Structured data, Rich results, schema types and FAQ pages – What Google cares and Doesn’t.

Structured data, Rich results, schema types and FAQ pages – What Google cares and Doesn’t.

Structured Data

Let us bust the myth that Structured data is a ranking factor per se. Google doesn’t see it so. However, it helps the Google algorithm to easily understand what the page is about. This should result in showing your webpage by Google in relevant places and thereby enhance the search experience for the user.

Ecommerce Website & Structured Data:

If you have an Ecommerce website, then do not worry about marking the products on the category page, unless it is the primary element in the page. 

Implementing Structured data in a WordPress site:

As with anything popular in the web world, WordPress always has a plugin for the non-tech people. The same goes with structured data too. Check the WordPress plugins if you are in need.

Overdoing Structured Data:

Also, as long as you stick to the general guidelines it does not matter on the quantity of structured data that you implement. As a quick pointer, keep the markup always visible to users and representative of the main content of the page.

Structured Data Verification

The first thing to do is to inspect the URL on search console. With this, you will get the information about Google’s indexed version of that page. Another option is to check with the Rich Results Test tool. If you do not find the structured data, this means you do not have a valid markup. 

Deprecation of Structured Data Tool

Google says that as they are preparing to deprecate the Structured Data Testing Tool, they are investigating how a generic tool can be supported outside of Google. For now, the Rich Results Test supports all structured data that triggers a rich result on Google Search. Google is also on creating new experiences for more structured data types. Hence Google will be adding support for them in this test. 

Rich Results

As a basic rule, always remember that reviews must not be written or provided by the business owner. Google has its review snippets guidelines and takes all care to abide by that to avoid Manual Action.   

The disappearance of Rich Results:

There are quite a few variables that Google algorithm takes into account while showing search results. A few of them is the user’s search history, location and device type. Hence, Google algorithm understands that one feature is more appropriate or not based on the user. Hence, a previously seen result may not show now for the same user. However, keep checking the Rich Results Status report to see if there is a spike in errors or a drop in the number of valid items. If none, you are in good shape.  


As a Schema enthusiast, you may want to push almost all the schemas into your page. However, there are Schema types that are not used by Google. This means, as far as Google is considered, this doesn’t make sense. However, if you are focusing beyond Google into other search engines, it may prove useful as they may be using these.

FAQ Analytics

Frequently Asked Question (FAQ) page contains a list of questions and answers pertaining to a particular topic. With the right SEO team, this Properly can be marked up in the FAQ pages. Once done, this may be eligible to have 

  1. A rich result on Search
  2. An Action on the Google Assistant

These rich results include snippets with frequently asked questions, allowing users to expand and collapse answers to them. 

FAQ Impressions

Every time such a result appears in Search results for a user it will be counted as an impression on Search Console

FAQ Clicks:

If the user clicks to visit the website it will be counted as a click. However, clicks to expand and collapse the search result will not be counted as clicks on Search Console. Yes, it has to be so as they do not lead the user to the website. 

Where to look for FAQ Data: 

You can check impressions and clicks on your FAQ rich results using the ‘Search appearance’ tab in the Search Performance report.

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