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Google’s Search Algorithm Exposed in Document Leak

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The Search Algorithm Exposed: Inside Google’s Search API Documents Leak

Google’s search algorithm is, essentially, one of the biggest influencers of what gets found on the internet. It decides who gets to be at the top and enjoy the lion’s share of the traffic, and who gets regulated to the dark corners of the web — a.k.a. the 2nd and so on pages of the search results. 

It’s the most consequential system of our digital world. And how that system works has been largely a mystery for years, but no longer. The Google search document leak, just went public just yesterday, drops thousands of pages of purported ranking algorithm factors onto our laps. 

The Leak

There’s some debate as to whether the documentation was “leaked,” or “discovered.” But what we do know is that the API documentation was (likely accidentally) pushed live on GitHub— where it was then found.

The thousands and thousands of pages in these documents, which appear to come from Google’s internal Content API Warehouse, give us an unprecedented look into how Google search and its ranking algorithms work. 

Fast Facts About the Google Search API Documentation

  • Reported to be the internal documentation for Google Search’s Content Warehouse API.
  • The documentation indicates this information is accurate as of March 2024.
  • 2,596 modules are represented in the API documentation with 14,014 attributes. These are what we might call ranking factors or features, but not all attributes may be considered part of the ranking algorithm. 
  • The documentation did not provide how these ranking factors are weighted. 

And here’s the kicker: several factors found on this document were factors that Google has said, on record, they didn’t track and didn’t include in their algorithms. 

That’s invaluable to the SEO industry, and undoubtedly something that will direct how we do SEO for the foreseeable future.

Is The Document Real? 

Another subject of debate is whether these documents are real. On that point, here’s what we know so far:

  • The documentation was on GitHub and was briefly made public from March to May 2024.
  • The documentation contained links to private GitHub repositories and internal pages — these required specific, Google-credentialed logins to access.
  • The documentation uses similar notation styles, formatting, and process/module/feature names and references seen in public Google API documentation.
  • Ex-Googlers say documentation similar to this exists on almost every Google team, i.e., with explanations and definitions for various API attributes and modules.

No doubt Google will deny this is their work (as of writing they refuse to comment on the leak). But all signs, so far, point to this document being the real deal, though I still caution everyone to take everything you learn from it with a grain of salt.

What We Learnt From The Google Search Document Leak

With over 2,500 technical documents to sift through, the insights we have so far are just the tip of the iceberg. I expect that the community will be analyzing this leak for months (possibly years) to gain more SEO-applicable insights.

Other articles have gotten into the nitty-gritty of it already. But if you’re having a hard time understanding all the technical jargon in those breakdowns, here’s a quick and simple summary of the points of interest identified in the leak so far:

  • Google uses something called “Twiddlers.” These are functions that help rerank a page (think boosting or demotion calculations). 
  • Content can be demoted for reasons such as SERP signals (aka user behavior) indicating dissatisfaction, a link not matching the target site, using exact match domains, product reviews, location, or sexual content.
  • Google uses a variety of measurements related to clicks, including “badClicks”, ”goodClicks”, ”lastLongestClicks” and ”unsquashedClicks”.
  • Google keeps a copy of every version of every page it has ever indexed. However, it only uses the last 20 changes of any given URL when analyzing a page.
  • Google uses a domain authority metric, called “siteAuthority
  • Google uses a system called “NavBoost” that uses click data for evaluating pages.
  • Google has a “sandbox” that websites are segregated to, based on age or lack of trust signals. Indicated by an attribute called “hostAge
  • May be related to the last point, but there is an attribute called “smallPersonalSite” in the documentation. Unclear what this is used for.
  • Google does identify entities on a webpage and can sort, rank, and filter them.
  • So far, the only attributes that can be connected to E-E-A-T are author-related attributes.
  • Google uses Chrome data as part of their page quality scoring, with a module featuring a site-level measure of views from Chrome (“chromeInTotal”)
  • The number, diversity, and source of your backlinks matter a lot, even if PageRank has not been mentioned by Google in years.
  • Title tags being keyword-optimized and matching search queries is important.
  • siteFocusScore” attribute measures how much a site is focused on a given topic. 
  • Publish dates and how frequently a page is updated determines content “freshness” — which is also important. 
  • Font size and text weight for links are things that Google notices. It appears that larger links are more positively received by Google.

Author’s Note: This is not the first time a search engine’s ranking algorithm was leaked. I covered the Yandex hack and how it affects SEO in 2023, and you’ll see plenty of similarities in the ranking factors both search engines use.

Action Points for Your SEO

I did my best to review as much of the “ranking features” that were leaked, as well as the original articles by Rand Fishkin and Mike King. From there, I have some insights I want to share with other SEOs and webmasters out there who want to know how to proceed with their SEO.

Links Matter — Link Value Affected by Several Factors 

Links still matter. Shocking? Not really. It’s something I and other SEOs have been saying, even if link-related guidelines barely show up in Google news and updates nowadays.

Still, we need to emphasize link diversity and relevance in our off-page SEO strategies. 

Some insights from the documentation:

  • PageRank of the referring domain’s homepage (also known as Homepage Trust) affects the value of the link.
  • Indexing tier matters. Regularly updated and accessed content is of the highest tier, and provides more value for your rankings.

If you want your off-page SEO to actually do something for your website, then focus on building links from websites that have authority, and from pages that are either fresh or are otherwise featured in the top tier. 

Some PR might help here — news publications tend to drive the best results because of how well they fulfill these factors.

As for guest posts, there’s no clear indication that these will hurt your site, but I definitely would avoid approaching them as a way to game the system. Instead, be discerning about your outreach and treat it as you would if you were networking for new business partners.

Aim for Successful Clicks 

The fact that clicks are a ranking factor should not be a surprise. Despite what Google’s team says, clicks are the clearest indicator of user behavior and how good a page is at fulfilling their search intent.

Google’s whole deal is providing the answers you want, so why wouldn’t they boost pages that seem to do just that?

The core of your strategy should be creating great user experiences. Great content that provides users with the right answers is how you do that. Aiming for qualified traffic is how you do that. Building a great-looking, functioning website is how you do that.

Go beyond just picking clickbait title tags and meta descriptions, and focus on making sure users get what they need from your website.

Author’s Note: If you haven’t been paying attention to page quality since the concepts of E-E-A-T and the HCU were introduced, now is the time to do so. Here’s my guide to ranking for the HCU to help you get started.

Keep Pages Updated

An interesting click-based measurement is the “last good click.” That being in a module related to indexing signals suggests that content decay can affect your rankings. 

Be vigilant about which pages on your website are not driving the expected amount of clicks for its SERP position. Outdated posts should be audited to ensure content has up-to-date and accurate information to help users in their search journey. 

This should revive those posts and drive clicks, preventing content decay. 

It’s especially important to start on this if you have content pillars on your website that aren’t driving the same traffic as they used to.

Establish Expertise & Authority  

Google does notice the entities on a webpage, which include a bunch of things, but what I want to focus on are those related to your authors.

E-E-A-T as a concept is pretty nebulous — because scoring “expertise” and “authority” of a website and its authors is nebulous. So, a lot of SEOs have been skeptical about it.

However, the presence of an “author” attribute combined with the in-depth mapping of entities in the documentation shows there is some weight to having a well-established author on your website.

So, apply author markups, create an author bio page and archive, and showcase your official profiles on your website to prove your expertise. 

Build Your Domain Authority

After countless Q&As and interviews where statements like “we don’t have anything like domain authority,” and “we don’t have website authority score,” were thrown around, we find there does exist an attribute called “siteAuthority”.

Though we don’t know specifically how this measure is computed, and how it weighs in the overall scoring for your website, we know it does matter to your rankings.

So, what do you need to do to improve site authority? It’s simple — keep following best practices and white-hat SEO, and you should be able to grow your authority within your niche. 

Stick to Your Niche

Speaking of niches — I found the “siteFocusScore” attribute interesting. It appears that building more and more content within a specific topic is considered a positive.

It’s something other SEOs have hypothesized before. After all, the more you write about a topic, the more you must be an authority on that topic, right?

But anyone can write tons of blogs on a given topic nowadays with AI, so how do you stand out (and avoid the risk of sounding artificial and spammy?)

That’s where author entities and link-building come in. I do think that great content should be supplemented by link-building efforts, as a sort of way to show that hey, “I’m an authority with these credentials, and these other people think I’m an authority on the topic as well.”

Key Takeaway

Most of the insights from the Google search document leak are things that SEOs have been working on for months (if not years). However, we now have solid evidence behind a lot of our hunches, providing that our theories are in fact best practices. 

The biggest takeaway I have from this leak: Google relies on user behavior (click data and post-click behavior in particular) to find the best content. Other ranking factors supplement that. Optimize to get users to click on and then stay on your page, and you should see benefits to your rankings.

Could Google remove these ranking factors now that they’ve been leaked? They could, but it’s highly unlikely that they’ll remove vital attributes in the algorithm they’ve spent years building. 

So my advice is to follow these now validated SEO practices and be very critical about any Google statements that follow this leak.

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The 6 Biggest SEO Challenges You’ll Face in 2024

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The 6 Biggest SEO Challenges You'll Face in 2024

Seen any stressed-out SEOs recently? If so, that’s because they’ve got their work cut out this year.

Between navigating Google’s never-ending algorithm updates, fighting off competitors, and getting buy-in for projects, there are many significant SEO challenges to consider.

So, which ones should you focus on? Here are the six biggest ones I think you should pay close attention to.

Make no mistake—Google’s algorithm updates can make or break your site.

Core updates, spam updates, helpful content updates—you name it, they can all impact your site’s performance.

As we can see below, the frequency of Google updates has increased in recent years, meaning that the likelihood of being impacted by a Google update has also increased.

How to deal with it:

Recovering from a Google update isn’t easy—and sometimes, websites that get hit by updates may never fully recover.

For the reasons outlined above, most businesses try to stay on the right side of Google and avoid incurring Google’s wrath.

SEOs do this by following Google’s Search Essentials, SEO best practices and avoiding risky black hat SEO tactics. But sadly, even if you think you’ve done this, there is no guarantee that you won’t get hit.

If you suspect a website has been impacted by a Google update, the fastest way to check is to plug the domain into Ahrefs’ Site Explorer.

Ahrefs Site Explorer screenshotAhrefs Site Explorer screenshot

Here’s an example of a website likely affected by Google’s August 2023 Core Update. The traffic drop started on the update’s start date.

Website impacted by Google's August 2023 Core UpdateWebsite impacted by Google's August 2023 Core Update
Hover over the G circles on the X axis to get information about each update.

From this screen, you can see if a drop in traffic correlates with a Google update. If there is a strong correlation, then that update may have hit the site. To remedy it, you will need to understand the update and take action accordingly.

Follow SEO best practices

It’s important your website follows SEO best practices so you can understand why it has been affected and determine what you need to do to fix things.

For example, you might have missed significant technical SEO issues impacting your website’s traffic. To rule this out, it’s worth using Site Audit to run a technical crawl of your website.

Site Audit screenshot, via Ahrefs Site AuditSite Audit screenshot, via Ahrefs Site Audit

Monitor the latest SEO news

In addition to following best practices, it’s a good idea to monitor the latest SEO news. You can do this through various social media channels like X or LinkedIn, but I find the two websites below to be some of the most reliable sources of SEO news.

Even if you escape Google’s updates unscathed, you’ve still got to deal with your competitors vying to steal your top-ranking keywords from right under your nose.

This may sound grim, but it’s a mistake to underestimate them. Most of the time, they’ll be trying to improve their website’s SEO just as much as you are.

And these days, your competitors will:

How to deal with it:

If you want to stay ahead of your competitors, you need to do these two things:

Spy on your competitors and monitor their strategy

Ok, so you don’t have to be James Bond, but by using a tool like Ahrefs Site Explorer and our Google Looker Studio Integration (GLS), you can extract valuable information and keep tabs on your competitors, giving you a competitive advantage in the SERPs.

Using a tool like Site Explorer, you can use the Organic Competitors report to understand the competitor landscape:

Organic competitors screenshot, via Ahrefs' Site ExplorerOrganic competitors screenshot, via Ahrefs' Site Explorer

You can check out their Organic traffic performance across the years:

Year on Year comparison of organic traffic, via Ahrefs' Site ExplorerYear on Year comparison of organic traffic, via Ahrefs' Site Explorer

You can use Calendar to see which days changes in Positions, Pages, Referring domains Backlinks occurred:

Screenshot of Ahrefs' Calendar, via Ahrefs' Site ExplorerScreenshot of Ahrefs' Calendar, via Ahrefs' Site Explorer

You can see their Top pages’ organic traffic and Organic keywords:

Top pages report, via Ahrefs' Site ExplorerTop pages report, via Ahrefs' Site Explorer

And much, much more.

If you want to monitor your most important competitors more closely, you can even create a dashboard using Ahrefs’ GLS integration.

Google Looker Studio integration screenshot,Google Looker Studio integration screenshot,

Acquire links and create content that your competitors can’t recreate easily

Once you’ve done enough spying, it’s time to take action.

Links and content are the bread and butter for many SEOs. But a lot of the time the links that are acquired and the content that is created just aren’t that great.

So, to stand the best chance of maintaining your rankings, you need to work on getting high-quality backlinks and producing high-quality content that your competitors can’t easily recreate.

It’s easy to say this, but what does it mean in practice?

The best way to create this type of content is to create deep content.

At Ahrefs, we do this by running surveys, getting quotes from industry experts, running data studies, creating unique illustrations or diagrams, and generally fine-tuning our content until it is the best it can be.

As if competing against your competitors wasn’t enough, you must also compete against Google for clicks.

As Google not-so-subtly transitions from a search engine to an answer engine, it’s becoming more common for it to supply the answer to search queries—rather than the search results themselves.

The result is that even the once top-performing organic search websites have a lower click-through rate (CTR) because they’re further down the page—or not on the first page.

Whether you like it or not, Google is reducing traffic to your website through two mechanisms:

  • AI overviews – Where Google generates an answer based on sources on the internet
  • Zero-click searches – Where Google shows the answer in the search results

With AI overviews, we can see that the traditional organic search results are not visible.

And with zero-click searches, Google supplies the answer directly in the SERP, so the user doesn’t have to click anything unless they want to know more.

Zero Click searches example, via Google.comZero Click searches example, via Google.com

These features have one thing in common: They are pushing the organic results further down the page.

With AI Overviews, even when links are included, Kevin Indig’s AI overviews traffic impact study suggests that AI overviews will reduce organic clicks.

In this example below, shared by Aleyda, we can see that even when you rank organically in the number one position, it doesn’t mean much if there are Ads and an AI overview with the UX with no links in the AI overview answer; it just perpetuates the zero-clicks model through the AI overview format.

How to deal with it:

You can’t control how Google changes the SERPs, but you can do two things:

Make your website the best it can be

If you focus on the latter, your website will naturally become more authoritative over time. This isn’t a guarantee that your website will be included in the AI overview, but it’s better than doing nothing.

Prevent Google from showing your website in an AI Overview

If you want to be excluded from Google’s AI Overviews, Google says you can add no snippet to prevent your content from appearing in AI Overviews.

nosnippet code explanation screemshot, via Google's documentationnosnippet code explanation screemshot, via Google's documentation

One of the reasons marketers gravitated towards Google in the early days was that it was relatively easy to set up a website and get traffic.

Recently, there have been a few high-profile examples of smaller websites that have been impacted by Google:

Apart from the algorithmic changes, I think there are two reasons for this:

  • Large authoritative websites with bigger budgets and SEO teams are more likely to rank well in today’s Google
  • User-generated content sites like Reddit and Quora have been given huge traffic boosts from Google, which has displaced smaller sites from the SERPs that used to rank for these types of keyword queries

Here’s Reddit’s traffic increase over the last year:

Reddit's organic traffic increase, via Ahrefs Site ExplorerReddit's organic traffic increase, via Ahrefs Site Explorer

And here’s Quora’s traffic increase:

Quora's organic traffic increase, via Ahrefs Site ExplorerQuora's organic traffic increase, via Ahrefs Site Explorer

How to deal with it:

There are three key ways I would deal with this issue in 2024:

Focus on targeting the right keywords using keyword research

Knowing which keywords to target is really important for smaller websites. Sadly, you can’t just write about a big term like “SEO” and expect to rank for it in Google.

Use a tool like Keywords Explorer to do a SERP analysis for each keyword you want to target. Use the effort-to-reward ratio to ensure you are picking the right keyword battles:

Effort to reward ratio illustrationEffort to reward ratio illustration

If you’re concerned about Reddit, Quora, or other UGC sites stealing your clicks, you can also use Keywords Explorer to target SERPs where these websites aren’t present.

To do this:

  • Enter your keyword in the search bar and head to the matching terms report
  • Click on the SERP features drop-down box
  • Select Not on SERP and select Discussions and forums
Example of removing big UGC sites from keyword searches using filters in Ahrefs' Keywords ExplorerExample of removing big UGC sites from keyword searches using filters in Ahrefs' Keywords Explorer

This method can help you find SERPs where these types of sites are not present.

Build more links to become more authoritative

Another approach you could take is to double down on the SEO basics and start building more high-quality backlinks.

Write deep content

Most SEOs are not churning out 500-word blog posts and hoping for the best; equally, the content they’re creating is often not deep or the best it can possibly be.

This is often due to time restraints, budget and inclination. But to be competitive in the AI era, deep content is exactly what you should be creating.

As your website grows, the challenge of maintaining the performance of your content portfolio gets increasingly more difficult.

And what may have been an “absolute banger” of an article in 2020 might not be such a great article now—so you’ll need to update it to keep the clicks rolling in.

So how can you ensure that your content is the best it can be?

How to deal with it:

Here’s the process I use:

Steal this content updating framework

And here’s a practical example of this in action:

Use Page Inspect with Overview to identify pages that need updating

Here’s an example of an older article Michal Pecánek wrote that I recently updated. Using Page Inspect, we can pinpoint the exact date of the update was on May 10, 2024, with no other major in the last year.

Ahrefs Page Inspect screenshot, via Ahrefs' Site ExplorerAhrefs Page Inspect screenshot, via Ahrefs' Site Explorer

According to Ahrefs, this update almost doubled the page’s organic traffic, underlining the value of updating old content. Before the update, the content had reached its lowest performance ever.

Example of a content update and the impact on organic traffic, via Ahrefs' Site ExplorerExample of a content update and the impact on organic traffic, via Ahrefs' Site Explorer

So, what changed to casually double the traffic? Clicking on Page Inspect gives us our answer.

Page Inspect detail screenshot, via Ahrefs' Site ExplorerPage Inspect detail screenshot, via Ahrefs' Site Explorer

I was focused on achieving three aims with this update:

  • Keeping Michal’s original framework for the post intact
  • Making the content as concise and readable as it can be
  • Refreshing the template (the main draw of the post) and explaining how to use the updated version in a beginner-friendly way to match the search intent

Getting buy-in for SEO projects has never been easy compared to other channels. Unfortunately, this meme perfectly describes my early days of agency life.

SEO meme, SEO vs PPC budgetsSEO meme, SEO vs PPC budgets

SEO is not an easy sell—either internally or externally to clients.

With companies hiring fewer SEO roles this year, the appetite for risk seems lower than in previous years.

SEO can also be slow to take impact, meaning getting buy-in for projects is harder than other channels.

How long does SEO take illustrationHow long does SEO take illustration

How to deal with it:

My colleague Despina Gavoyannis has written a fantastic article about how to get SEO buy-in, here is a summary of her top tips:

  • Find key influencers and decision-makers within the organization, starting with cross-functional teams before approaching executives. (And don’t forget the people who’ll actually implement your changes—developers.)
  • Adapt your language and communicate the benefits of SEO initiatives in terms that resonate with different stakeholders’ priorities.
  • Highlight the opportunity costs of not investing in SEO by showing the potential traffic and revenue being missed out on using metrics like Ahrefs’ traffic value.
  • Collaborate cross-functionally by showing how SEO can support other teams’ goals, e.g. helping the editorial team create content that ranks for commercial queries.

And perhaps most important of all: build better business cases and SEO opportunity forecasts.

If you just want to show the short-term trend for a keyword, you can use Keywords Explorer:

Forecasting feature for keywords, via Ahrefs' Keywords ExplorerForecasting feature for keywords, via Ahrefs' Keywords Explorer
The forecasted trend is shown in orange as a dotted line.

If you want to show the Traffic potential of a particular keyword, you can use our Traffic potential metric in SERP overview to gauge this:

Traffic potential example, via Ahrefs' Site ExplorerTraffic potential example, via Ahrefs' Site Explorer

And if you want to go the whole hog, you can create an SEO forecast. You can use a third-party tool to create a forecast, but I recommend you use Patrick Stox’s SEO forecasting guide.

Final thoughts

Of all the SEO challenges mentioned above, the one keeping SEOs awake at night is AI.

It’s swept through our industry like a hurricane, presenting SEOs with many new challenges. The SERPs are changing, competitors are using AI tools, and the bar for creating basic content has been lowered, all thanks to AI.

If you want to stay competitive, you need to arm yourself with the best SEO tools and search data on the market—and for me, that always starts with Ahrefs.

Got questions? Ping me on X.



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Why Now’s The Time To Adopt Schema Markup

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Why Now's The Time To Adopt Schema Markup

There is no better time for organizations to prioritize Schema Markup.

Why is that so, you might ask?

First of all, Schema Markup (aka structured data) is not new.

Google has been awarding sites that implement structured data with rich results. If you haven’t taken advantage of rich results in search, it’s time to gain a higher click-through rate from these visual features in search.

Secondly, now that search is primarily driven by AI, helping search engines understand your content is more important than ever.

Schema Markup allows your organization to clearly articulate what your content means and how it relates to other things on your website.

The final reason to adopt Schema Markup is that, when done correctly, you can build a content knowledge graph, which is a critical enabler in the age of generative AI. Let’s dig in.

Schema Markup For Rich Results

Schema.org has been around since 2011. Back then, Google, Bing, Yahoo, and Yandex worked together to create the standardized Schema.org vocabulary to enable website owners to translate their content to be understood by search engines.

Since then, Google has incentivized websites to implement Schema Markup by awarding rich results to websites with certain types of markup and eligible content.

Websites that achieve these rich results tend to see higher click-through rates from the search engine results page.

In fact, Schema Markup is one of the most well-documented SEO tactics that Google tells you to do. With so many things in SEO that are backward-engineered, this one is straightforward and highly recommended.

You might have delayed implementing Schema Markup due to the lack of applicable rich results for your website. That might have been true at one point, but I’ve been doing Schema Markup since 2013, and the number of rich results available is growing.

Even though Google deprecated how-to rich results and changed the eligibility of FAQ rich results in August 2023, it introduced six new rich results in the months following – the most new rich results introduced in a year!

These rich results include vehicle listing, course info, profile page, discussion forum, organization, vacation rental, and product variants.

There are now 35 rich results that you can use to stand out in search, and they apply to a wide range of industries such as healthcare, finance, and tech.

Here are some widely applicable rich results you should consider utilizing:

  • Breadcrumb.
  • Product.
  • Reviews.
  • JobPosting.
  • Video.
  • Profile Page.
  • Organization.

With so many opportunities to take control of how you appear in search, it’s surprising that more websites haven’t adopted it.

A statistic from Web Data Commons’ October 2023 Extractions Report showed that only 50% of pages had structured data.

Of the pages with JSON-LD markup, these were the top types of entities found.

  • http://schema.org/ListItem (2,341,592,788 Entities)
  • http://schema.org/ImageObject (1,429,942,067 Entities)
  • http://schema.org/Organization (907,701,098 Entities)
  • http://schema.org/BreadcrumbList (817,464,472 Entities)
  • http://schema.org/WebSite (712,198,821 Entities)
  • http://schema.org/WebPage (691,208,528 Entities)
  • http://schema.org/Offer (623,956,111 Entities)
  • http://schema.org/SearchAction (614,892,152 Entities)
  • http://schema.org/Person (582,460,344 Entities)
  • http://schema.org/EntryPoint (502,883,892 Entities)

(Source: October 2023 Web Data Commons Report)

Most of the types on the list are related to the rich results mentioned above.

For example, ListItem and BreadcrumbList are required for the Breadcrumb Rich Result, SearchAction is required for Sitelink Search Box, and Offer is required for the Product Rich Result.

This tells us that most websites are using Schema Markup for rich results.

Even though these Schema.org types can help your site achieve rich results and stand out in search, they don’t necessarily tell search engines what each page is about in detail and help your site be more semantic.

Help AI Search Engines Understand Your Content

Have you ever seen your competitor’s sites using specific Schema.org Types that are not found in Google’s structured data documentation (i.e. MedicalClinic, IndividualPhysician, Service, etc)?

The Schema.org vocabulary has over 800 types and properties to help websites explain what the page is about. However, Google’s structured data features only require a small subset of these properties for websites to be eligible for a rich result.

Many websites that solely implement Schema Markup to get rich results tend to be less descriptive with their Schema Markup.

AI search engines now look at the meaning and intent behind your content to provide users with more relevant search results.

Therefore, organizations that want to stay ahead should use more specific Schema.org types and leverage appropriate properties to help search engines better understand and contextualize their content. You can be descriptive with your content while still achieving rich results.

For example, each type (e.g. Article, Person, etc.) in the Schema.org vocabulary has 40 or more properties to describe the entity.

The properties are there to help you fully describe what the page is about and how it relates to other things on your website and the web. In essence, it’s asking you to describe the entity or topic of the page semantically.

The word ‘semantic’ is about understanding the meaning of language.

Note that the word “understanding” is part of the definition. Funny enough, in October 2023, John Mueller at Google released a Search Update video. In this six-minute video, he leads with an update on Schema Markup.

For the first time, Mueller described Schema Markup as “a code you can add to your web pages, which search engines can use to better understand the content. ”

While Mueller has historically spoken a lot about Schema Markup, he typically talked about it in the context of rich result eligibility. So, why the change?

This shift in thinking about Schema Markup for enhanced search engine understanding makes sense. With AI’s growing role and influence in search, we need to make it easy for search engines to consume and understand the content.

Take Control Of AI By Shaping Your Data With Schema Markup

Now, if being understood and standing out in search is not a good enough reason to get started, then doing it to help your enterprise take control of your content and prepare it for artificial intelligence is.

In February 2024, Gartner published a report on “30 Emerging Technologies That Will Guide Your Business Decisions,”  highlighting generative AI and knowledge graphs as critical emerging technologies companies should invest in within the next 0-1 years.

Knowledge graphs are collections of relationships between entities defined using a standardized vocabulary that enables new knowledge to be gained by way of inferencing.

Good news! When you implement Schema Markup to define and connect the entities on your site, you are creating a content knowledge graph for your organization.

Thus, your organization gains a critical enabler for generative AI adoption while reaping its SEO benefits.

Learn more about building content knowledge graphs in my article, Extending Your Schema Markup From Rich Results to Knowledge Graphs.

We can also look at other experts in the knowledge graph field to understand the urgency of implementing Schema Markup.

In his LinkedIn post, Tony Seale, Knowledge Graph Architect at UBS in the UK, said,

“AI does not need to happen to you; organizations can shape AI by shaping their data.

It is a choice: We can allow all data to be absorbed into huge ‘data gravity wells’ or we can create a network of networks, each of us connecting and consolidating our data.”

The “networks of networks” Seale refers to is the concept of knowledge graphs – the same knowledge graph that can be built from your web data using semantic Schema Markup.”

The AI revolution has only just begun, and there is no better time than now to shape your data, starting with your web content through the implementation of Schema Markup.

Use Schema Markup As The Catalyst For AI

In today’s digital landscape, organizations must invest in new technology to keep pace with the evolution of AI and search.

Whether your goal is to stand out on the SERP or ensure your content is understood as intended by Google and other search engines, the time to implement Schema Markup is now.

With Schema Markup, SEO pros can become heroes, enabling generative AI adoption through content knowledge graphs while delivering tangible benefits, such as increased click-through rates and improved search visibility.

More resources: 


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Google Quietly Ends Covid-Era Rich Results

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Google Quietly Ends Covid-Era Rich Results

Google removed the Covid-era structured data associated with the Home Activities rich results that allowed online events to be surfaced in search since August 2020, publishing a mention of the removal in the search documentation changelog.

Home Activities Rich Results

The structured data for the Home Activities rich results allowed providers of online livestreams, pre-recorded events and online events to be findable in Google Search.

The original documentation has been completely removed from the Google Search Central webpages and now redirects to a changelog notation that explains that the Home Activity rich results is no longer available for display.

The original purpose was to allow people to discover things to do from home while in quarantine, particularly online classes and events. Google’s rich results surfaced details of how to watch, description of the activities and registration information.

Providers of online events were required to use Event or Video structured data. Publishers and businesses who have this kind of structured data should be aware that this kind of rich result is no longer surfaced but it’s not necessary to remove the structured data if it’s a burden, it’s not going to hurt anything to publish structured data that isn’t used for rich results.

The changelog for Google’s official documentation explains:

“Removing home activity documentation
What: Removed documentation on home activity structured data.

Why: The home activity feature no longer appears in Google Search results.”

Read more about Google’s Home Activities rich results:

Google Announces Home Activities Rich Results

Read the Wayback Machine’s archive of Google’s original announcement from 2020:

Home activities

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