In a recent discussion on Bluesky, Google’s John Mueller clarified a common misconception about structured data and its effect on website rankings. He emphasized that while structured data is essential for certain search features, it does not directly influence how well a site ranks in Google Search.
Mueller's comments were part of an ongoing dialogue about the role of structured data, particularly Schema.org structured data, in search engine optimization (SEO). He stated, "Structured data won't make your site rank better." This succinct declaration has significant implications for website owners and digital marketers who may be misled into thinking that adding structured data guarantees improved search rankings.
The crux of Mueller's message is that structured data serves a different purpose. It is primarily used for displaying various search features outlined in Google’s developer documentation. These features include rich results, which enhance the visibility of a site in search results but do not inherently boost its ranking. According to Mueller, "It's used for displaying the search features listed in developers.google.com/search/docs/... . Use it if your pages map to & are appropriate for any of those features." This means that while structured data can help a site become eligible for rich results, it does not provide a ranking advantage.
Structured data encompasses a wide range of data types available through Schema.org, with over 800 types in existence. However, Google only utilizes about 30 of these structured data types for its search features. This limited usage further underscores the point that simply adding structured data does not guarantee enhanced visibility in search results.
Mueller elaborated on the importance of understanding the technical aspects of structured data, stating, "I love seeing folks stumble into the world of online marketing, search engines, and all that, but reading up on how things technically work will save you time & help you focus." This advice underscores the necessity for marketers to educate themselves on the intricacies of structured data and its application in SEO.
In the context of AI-driven search results, structured data plays a crucial role. Google’s AI search relies on regularly indexed data from websites, and while structured data is a part of this equation, it is not the sole factor influencing search results. According to insights shared during a recent Search Central Live event, "Structured data is critical for modern search features and is efficient for computers to read." This highlights the importance of structured data in making content machine-readable, thereby supporting the overall search experience.
Despite its limitations, structured data remains a valuable tool for website owners. It can help Google identify specific content types, such as product reviews, which can enhance the way information is presented to users. However, adding non-documented forms of Schema.org structured data will not impact a site's search optimization, as Google ignores these types.
Mueller’s statements are not new, but they highlight a recurring theme in discussions about structured data and SEO. He noted that many people still mistakenly believe that optimizing for structured data will lead to improved rankings. "I know some people take the 'unlikely' & 'visible change' to mean they should optimize for it regardless - knock yourself out; others move faster," he remarked, pointing out the varying approaches among marketers.
Ultimately, the takeaway from Mueller's comments is clear: while structured data is essential for certain search features, it does not directly contribute to a site's ranking in Google Search. Marketers and website owners should focus on understanding how structured data can enhance their content's visibility through rich results rather than expecting it to serve as a ranking factor.
In conclusion, as the digital landscape continues to evolve, so too must the strategies employed by marketers. Understanding the role of structured data in the broader context of SEO is crucial for anyone looking to improve their online presence. As Mueller aptly put it, knowledge of how structured data works will not only save time but also help marketers focus their efforts more effectively.
