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The Past, Present and Future Of Structured Data With Google Search

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The Past, Present and Future Of Structured Data With Google Search

Lizzi Sassman and Martin Splitt brought on a special Google guest on their Google search off the record podcast to discuss structured data. The guest is named Ryan Levering who has been with Google for over 11 years working on structured data.

Structured Data Past At Google

In short, Ryan Levering explained that when he first started working on the structured data project, he worked on that legacy data highlighter tool in Search Console. But early on, Google seemed to try to move away from requiring us to highlight or markup our content and wanted to use machine learning to figure it all out, which Google’s Gary Illyes said back in 2017 but kind of retracted in 2018. So Google poured a lot of effort into machine learning to figure it out.

Structured Data Present At Google

But over time, Ryan said, it was “much easier �to just ask people to give us their data rather than to pull it off of the web pages.” “It’s surprisingly more accurate,” he added. So they then moved more resources into building out structured data and support documents for site owners to use and hand over the data.

But machine learning is now thrown out the window. Ryan said they still use it a lot for (1) sites that do not use structured data where Google wants to still show rich results for those, (2) for mistakes or abuse, so Google can verify what really the page is saying compared to the structured data. So Ryan said it is a “multiple pronged approach” to using structured data and machine learning for understanding it all.

So that is how Google uses it all today but what about the future.

Structured Data Future At Google

The “medium term future,” Ryan said they plan on using structured data “not just visual treatments but actually help with more understanding on the page.” Google has mentioned this before, that structured data can help Google understand the page but it is not a ranking factor. I guess Google will be working more on that. Plus, medium term future” Ryan said Google wants figure out “how to use structured data more universally in a lot of our features rather than just like here and there, scattered around.”

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Long term, Google said how Google can use structured data with how Google “interprets it in general into our internal graph.” Ryan said he “would like to move to where we are adjusting more and more data through structured data-specific channels rather than necessarily conveying all of our information on the web page itself.” Basically figuring out a “cleaner way to do data transfer between data providers and Google.” How does Google do this, he said maybe by working with the large CMS platforms so they can build it into their platforms directly.

Here is the podcast embed:

Here are parts of the transcript:

Ryan Levering : So, my introduction, when I started at Google, we were working on extraction from web pages. So like doing it via ML. So we came in, and the first thing I worked on was the data highlighter product, which is externally. We were looking at web pages and pulling structured data from unstructured text, and my whole team was very into the actual ML aspects of it. So how do we extract data, which in academic circles is often called “wrapper induction”? So when you take the– you build a wrapper that can pull the data out of a template. So reverse engineer the database. But after several years of working on it, there was another project that was side by side that was extracting structured data, which became the core of what we use now.

And I became convinced, after talking to people for a long period of time that, it was much easier �to just ask people to give us their data rather than to pull it off of the web pages. It’s surprisingly more accurate. There’s other problems that can happen because of that, but it’s generally an easier thing to do. And it’s a lot less work for us, and it’s a lot better for the provider. So I came to it from ML and seeing structured data as the enemy at first. And then I was won over as a good mechanism.

So machine learning is– I see as like multiple prongs in our approach for how we get stuff. We want to use machine learning for cases where either we don’t have more information where it’s not provided for us. But it’s always going to be easier to just have the data shown to us, I think. So we will try– I think it’s like a multi-tiered approach, where you have machine learning for cases where we don’t have that data specifically. But then providers always have the option of giving us data, which usually improves accuracy, which usually gives better benefit for the actual provider. So I always see them as working side by side in an ideal world.

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Most of our features over time migrate to that approach where we ingest it. Maybe we start with one approach where we’re just using ML. And then we eventually add markups so people have control. Or it’s the opposite way around. And we start– we bootstrap with markup in an eco-system approach where people are giving us data. And then we enhance coverage of the feature by adding ML long run. So, I see them as very compatible. But it’s always good to empower people who are giving you data, to have control over that. So I think it’s really important that structured data in general is part of the overall strategy so the people can actually have some control over the content that we show.

The primary challenge is that we then have to figure out a way to verify that the structured data is accurate. And sometimes this is from actual abuse. And sometimes this is just because there’s a problem with synchronicity. Sometimes people generate structured data for their websites and it becomes out of sync with the actual stuff that’s being shown visually. We see a lot of both. So there needs to be other mechanisms to figure out some balancing act where those things are enforced. So that’s the cost of structured data, I guess, is that extra checking.

Lizzi Sassman: Yeah, speaking of the work that has been done, what about the work that’s to come, the next couple of years for structured data? If you were to give us a peek into the future, what is next for structured data?

Ryan Levering: In the medium-term, I think we’re… I mean we continue to flesh out the structured data usage in terms of adding more features and looking into more ways we can use it in cooler things that are not just visual treatments but actually help with more understanding on the page, I think. And figuring out how to use structured data more universally in a lot of our features rather than just like here and there, scattered around. I think that’s what we’re looking at in a medium-term.

Long-term, I think that it’s going to play a really interesting role at interacting with the way that we interpret it in general into our internal graph. So I would like to see more machine learning, figuring out– I would like to move to where we are adjusting more and more data through structured data-specific channels rather than necessarily conveying all of our information on the web page itself. So I think that’s a much cleaner approach, particularly for some of our structured data ingestion paths. So figuring out a way to get around the actual visual representation and figuring out ways to link the structured data with the web page but not necessarily embed it on the web page. So I think there’s a cleaner way to do data transfer between data providers and Google.

I think that it will make it easier for plug-ins and CMSs to create that information particularly. Because I feel like a lot of the eco-system has moved in that direction where people aren’t implementing the structured data themselves but rather are using content creation tools. I think it’s becoming more important that we have mechanisms to work directly with those content creation tools to ingest the data in a programmatic way in order to make it fresher and easier.

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Forum discussion at Twitter.



Source: www.seroundtable.com

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SEARCHENGINES

Daily Search Forum Recap: March 27, 2024

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Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web.


Google Local Service Ads is asking for more photos. SEOs, please don’t remove the contact us and about us pages. Hotels can remove pricing details from its Google listings. Google Local reviews is testing reactions. Google Analytics real time reporting had issues today. Google help documentation is testing using AI features.

Search Engine Roundtable Stories:


  • SEOs, Please Don’t Remove Contact Us & About Us Pages


    Google’s John Mueller asked if it would be alright not to list a contact us and about us page on their website. The reason is, they would only add it if Google wanted it, but not for users. John Mueller responded, “I can think of good reasons for some sites to have these kinds of pages, but, after double-checking, there’s nothing in our search developer documentation that suggests this is needed.”

  • Google Local Service Ads Sends Email Asking You To Upload Photos


    Google is sending some Local Service Ads advertisers emails asking them to upload photos to their profiles. The email says, “Photos are coming to your Local Services Ads. Upload images to your profile to help your business stand out.” But don’t LSAs already contain photos?

  • Google Search Developer Docs Gain AI Generated Help Features


    A week ago Monday, March 18th, I noticed Google’s search developer documentation had generative AI features to help you find the answers to your question. This is in the form of an improved search, summary of the page content, a chat feature and more. I was told this was rolled out on some developer docs earlier in the year.



  • Google Local Reviews Reactions Notice


    In November 2023 we started to see Google allow reactions on local photos and some reviews. Well, it seems to be rolling out more widely now.

  • Google Analytics Real Time Data Lagging Today


    There are countless complaints across the forums and social media that Google Analytics real time data is lagging and not reporting accurately. It seems like those complaints are legit after checking a number of sites.


  • Google Cafe Cleaning & Delivery Robot


    You probably have seen these cleaning and delivery robots in some restaurants and lounges but have you seen them in the Google cafes? Here is one doing its thing at one of the cafes at the GooglePlex in Mountain View, California.



Other Great Search Threads:

Search Engine Land Stories:

Other Great Search Stories:

Industry & Business

Links & Content Marketing

Local & Maps

Mobile & Voice

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SEO

PPC

Other Search

Feedback:


Have feedback on this daily recap; let me know on Twitter @rustybrick or @seroundtable, on Threads, Mastodon and Bluesky and you can follow us on Facebook and on Google News and make sure to subscribe to the YouTube channel, Apple Podcasts, Spotify, Google Podcasts or just contact us the old fashion way.



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SEARCHENGINES

Daily Search Forum Recap: March 26, 2024

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Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web.


Google Search Console is testing an Android App. Google is testing places and places sites in the search bar menu. Google spoke about if a business should have a website and a blog. Google added 3D models to product structured data. Google Search does not support AVIF images, yet. Mikhail Parakhin stepped down as the head of Bing Search and Microsoft Advertising.

Search Engine Roundtable Stories:


  • Google Search Console Tests Android App


    Google seems to be testing an Android App for Google Search Console. This comes several weeks after I reported that Google has no plans for a mobile app for Google Search Console.


  • Google Tests Places & Places Sites Search Bar Filter Tabs


    Yesterday we reported Google is testing products and products sites in the search bar tab in the European regions. Today, Google is testing places and places sites in the search bar tab in the European regions.

  • Google: Should Small Service Businesses Start A Website & A Blog?


    Google’s Search Liaison, Danny Sullivan, was asked about if a business should always have a website and if so, should they also have a blog. Sullivan replied that he believes all businesses should have at least a basic website, but when it comes to a blog, that depends on what they have to say on that blog.



  • Google Adds 3D Models Markup To Product Structured Data For Linking


    Google has added new 3D models markup support to the product structured data documentation so that you can connect, associate or link your products to the appropriate 3D model.



  • Google Search Does Not Support AVIF Images Just Yet


    Did you know that Google Search does not support the AVIF image format? At least not yet. Google Search doesn’t list it on its supported image formats and Google Image Search simply won’t index them. But John Mueller of Google said on X, “I’m sure this won’t be necessary long term.”



  • Mikhail Parakhin Steps Down As Head Of Bing Search & Microsoft Advertising


    Mikhail Parakhin, the head of Bing Search and Microsoft Advertising, is stepping down from that role as Parakhin “decided to explore new roles.” We’ve quoted Mikhail Parakhin here countless times over the past couple of years, to hear that he is leaving the role makes me super sad. His transparency and willingness to listen to the community was amazing.



  • St. Patrick’s Day Dancers At Google Ireland


    Here is a video I found on Instagram from the Google Ireland office of dancers performing at the Google office in celebration of St. Patrick’s Day. It looks like they call themselves the Golden Beats.

Other Great Search Threads:

Search Engine Land Stories:

Other Great Search Stories:

Analytics

Industry & Business

Links & Content Marketing

Local & Maps

Advertisement

Mobile & Voice

SEO

PPC

Search Features

Other Search

Feedback:


Have feedback on this daily recap; let me know on Twitter @rustybrick or @seroundtable, on Threads, Mastodon and Bluesky and you can follow us on Facebook and on Google News and make sure to subscribe to the YouTube channel, Apple Podcasts, Spotify, Google Podcasts or just contact us the old fashion way.

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SEARCHENGINES

Daily Search Forum Recap: March 25, 2024

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Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web.


Google is begging SEOs to stop trying to show Google things and work on showing their users things. Google is testing the Search Generative Experience in the wild to a subset of US users. Google says publishing more content doesn’t improve site quality. Google is testing products and product sites in the search bar. Google shares how to remove a subdomain of a subdomain in Google Search Console.

Search Engine Roundtable Stories:


  • Google Tests SGE AI Overviews In The Wild (Subset Of US Users)


    On Friday, Google began to test SGE-based AI overviews in the real Google search results. That means you may see AI overview snapshot answers in Google search results without being opted into the Google search labs experiment. This is being tested on a small subset of searchers based in the U.S., Google told me.

  • Google Begs SEOs To Stop Showing Google Things; Show Visitors Things Instead


    Google’s Search Liaison responded to a series of posts on Twitter, leading him to beg SEOs to stop trying to “show Google” things, explaining that the process of doing things to your site to rank better in Google is the opposite of the advice Google is giving. Instead, show things to your users/visitors that those people will like.


  • Google: Publishing More Content Doesn’t Improve Quality For Faster Indexing


    A couple of weeks ago, Gary Illyes and Lizzi Sassman of Google had Dave Smart as a guest on the Search Off The Record podcast and they spoke about crawling. In one part, they said again that the quality of your site can impact how fast and how much Google will crawl your website.



  • Google Tests Products & Product Sites Search Bar Filter Tabs


    Google is now testing placing “product sites” as its own search bar filter tab in the search results. Also, Google is testing replacing “Shopping” with “Products” in that search bar.



  • How To Remove A Subdomain Of A Subdomain Via Google Search Console


    Let’s say you have a subdomain of a subdomain, such as sub.sub.domain.tld, how do you remove sub.sub.domain.tld from Google while keeping sub.domain.tld in the Google search results. The answer is to verify the sub.sub.domain.tld property directly in Search Console and remove just that property.



  • Flock Of Geese At Google


    Here is a flock of geese near the new Google Bay View campus in Mountain View, California. I guess the geese are making its way from the GooglePlex to the Bay View campus?

Other Great Search Threads:

Search Engine Land Stories:

Other Great Search Stories:

Industry & Business

Links & Content Marketing

Local & Maps

Mobile & Voice

Advertisement

SEO

PPC

Search Features

Other Search

Feedback:


Have feedback on this daily recap; let me know on Twitter @rustybrick or @seroundtable, on Threads, Mastodon and Bluesky and you can follow us on Facebook and on Google News and make sure to subscribe to the YouTube channel, Apple Podcasts, Spotify, Google Podcasts or just contact us the old fashion way.

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