Knowledge base v2.13.0 · Community edition · data through 2 October 2026
Topic · Structured data and media
Google accepts JSON-LD, microdata and RDFa and interprets them identically downstream; it recommends JSON-LD because a single block leads to fewer mistakes, and said microdata can save payload by not duplicating page content (not in Google's docs). Pick from the Search gallery only the types relevant to the page that Google actually consumes, since Google uses subsets of schema.org and very generic types say little; extra markup is never penalised, but describing every semantic detail is probably not worth the effort. Test a few pages in the Rich Results Test before templating, check that CMS plug-ins emit good markup and that several plug-ins do not emit the same type (one of the most common problems, not in Google's docs), and use unique identifiers such as an organisation's homepage URL; irrelevant markup can be filtered or, in egregious cases, earn a manual action that removes rich result eligibility without affecting web ranking. Google announced, with no date and not yet in its docs, downloadable SHACL validation rules for each feature guide so markup can be checked in a site's publishing pipeline before release; they will arrive gradually and will not replace Search Console reports. Google's documentation also recommends the same structured data on all duplicates of a page, not only the canonical, and says AI-generated markup must be fact-checked and validated before publishing. Day 3 showed worked examples: Google's Article slide reproduced the NewsArticle JSON-LD example from its documentation (headline, three image ratios, datePublished and dateModified with time zone offsets, Person authors with name and url), Article markup is highly recommended but not required for Top Stories, and WebSite markup on the home page lets a site indicate its preferred site name. Basic Product markup separates product data from offer data, and an offer can reference shipping and return policies defined once under Organization through @id, as Google's merchant listing documentation recommends. Google Shopping showed product Q&A marked up as Question items linked through subjectOf, at the cost of bigger markup, and Google said it usually picks up structured data changes within hours to one or two weeks (both said at the event, not in Google's docs). Day 1's lightning talks, captured by a second recording, showed an automated variant: a script that runs pages through the Rich Results Test, using its URL mode for public pages and its code mode, with the page's HTML pasted in, for pages Google cannot fetch (best reading of a largely unintelligible recording; Google's help documents both modes and says resources behind a firewall or password are not available to a URL test), and an LLM fix loop that gives a large model the markup, the reported errors and Google's documentation, rewrites the JSON-LD and retests, at most three times; the demo treated warnings as non-critical, matching Search Console Help, which separates critical issues that make an item invalid from non-critical ones. The problems reported on the demo's test page included an empty name, a breadcrumb problem and a price of zero (best readings of the recordings), and Google's merchant listing documentation lists the product name as required and requires a price greater than zero for merchant listing experiences. A second recording of Day 2 confirmed that a full ISO 8601 date in markup helps where Google might not detect a visible date's local time zone, as for event extraction. Author’s view: a fix loop that stops when Google's test passes proves only that the markup is valid, not that its values are true, so fact-check AI-generated markup as well.
Things in this topic 13
Counts are claims that name the thing. All things
What to do
A community demo showed a script that opens Chrome with a saved session, pastes a URL into Google's Rich Results Test, waits about 15 seconds, then screenshots and saves the result and retries on failure (the demo's recording is largely unintelligible; the tool name is a best reading).
Speaker not identifiedIn Day 1, 13:10 · Lightning session A: Automation and AIEvidence transcript
In a community demo, a fix loop gave a large LLM (Claude Opus) the current markup, the errors Google's test reported and Google's documentation, had it write new JSON-LD and re-ran the test, with at most three attempts; the demo's page passed on the second.
Speaker not identifiedIn Day 1, 13:10 · Lightning session A: Automation and AIEvidence transcript
A community demo treated warnings in Google's structured-data test as not critical, in an example result of 22 items with two errors and two warnings.
Speaker not identifiedIn Day 1, 13:10 · Lightning session A: Automation and AIEvidence transcript
Used byrequirement DEV-SDA-11
A community demo's script used both input modes of Google's Rich Results Test: the URL mode for public pages, which Google fetches itself, and the code mode, into which the script pasted the page's HTML, for private pages and pages Google cannot fetch (best reading of a largely unintelligible recording; the second kind of page was heard as 'dead', possibly 'dev').
Speaker not identifiedIn Day 1, 13:10 · Lightning session A: Automation and AIEvidence transcript
Used byrequirement DEV-SDA-11
In a community demo, the structured-data problems Google's Rich Results Test reported on the test page included an empty name, a breadcrumb problem and a price of zero, with errors shown in pink and warnings in orange (best readings of a largely unintelligible recording; each item is heard in only one of the two recordings).
Speaker not identifiedIn Day 1, 13:10 · Lightning session A: Automation and AIEvidence transcript
Used byrequirement DEV-SDA-08
Search Console Help separates critical issues, which make a structured-data item invalid and stop it from appearing as a rich result, from non-critical issues, listed under 'Improve item appearance'; the Rich Results Test reports valid items that have warnings.
Publisher Google Search Console HelpAnnotates Day 1, 13:10 · Lightning session A: Automation and AI
Used byrequirement DEV-SDA-11
Google's Rich Results Test help says the tool tests either a page's full URL or a pasted code snippet (Code instead of URL); all page resources must be reachable by an anonymous user on the internet, so resources behind a firewall or a password are not available to the test unless exposed, for example through a tunnel.
Publisher Google Search Console HelpAnnotates Day 1, 13:10 · Lightning session A: Automation and AI
Used byrequirement DEV-SDA-11glossary term Rich Results Test
Google's merchant listing documentation lists the product name as a required property and, unlike product snippets, requires a price greater than zero for merchant listing experiences.
Publisher Google Search CentralAnnotates Day 1, 13:10 · Lightning session A: Automation and AI
Used byrequirement DEV-SDA-08
Author's view: an LLM fix loop that stops when Google's test passes proves only that the JSON-LD is valid, not that its values are true; Google's generative AI content guidance asks for AI-generated structured data to be fact-checked as well as validated.
Author Ibrahim AnjroAnnotates Day 1, 13:10 · Lightning session A: Automation and AI
Google recommends using the Search gallery in its developer documentation to find the structured data features that suit a site; the gallery shows each feature and how Google uses the markup.
Speaker Ryan LeveringIn Day 2, 13:35 · What is Structured Data and why we need it on the internet.Evidence slide photo, transcript
Used byrequirement DEV-SDA-03
Google recommends testing and previewing structured data in the Rich Results Test, which shows the rich result features it detected and whether the markup is valid.
Speaker Ryan LeveringIn Day 2, 13:35 · What is Structured Data and why we need it on the internet.Evidence slide photo, transcript
Used byrequirement DEV-SDA-11glossary term Rich Results Test
Google announced server-side structured data validation as coming soon: it will publish downloadable validation rules in SHACL on each structured data feature guide, with other kinds of checks to follow.
Speaker Ryan LeveringIn Day 2, 13:35 · What is Structured Data and why we need it on the internet.Evidence slide photo, transcript
Used byrequirement DEV-SDA-12glossary term SHACL
Google's planned validation workflow has five steps: download the rules from the feature guide, generate the JSON or embedded microdata or RDFa, run the rules against the generated server-side markup as a first check, deploy and test in the Rich Results Test, and monitor ongoing performance in Search Console.
Speaker Ryan LeveringIn Day 2, 13:35 · What is Structured Data and why we need it on the internet.Evidence slide photo
Used byrequirement DEV-SDA-12
Google's example SHACL shape for Event requires a name, treats a missing description only as a warning, and accepts the image either as an ImageObject or as a URL.
Speaker Ryan LeveringIn Day 2, 13:35 · What is Structured Data and why we need it on the internet.Evidence slide photo, transcript
Markup can state a date as a full ISO 8601 value, which disambiguates a visible date whose local time zone Google might not detect correctly; this matters for event extraction and wherever the date must be exactly right.
Speaker Ryan LeveringIn Day 2, 13:35 · What is Structured Data and why we need it on the internet.Evidence transcript
Used byrequirement DEV-SDA-05
Marking something up with only a very generic schema.org type says little about it and is very hard for Google to use.
Speaker Ryan LeveringIn Day 2, 13:35 · What is Structured Data and why we need it on the internet.Evidence transcript
Used byrequirement DEV-SDA-03
Google uses schema.org as its markup vocabulary but mostly consumes only the subsets that its developer documentation declares, for the features it builds.
Speaker Ryan LeveringIn Day 2, 13:35 · What is Structured Data and why we need it on the internet.Evidence transcript
Used byrequirement DEV-SDA-03glossary term Schema.org
Google will never penalise a site just for having more structured data on its pages than Google uses; extra markup does not hurt.
“we will never penalize you for having more structured data on your pages”
Speaker Ryan LeveringIn Day 2, 13:35 · What is Structured Data and why we need it on the internet.Evidence transcript
Used byrequirement DEV-SDA-03
Describing every semantic detail of a page in markup is probably not worth the effort; focus on the structured data that Google or other consumers actually use.
Speaker Ryan LeveringIn Day 2, 13:35 · What is Structured Data and why we need it on the internet.Evidence transcript
Used byrequirement DEV-SDA-03
Google's structured data types fall roughly into two groups: broad page-level types such as breadcrumbs and article, and vertical-specific types such as recipes, events and products.
Speaker Ryan LeveringIn Day 2, 13:35 · What is Structured Data and why we need it on the internet.Evidence transcript
Pick only the structured data types that are relevant to a page instead of adding every type Google is interested in.
Speaker Ryan LeveringIn Day 2, 13:35 · What is Structured Data and why we need it on the internet.Evidence transcript
Used byrequirement DEV-SDA-03
Most sites now run on content management systems whose plug-ins generate the markup, so check that the plug-ins in your stack produce good markup, for example a calendar plug-in that outputs event markup.
Speaker Ryan LeveringIn Day 2, 13:35 · What is Structured Data and why we need it on the internet.Evidence transcript
Google accepts three structured data syntaxes, JSON-LD, microdata and RDFa, which are all valid and are extracted at the very start into the same pipelines, so they are interpreted identically downstream.
Speaker Ryan LeveringIn Day 2, 13:35 · What is Structured Data and why we need it on the internet.Evidence transcript
Used byrequirement DEV-SDA-01glossary term JSON-LD
Google recommends JSON-LD because it is one contiguous block that is easier to author, so people make fewer mistakes with it.
Speaker Ryan LeveringIn Day 2, 13:35 · What is Structured Data and why we need it on the internet.Evidence transcript
Used byrequirement DEV-SDA-01glossary term JSON-LD
Microdata has an advantage when payload size matters: embedded in the existing HTML, it avoids duplicating the page content in a separate JSON-LD block.
Speaker Ryan LeveringIn Day 2, 13:35 · What is Structured Data and why we need it on the internet.Evidence transcript
Used byrequirement DEV-SDA-01
Test structured data manually first and only then put it into the site's templates.
Speaker Ryan LeveringIn Day 2, 13:35 · What is Structured Data and why we need it on the internet.Evidence transcript
Used byrequirement DEV-SDA-11
Structured data that is not relevant to the page's content can be treated as abusive: Google's filters make it ineffective, and egregious cases can lead to a manual action.
Speaker Ryan LeveringIn Day 2, 13:35 · What is Structured Data and why we need it on the internet.Evidence transcript
Used byrequirement DEV-SDA-02
Use unique identifiers in structured data, for example the homepage URL in an organisation's url property, so Google can tell which specific entity is meant rather than reading just a name string.
Speaker Ryan LeveringIn Day 2, 13:35 · What is Structured Data and why we need it on the internet.Evidence transcript
Used byrequirements DEV-SDA-04, DEV-SDA-09
Several plug-ins emitting the same markup type is one of the most common structured data problems: the duplicates can make an event details page look like a list of events and change how Google interprets the page.
Speaker Ryan LeveringIn Day 2, 13:35 · What is Structured Data and why we need it on the internet.Evidence transcript
Used byrequirement DEV-SDA-06
The SHACL rules are meant to run inside a site's content generation, so markup is sanity-checked before it is published and does not silently regress later, a breakage site owners might otherwise discover only through a Search Console report.
Speaker Ryan LeveringIn Day 2, 13:35 · What is Structured Data and why we need it on the internet.Evidence transcript
Used byrequirement DEV-SDA-12glossary term SHACL
The SHACL rules will not replace Search Console as the canonical place for structured data reports, because some checks use Google's internal libraries and cannot be expressed in SHACL, but they will catch problems such as a missing required field.
Speaker Ryan LeveringIn Day 2, 13:35 · What is Structured Data and why we need it on the internet.Evidence transcript
Used byrequirement DEV-SDA-12
Google plans a SHACL rule set for each of its structured data feature types and will release the rule sets gradually once they have been checked.
Speaker Ryan LeveringIn Day 2, 13:35 · What is Structured Data and why we need it on the internet.Evidence transcript
Used byrequirement DEV-SDA-12
Google keeps adding structured data features and recommendations but also removes them: in the previous year (2025) it removed several features that brought little benefit and were little used.
Speaker Ryan LeveringIn Day 2, 13:35 · What is Structured Data and why we need it on the internet.Evidence transcript
Used byrequirement DEV-SDA-03
Google strongly suggests describing a video's metadata with JSON-LD structured data, on top of placing the video in an HTML element on the page.
Speaker Gary IllyesIn Day 2, 13:50 · Using images to your advantage and Engaging Search users with videosEvidence transcript
Used byrequirements DEV-VID-01, DEV-VID-03
Google's general structured data guidelines recommend placing the same structured data on all duplicate pages of the same content, not just on the canonical page.
“we recommend placing the same structured data on all page duplicates, not just on the canonical page”
Publisher Google Search CentralAnnotates Day 2, 13:30 · Finding the gold nuggets: structured data, media, and more!
Used byrequirement DEV-SDA-10
Google's guidance on generative AI content warns that AI output can contain hallucinations and says AI-generated metadata, including structured data and image alt text, should be fact-checked before publishing and the markup validated.
Publisher Google Search CentralAnnotates Day 2, 13:35 · What is Structured Data and why we need it on the internet.
Used byrequirement DEV-SDA-11
Google's structured data documentation says not to mark up content that is not visible to readers of the page, and not to add structured data about information that users cannot see even if it is accurate.
“don't add structured data about information that is not visible to the user, even if the information is accurate”
Publisher Google Search CentralAnnotates Day 2, 13:35 · What is Structured Data and why we need it on the internet.
Used byrequirement DEV-SDA-02
Google's general structured data guidelines say a structured data manual action removes a page's eligibility for rich results but does not affect how the page ranks in web search.
Publisher Google Search CentralAnnotates Day 2, 13:35 · What is Structured Data and why we need it on the internet.
Used byrequirement DEV-SDA-02
Google's Event structured data guide says to give a date without a time, such as 2019-08-15, when the start hour is not known, and to include the UTC or GMT offset whenever a time is given.
Publisher Google Search CentralAnnotates Day 2, 13:35 · What is Structured Data and why we need it on the internet.
Used byrequirement DEV-SDA-05
Because Google extracts structured data, images and videos only after deduplication, put markup and media on the URL you want as canonical and keep them identical on its duplicates; markup that exists only on a duplicate that loses canonical selection may never be extracted.
Author Ibrahim AnjroAnnotates Day 2, 13:30 · Finding the gold nuggets: structured data, media, and more!
Used byrequirement DEV-SDA-10
The 'non-visible metadata' argument is not a licence to mark up hidden content, since Google's structured data guidelines still require markup to describe what users can see; use markup for the machine-precise form of facts the page shows, such as a full ISO date with time zone for a visible event date or a homepage url for a named organisation.
Author Ibrahim AnjroAnnotates Day 2, 13:35 · What is Structured Data and why we need it on the internet.
Used byrequirements DEV-SDA-02, DEV-SDA-04, DEV-SDA-05
Do not drop markup on the assumption that AI reads the page anyway: by Google's own account LLM extraction is not precise enough for prices and nested offers and too costly to run on every page, so explicit markup remains the dependable route for those facts.
Author Ibrahim AnjroAnnotates Day 2, 13:35 · What is Structured Data and why we need it on the internet.
There is no separate markup for AI features: by Google's account the same processed markup feeds classic results and AI answers, and raw schema.org is generally not passed into model context, so invest in the types Google documents for its features rather than in extra markup written for AI.
Author Ibrahim AnjroAnnotates Day 2, 13:35 · What is Structured Data and why we need it on the internet.
Used byrequirement DEV-AIF-02
Default to JSON-LD and switch to microdata only where page weight is critical, since Google interprets all three syntaxes identically and JSON-LD is the one people get wrong least often.
Author Ibrahim AnjroAnnotates Day 2, 13:35 · What is Structured Data and why we need it on the internet.
Used byrequirement DEV-SDA-01
Audit CMS templates for duplicate markup by running one page per template through the Rich Results Test and checking whether an SEO plug-in and a theme or events plug-in emit the same type twice; 'more markup never hurts' covers relevant, non-duplicated markup only.
Author Ibrahim AnjroAnnotates Day 2, 13:35 · What is Structured Data and why we need it on the internet.
Used byrequirement DEV-SDA-06
When the SHACL rules appear, wire them into the build or CMS publishing step as an automated test, so a template change that drops a required property fails before deployment instead of surfacing weeks later in Search Console.
Author Ibrahim AnjroAnnotates Day 2, 13:35 · What is Structured Data and why we need it on the internet.
Used byrequirement DEV-SDA-12
Give each important video its own watch page where the video is the main content, add VideoObject markup and list the video in a video sitemap; a video buried in a long article lacks the dedicated watch page that Google listed as a key factor.
Author Ibrahim AnjroAnnotates Day 2, 13:50 · Using images to your advantage and Engaging Search users with videos
Used byrequirement DEV-VID-02
Google's rich results slide said Article structured data is not required to appear in Top Stories but is highly recommended for all articles.
“Not required for "Top Stories," but highly recommended for all articles.”
Wording checked against the slide or recording
Speaker Gary IllyesIn Day 3, 13:25 · How Search results are bornEvidence slide photo, transcript
Used byrequirement DEV-SDA-13
Google's Article rich results slide said structured data can be used to indicate that content is behind a paywall.
Speaker Gary IllyesIn Day 3, 13:25 · How Search results are bornEvidence slide photo
Used byrequirement DEV-SDA-13
Google's Article slide showed the NewsArticle JSON-LD example from Google's Article documentation: a block in the page head with headline, three image URLs (1x1, 4x3 and 16x9), datePublished and dateModified with time zone offsets, and an author list of Person objects with name and url.
Speaker Gary IllyesIn Day 3, 13:25 · How Search results are bornEvidence slide photo
Used byrequirement DEV-SDA-13
Google's structured data feature guide lists the kinds of structured data Google supports with a search feature and what each can do to a site's search results.
Speaker Gary IllyesIn Day 3, 13:25 · How Search results are bornEvidence transcript
Article structured data is a broad type with many properties and nested types, which Google uses to learn more about published content, such as its headline, author and publication date.
Speaker Gary IllyesIn Day 3, 13:25 · How Search results are bornEvidence transcript
Used byrequirement DEV-SDA-13
Basic product markup has two parts: product data that is the same for every merchant (name, description, brand, images) and offer data specific to one merchant's offer (URL, condition, availability, price).
Speaker Alex JansenIn Day 3, 13:40 · Shopping on Search: Beyond the blue linksEvidence transcript
In product markup, an offer's shipping and return information can point through a JSON-LD identifier (@id) to shipping and return data defined elsewhere.
Speaker Alex JansenIn Day 3, 13:40 · Shopping on Search: Beyond the blue linksEvidence transcript
Used byrequirement DEV-SDA-09
Product Q&A can be marked up in schema.org by linking Question items, each with an acceptedAnswer of type Answer, to the product through the subjectOf property, because the product is the subject of the Q&A.
Speaker Alex JansenIn Day 3, 13:40 · Shopping on Search: Beyond the blue linksEvidence transcript
Used byrequirement DEV-SHP-04
Google Shopping named the downside of adding Q&As and documentation to product markup: the page's markup becomes somewhat bigger.
Speaker Alex JansenIn Day 3, 13:40 · Shopping on Search: Beyond the blue linksEvidence transcript
Used byrequirement DEV-SHP-04
Google's Article documentation says there is no markup requirement to be eligible for Google News features like Top stories, and that Article markup can tell Google more explicitly that content is a news article, who the author is and what the title is.
Publisher Google Search CentralAnnotates Day 3, 13:25 · How Search results are born
Used byrequirement DEV-SDA-13
Google's site name documentation says site names are generated automatically from a site's home page and references to it on the web, and that a site can indicate its preferred name with WebSite structured data on its home page.
Publisher Google Search CentralAnnotates Day 3, 13:25 · How Search results are born
Used byrequirement DEV-SDA-15glossary term Site name
Google's review snippet documentation supports ratings for local businesses and organizations only on sites that capture reviews about other businesses; self-serving reviews of a site's own business are not eligible.
Publisher Google Search CentralAnnotates Day 3, 13:25 · How Search results are born
Used byrequirement DEV-SDA-14glossary term Review snippet
Google's merchant listing documentation recommends defining shipping and return policies once under Organization markup and referencing them from an Offer, even on another page, using only the @id keyword (through hasShippingService for shipping, hasMerchantReturnPolicy for returns).
Publisher Google Search CentralAnnotates Day 3, 13:40 · Shopping on Search: Beyond the blue links
Used byrequirement DEV-SDA-09
Shop developers should first keep core feed and markup values (price, availability, brand, GTIN) accurate, then add Q&As, product highlights, specs as key-value product details and related products in the Merchant Center feed, and mirror them in schema.org Product markup only as Google documents support for it.
Author Ibrahim AnjroAnnotates Day 3, 13:40 · Shopping on Search: Beyond the blue links
A community demo's script used both input modes of Google's Rich Results Test: the URL mode for public pages, which Google fetches itself, and the code mode, into which the script pasted the page's HTML, for private pages and pages Google cannot fetch (best reading of a largely unintelligible recording; the second kind of page was heard as 'dead', possibly 'dev').
A community demo showed a script that opens Chrome with a saved session, pastes a URL into Google's Rich Results Test, waits about 15 seconds, then screenshots and saves the result and retries on failure (the demo's recording is largely unintelligible; the tool name is a best reading).
In a community demo, the structured-data problems Google's Rich Results Test reported on the test page included an empty name, a breadcrumb problem and a price of zero, with errors shown in pink and warnings in orange (best readings of a largely unintelligible recording; each item is heard in only one of the two recordings).
A community demo treated warnings in Google's structured-data test as not critical, in an example result of 22 items with two errors and two warnings.
Google's Rich Results Test help says the tool tests either a page's full URL or a pasted code snippet (Code instead of URL); all page resources must be reachable by an anonymous user on the internet, so resources behind a firewall or a password are not available to the test unless exposed, for example through a tunnel.
A community demo showed a script that opens Chrome with a saved session, pastes a URL into Google's Rich Results Test, waits about 15 seconds, then screenshots and saves the result and retries on failure (the demo's recording is largely unintelligible; the tool name is a best reading).
Google's guidance on generative AI content warns that AI output can contain hallucinations and says AI-generated metadata, including structured data and image alt text, should be fact-checked before publishing and the markup validated.
In a community demo, a fix loop gave a large LLM (Claude Opus) the current markup, the errors Google's test reported and Google's documentation, had it write new JSON-LD and re-ran the test, with at most three attempts; the demo's page passed on the second.
In a community speaker's case, an LLM asked to write alt text for a product image of a veterinary anxiety medicine for cats described only what it could see, a cat and a veterinarian, and dropped the stress, anxiety and medical-treatment intent of the page.
Google's guidance on generative AI content warns that AI output can contain hallucinations and says AI-generated metadata, including structured data and image alt text, should be fact-checked before publishing and the markup validated.
A community speaker warned that articles still recommend rewriting alt text with AI, called AI a tool, and said that adopting such new AI implementations without applying existing SEO knowledge can damage ranking performance.
Google's guidance on generative AI content warns that AI output can contain hallucinations and says AI-generated metadata, including structured data and image alt text, should be fact-checked before publishing and the markup validated.
Google Shopping called rich data with light structure the AI sweet spot: a little structure that helps the AI system understand the data, not deep, highly nested, complex structures.
Describing every semantic detail of a page in markup is probably not worth the effort; focus on the structured data that Google or other consumers actually use.
In product markup, an offer's shipping and return information can point through a JSON-LD identifier (@id) to shipping and return data defined elsewhere.
Google's shopping structured data launches of the previous year (2025) added support for merchant loyalty programs and shipping policies, letting merchants define a policy at organisation level and specify details at product level.
Google may never use structured data from a site it does not trust: once it sees markup it does not trust, it does not touch it.
Structured data that is not relevant to the page's content can be treated as abusive: Google's filters make it ineffective, and egregious cases can lead to a manual action.
Hallucinations can happen with any AI model, and with current training methods there is no way to get rid of them.
Google's guidance on generative AI content warns that AI output can contain hallucinations and says AI-generated metadata, including structured data and image alt text, should be fact-checked before publishing and the markup validated.
Google's structured data feature guide lists the kinds of structured data Google supports with a search feature and what each can do to a site's search results.
Google recommends using the Search gallery in its developer documentation to find the structured data features that suit a site; the gallery shows each feature and how Google uses the markup.
Choose the specific types Google documents for its features, and skip generic or irrelevant ones
Rests on 7 claims, 7 of them in this topic
Validate markup in the Rich Results Test before it reaches templates, and monitor it after release
Rests on 8 claims, 7 of them in this topic
Wire Google's SHACL validation rules into the build once they are published
Rests on 6 claims, 6 of them in this topic
Add Article markup with headline, images, dates and authors to every article template
Rests on 5 claims, 5 of them in this topic
Write structured data as JSON-LD by default
Rests on 4 claims, 4 of them in this topic
Mark up only content that is visible on the page and relevant to it
Rests on 5 claims, 4 of them in this topic
Write dates in ISO 8601 and give every date-time a UTC offset
Rests on 5 claims, 3 of them in this topic
Declare return, shipping and loyalty policies once at organisation level
Rests on 4 claims, 3 of them in this topic
Identify entities with unique identifiers: url, @id and stable IDs
Rests on 3 claims, 2 of them in this topic
Emit each structured data entity once per page, and audit CMS plug-ins for duplicates
Rests on 2 claims, 2 of them in this topic
Mark up merchant listings completely, with validity dates for sale prices
Rests on 7 claims, 2 of them in this topic
Put the same structured data on duplicate URLs as on the canonical
Rests on 3 claims, 2 of them in this topic
Treat product Q&A and specification markup in schema.org as an extra on top of the feed
Rests on 6 claims, 2 of them in this topic
Spend no effort on llms.txt, AI text files or AI-specific markup for Google
Rests on 15 claims, 1 of them in this topic
Do not mark up self-serving review ratings of your own business
Rests on 3 claims, 1 of them in this topic
State the preferred site name with WebSite markup on the home page
Rests on 2 claims, 1 of them in this topic
Embed each video in a video, iframe, embed or object element that loads without user action
Rests on 5 claims, 1 of them in this topic
Give each important video its own watch page
Rests on 6 claims, 1 of them in this topic
Describe videos with VideoObject markup and mark key moments with Clip or SeekToAction
Rests on 3 claims, 1 of them in this topic