General Structured Data Guidelines | Google Search Central

Items that are missing required properties are not eligible for rich results. The more recommended properties that you provide, the higher quality the result is ... Google SearchCentral Documentation Notmuchtime? Quickstart GetyourwebsiteonGoogle Optimizeyoursiteforsearchengines MeasuringyourperformanceonGoogle DoyouneedanSEO? 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Quickstart GetyourwebsiteonGoogle Optimizeyoursiteforsearchengines MeasuringyourperformanceonGoogle DoyouneedanSEO? BeginnerSEO Getstarted SEOstarterguide EstablishyourbusinessdetailswithGoogle Beginner'sguidetoSearchConsole AdvancedSEO Getstarted Guidelines HowSearchWorks Controlcrawlingandindexing ChangeyourSearchappearance Optimizepageexperience Allupdates Documentationupdates NewYouTubevideos Recentpodcastepisodes Home SearchCentral Documentation AdvancedSEO Sendfeedback Generalstructureddataguidelines Thesearethegeneralguidelinesthatapplytoallstructureddata.Theseguidelines mustbefollowedtoenablestructured datatobeeligibleforinclusioninGoogleSearchresults.Pagesorsitesthat violatethesecontentguidelinesmayreceivelessfavorablerankingorbemarked asineligibleforrichresultsinGoogleSearchinordertomaintainahigh-quality searchexperienceforourusers.Ifwefindthatyourpagecontainsspammystructureddataor content,wewillapplyamanualactiontoyourpage.Tocheckifyouhaveamanualaction,openthe Manual ActionsreportinSearchConsole. Important:Googledoesnotguaranteethatyourstructureddatawillshowupinsearchresults,even ifyourpageismarkedupcorrectlyaccordingtotheRichResultsTest. Herearesomecommonreasonswhy: Usingstructureddataenablesafeaturetobepresent,itdoesnot guaranteethatitwillbepresent.TheGooglealgorithmtailors searchresultstocreatewhatitthinksisthebestsearchexperiencefor auser,dependingonmanyvariables,includingsearchhistory,location, anddevicetype.Insomecasesitmaydeterminethatonefeatureismore appropriatethananother,oreventhataplainbluelinkisbest. Thestructureddataisnotrepresentativeofthemaincontentofthepage, orispotentiallymisleading. ThestructureddataisincorrectinawaythattheRichResultsTestwasnotable tocatch. Thecontentreferredtobythestructureddataishiddenfromtheuser. Thepagedoesnotmeettheguidelinesforstructureddatadescribedhere,the type-specificguidelines,orthegeneralwebmasterguidelines. Technicalguidelines Youcantestcompliancewithtechnicalguidelinesusingthe RichResultsTestandthe URLInspectiontool,whichcatchmosttechnicalerrors. Format Inordertobeeligibleforrichresults,markupyoursite'spages usingoneofthreesupportedformats: JSON-LD(recommended) Microdata RDFa Access DonotblockyourstructureddatapagestoGooglebotusingrobots.txt,thenoindextag, oranyotheraccesscontrolmethods. Qualityguidelines Theseguidelinesarenoteasilytestableusinganautomatedtool. Violatingaqualityguidelinecanpreventsyntacticallycorrectstructureddatafrombeing displayedasarichresultinGoogleSearch,orpossiblycauseit tobemarkedasspam. Content FollowtheGoogle webmastersqualityguidelines. Provideup-to-dateinformation.Wewon'tshowarichresultfortime-sensitive contentthatisnolongerrelevant. Provideoriginalcontentthatyouoryourusershavegenerated. Don'tmarkupcontentthatisnotvisibletoreadersofthepage.Forexample,iftheJSON-LD markupdescribesaperformer,theHTMLbodymustdescribethatsameperformer. Don'tmarkupirrelevantormisleadingcontent,suchasfakereviewsorcontent unrelatedtothefocusofapage. Don'tusestructureddatatodeceiveormisleadusers.Don'timpersonateanypersonor organization,ormisrepresentyourownership,affiliation,orprimarypurpose. Contentmustnotpromotepedophilia,bestiality,sexualviolence,violent orcruelacts,targetedhatred,ordangerousactivities. Don'tmarkupcontentthatengagesinillegalactivitiesorpromotesgoods,services, orinformationthatfacilitatesseriousandimmediateharmtoothers.Markingupcontentthat providesinformationaboutsuchcontentforeducationalpurposesispermitted. Contentinstructureddatamustalsofollowtheadditionalcontentguidelinesorpolicies,as documentedinthespecificfeatureguide.Forexample,contentinJobPosting structureddatamustfollowthejob postingcontentpolicies.ContentinPracticeproblemsstructureddatamustfollowthe Practice problemscontentguidelines. Relevance Yourstructureddatamustbeatruerepresentationofthepagecontent.Here aresomeexamplesofirrelevantdata: Asportslivestreamingsitelabelingbroadcastsaslocalevents. Awoodworkingsitelabelinginstructionsasrecipes. Completeness Specifyallrequiredpropertieslistedinthedocumentationforyourspecificrichresulttype.Itemsthataremissingrequiredpropertiesarenoteligibleforrichresults. Themorerecommendedpropertiesthatyouprovide,thehigherqualitytheresultisto users.Forexample:userspreferjobpostingswithexplicitlystated salariesthanthosewithout;userspreferrecipeswithactualuserreviewsandgenuine starratings(notethatreviewsorratingsnotbyactualusersareconsidered spammy).Richresult rankingtakesextrainformationintoconsideration. Location Putthestructureddataonthepagethatitdescribes,unlessspecifiedotherwise bythedocumentation. Ifyouhaveduplicatepagesforthesamecontent,werecommendplacingthesamestructured dataonallpageduplicates,notjustonthecanonicalpage. Specificity Trytousethemostspecificapplicabletypeandpropertynamesdefinedbyschema.org foryourmarkup. Followalladditionalguidelinesgiveninthe documentationforyourspecificrichresulttype. Images Whenspecifyinganimageasastructureddataproperty,makesurethattheimageisrelevant tothepagethatit'son.Forexample,ifyoudefinetheimagepropertyofNewsArticle, theimagemustberelevanttothatnewsarticle. AllimageURLsmustbecrawlableandindexable.Otherwise,GoogleSearchcan'tfindand displaythemonthesearchresultspage.TocheckifGooglecanaccessyourURLs,use theURL Inspectiontool. Multipleitemsonapage Multipleitemsonapagemeansthatthereismorethanonekindofthingonapage.For example,apagecouldcontainarecipe,avideothatshowshowtomakethatrecipe, andbreadcrumbinformationforhowpeoplecandiscoverthatrecipe.Allofthisuser-visible informationcanalsobemarkedupwithstructureddata,whichmakesiteasierforsearchengines likeGoogleSearchtounderstandtheinformationonapage.Whenyouaddmoreitemsthat applytoapage,GoogleSearchhasafullerpictureofwhatthepageisaboutandcandisplay thatpageindifferentsearchfeatures. GoogleSearchunderstandsmultipleitemsonapage,whetheryounesttheitems orspecifyeachitemindividually: Nesting:Whenthereisonemainitem,andadditionalitemsaregrouped underthemainitem.Thisisparticularlyhelpfulwhengroupingrelateditems(forexample, arecipewithavideoandreviews). Individualitems:Wheneachitemisaseparateblockonthesamepage. Note:Ifthereareitemsthataremorehelpfulwhen theyarelinkedtogether(forexample,arecipeandavideo),use@idinboth therecipeandthevideoitemstospecifythatthevideoisabouttherecipeonthe page.Ifyoudidn'tlinktheitemstogether,GoogleSearchmaynotknowthatitcanshowthe videoasaReciperichresult. Note:Theseexamplesaretrimmedforbrevity,andtheydon't includealltherequiredandrecommendedpropertiesforthefeatures.Forafullexample,refertothe specificstructureddatatypedocumentation. Nesting Here'sanexampleofnestedstructureddata,whereRecipeisthemainitem,andaggregateRatingandvideoarenestedintheRecipe.