Structured Data Guidelines
Structured data can earn rich results, but only if it follows Google’s rules. This guide turns Google’s general guidelines into a plain checklist: formats, placement, what you may and may not mark up, the quality principles, what a manual action means, and how to test and fix problems.
- Allowed formats
- Quality rules
- Manual action facts
- Test and fix
format JSON-LD preferred visible mark up what users see accurate no misleading values relevant right type for the page complete required fields present
Google recommends JSON-LD (it also accepts Microdata and RDFa). Do not block marked-up pages from Google. Put markup on the page it describes and on every duplicate of that page. Mark up only content visible to users. Keep it accurate, honest, relevant, complete and specific. Breaking the rules can lead to a manual action, which removes rich result eligibility but does not affect web ranking. Even valid markup carries no guarantee of a rich result.
Why the guidelines matter
Google publishes feature-specific rules (for articles, products, events and so on) and a set of general rules that apply to all structured data. If you follow only the feature page and ignore the general rules, you can still be penalised. These are the rules every markup block should pass.
Eligible for rich results
Correct markup makes a page eligible, never guaranteed.
Markup can be ignored
A manual action removes eligibility for rich results on affected pages.
Start with the schema markup guide if the terms are new.
Choose a format
| Format | Where it lives | Google’s view |
|---|---|---|
| JSON-LD | A script block, separate from visible HTML | Recommended |
| Microdata | Attributes inside the visible HTML | Accepted |
| RDFa | Attributes inside the visible HTML | Accepted |
JSON-LD is easier to maintain because it does not touch your page layout. Pick one format per feature and stay consistent.
Technical guidelines
- Do not block the page. If robots.txt, noindex or a login hides the page, Google cannot read the markup.
- Put markup on the page it describes. Data about one product belongs on that product’s page, not on an unrelated one.
- Duplicates carry markup too. If the same content exists on several URLs, each should have the markup, even when you use canonical tags. See canonical tags.
- Use the right syntax. A missing comma or quote breaks the block. Test with the Rich Results Test.
- Keep content crawlable. Images and URLs referenced must be accessible to Google.
Quality guidelines
| Principle | What it means | Example |
|---|---|---|
| Accuracy | Values match reality and the page | Real price, real date |
| Honesty | No misleading or spammy markup | No fake ratings |
| Relevance | The type fits the page’s main content | Recipe markup on a recipe |
| Completeness | Include required properties, add recommended where true | Name, address on a business |
| Specificity | Use the most specific type available | Restaurant, not Thing |
| Visibility | Mark up only what users can see | No hidden text markup |
Quick do and don’t
Do
- Describe visible content
- Use JSON-LD
- Keep data current
- Test before and after launch
Don’t
- Mark up hidden content
- Invent reviews or ratings
- Mark up irrelevant content
- Use the markup to describe other pages
Two examples help. If a page does not display a price, do not put a price in the markup. If a business is not run by the author, do not mark the author as its owner. Both are my own illustrations of Google’s visibility and honesty rules.
What a manual action means
If a human reviewer at Google finds markup that violates the guidelines, it can issue a manual action for spammy structured data. Google says a manual action removes the page’s eligibility for rich results; it does not affect how the page ranks in normal web results.
Read the manual actions report guide and Google spam policies for the process.
Audit your markup step by step
List every markup type you use
Check key templates: home, post, page, category and product pages. View the source and search for ld+json.
Match markup to the page
For each value, find where it appears on the page. If a user cannot see it, ask why it is in the markup.
Watch Search Console
Check enhancement and Unparsable structured data reports, and the manual actions report.
Re-audit after changes
Theme or plugin updates can change output. Repeat the audit quarterly (my own suggestion).
Notes for WordPress sites
- Know who outputs markup. Theme, SEO plugin and page builder may all add it. Duplicates cause conflicts. See Yoast SEO settings.
- Do not hide text just for markup. Content in markup should be on the page.
- Review plugins. Rating plugins can output review markup; make sure it follows the rules for your feature.
- After updates, retest key pages.
Troubleshooting
| Symptom | Likely cause (my own diagnosis) | Fix |
|---|---|---|
| Valid test, no rich result | Google chose not to show it | Improve content, be patient; no guarantee |
| Unparsable structured data | Syntax error | Fix commas, quotes, brackets |
| Manual action received | Markup breaks guidelines | Correct it and request review |
| Duplicate entities | Two sources of markup | Disable one |
| Markup on blocked page | robots.txt or noindex | Allow access |
Checklist
Format
- JSON-LD used
- Valid syntax
- One source of markup
- Right page for each type
Content
- All values visible on page
- Facts accurate
- No fake reviews
- Specific type chosen
Access
- Page not blocked
- Images crawlable
- Duplicates also marked up
- Canonical set correctly
Monitor
- Rich Results Test clean
- Search Console reports checked
- Manual actions checked
- Re-audit after updates
What Google’s page does not say
Google’s general guidelines do not say how long a manual action lasts or give a full reconsideration walkthrough on that page. They do not promise a rich result for valid markup, and they do not say that structured data is a ranking factor. Treat any claim of a fixed benefit as outside the documentation.
Key terms
- Rich result
- An enhanced search listing powered by structured data.
- Manual action
- A penalty applied by a Google reviewer.
- Microdata
- Markup written as attributes in visible HTML.
- Entity
- A thing described in markup, such as a business or article.
Common mistakes
Marking up hidden content
Users cannot see it.
Fake ratings
A route to a manual action.
Wrong type for the page
Irrelevant markup is penalised.
Blocking the page
Google cannot read it.
Only marking up the canonical
Duplicates also need markup.
Expecting guaranteed rich results
Google does not promise them.
Related guides
Structured data guideline questions
Which format does Google recommend?
JSON-LD. Microdata and RDFa are also accepted.
Can I mark up content users cannot see?
No. Google asks you to mark up only visible content.
Does a manual action hurt my rankings?
Google says it removes rich result eligibility but does not affect web ranking.
Does valid markup guarantee a rich result?
No. Google gives no guarantee.
Should duplicates have markup?
Yes, every duplicate of a marked-up page should carry the markup.
Can I block a page that has markup?
Not if you want Google to use it. Blocked pages cannot be read.
How do I find markup problems?
Use the Rich Results Test and Search Console reports.
Is structured data a ranking factor?
Google’s guidelines do not present it as one; it enables rich result eligibility.
- Google Search Central: General structured data guidelines
- Google Search Central: Intro to structured data
Formats, technical and quality guidelines and the manual action note come from those pages. The audit routine, WordPress notes, troubleshooting table and checklists are my own.