Google Clarifies: Structured Data Alone Won’t Improve Rankings

Google’s John Mueller addressed a query on Bluesky regarding whether structured data impacts SEO, potentially reshaping common perceptions about its role.

Think of structured data as the directions to a party and ranking factors as the invitation. While structured data ensures you know how to get there, it doesn’t guarantee entry—you still need the invite (ranking factors) to actually attend.

Schema.org Structured Data

When SEO professionals discuss structured data, they’re referring specifically to Schema.org structured data. Although various types of structured data exist, only Schema.org is relevant for SEO purposes.

Does Google Use Structured Data for Ranking?

The conversation began with someone mentioning they were implementing structured data to see if it would boost their SEO performance.

Mueller’s initial response highlighted the importance of understanding the technical aspects:

“Yes, and also no. I enjoy seeing people dive into online marketing and search engines, but brushing up on how things work technically will save time and help you focus.”

The original poster followed up with a question:

“In your experience, what benefits has it provided?”

This prompted Mueller’s clarification:

“(None of this is new, hence the meme.) Structured data won’t improve your site’s ranking. It’s utilized for enabling the search features outlined at developers.google.com/search/docs/… . Implement it if your pages align with and are suitable for any of those features.”

Structured Data Won’t Lead to Noticeable Changes in Google Search

Mueller later posted a clarification, emphasizing that structured data won’t result in noticeable changes in Google Search. When he mentions Google Search, he’s likely referring to standard organic results, not rich results.

Here’s his statement:
“It’s perfectly fine to use it for other purposes within schema.org; it won’t cause issues, but you’re unlikely to notice any visible impact on Google Search. (I know some folks interpret ‘unlikely’ and ‘visible change’ as reasons to optimize for it anyway—knock yourself out; others move faster.)”

Consistent with 2018 Guidance: No General Ranking Boost

This aligns with Mueller’s 2018 comments (from a now-deleted tweet) where he stated there’s “no generic ranking boost” from structured data.

Here’s what he said back then:
“There’s no general ranking boost for using structured data. That remains true as far as I recall. However, structured data can help clarify what a page is about, which may improve targeting and potentially ranking for the right terms. (Not new, imo.)”

What Is Unstructured Data?

In this context, unstructured data refers to a webpage containing elements like headers, navigation links, logos, related content links, advertisements, and the main content. This type of data presents a challenge for search engines, as they must sift through all this information to identify the core content.

Why Structured Data Matters

Structured data organizes information in a way that makes it easier for machines (like search algorithms) to comprehend. It categorizes content by its structured data type (e.g., review) and associated properties (e.g., author, itemReviewed, reviewRating).

This is why it’s called structured —it organizes web page content by categorizing each part of the content type (e.g., author, reviewed item, image, rating), making it simpler for Google to display it in rich results, a specific search feature.

Ultimately, structured data is just another form of content—but it’s organized content. The general principle is that anything aiding Google in understanding the content is beneficial for ranking since Google can’t rank what it doesn’t understand. This is what Mueller meant in his 2018 tweet:

“…which can make it easier to show where it’s relevant (improves targeting, maybe ranking for the right terms).”

How Google Utilizes Structured Data in Search Features

Google only employs a small portion of the available Schema.org structured data. With over 800 Schema.org structured data types, Google documents and supports roughly 30 types, providing guidelines and required properties for each.

The primary purpose of structured data for Google is to gather information in a machine-readable format, enabling the display of rich results. These rich results appear in features like recipe listings, review snippets, carousel displays, and even direct book purchases from search results.

Adding Schema.org structured data doesn’t ensure rich results for a site—it merely makes it eligible. Non-documented forms of Schema.org structured data have no impact on SEO since Google disregards all but the approximately 30 supported types.

What About Structured Data and AI Search Rankings?

It might seem perplexing that structured data doesn’t directly help a site rank better, but it’s clearer when viewed as a tool for eligibility in rich results. In the realm of AI Search, Google relies on regularly indexed website data.

Since AI Search is a search feature, it may also depend on documented structured data for related functionalities.

“Structured data is critical for modern search features.

Check the documentation for supported types.

Structured data is efficient,

…for computers easy to read,

…and very precise.”

In summary, for AI Search

Structured data supports search features, and AI Search is one such feature. Additionally, AI Search relies on the standard search index alongside Schema.org structured data.