Google Explains Why Sites Should Combine Structured Data


Google’s Lizzi Sassman answered a query in a Google search engine optimisation Workplace hours session about whether or not it’s okay to mix completely different structured information varieties.

The reply illuminated an essential level about how Google interprets structured information and whether or not it’s higher to mix structured information or two separate them out.

Combining a number of structured information known as nesting.

What’s Nesting?

Structured information is principally about excessive stage information varieties (known as Varieties) and the attributes of these Varieties (known as Properties).

It’s sort of like with HTML the place the primary HTML constructing blocks of a webpage are known as Parts and each factor has properties that modify them which are known as “attributes.”

The HTML of a webpage begins by speaking that it’s an HTML webpage like this:


Equally, a structured information script begins by saying what the primary structured information for the webpage is.

A recipe structured information on a webpage that’s a couple of recipe seems like this:

<script sort="software/ld+json">
"@context": "",
"@sort": "Recipe",

Nesting is the addition of different structured information varieties inside the primary structured information.

So if the web page is about Critiques, then the primary structured information ought to start like this:

<script sort="software/ld+json">
"@context": "",
"@sort": "Evaluate",

However what about when the web page is a couple of recipe and it has a evaluate?

Do you create two structured information scripts?

Or do you mix the 2 structured information varieties?

Lizzi Sassman shares that there’s a proper and a unsuitable method to do it.

Is Combining Structured Knowledge Allowed?

Structured information follows a logical algorithm. As soon as the principles are discovered it’s straightforward to make sense of structured information.

This query is concerning the group of structured information and the way that impacts how Google interprets it.

That is the query that was requested:

“Is it allowed so as to add one structured information inside one other sort of construction information? For instance, including carousel structured information inside Q & A structured information.”

Lizzi Sassman answered:

“Yep. Nesting your construction information will help us perceive what the primary focus of the web page is.

For instance, when you put recipe and evaluate on the identical stage, it’s not as clear as telling us that the web page is a recipe with a nested evaluate.

Which means the first goal of the web page can be a recipe and that the evaluate is a smaller part of that.

As a tip, at all times verify the precise characteristic documentation to see if there’s any extra notes about combining varied construction information varieties.

Proper now, the one supported carousel options are course, film, recipe, and restaurant.”

Structured Knowledge Tells Google What a Web page is About

That is actually fascinating as a result of what Lizzi is saying is that the structured information helps Google perceive what a webpage is about.

However you probably have two separate structured information scripts on the identical webpage it makes it more durable for Google to grasp what the “focus” of the webpage is about.

She advises that it’s finest to mix them in order that the primary half says what the webpage is about.

So if the webpage is about recipes, the structured information ought to begin like this:

<script sort="software/ld+json">
"@context": "",
"@sort": "Recipe",

Google’s Search Central documentation about JSON-LD structured information discusses nesting:

JSON-LD* (Advisable)
A JavaScript notation embedded in a <script> tag within the <head> and <physique> parts of an HTML web page.

The markup will not be interleaved with the user-visible textual content, which makes nested information objects simpler to specific, such because the Nation of a PostalAddress of a MusicVenue of an Occasion.

Additionally, Google can learn JSON-LD information when it’s dynamically injected into the web page’s contents, resembling by JavaScript code or embedded widgets in your content material administration system.”

What the above quoted part from Google’s documentation means, in plain English, is {that a} webpage that’s a couple of musical occasion (utilizing the Occasion) structured information sort, can even embrace further information varieties for the music venue and the postal tackle.

The webpage within the above instance is about an Occasion, not the venue of the occasion.

So the JSON-LD script that comprises the Occasion structured information would start like this:

<script sort="software/ld+json">
"@context": "",
"@sort": "Occasion",

Occasion is a structured information sort:

Screenshot of webpage about Event Structured Data

And the Postal Deal with for the place the occasion takes place can also be a structured information sort:

Screenshot of the PostalAddress webpage

Talk the Focus of the Webpage

Typically it could possibly really feel just like the “O” in search engine optimisation means optimizing a webpage for higher rankings. However that’s not what search optimization is.

The “O” in search engine optimisation stands for means optimizing a webpage in order that it’s straightforward for search engines like google and yahoo to crawl and to grasp what the webpage is about.

A webpage can’t rank with out undertaking these two optimizations.

Nesting structured information matches into that paradigm of “optimization” as a result of it helps to make it clear what the main focus of the webpage is.

Take heed to the Google search engine optimisation Workplace Hours session on the 14:58 minute mark.

Featured picture by Shutterstock/Asier Romero


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