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Understand How Structured Data Works - Google Developers

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Structured data is a standardized format for providing information about a page and classifying the page content; for example, on a recipe page, what are the ... 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 Understandhowstructureddataworks GoogleSearchworkshardtounderstandthecontentofapage.Youcanhelpusbyprovidingexplicit cluesaboutthemeaningofapagetoGooglebyincludingstructureddataonthepage. Structureddataisastandardizedformatforprovidinginformationaboutapageandclassifying thepagecontent;forexample,onarecipepage,whataretheingredients,thecooking timeandtemperature,thecalories,andsoon. Googleusesstructureddatathatitfindsonthewebtounderstandthecontentofthepage, aswellastogatherinformationaboutthewebandtheworldingeneral.Forexample, hereisaJSON-LDstructureddatasnippetthatmightappearonarecipepage,describingthetitleoftherecipe,theauthoroftherecipe,andotherdetails:

PartyCoffeeCake { "@context":"https://schema.org/", "@type":"Recipe", "name":"PartyCoffeeCake", "author":{ "@type":"Person", "name":"MaryStone" }, "datePublished":"2018-03-10", "description":"Thiscoffeecakeisawesomeandperfectforparties.", "prepTime":"PT20M" }

Partycoffeecakerecipe

byMaryStone,2018-03-10

Thiscoffeecakeisawesomeandperfectforparties.

Preparationtime:20minutes

GoogleSearchalsousesstructureddatatoenablespecialsearchresultfeaturesand enhancements.Forexample,arecipepagewithvalidstructureddataiseligibleto appearinagraphicalsearchresult,asshownhere: Searchappearance Structureddata ApplePiebyGrandma { "@context":"https://schema.org/", "@type":"Recipe", "name":"ApplePiebyGrandma", "author":"ElaineSmith", "image":"http://images.edge-generalmills.com/56459281-6fe6-4d9d-984f-385c9488d824.jpg", "description":"Aclassicapplepie.", "aggregateRating":{ "@type":"AggregateRating", "ratingValue":"4.8", "reviewCount":"7462", "bestRating":"5", "worstRating":"1" }, "prepTime":"PT30M", "totalTime":"PT1H30M", "recipeYield":"8", "nutrition":{ "@type":"NutritionInformation", "calories":"512calories" }, "recipeIngredient":[ "1boxrefrigeratedpiecrusts,softenedasdirectedonbox", "6cupsthinlysliced,peeledapples(6medium)" ] } Note:Theactualappearanceinsearchresultsmightbedifferent.Youcan previewmostfeatureswiththe RichResultsTest. Becausethestructureddatalabelseachindividualelementoftherecipe,userscansearch foryourrecipebyingredient,caloriecount,cooktime,andsoon. Structureddataiscodedusingin-pagemarkuponthepagethattheinformationappliesto. Thestructureddataonthepagedescribesthecontentofthatpage.Don'tcreate blankoremptypagesjusttoholdstructureddata,anddon'taddstructureddataabout informationthatisnotvisibletotheuser,eveniftheinformationisaccurate.Formoretechnical andqualityguidelines,seetheStructureddata generalguidelines. TheRichResultsTestisaneasyanduseful toolforvalidatingyourstructureddata,andinsomecases,previewingafeatureinGoogleSearch. Tryitout: Non-alcoholicPinaColada { "@context":"https://schema.org/", "@type":"Recipe", "name":"Non-alcoholicPinaColada", "image":[ "https://example.com/photos/1x1/photo.jpg", "https://example.com/photos/4x3/photo.jpg", "https://example.com/photos/16x9/photo.jpg" ], "author":{ "@type":"Person", "name":"MaryStone" }, "datePublished":"2018-03-10", "description":"Thisnon-alcoholicpinacoladaiseveryone'sfavorite!", "recipeCuisine":"American", "prepTime":"PT1M", "cookTime":"PT2M", "totalTime":"PT3M", "keywords":"non-alcoholic", "recipeYield":"1serving", "recipeCategory":"Drink", "nutrition":{ "@type":"NutritionInformation", "calories":"120calories" }, "aggregateRating":{ "@type":"AggregateRating", "ratingValue":"5", "ratingCount":"18" }, "recipeIngredient":[ "2cupsofpineapplejuice", "5/8cupcreamofcoconut", "ice" ], "recipeInstructions":[ { "@type":"HowToStep", "text":"Blend2cupsofpineapplejuiceand5/8cupcreamofcoconutuntilsmooth." }, { "@type":"HowToStep", "text":"Fillaglasswithice." }, { "@type":"HowToStep", "text":"Pourthepineapplejuiceandcoconutmixtureoverice." } ], "video":{ "@type":"VideoObject", "name":"HowtomakeaPartyCoffeeCake", "description":"ThisishowyoumakeaPartyCoffeeCake.", "thumbnailUrl":[ "https://example.com/photos/1x1/photo.jpg", "https://example.com/photos/4x3/photo.jpg", "https://example.com/photos/16x9/photo.jpg" ], "contentUrl":"http://www.example.com/video123.mp4", "embedUrl":"http://www.example.com/videoplayer?video=123", "uploadDate":"2018-02-05T08:00:00+08:00", "duration":"PT1M33S", "interactionStatistic":{ "@type":"InteractionCounter", "interactionType":{"@type":"WatchAction"}, "userInteractionCount":2347 }, "expires":"2019-02-05T08:00:00+08:00" } } Structureddataformat Thisdocumentationdescribeswhichpropertiesarerequired,recommended,oroptionalfor structureddatawithspecialmeaningtoGoogleSearch.MostSearchstructureddatauses schema.orgvocabulary,butyoushouldrely ontheGoogleSearchCentraldocumentationasdefinitiveforGoogleSearchbehavior,rather thantheschema.orgdocumentation.Therearemoreattributesandobjectsonschema.orgthat aren'trequiredbyGoogleSearch;theymaybeusefulforotherservices,tools,andplatforms. AsofJanuary29,2021,data-vocabulary.orgmarkupwillnolongerbe eligibleforGooglerichresultfeatures.TobeeligibleafterJanuary29,2021,you needtoreplacedata-vocabulary.orgmarkupwithschema.orgmarkup.Learnmoreabout sunsettingsupportfordata-vocabulary. BesuretotestyourstructureddatausingtheRichResultsTestduringdevelopment,andthe Richresultstatusreports afterdeployment,tomonitorthehealthofyourpages,whichmightbreak afterdeploymentduetotemplatingorservingissues. Youmustincludealltherequiredpropertiesforanobjecttobeeligibleforappearancein GoogleSearchwithenhanceddisplay.Ingeneral,definingmorerecommendedfeaturescanmake itmorelikelythatyourinformationcanappearinSearchresultswithenhanceddisplay. However,itismoreimportanttosupplyfewerbutcompleteandaccurate recommendedpropertiesratherthantryingtoprovideeverypossiblerecommendedpropertywith lesscomplete,badly-formed,orinaccuratedata. Inadditiontothepropertiesandobjectsdocumentedhere,Googlecanmakegeneraluseofthe sameAspropertyandother schema.org structureddata.SomeoftheseelementsmaybeusedtoenablefutureSearchfeatures,ifthey aredeemeduseful. GoogleSearchsupportsstructureddatainthefollowingformats,unlessdocumentedotherwise: Formats JSON-LD*(Recommended) AJavaScriptnotationembeddedina

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