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:
You Can Use Different Types of Structured Data on Alternate Versions of a Page
When implementing structured data, it’s fine to use JSON-LD on the desktop version of a site and to use microdata on the AMP version of a site, for example.
Schema Errors Are Determined at a Feature Level
Having invalid schema for one feature does not impact the schema for another feature on the same page, as this is looked at on a feature level and incorrect markup is ignored. For example, correct recipe schema will be accepted even if there is incorrect review schema.
Google More Cautious Displaying Rich Results When Unsure About Structured Data Implementation
Google has algorithms which decide when it makes sense to display structured data as rich results. If Google is unsure about a website or the way structured data has been implemented, then it will be more cautious in displaying structured data as rich results.
Use JSON-LD Expiration Date to Remove Old Videos from SERP Features
Set an expiration date for videos within the structured data to stop them from appearing in enhanced SERP features once they become outdated.
Organization Markup Only Needs to be on One Page of a Site
Organization markup only needs to be on one page, this can be on the homepage or a contact page for example, but make sure it doesn’t exist on all pages.
Speakable Markup Yet to be Rolled Out Across All Languages
Speakable markup has not yet been rolled out across all languages. This is likely the case because Google Assistant isn’t available in these languages.
Structured Data Added via JavaScript Will Take Longer to Process
Google will pick up structured data markup added via JavaScript, such as Google Tag manager, but there may be a delay before Google renders the page with JavaScript. It can be more difficult to diagnose technical problems, so John recommends including it directly in the page.
Use Structured Data to Markup & Display Social Profiles in Knowledge Panel
Use structured data to provide Google with details about a site’s social media profiles. It may take some time before the social media profiles are displayed in the Knowledge panel, as Google needs to ensure that the right profiles are being linked to.
Implementing Multiple Structured Data Types Not Recommended
John recommends having one type of structured data on a page, as it will take more effort to maintain two types of markup and may result in inconsistencies between the two.
Don’t Include Structured Data Where There is No Relevant Information
There is no need to include specific structured data for pages where there is no relevant information. For example, if a product page doesn’t have any reviews then don’t use review markup for that particular page.