Google recently announced an update for its rich snippet results feature, and its effects have already started to show. The goal for this update is to improve the Reviews Rich Results for users. Google also requires a “name” property with this new update.
Recent Structured Data Updates
Here is a list of recent structured data changes and updates Google has announced:
October 16, 2019 – onward
Product – Search Console improved its error detection pipeline for Product structured data. Product items are now validated wherever they occur in a structured data tree rather than just at the top level. This may cause errors or warnings to appear on pages that were previously shown as valid.
September 26, 2019 – onward
Breadcrumb – Google fixed an error in the Breadcrumb validation (the last crumb in the chain does not require an explicit URL target). As a result, you may see a reduction in errors in your Breadcrumbs report going forward.
August 13, 2019 – onward
Product, Sitelink Searchbox, Unparsable types – Some new issues have been added to these rich result reports. The ability to report these issues is new while the issues being reported may or may not be new.
After finding out more about these updates, the first question you ask may be, “Why is Google making so many aggressive changes?” The answer to this question is that Google is always trying to rank quality content in its search engine, and structure data helps its crawler to better understand the content on the webpage.
John Mullers, the Webmaster Trends Analyst for Google, made the following statement:
“Even without the structured data leading to rich results, our systems profit by understanding the pages better when they use structured data.”
This means if you have a page that uses the correct structured data and contains relevant information, you have a better chance of ranking higher up in the SERPs.
Google is continuously making changes in their structure data guidelines to make sure the content in the top position of their search results page is high-quality and understandable.
Things to do now
If you would like to take advantage of Google’s features, you should act now! All you have to do is apply the proper schema markup tags to your webpages.
We’ve suggested a few of the essential structured data types below that you can use on your webpage to enhance your user experience and traffic.
Breadcrumb: The Breadcrumb schema markup is used to display the page’s position in the site hierarchy. Using this markup feature can make your page path more apparent to the user and create higher chances of getting clicked. Displaying the site hierarchy empowers the user to understand if the page is the right answer to their query or not.
Product: If you have a product-based website, it’s a vital element for your page to dominate your competitors. With a product markup, you can showcase your products on the search engine in rich snippets that could make the user want to click on the page and see what’s available.
Local Business Listing: Do you own a local business in your community? If so, the local business listing schema markup can be essential to you for many reasons. Using this feature can make your business more precise on search engines so it can rank better according to search engine queries.
FAQ: If you have an FAQ section on your website, the FAQ markup can make your page eligible for rich results on Google’s search engine. The FAQ contains a list of questions and answers that describe a certain topic.
Article: When you update the proper article schema markup for your articles or blog, you can make them eligible to appear in the form of a carousel on top of the search engine results page. Using this article markup on an AMP page is another plus, as it increases the chances of your webpage appearing on the carousel of stories on the search engine results page.
Sitelinks Search Box: If you have a website with a lot of pages, you can use this schema markup code to convince the user to search their queries with a small search box powered by Google. Many users type a brand name into this sitelink search box before conducting a more detailed search on the webpage. This search box enables users to search your site through the search results page.
These are only a few examples of the updates that offer quick results once you implement them correctly. You can check the structured data reference gallery from Google to practice using the structured data efficiently.
Check it here: https://developers.google.com/search/reference/overview