Build, Test, and Release Your Structured Data

 

Create new pages

Here is our recommended process for creating new structured data pages:

  1. Follow the structured data guidelines for your page and feature type. For example, if your page is a recipe, be sure to follow the technical guidelines for Recipes.
  2. Validate your code using the Structured Data Testing Tool. Paste your code into the tool and click the validate button.
    Tip: For some result types, the Structured Data Testing Tool lets you generate a sample view of a result from your data. For those types, after you click "validate" on the tool, if the code is valid you will see a "Preview" button, which will generate a sample search result display based on your data.
  3. Deploy a few pages using your structured data and use Fetch as Google to test how Google sees the page. Be sure that your page is accessible to Google and not blocked by robots, noindex, or login requirements. If the page looks okay, use that tool to request an index of the page. Read here to find out how to test a page hosted on a local server or behind a firewall.
  4. After Google has indexed the page, look for errors and properly processed data using the Rich Cards report (supports a subset of structured data types) or the Structured Data report in Search Console. Ideally you should see an increase of cards or structured data types and no increase in error rates.
    • If you see your structured data being crawled without errors, update your sitemap to have Google crawl those pages regularly.
    • If you find problems in your structured data, fix it, retest on Fetch as Google, and request another index until everything looks good in the reports. Then deploy the rest of your pages.
  5. Monitor your error rates periodically using the Rich Cards or Structured Data report, especially after releasing new templates or updating your code.

Fix existing pages

  1. Sign up as a verified site owner of your site in Search Console. If Search Console notices any dramatic changes in error rates, you might be notified by email about the change. The email should provide guidance about how to check and fix your errors.
  2. Periodically monitor your pages using the Rich Cards report (supports a subset of structured data types) or the Structured Data report in Search Console. Here are some common reasons for errors:
    • If you see an increase in errors, perhaps you rolled out a new template that doesn't work, or your site interacts with the existing template in a new and bad way.
    • If you see a total decrease in structured data, check whether the sudden decrease in indexed structured data is matched by an increase in errors. If not, perhaps you are no longer embedding structured data in your pages, or the pages are inaccessible to Google (perhaps pages are blocked by robots.txt or noindex). Test page availability using the Fetch as Google tool.
    Drilling into a specific error in the Rich Cards report should provide information about the error. Drilling into a specific page in the Structured Data report should provide a link to test a single page using the Structured Data Testing Tool.
  3. Fix your code and test it using the Structured Data Testing Tool. Read here to find out how to test a page hosted on a local server or behind a firewall.
  4. Roll out your fix and wait for Google to recrawl your page. Remember that this can take a few days.

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