Structured data can greatly enhance your website’s visibility and search performance. However, improper implementation can lead to significant penalties, including manual actions from Google that can drastically affect your rankings. Here, we’ll explore five common mistakes to avoid when using structured data to ensure you stay on Google’s good side.
The Reality of Structured Data Spam
Structured data spam is a genuine concern. Google even dedicates a support page specifically to this issue. Unfortunately, many structured data penalties arise from simple misunderstandings or neglecting to follow Google’s guidelines. Even without malicious intent, mistakes can be interpreted as spam, leading to manual actions against your site.
Understanding common pitfalls can help you avoid them. A review of webmaster help forums reveals several recurring mistakes. Below are five critical errors to steer clear of when implementing structured data.
1. Using Inappropriate Structured Data
Using the wrong type of structured data is a frequent mistake. For instance, applying structured data meant for a product to a service offering can lead to penalties. Even seemingly minor errors like this can trigger manual actions from Google.
Example: A publisher was penalized for misusing structured data intended for a different type of content.
2. Structured Data Must Match On-Page Content
Ensure that any structured data you use mirrors the content on your page exactly. Discrepancies, such as listing different prices in structured data than what appears on your site, can lead to penalties.
Example: A job posting site displayed a different salary range in its structured data compared to what was shown to visitors, resulting in a penalty.
3. Not Reading Developer Pages for Specific Data Types
Neglecting to read and adhere to guidelines for specific data types can result in numerous errors, leading to penalties. Taking a few minutes to review Google’s developer pages can save you from weeks of penalties.
Google provides developer pages for 20 content types, including:
- Article
- Book
- Course
- Dataset
- Employer Aggregate
- Event
- Fact Check
- Job Posting
- Local Business
- Media (restricted)
- Occupation
- Paywalled content
- Podcast
- Product
- Recipe
- Review
- Software App (beta)
- Speakable (beta)
- Top Places List (beta)
- Video
4. Ignoring Structured Data General Guidelines
In addition to guidelines for specific data types, Google has general policies for all structured data. Understanding these guidelines is crucial to avoid penalization. Remember, just because your structured data passes Google’s Structured Data Testing Tool doesn’t mean it’s compliant with Google’s guidelines.
Example: Structured data may validate but still violate Google’s policies, leading to penalties.
5. Taking Shortcuts and Engaging in Manipulative Behavior
Manipulative practices, such as using structured data for content that doesn’t exist, can attract penalties.
Example: A website used job posting structured data without having an actual job offer, misleading users and attracting a manual penalty.
Expert Insights on Common Mistakes
Casey Markee of MediaWyse highlights several common errors, such as hiding schema off the page. For example, showing aggregate reviews or star ratings that aren’t visible to users is a significant no-no. Additionally, the quality of your content plays a major role in maintaining rich snippets. Pages with lots of structured data can lose rich snippets if they accumulate too many comments, slowing down page speed.
Markee advises addressing such issues by paginating or lazy loading comments to restore rich snippets quickly.
Conclusion
To succeed with Schema.org structured data, conduct thorough research and adhere to all guidelines. Don’t let the Structured Data Testing Tool give you a false sense of security. By avoiding these five common mistakes, you’ll be well on your way to leveraging structured data effectively and maintaining your site’s ranking.
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