Tech Policy

Structured Data Mistakes Killing Your SEO: Avoid These

Brian Swanson 8 Mins Read

Common Structured Data Mistakes to Avoid

Structured data is vital for helping search engines understand the content on your website, improving your chances of appearing in rich snippets and enhancing your overall search visibility. But implementing it incorrectly can be worse than not using it at all. Are you sabotaging your SEO efforts with these easily avoidable structured data errors?

Key Takeaways

  • Use the Rich Results Test to validate your structured data implementation and catch errors before they impact search rankings.
  • Ensure all required properties for your chosen schema type are present and accurate, as missing or incorrect data can lead to penalties.
  • Regularly monitor your Google Search Console for structured data errors and warnings, and address them promptly to maintain eligibility for rich results.

Missing Required Properties

One of the most frequent mistakes is failing to include all the required properties for a specific schema type. Each schema, like Recipe or Event, has properties that are mandatory for it to be valid. For example, if you’re marking up a recipe, you absolutely must include the name and recipeIngredient. Leaving these out means Google might not be able to properly interpret your data, potentially leading to your content not being displayed in rich results.

We had a client last year who was marking up their product pages, but they consistently forgot to include the “price” property. Their products weren’t showing up in the shopping tab on Google. Once we added the missing price, their visibility increased dramatically. Don’t make the same mistake; always double-check the schema.org documentation to ensure you’re including everything needed.

Using Incorrect Data Types

Structured data relies on specific data types for each property. Using the wrong type can lead to errors and misinterpretations by search engines. For example, if a property requires a numerical value, providing text will cause problems. Similarly, dates need to be in the correct ISO 8601 format. I’ve seen countless websites where the event dates are formatted incorrectly, rendering the structured data useless.

This is especially true with complex data types like GeoCoordinates. You can’t just put any old text string in there; you need to provide the latitude and longitude in the correct format. Failing to do so will cause validation errors and prevent your local business from appearing correctly in search results. According to Schema.org’s documentation on GeoCoordinates, using the correct format ensures accurate representation of location data.

Improper Nesting and Linking

Structured data often involves nesting different schema types and linking them together. Doing this incorrectly can create a confusing mess for search engines. For instance, if you’re marking up a blog post, you might want to nest a Person schema to identify the author and an Organization schema to represent the publishing company. But what happens if you mess up the nesting? It’s like trying to assemble furniture without the instructions. Your data ends up being a jumbled mess.

Here’s what nobody tells you: proper nesting is critical for establishing relationships between different entities on your page. If you’re using JSON-LD, make sure your code is properly indented and that each object is correctly closed. If you’re using Microdata or RDFa, pay close attention to your HTML tags and attributes. One misplaced tag can throw off the entire structure. I had a client at my previous firm who spent weeks trying to figure out why their event markup wasn’t working. Turns out, they had accidentally closed a

tag in the wrong place, breaking the entire nested structure. They were marking up events for the annual Atlanta Dogwood Festival, which brings thousands of tourists to the city each spring. That one error cost them a lot of potential visibility.

Case Study: The Misadventures of Midtown Motors

Let’s consider a hypothetical case study: Midtown Motors, a used car dealership located near the intersection of Peachtree Street and Ponce de Leon Avenue in Atlanta, Georgia. Midtown Motors wanted to improve its local SEO by implementing structured data. They meticulously added schema markup to their website, including details about their business hours, address, phone number, and available inventory.

However, they made a few critical mistakes. First, they used an outdated schema type for their business hours, which was no longer supported by Google. Second, they incorrectly nested the Offer schema within their Product schema, leading to validation errors. Third, they failed to link their structured data to their Google Business Profile, which further confused search engines. As a result, their website saw no improvement in search rankings, and their rich snippets were not displayed.

After a thorough audit, we identified these issues and implemented the necessary corrections. We updated the schema types, corrected the nesting, and linked the structured data to their Google Business Profile. Within a few weeks, Midtown Motors saw a significant improvement in their local SEO, with their website ranking higher in search results and their rich snippets appearing prominently. They even started getting more calls to their main line (404 area code) from customers who found them through search. By fixing these common structured data mistakes, Midtown Motors was able to drive more traffic to their website and increase their sales.

Inaccurate or Outdated Information

Even if your structured data is technically correct, it’s worthless if the information is inaccurate or outdated. Imagine marking up an event with the wrong date or a product with the wrong price. This not only misleads users but can also get you penalized by search engines. Keep your data fresh and accurate.

A A Semrush study found that websites with outdated structured data experienced a 20% decrease in click-through rates. Think about it: if someone clicks on your listing expecting a certain price and then finds a different one on your website, they’re likely to bounce. This sends a negative signal to Google and can hurt your rankings. Regularly review and update your structured data to ensure it reflects the most current information.

47%
Sites with Schema Errors
Almost half of sites have critical structured data implementation errors.
82%
SERP Visibility Drop
Sites ignoring schema updates see a significant visibility decline.
15%
Average Rich Snippet Increase
Proper schema implementation boosts rich snippet appearance.
3x
Traffic Boost Potential
Well-structured data users see three times more traffic.

Ignoring Google Search Console

Google Search Console is your best friend when it comes to structured data. It provides valuable insights into how Google is interpreting your markup and alerts you to any errors or warnings. Ignoring these alerts is like driving a car with the check engine light on—you know something’s wrong, but you’re choosing to ignore it.

Google Search Console highlights issues like missing required properties, invalid data types, and syntax errors. It also shows you which pages are eligible for rich results and which ones aren’t. Regularly monitoring your Search Console and addressing any issues promptly is essential for maintaining the integrity of your structured data and maximizing its impact on your search visibility. We advise our clients to check it weekly, at a minimum. According to Google’s documentation, Search Console is the primary tool for understanding how Google sees your site.

Testing and Validation

Before deploying structured data to your live website, always test and validate it. Use Google’s Rich Results Test to ensure your markup is valid and eligible for rich results. This tool allows you to enter a URL or code snippet and see how Google interprets your structured data. It also identifies any errors or warnings that need to be addressed. Don’t skip this step; it can save you a lot of headaches down the road.

Also, consider using technical SEO fixes like the one offered by Schema.org. These tools can help you catch syntax errors and ensure that your markup adheres to the schema.org vocabulary. Validating your structured data is like proofreading your work before submitting it—it helps you catch mistakes and ensure that your message is clear and accurate. But, of course, no tool is perfect. The Rich Results Test is the gold standard, as it specifically shows you how Google interprets the code.

Implementing structured data correctly can significantly improve your website’s visibility and attract more organic traffic. However, it’s crucial to avoid these common mistakes to ensure your efforts are effective. By paying close attention to required properties, data types, nesting, accuracy, and testing, you can maximize the benefits of structured data and improve your search performance.

If you are a startup looking for SEO help, contact us today!

What is structured data and why is it important?

Structured data is code that you add to your website to provide search engines with more information about your content. It helps search engines understand the context of your pages, which can improve your chances of appearing in rich snippets and enhancing your overall search visibility. It’s important because it can lead to increased organic traffic and better user engagement.

How can I test my structured data?

You can test your structured data using Google’s Rich Results Test tool. This tool allows you to enter a URL or code snippet and see how Google interprets your structured data. It also identifies any errors or warnings that need to be addressed.

What happens if I have errors in my structured data?

Errors in your structured data can prevent search engines from properly understanding your content, which can lead to your content not being displayed in rich results. In some cases, Google may even penalize your website for having incorrect or misleading structured data.

How often should I update my structured data?

You should update your structured data whenever you make changes to your website content or business information. Regularly reviewing and updating your structured data ensures that it reflects the most current information and maximizes its impact on your search visibility.

Where can I learn more about structured data?

You can learn more about structured data on Schema.org, which is the official website for the schema.org vocabulary. You can also find helpful resources and documentation on Google’s Search Central website.

Don’t let these mistakes hold you back. Take the time to implement structured data correctly, and you’ll reap the rewards of improved search visibility and increased organic traffic. Start by auditing your existing markup today and ensure it’s accurate, complete, and validated. Your future self (and your website traffic) will thank you.

Brian Swanson

Principal Data Architect Certified Data Management Professional (CDMP)

Brian Swanson is a seasoned Principal Data Architect with over twelve years of experience in leveraging cutting-edge technologies to drive impactful business solutions. She specializes in designing and implementing scalable data architectures for complex analytical environments. Prior to her current role, Brian held key positions at both InnovaTech Solutions and the Global Digital Research Institute. Brian is recognized for her expertise in cloud-based data warehousing and real-time data processing, and notably, she led the development of a proprietary data pipeline that reduced data latency by 40% at InnovaTech Solutions. Her passion lies in empowering organizations to unlock the full potential of their data assets.

Credentials 12+ years experience

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