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Google Changes Recipe Structured Data Guidance

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Google Changes Recipe Structured Data Guidance


Google’s recipe structured data requirements have changed. The old way of structured data is no longer valid and Google requires updating the recipe structured data to the latest requirements.

Recipe Structured Data

Recipe structured data is information that publishers communicate to search engines like Google in order to help them better understand the content. Structured data also allows Google to display the content in engaging ways that call attention to the recipes called Recipe Enhancements.

Typical Recipe Enhancements are:

  • Guided Recipes
  • Recipe host carousel

Using valid structured data is important. Failure to use correct structured data could cause a site to lose eligibility for being shown in Recipe Enhancements and the subsequent loss of search engine traffic to other sites that do use the correct structured data.

Three Recipe Structured Data Properties Changed

Google’s documentation states that they removed their guidance for specifying a time range for the cookTime and prepTime properties.

The following wording is removed from the cookTime property recommendation:

“You can use min and max as child elements to specify a range of time.”

The following wording was removed from the prepTime property:

“You can use min and max as child elements to specify a range of time.”

Google now only supports exact time for both the cookTime and prepTime properties and one more that Google did not document.

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The range of time is no longer supported.

The changelog for the update states:

“Currently, the only supported method is an exact time; time ranges aren’t supported. If you’re currently specifying a time range and you’d like Google to better understand your time values for cook time and prep time, we recommend updating that value in your structured data to a single value (for example, “cookTime”: “PT30M”).”

A Third Structured Data Property Changed

Google’s changelog documentation states that only two properties have changed, the cookTime and prepTime properties.

However there is actually a third property that has also changed.

This is what the changelog states:

“Removed guidance about specifying a range for the cookTime and prepTime properties in the Recipe documentation.”

Although Google’s changelog documentation doesn’t mention it, the totalTime property has also changed.

The previous totalTime Recipe documentation states:

“You can use min and max as child elements to specify a range of time.”

Here’s a screenshot of the documentation from January 4, 2022:

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Previous totalTime Recommendation

The new documentation omits the above quoted time range recommendation altogether.

New totalTime Recommendation

New totaltime recipe structured data

So although Google’s documentation omits noting the change in the totalTime property, it’s probably prudent to take note that this property has also changed and moving forward to not include a time range for the totalTime property since Google is no longer recommending it.

Recipe Structured Data

Many recipe sites rely on plugins for their structured data. If you use a recipe structured data plugin that also uses the time range, it may be useful to update the current plugin to the most recent version to make sure that your recipe structured data is up to date.

This change in the structured data is very new, it was updated on January 18, 2022.

Citations

Google Changelog – See January 2022

Google Recipe Structured Data Page January 4, 2022

Current Google Recipe Structured Data Page

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SEO

How Data Is Reshaping The SEO & Digital Marketer’s Landscape

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How Data Is Reshaping The SEO & Digital Marketer's Landscape

There is a new data revolution happening, and it’s sweeping across the industry so quickly that many SEO and digital marketers are struggling to make sense of the insights and intelligence at their disposal.

To utilize this opportunity, marketers need to evolve their mindsets and use technology to analyze multiple data formats and understand the new opportunities it can bring.

SEO marketers of today and digital marketers of tomorrow will need to extract, structure quickly, and manipulate data to drive the most critical business outcomes.

Data has always been mission-critical to digital decision-making.

The Economist, back in 2017, declared it the world’s most valuable resource.

Fast forward to today and the future, and we can see that the exponential growth of data fuelling this revolution is staggering.

According to the IDC, the amount of digital data created over the next five years will be greater than twice the amount of data made since the advent of digital storage.

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Think about that for a second!

Flash drives, for example, were introduced in 2000.

This means that in the next five years, marketers will have to analyze and make sense of 2x the data created in the last 22 years!

The Data Revolution Means More Sources & Complexity For SEO

The data revolution has gone on for some time now, and it’s changed our concept of what counts as “data,” rightfully so.

In the past, we thought only numbers mattered.

But, in this new digital world where everything is converted into ones and zeros, data is broader and contains text, audio, and visual information – all bits waiting to be processed!

  • Machine-based and human-generated data are growing at a rate of 10x faster than conventional business data.
  • Machine-created data is increasing exponentially at a 50x the growth rate. This data revolution is primarily marketing-driven and consumer-oriented who are “always on.”
  • In just the last 18 months, the volume of site processing data we have been generating at BrightEdge has increased by 11x!
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As a result of these increasingly demanding trends, SEO and digital marketers need to adapt and become more like data analysts and scientists in approaching the extraction of structured data insights and business intelligence – without adding more manual work.

Fortunately, SEO is well-positioned to take advantage of this new data revolution.

  • Increasing your keyword universe – More keywords mean more data points to look at with reporting and fuelling insights. While focusing on conversion rate metrics is very important, it wouldn’t be possible without opening the scope of your audience and getting more people in the door. SEO has drifted away from writing for a primary dedicated keyword and is now way more advanced with advancements in search engines like Google’s understanding of intent of searches through RankBrain and BERT.
  • Increasing your search footprint – will also help you discover unexplored of informing your future content strategy or ideate new keyword ideas. However, sometimes you might miss the boat, like the transition of Content Management Systems slowly turning into “Experience Platforms” as they offer more functionality to meet the needs of today’s webmaster or marketer.

Read More On SEJ

Data Is The Currency Of An Accelerated SEO & Digital Age

By 2025, Worldwide data will reach 175 zettabytes.

But unfortunately, the human brain can’t process, structure, and analyze all that data.

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So technology engines have to help, and digital marketers should be the driver.

There is a massive opportunity for companies that can utilize data to create more engaging experiences.

A recent study showed that 95% of business leaders recognize this as their biggest growth lever over the next three years, which means there’s plenty at stake here!

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Robust data analysis ensures decisions are evidence-based and have more accountability.

Drawing on existing and new data sources to fully integrate business acumen and analytical skills into decision making, sourcing, managing, and analyzing large amounts of unstructured data will ensure continued use and success.

SEO began with data and has evolved.

From the introduction of real-time SEO in 2019 and Page Experience Updates in 2021, SEO’s future lies again with data and the creation of intelligent systems. Here marketers can leverage combined data sources that structures data for them.

As a result, they can achieve business objectives and stay ahead during all data and digital transformation stages.

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Technology & AI Are Helping SEO Evolve

Advancements in technology and, in particular, AI and Natural Language Processing has meant that SEO and digital marketers can become data analysts without having to become an actual data scientist.

This is key to unlocking structured insights from your company’s big data to make more precise predictions about what is coming next based on existing information.

Digital marketers can evolve, understand key trends, and learn in new areas such as:

  • Predictive modeling of future trends and forecasting based on multiple types of data.
  • Real-time identification of opportunities and intelligence.
  • Digital research at scale with both historical and real-time data.
  • Leveraging automated visualizations for various stakeholders.
  • Improved data security and compliance.
  • Market and business intelligence at a macro level.
  • Consumer behavior at the most granular level.

SEO and digital marketers can learn critical skills such as statistics, data analysis, data visualization, and strategy.

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AI, NLP, and machine learning are helping them do this without needing expertise in computer programming and software applications.

What digital marketers must do is combine their communication skills and analytics skills with stakeholders who cannot think outside of the advertising box.

Read More On SEJ

Data Analysis & Intelligence As Competitive Advantage

The application of technology will be the driving force behind the next generation of data analysis technology.

Therefore, SEO and digital marketers of today should learn how to better utilize insights from data analysis.

It’s becoming more apparent that the marketing platforms of tomorrow will require the capabilities of data analysis and science infrastructure at their core.

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The future of marketing will blend technological know-how, business sense, and an understanding of data analysis.

The next generation of SEO will touch all components of marketing, from video, email, and voice, to digital performance of content.

SEO and data science will converge into one evolved discipline that drives omnichannel acquisition and democratizes data.

Marketers who embrace this new era of SEO will be well-positioned to succeed in the years to come.

Data is reconfirming its role as the new competitive advantage, and as SEO and digital marketers, you must evolve if you want to be part of the future.

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Featured Image: ra2 studio/Shutterstock

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