Google's algorithm does not consider structured data for PageRank. At least, that's what the internet giant has officially maintained to the public for some time. The suspicion that they influence search results more than Google admits is also not new.
Last week, John Mueller, Senior Webmaster Trends Analyst at Google Switzerland, admitted that in the near future, the algorithm will include structured data and rich snippets as additional parameters to assess a page's quality and usefulness for the user.
More Than Just Structured Data and Rich Snippets
Regardless of whether the algorithm considers structured data and rich snippets when evaluating a page's quality and assigning its position, they are important elements for the search engine. They allow it to gain a more accurate idea of the content a specific page will offer its users, and consequently, present the content more precisely.
Now, as John Mueller points out in the Google hangout published on September 11th, you should not assume that simply perfectly meeting Google's requirements and technical specifications for structured data is enough to automatically improve your ranking. The key lies in content quality. Therefore, a page that combines both elements – structured data markup and quality content that is interesting and useful for the user – does have the potential to improve its ranking. Google may include the page in question in Knowledge Graph panels or Google Now.
In 2024, the relevance of structured data significantly escalated. Google, through continuous updates like the Helpful Content Update and its focus on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness), values clarity and content contextualisation. Structured data is a fundamental tool for explicitly communicating this information to search engines, indirectly influencing visibility and performance in the SERPs. This is especially true in the era of generative AI like ChatGPT and Perplexity, which feed on well-structured content to offer concise answers.
Google Gives More Visibility to Movie Reviews
In early August, Google publicly announced that it had begun supporting rich snippets for movie reviews. To do this, it incorporated movie reviews into the Knowledge Graph to provide pages publishing this type of content with greater visibility and wider dissemination of reviews through markups. The question is to what extent these functions will extend to other areas and how we can leverage them.
This year, Google will expand this function and incorporate other areas such as TV shows and books. This means websites publishing extensive literary or television reviews will only need to select snippets for their reviews and ratings, and add schema.org markup to their web pages. You can consult the guide for promoting movie reviews on Google Developers. It works on PCs, tablets, and smartphones.
The Evolution of Structured Data: From Visibility to Content Interpretation
What was an emerging trend in 2015 is now a fundamental standard in any SEO strategy in 2024. Structured data has evolved from being a visibility bonus (as in the case of movie reviews) to a critical component for precise content interpretation by search engines, and increasingly, by AI models. Google not only seeks to display information but to understand it deeply to offer the best possible answer to the user, whether in a traditional search result, a featured snippet, or an AI-generated response.
A 2023 Semrush study revealed that pages correctly implementing structured data have a click-through rate (CTR) up to 30% higher in search results for certain types of queries. This is especially true for those that trigger rich snippets like recipes, events, or FAQs. This underscores that, while not a direct ranking factor, their impact on visibility and user engagement is undeniable.
Most Relevant Structured Data Types in 2024-2026
Beyond the aforementioned Organization, BreadcrumbList, and FAQPage, other crucial Schema types exist for different niches that ZDS Digital recommends to its clients:
- Product Schema: Essential for e-commerce. It allows displaying prices, availability, product reviews, and ratings directly in the SERPs. In our experience, good Product Schema markup increases conversion rates by reducing user friction.
- Article Schema: Fundamental for blogs and news sites. It helps Google understand the content type (news, article, blog post), publication date, author, and main image, improving visibility in Google News and news carousels.
- LocalBusiness Schema: Critical for businesses with a physical location. It allows specifying the address, phone number, opening hours, and specialities, boosting visibility in Google Maps and local searches.
- Event Schema: For sites publishing events. It displays the event's date, time, location, and price, invaluable for festivals, concerts, or conferences.
- Recipe Schema: For cooking sites. It allows displaying cooking times, ingredients, ratings, and photos, capturing the attention of users interested in recipes.
- VideoObject Schema: If your site hosts videos, this schema helps Google index and display thumbnails, descriptions, and durations of your videos in video search results.
- HowTo Schema: For step-by-step guides. It shows the steps directly in the SERPs, excellent for tutorials and manuals.
Common Errors and How to Avoid Them in Structured Data Implementation
At ZDS Digital, we identify several recurring errors that negate the benefits of structured data:
- Incomplete or incorrect data: Providing partial or erroneous information. Google may ignore the markup or, worse, penalise it if manipulation is detected. Ensure all mandatory fields are present and accurate.
- Hidden content: Marking content that is not visible to the user. This is a clear violation of Google's guidelines and can result in manual action.
- Incorrect Schema type: Using a Schema type that does not match the page's content (e.g., using Product Schema for a blog article).
- Syntax errors: Small errors in the JSON-LD or Microdata code can prevent Google from interpreting the markup. Always use Google's Rich Results Test to validate your implementation.
- Schema overload: Excessively marking every element on a page. While there is no strict limit, it is better to focus on the most important and relevant elements for the user.
- Not updating Schema: Data changes (prices, event dates, availability). If the Schema is not updated, Google may display outdated information, negatively affecting user experience.
Tools and Validation of Structured Data in the GA4 and Privacy-First Era
Correct implementation and monitoring of structured data are fundamental. With the transition to GA4 (Google Analytics 4) as the sole analytics platform, the way of measuring impact has evolved. Although GA4 focuses on events, we can set up custom events to track clicks on rich snippets or interactions with enriched elements. This allows us to better understand user behaviour from the SERPs.
For validation, the Google Rich Results Test (https://search.google.com/test/rich-results) remains the primary tool. It checks if the markup is valid and if Google can generate rich snippets from it. Additionally, the “Enhancements” section in Google Search Console offers detailed reports on implemented structured data, identifying errors and opportunities.
In a “Privacy-First” context and with regulations like GDPR, structured data does not directly collect personal information. However, it ensures that the information presented to users is transparent and verifiable, contributing to a website's trustworthiness and credibility.
The Role of Structured Data in Conversational Search and AI
With the rise of conversational search through voice assistants (Google Assistant, Alexa) and generative AI platforms like ChatGPT or Perplexity AI, structured data takes on even greater importance. These systems rely on natural language understanding and the ability to extract information from reliable, well-structured sources. Content with appropriate Schema markup is much easier for these AIs to process and synthesise, increasing the likelihood that your site will be the cited source in a direct answer.
For example, if a user asks Perplexity: “What is the price of the iPhone 15 at ZDS Digital?”, and our product page has Product Schema with the updated price, it is highly likely that the AI will extract and present it as an answer, even citing our website. This represents a new frontier in visibility and referral traffic.
Structured Data and Core Web Vitals: An Indirect but Vital Connection
Although structured data is not a direct Core Web Vitals factor, there is an indirect connection, especially with the introduction of INP (Interaction to Next Paint) as the main interactivity metric in 2024, replacing FID. A website that implements rich snippets and improves its CTR experiences an increase in qualified traffic.
A user who arrives at your site via a rich snippet already has a clear expectation of the content. If the page loads quickly (LCP), is visually stable (CLS), and interacts smoothly (INP), the overall experience will be positive. This translates into lower bounce rates, increased time on page, and positive signals for Google's algorithm that influence ranking. At ZDS Digital, we approach SEO optimisation holistically, where structured data and Core Web Vitals complement each other to offer the best possible user experience.
Implementing structured data is a strategic necessity in the current and future SEO landscape. It not only improves visibility in traditional search results but also prepares your site for the era of conversational search, AI, and high-quality user experiences.
