Google’s John Mueller on Structured Data and SEO Rankings
Recently, Google’s John Mueller addressed a common question regarding the influence of structured data on SEO rankings. In a discussion on Bluesky, Mueller emphasized that structured data, while beneficial for specific display features in search results, does not directly improve a site’s ranking within Google’s search algorithm.
Understanding Structured Data
Structured data, often implemented through Schema.org, organizes content in a way that makes it easier for search algorithms to interpret. It categorizes content types and associated properties, enabling search engines to display information in rich results and other specialized formats.
When SEO professionals discuss structured data, they focus on the use of Schema.org because it provides a standardized method to communicate the structure of content. This makes it easier for search engines to understand complex information and utilize it for enhanced display features.
Google’s Stance on Structured Data for Ranking
Mueller reiterated Google’s long-standing position: structured data alone does not impact a site’s organic search ranking. Its primary use is to support search features like rich results, including displaying recipes, reviews, and other interactive elements directly in search results.
He highlighted this by stating, “Structured data won’t make your site rank better. It’s used for displaying the search features.” While having structured data makes pages eligible for those features, it does not guarantee inclusion or provide a ranking boost.
A Consistent Message Since 2018
This isn’t a new revelation. Back in 2018, Mueller stated in a now-deleted tweet that there is no generic ranking boost from using structured data. The benefit lies in its ability to help Google understand content better, which might improve visibility for relevant search terms.
By organizing information into a machine-readable format, structured data aids Google in accurately displaying rich results. It categorizes web content into types like reviews or products and assigns properties to each category, enabling clear content representation.
Google’s Approach to Structured Data
Google utilizes only a fraction of the available structured data types. Out of over 800 types cataloged by Schema.org, Google supports around 30, each with specific guidelines outlined in their structured data documentation.
It’s critical to recognize that simply adding Schema.org structured data doesn’t ensure rich result visibility. While it ensures eligibility, structured data not documented by Google does not affect SEO, as the search engine disregards unsupported types.
Structured Data and AI-Powered Search
In the era of AI-driven search features, structured data remains integral. It supports search functionality by providing a clear, organized representation of content, enabling Google’s algorithms to understand and utilize information effectively.
During a recent Search Central Live event, industry expert Aleyda Solis noted, “Structured data is critical for modern search features,” emphasizing its role in AI search. This approach underpins the importance of structured data in AI searches, although it does not directly impact organic ranking.
For continuous updates and insights on SEO strategies, visit martechtrend.com.