If you haven’t read it yet, you can also check out my article about structured data types that your competitors probably don’t use . Of course, if you’re not using structured data, I recommend you start using it right after reading this article.
Without making the introduction too long, let's get back to the topics that are frequently seen in structured data
1. Caveats in Structured Data
If you noticed, my subheading is "warnings", I will discuss the errors later in the article. In fact, these warnings are schema codes that we can say are OK or not. When these are missing, your pages will not be visible as rich snippets in SERP. You will only not provide some features and you may not be able to present a fully compatible schema structure to Google.
You can review the “Enhancements” section in Search Console in this context. Warnings for structured data types such as product, video or FAQ that you use on your site are located here:
Schema warnings may continue to persist in these types. For example, when using the "MedicalBusiness" schema, you may not be able to specify a value such as "priceRange", which is quite normal.
When we examine another case, we can see from the job seekers database table below that the evaluations cannot be seen in the SERP because the "review" section is not marked or the highest price of the product cannot be seen by the users before entering the site because the "highPrice" is not specified:
You can fill in the warnings section as much as possible and make plans to make the schema structure perfect.
2. Structured Data Errors
When there are errors, your structured data may not appear as a rich snippet in search results. In such cases, your optimization will be incomplete and CTR may not reach the desired levels.
You can review your errors (if any) by looking at the “error” sections of the relevant schema type in Search Console.
In the example below, you can see that there are 224 errors related to the schema type, and that due to this error in the schema, the impression metric reached very low levels during the period when the error peaked. As we started to fix the errors, the impression came back to the same levels.
For example, if you see the error “Either "offers", "review", or "aggregateRating" should be specified” specific to the “product” schema, you can see that there is a technical problem in sections such as price quotes or comments.
After testing and fixing your technical issues with the rich results testing tool, you can report this to Google with the “validation” button.
3. Continuing to Use Markups That Google Doesn’t Support
In many sections, instead of JSON-LD markup, http://data-vocabulary.org markup can be used , which is often seen in both special software and CMSs such as Wordpress . Google actually started to address this issue for the first time on the breadcrumb (content maps) side in 2020. According to the latest statement, this markup type will not be supported as of January 29, 2021.
