For a long time, many SEO experts believed that adding structured data to their websites could improve their rankings on Google. The idea was simple: if you help Google understand your content better, your reward would be a higher spot on the search results page.
However, that assumption has now been debunked.Google recently confirmed that structured data doesn’t directly influence search rankings. This has led to a lot of conversation among marketers and businesses who were relying on schema markup as a shortcutto SEO success.
Still, this doesn’t mean structured data is useless. In fact, it plays an important role in how your content is presented online—and that matters just as much in today’s competitive digital world.
Let’s dive into why this update is important, what it really means, and how you should be using structured data moving forward.
What is Structured Data?
Structured data is code that you add to your website to help search engines better understand what your content is about. It follows a standard format, often JSON-LD, and can highlight things like product reviews, business hours, event dates, recipe ingredients, and more.
When search engines like Google read this data, they can use it to create rich results—or enhanced listings—that look more appealing in search.
If you’ve ever seen a search result with star ratings, FAQs, or price tags displayed, that’s structured data at work.
Why People Thought It Helped Rankings
The assumption that structured data helped rankings made sense. If Google could better understand your page, wouldn’t that lead to improved visibility?
Many website owners, even those working with a search engine optimization company in Winnipeg, believed structured data was one of the hidden ranking factors. After all, better communication with Google should mean better results, right?
But according to Google’s recent statement, that’s not how it works.
Google Clears It Up
Google made it clear: structured data helps enhance the appearance of your listing in search, but it does not have any direct effect on where you appear in the rankings.
In simple terms, structured data makes your site look better in search results, not rank better.
This clarification means that while structured data can improve your click-through rate (CTR) by making your listing more appealing, it won’t move your site higher on the page just because it’s there.
Why You Should Still Use It
Even though it doesn’t impact rankings, structured data is still worth using. It can:
- Make your listings stand out
- Provide quick answers for users
- Improve the visibility of important details
- Help voice search and AI tools understand your content
When used right, it enhances the user experience and can bring more traffic to your site, even if it’s not moving your rank on its own.
Most Popular Types of Structured Data and How to Use Them
There are many types of structured data, each serving a specific purpose. Here are the most common ones and how you can use them:
1. Article Schema
Use this for blog posts or news articles. It helps search engines identify the author, publish date, and content type.
2. Product Schema
Ideal for online stores. It displays price, availability, and customer reviews in search listings.
3. Local Business Schema
Perfect for service-based businesses. It shows your name, address, phone number, and hours of operation directly in search results.
4. FAQ Schema
Great for answering common customer questions. Google may show the Q&A directly under your listing.
5. Event Schema
Useful for promoting events like webinars or concerts. It includes date, location, and ticket information.
6. Recipe Schema
For food blogs and recipe sites, it highlights ingredients, cooking time, and calorie information.
How to Implement Structured Data: Step-by-Step
Here’s how to properly add structured data to your website:
Step 1: Choose the Right Schema
Decide which type of schema fits your content. If it’s a product page, go with Product schema. If it’s a blog, use Article schema.
Step 2: Generate Your Markup
Use tools like Google’s Structured Data Markup Helper or Merkle’s Schema Generator to create the code. JSON-LD is the most recommended format.
Step 3: Add the Code to Your Website
Paste the generated JSON-LD code into the <head> section of your HTML or just before the closing </body> tag. If you use a CMS like WordPress, there are plugins that can do this for you.
Step 4: Test with Google’s Rich Results Tool
Check your implementation using the Rich Results Test or Schema Markup Validator to ensure there are no errors.
Step 5: Monitor Using Google Search Console
Google Search Console will show any enhancements or errors related to structured data. Keep an eye on this to ensure everything is working properly.
Real Example: A Local Business in Winnipeg
Let’s say a plumbing service in Winnipeg wants to stand out in search results. They add Local Business schema to their website, including their address, hours, and contact information.
The next time someone searches for “plumbing service near me,” their business appears with all the important info right in the search result—address, phone number, and open hours. It doesn’t rank higher just because of the schema, but the listing looks more complete and trustworthy. This often leads to more clicks and better customer engagement.
Many businesses, especially those working with a search engine optimization company in Winnipeg, are beginning to see the benefits of focusing on these visual enhancements, even if they don’t lead to ranking changes.
What This Means for Your SEO Strategy
So, how should you adjust your SEO strategy now that Google has clarified structured data’s role?
Focus on structured data for what it’s meant to do—enhance how your content appears. Use it as a support tool, not a ranking hack. Combine structured data with solid content, proper keyword use, a fast website, and strong backlinks to get real results.
If you’re unsure how to make all this work, or want expert guidance to implement structured data correctly, Techcrest Marketing is here to help. Our team works with clients across industries to make websites not only visible but also engaging and easy to understand—for both users and search engines.
Whether you’re just getting started or refining your current SEO setup, Techcrest Marketing can guide you through the technical steps and the strategy behind them. If you’d like to explore how structured data and other SEO tools can benefit your site, reach out to us anytime.
Structured data may not be the magic bullet for rankings, but when used smartly, it can make a real impact on how people interact with your brand online.
