Content SEO – Google Updates Structured Data

Did you ever watch Scooby-Doo as a kid and enjoy helping the Mystery, Inc. gang solve mysteries? Perhaps your love of gathering clues and solving mysteries carried over to adulthood in the form of mystery-solving subscription boxes, podcasts or documentaries.

Have you considered being on the opposite side of solving mysteries, where you plant the clues rather than gather them? You can do this by using structured data to provide details that help Google understand the content of your web pages.

What is structured data?

Structured data is a standardized format for providing details about a page and categorizing its content. For instance, if you post a recipe on a page, you would include the ingredients, cooking time and temperature, calories and other relevant information.

Adding structured data to your pages supports search results that engage users and encourage them to interact with your site. These rich results are visually enhanced to show users they’ll get more details from your page than from another page. The more click-throughs and longer site interactions you have, the greater your conversions.

How was Google’s Article structured data changed?

Google updated the documentation for the structured data that supports the schema types Article, NewsArticle and BlogPosting. The new guidelines align the headline property with guidance on title elements and title links.

Article is one of the most commonly used types of structured data. Article and variants NewsArticle and BlogPosting support the structure of web page information. Properly using structured data can make the page eligible for a rich result.

How did Google change its Headline structured data property?

An article’s headline is the title. The headline typically is copied as the title element on the metadata area.

Google previously limited the number of characters that could appear in a headline to 110. However, the update includes no restriction on these characters.

The guidelines still suggest keeping the title concise. Long titles may be truncated on certain devices.

These updated guidelines align with Google’s best practices for title elements and links. The title link guidelines advise writing descriptive, concise text for title elements.

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