Google's John Mueller discusses three possible reasons why the structured data on a website does not produce rich search results.
This topic will be covered in detail in the Google Search Central SEO hangout on February 26th.
Stefan Pioso, global SEO director for Amazon Music, joins the hangout to ask Müller for structured breadcrumb data.
Pioso is having trouble showing breadcrumbs in search results.
It was found that the search console is picking up the breadcrumb structured data, but it is not being rendered in the search results.
What can he do about his breadcrumbs problem?
Here's what Müller advises.
Google's John Mueller on structured data
If structured data does not produce comprehensive results in Google search, there are one of three possible explanations:
- The markup is invalid
- The specific use case does not comply with Google's guidelines
- The website has lost its extensive result rights due to a previous quality violation
Mueller admits that breadcrumbed data is unlikely to violate Google's guidelines. Google's test tools can be used to quickly determine whether the markup is valid.
Read on below
“When it comes to structured data and comprehensive results in general, we try to look at them at different levels. I don't know if that goes so much for breadcrumbs.
The first things are a valid markup from a technical point of view. It sounds like it is. You can test this with the test tool.
The second is, is it in line with our guidelines? Which is probably less of a problem for breadcrumbs. Because I don't know that breadcrumbs are breadcrumbs. It's hard to make her bad I guess. "
If everything is correct from a technical point of view and the markup in question doesn't violate Google's guidelines, then Google's quality algorithm can be a factor.
If a website previously violated Google's guidelines through improper use of structured data, the website may no longer have full permissions to results.
This is how Müller explains it:
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“The final signal is more of a general, usually site-wide, signal that is about the quality of the site as a whole. Can we trust that this structured data website that we can show in the abundant results is delivering something sensible?
And usually what happens when everything is set up correctly from a technical point of view, and we've had enough time to process it for indexing, and it still doesn't show up, then that's usually a sign that our quality algorithms are around the Generate Rich Results Generally speaking, you are not 100% satisfied with your website. I don't know if that's the case here. "
There is an easy way for website owners to determine if Google's quality algorithm is preventing large results from being shown when searching.
Do a "Site:" query for your website. If it shows large results, but doesn't show them with normal queries, it is an indication that Google is not completely satisfied with your site. Müller explains:
One way to roughly estimate whether this is the case is to do a 'Site:' query on your website and see if the large results are displayed there, but if the large results are displayed there, they are not for normal queries, this is a pretty strong signal from a quality perspective that we are not entirely satisfied with your website, or at least the structured data algorithm there.
If you don't see the large types of results in the query "site:" either, it is more a sign that for some reason we didn't get around to processing them in full. That may be something you want to double-check there. "
If all else fails, visit the Google support forums.
"What else I would do if you see this for an extended period of time – like you give it for a couple of weeks and it still doesn't show up – I would definitely post on the help forum and get input from other people there with specific." Queries you use and specific urls you look at. "
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Hear Mueller's full answer in the video below: