Structured Data & Schema
Used to mark up elements on a webpage, structured data (or schema) 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 SEO Office Hours Notes below cover recommendations for the implementation of structured data / schema, as well as insights from Google.
To learn more about structured data’s impact on SEO, check out our additional resources:
Images Implemented Via Lazy Loading Can be Used Like Any Other Image on a Page
Images implemented via the lazy load script can be added to structured data and sitemaps without any issues, as long as they are embedded in a way that Googlebot is able to pick up.
Ensure Accordion FAQS Are Set up Correctly When Using Structured Markup
An accordion style format can be used with FAQ structured markup to expand the answers when clicked on, as long as the question is visible by default.
Using How To and Recipe Structured Markup Together is Fine
Using both How To and Recipe Structured Markup is fine, however Google will typically pick the most relevant one to show, depending on the intent of a user’s search.
Use the Rich Snippet Spam Result Form to Alert Google to Sites Misusing Structured Data
If you see sites appearing for rich snippets which are misusing structured data and going against Google’s guidelines, you can submit a Rich Snippet Spam Result form to alert Google.
Use Structured Data Testing Tool, Search Console Help Forum & Schema.org Documentation For Local Business Markup
For implementing local business markup, use the schema.org documentation to see which attributes are required, the Structured Data Testing Tool for testing that these work, and the Google Search Console forum for getting advice from peers.
Extending Structured Data With Additional Fields Helps Google Better Understand Entities
You won’t see direct performance increases from extending structured data with additional property fields from schema.org, but this can help to give Google more context around the entities on your site.
Google Will Pick One Primary Type of Structured Data To Display
If there are different structured data scripts on a page, Google is unable to display more than one type in search results so will only select one. John recommends defining the type you care about the most to focus on implementing.
How-to and FAQ Reports Now Available in GSC
Sites which feature the new How-to and FAQ structured mark-up will have access to these reports within Google Search Console. For more news and announcments from the Google I/O conference held last week, including updates to GSC, Lighthouse and Googlebot, check out our comprehensive recap of key takeaways for SEOs.
Structured Data Not Displayed in GSC Isn’t Detected by Google
If structured data isn’t being displayed in Search Console reports then Google is likely not picking it up.
Structured Data Should Be Specific to the Primary Element of a Page
John recommends using one set of structured data which is relevant to the main content on a page, whether that’s an article or a product, for example. You can use multiple subsets of a particular structured data category, but avoid using too many different types.