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Google May Support Other Types of Structured Data if it’s Used by More Sites

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Google’s John Mueller has revealed that the search engine may support additional structured data types depending on how many websites are using it.

When Google thinks about what type of structured data to support next, it looks to see how many sites are actually using it.

If an unsupported structured data type is widely implemented then Google may decide to support it in search results.

Conversely, if Google sees no one is using a particular type of structured data, then it will likely not be considered any further.

This topic came up in a recent Google Webmaster Central hangout where the following question was asked:

“Is the item type ‘service’ supported by Google for reviews and ratings? The review guidelines mention services, but the supported item types doesn’t include services.”

In response, Mueller confirmed that Google’s developer site is the authority on supported item types.

The developer site is continuously updated, so if it says a structured data element is supported or not supported then that information is accurate.

With that said, site owners shouldn’t avoid using particular types of structured data just because they’re not officially supported.

If Google sees that sites are adopting an unsupported structured data type then that may influence Google’s decision to support it in the future.

You can hear the full question and answer in the video below (starting at 45:30):

“I realize we support a lot of different types of structured data, and sometimes it’s tricky to figure out which types apply to your particular case. But, in general, we try to be as explicit as possible in those guidelines with regards to what we support.

That doesn’t mean you shouldn’t use anything that we don’t support. It’s always a bit of a chicken and egg problem in that if we think about the next type of structured data that we do want to support, and we see nobody’s actually using it like that online, then perhaps we’ll try to find something else.

So if you feel like you really need to use this particular type of structured data for your specific use case, then by all means use that even if we don’t actually use it directly as a visible element in the search results.”

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BrightLocal launches ‘Local RankFlux’ Google local algorithm tracking tool

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BrightLocal has launched a new free tool called “Local RankFlux,” designed to alert marketers to changes in local search rankings across multiple industries.

Exclusively focused on the Google local algorithm, it offers tracking for 26 verticals. The ranking fluctuations of individual industries can then be compared to the overall sample.

Tracking over 14,000 keywords. Local RankFlux tracks roughly 560 keywords per industry vertical in 20 cities, according to BrightLocal’s blog post. It “plots the ranking position of each business in the top 20 search results and compares that ranking to the previous day’s position to determine the daily change.” 

Source: BrightLocal

Changes in higher SERP positions (e.g., 1 – 2) are weighted more heavily and are treated as more significant than changes in lower rankings (e.g., 19 – 20) in its scoring. “Local RankFlux then multiplies the change in position between today’s and yesterday’s rankings by the weighting to create a total daily fluctuation. This total is then converted into an average based on the number of keywords that returned meaningful results^ and a score produced for All Industries and for each individual industry.”

Scores above 6 suggest an update. BrightLocal explains that scores between 0 – 3 indicate nothing meaningful has happened – given that there are regular, even daily fluctuations going on. Scores of more than 3 but less than 6 indicate a minor change in the algorithm, according to BrightLocal, while scores of 6 to 10 suggest a local algorithm update. The spike in the chart below (industry average of 6.1) on August 8 suggests a meaningful change in the algorithm.

Local RankFlux score: legal category vs industry average

Source: BrightLocal

In early August Google made a core algorithm update. But the last time there was a significant local impact was in August of last year (and possibly in June, 2019 after another core update). In August 2018, SterlingSky’s Joy Hawkins detailed the ways in which her small business customers were impacted by that 2018 core algorithm update.

Why we should care. This free tool will be a useful way for local SEOs to reality check against broader industry benchmarks, to confirm whether there was indeed a local algorithm update. Informally, a number of local SEOs praised the tool based on early exposure.

Take a look and provide feedback on whether it aligns with your observations and experiences. And be sure not to miss SMX East’s full–day track on local SEO and location-based marketing for brands.


About The Author

Greg Sterling is a Contributing Editor at Search Engine Land. He writes about the connections between digital and offline commerce. He previously held leadership roles at LSA, The Kelsey Group and TechTV. Follow him Twitter or find him on LinkedIn.

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Google’s John Mueller on Where to Insert JSON-LD Structured Data

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In the latest instalment of the #AskGoogleWebmasters video series, Google’s John Mueller answers a common question about JSON-LD structured data.

Here is the question that was submitted:

“Is it possible to insert JSON structured data at the bottom of theinstead of the? It seems to work fine for many websites.”

In response, Mueller says “yes.” JSON-LD structured data can absolutely be inserted in either the head or body of the page. Just as the person who submitted the question assumed – it will work fine either way.

JSON-LD can also be inserted into pages using JavaScript, if that’s what happens to suit your pages better.

What’s the Difference Between JSON-LD and Other Structured Data Types?

Before answering the question, Mueller gave a brief explanation of each type of structured data and how they’re different from each other.

There are two other types of structured data in addition to JSON-LD. Here are the differences between each of them.

  • JSON-LD: A JavaScript notation embedded in a script tag in the page head or body.
  • Microdata: An open-community HTML mspecification used to nest structured data within HTML content.
  • RDFA: An HTML5 extension that supports link data through additional attributes added to existing HTML tags on the page.

Although all of these types of structured data are acceptable to use, Mueller has gone on record saying Google prefers the use of JSON-LD.



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Subdomain leasing and the giant hole in Google’s Medic update

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ConsumerAffairs provides buying guides for everything from mattresses to home warranties. But they also direct consumers on purchasing hearing aids, dentures, diabetic supplies, and even lasik surgery. Many have questioned the legitimacy of ConsumerAffairs buying guides, largely because top-rated brands often have financial relationships with the organization. ConsumerAffairs’ health content has been hit in the post-medic world, but now it seems they’ve found a way to circumvent the algorithm update by hosting slightly modified versions of their buying guides on local news websites around the country. Google “hearing aids in Phoenix” and you’ll discover just how well this strategy is working. Local ABC affiliate station ABC15 hosts all of ConsumerAffairs’ buying guides, including those in the health category, on their new “reviews” subdomain. So far, I’ve counted almost 100 of these ConsumerAffairs content mirrors. Despite cracking down on low-authority medical advice and subdomain leasing, Google seems to be missing this huge hack on their ranking algorithm.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


About The Author

Abram Bailey, AuD is a Doctor of Audiology and the founder of HearingTracker.com, the leading independent resource for informed hearing aid consumers.

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