Google Discusses The Value Of Unrecommended Structured Data

Google released an episode of Search Off Record on embedded data. An interesting topic they brought up was how Google might use data that goes beyond what Google’s developer pages recommend. Martin Splitt said more data can be better.

But there are caveats to adding more data provided beyond what Google recommends.

Schema.org and Google’s recommendations for up-to-date data

The relevant part of the podcast began when Lizzi Sassman, Technical Writer of the Search Relations group, observed that the data escaping documentation from Schema.org was larger than the documentation found on Google’s developer help pages.

Google’s provided data recommendations use only a fraction of all available provided data documented at Schema.org.

The Provided Data ecosystem is larger than Google and there are many uses for Provided Data that go beyond what Google recommends and based on what Google has shared in this podcast, Google may use some of this additional Provided Data not recommended which are off the books in terms of what Google recommends.

The start-up companies behind Schema.org are:

  • Google
  • Microsoft
  • yahoo
  • YandexComment

However, there are major Drupal contributors and many more in the wider web community.

Thus, Schema.org and the defined data terminology they develop is far greater than the essentially small amount of defined data recommended by Google.

Ryan Levering, a Google software engineer, agreed that Schema.org has a much larger vocabulary available than what Google uses.

Leverage observed:

“So it’s just a way of expressing information.

…So it’s very broad, and it has to take into account all the different use cases that could be used for it.

Lizzi Sassman, Research Relations Technical Writer, noted how limitless Schema.org could be:

“And the application of those things could be unlimited or like other people can then use that to say, ‘We need this kind of information to do this thing. Or it’s the Google aspect is that it adds the “That’s what we can do with it if we know this information.” »

Use of data generated by Google

They then noted that the recommendations found on Google’s developer pages are limited in scope, but that Google could make use of data that goes beyond their recommendations.

It’s important to note that the goal of Google’s built-in data recommendations is more or less to help publishers achieve rich results by allowing Google to easily identify images to display in rich results and data to use in this context.

What the Googler then talked about was using the data provided to help Google know what a page is about.

This usage goes beyond what Google recommends in the but to show rich results and is something John Mueller has mentioned in the past.

But this additional use of collected data is not deleted documented.

So it’s kind of like, if you know it, then you can enjoy it.

Martin Splitt, a developer advocate at Google, asked:

“… But is the data provided useful beyond what we use for, for example, certain search features such as rich results?

Take advantage of the answers that Google could possibly use non-recommended issued data.

Ryan Lever:

“We can eventually use it for some things at Google.

…I never advise people not to put aggregated data on their web page if it makes semantic sense.

… We also have some things that we can generally understand about the topic of the page. And sometimes the data that you put on it can go into that.

Now it’s kind of a very ML process, where we look at all the text on the page and we look at other things that have to do with the page.

The data collected is therefore only a signal in this global calculation.

But it can help us with some disambiguation in terms of what the actual page is. So it’s useful, but just in a more implicit sense right now. »

Data provided not recommended may be an additional signal

Lizzi Sassman said the additional data could help Google better understand what a webpage is.

Ryan Levering observed that they could probably figure out what a web page was without embedded data.

But that in some cases it can be more difficult to know what a page is about and this is where additional additional data can be useful.

Leverage observed:

“So it’s hard to convey that in some of our news stories and other things that we’ll find really helpful.” Because it’s a nuanced calculation.

But when there are problems detecting it, we can use it as an additional signal.

So it’s usually on edge cases where we find these things useful. »

Martin Splitt commented on how good it was to add more data if it helps clarify what a page is.

Splitt commented:

“That’s really, really cool, and I think it’s generally easy to say that more data, as long as it’s correct and reflects what’s shown to the user on the page, is never worse. , is not it.

It is always better to add more data to clarify the content of the page.

A caveat inherent in what Martin Splitt said is that anything in the embedded data should also be in the visible part of the web page. Google considers it spam when the content of the data does not match the content of the visible part of the web page.

Quote

Listen to the Google Podcast on YouTube at 11:56:

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