Google has announced it will discontinue support for certain structured data types, aiming to simplify the user experience on its Search results page with minimal impact on rankings.
Contents
Short Summary:
- Google is phasing out seven types of structured data deemed underused.
- The removal aims to streamline the Search results interface without affecting page rankings.
- Website owners are encouraged to adapt and focus on supported structured data types.
In a significant announcement that has reverberated through the SEO and web development communities, Google revealed it will be phasing out support for several structured data types that have seen little usage in recent times. As of , Google will implement this change as part of its ongoing efforts to improve the search experience for users.
This decision aligns with Google’s broader goal to simplify search results and enhance the overall user experience, indicating that many features evaluated were found to no longer provide significant value. According to a Google spokesperson, “We’re constantly working to simplify the search results page, so that it’s quick and easy to find the information and websites you’re looking for.”
Which Structured Data Types Are Being Removed?
In total, seven structured data types are being phased out:
- Book Actions
- Course Info
- Claim Review
- Estimated Salary
- Learning Video
- Special Announcement
- Vehicle Listing
This change underscores Google’s intent to focus on user-centric experiences. Although these structured data types have historically facilitated richer presentations of content in search results, they have not been widely adopted. Hence, the company feels their removal will lead to a cleaner interface, helping users find relevant information faster.
“By removing these specific structured data types, we aim to reduce the complexity of our systems and tools,” stated a Google representative. “This simplification benefits both users and developers.”
Why Is This Happening?
The shift is rooted in Google’s ongoing analysis of which features genuinely add value to users and site owners. Google’s data indicated that the aforementioned structured data types were largely underused, leading to their classification as “lesser-used features.” Notably, the update will not affect search rankings directly.
Google has made it clear: “This update won’t affect how pages are ranked. This simplification means that for some results, the specific visual enhancements powered by these lesser-used markups will no longer appear.” This statement aims to allay concerns among website owners who have implemented these structured data types in hopes of improving visibility.
Implications for Search Rankings
Despite the removal of certain structured data types, it is crucial to highlight that page rankings remain unaffected. Just as Google articulated, “Structured data can enhance the appearance of a result, but it does not directly influence the ranking algorithm.” What this means is that while the visual enhancements that might have come from these structures will vanish over time, the core visibility algorithms remain untouched.
This holds particular relevance for sectors such as education, automotive, and publishing, where data types like Course Info and Vehicle Listings have previously offered additional searchable content. As SEO professionals and website operators, it is vital to rethink strategies as these types wane in favor of features that continue to deliver genuine user value.
Adjustments Needed in Google Search Console
As Google moves forward with these changes, it will also update Google Search Console accordingly. As of , changes in the Search Console will take effect, specifically including:
- Removal of rich result reports for the specified types
- Withdrawal of support in the Rich Results Testing tool
- Elimination of appearance filters related to affected structured data types
For businesses or developers managing large-scale sites or employing bulk data exports, this transition may present a bit of a challenge. Deprecated fields are set to return a NULL value starting from , which could disrupt certain queries or dashboards relying on those metrics.
“For those managing large-scale websites, it’s critical to modify bulk queries to account for NULL values moving forward,” Google has advised developers.
Next Steps for Website Owners
Given these impending changes, website operators using any of the phased-out structured data types have a few proactive measures to consider:
- Conduct a Structured Data Audit: Utilize tools like Google’s Rich Results Test or Schema Markup Validator to pinpoint where deprecated types are being used.
- Modify or Remove Outdated Markup: Though Google will not penalize outdated markup, maintaining a clean codebase is advisable.
- Focus Resources on Supported Types: Concentrate development efforts on structured data types that are still beneficial, such as Product, FAQ, Article, and Review.
- Monitor Google Search Console: Regularly check for notifications and errors due to deprecated structured data.
- Educate Team Members: Ensure that everyone in your team is up to date about these changes to synchronize efforts.
By adopting these strategies, businesses can better navigate the new landscape of search functionalities that Google is shaping.
Future-Proofing your Structured Data Strategy
This latest development is more than just a minor adjustment—it’s a reminder that SEO is perpetually evolving. Organizations must continuously adapt their structured data practices. Here are some effective strategies to keep your structured data approach resilient:
- Stay Updated with Schema.org Standards: Implement structured data based on official standards to ensure compatibility and broader visibility.
- Utilize Validation Tools Regularly: Frequent validation checks, particularly after significant updates, can help maintain seamless functionality.
- Engage with Official Google Channels: Follow updates from the Search Central Blog for the latest on structured data changes.
- Avoid Over-Optimization: Implement structured data markup thoughtfully—only utilize those that add tangible value to your audience.
- Design for Flexibility: Anticipate future changes and ensure your systems can adapt without requiring extensive overhauls.
Conclusion
Google’s decision to deprecate structured data types like Course Info, Estimated Salary, and Claim Review is a pivotal moment that could reshape how content is represented online. While it may seem somewhat abrupt, this endeavor gives website owners and SEO professionals a chance to streamline their optimization tactics and refocus on aspects of the search that provide real value.
It’s essential to recognize this removal is not a form of punishment; it’s a move towards refinement. Rankings will stay intact, but the aesthetic elements will shift. As always, staying ahead of these changes, monitoring your structured data, and continuously enhancing your existing systems will ensure strong performance in search results.
For various businesses looking to adapt, consider leveraging Autoblogging.ai to create SEO-optimized articles that resonate with your target audience and adjust swiftly to Google’s evolving landscape. After all, adaptability in an SEO context is crucial for maintaining a competitive edge.
Do you need SEO Optimized AI Articles?
Autoblogging.ai is built by SEOs, for SEOs!
Get 30 article credits!
