is displayed.


Google May Introduce Rich Results Types to One Country First Before Rolling Them Out

January 10, 2020 Source

With some rich results types Google may introduce them first to one country in order to understand the right approach and how it should be handled, before rolling them out globally.


Include Structured Markup on Both AMP & Normal Page to Show in SERPs

December 13, 2019 Source

Structured markup needs to be included on both the AMP and the normal version of a page to be displayed in search e.g. article markup.


FAQ & Rich Results May Not Appear Every Time Your Page is Displayed in Search Results

November 15, 2019 Source

FAQ schema is not guaranteed to appear every time the page is displayed in search results. This is similar to rich results, where Google will look at different factors before showing them. Google also tries to limit the rich result types seen in search results, to prevent them from becoming overloaded.


Structured Data Remains Important Despite Google’s Ever Increasing Understanding of Natural Language

November 12, 2019 Source

Google still relies on some elements of manual input from webmasters in order to be able to correctly highlight structured markup. One example of this is within rich results, where individual elements of a page need to be extracted for Google to properly understand. John explained that it is currently difficult for these to be extracted automatically.


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