AMP and Structured Date Guidelines

AMP and Structured Date Guidelines

Aaron Bradley walks through significant changes.

Originally shared by Aaron Bradley

Google makes massive, AMP-facing changes to its article structured data guidelines

As per some of the excerpts in the call-out image, Google has made sweeping changes to its structured data documentation for the article data type (in the screen captures additions are highlighted in yellow, strike-throughs indicate deletions):
https://developers.google.com/search/docs/data-types/articles

The difference between rich results for AMP and non-AMP pages is now explicitly described

Previously the article data type specifications applied specifically to AMP, and essentially described how to make articles eligible to appear in AMP carousels.

Now Google says "your page is eligible for different features depending on how you code your page": AMP with structured data, or "non-AMP webpage with structured data".

There are now separate illustrations for the rich results generated by each use case: AMP carousels for AMP, and "non-AMP pages can be shown as a rich result in a rich result list, or in a carousel of similar non-AMP pages."

The new guidelines now very explicitly state the requirement that AMP have structured data to be eligible for rich results: "without structured data, AMP pages can appear only as standard blue links in Google Search results."

Property use now described separately for AMP and non-AMP pages

Previously a property was either required or recommended, irrespective of page type. Now each property's usage requirements are governed by whether it's an AMP page or not. For example, the image property is required by AMP, but only recommended for non-AMP pages. There are now, in fact, no required properties for non-AMP pages.

There's now a new category of usage for properties, "ignored". This is universally a property annotation that appears for non-AMP pages, and applies to most properties that are used by AMP: of the 17 properties enumerated only five are recommended, with the remainder being ignored.

TL;DR? Structured data use for articles is now heavily focused on content provided in AMP.

#google #richcards #richresults #schemaorg #amp