Google Promised More Structured Data, But What Happened?
In the ever-evolving world of Search Engine Optimization (SEO), Google has been a beacon of change and innovation. Recently, however, their promise of increased structured data support has left many feeling perplexed. Instead of the anticipated boost, it appears Google is taking a step back. Let’s dive into what this means for website owners and SEO practitioners alike.
A Growing Concern: The Promise vs. Reality
Back in December 2024, a Google representative suggested that we could expect “more structured data” to enhance search visibility. This statement set high expectations across the SEO community. Here’s the slide that sparked the conversation:
However, as we entered 2025, the situation unveiled a contrary trend.
The Shift in Structured Data Support
While Google did introduce support for loyalty markup recently (source), it has simultaneously retracted support for seven established structured data markups (source). This raises alarms: what happened to the promise of more structured data?
Reality Check: Less Is More?
At the halfway point of 2025, the reality is stark—Google is supporting fewer structured data options, not more. This leaves many marketers scratching their heads. Why the contradiction? Jarno Van Driel, a notable figure in the SEO community, expressed his concerns succinctly:
"It’s not just core updates. More structured data so far only has become less structured data." – Jarno Van Driel
This tweet echoes the sentiments of many who feel let down by Google’s unexpected shift.
Navigating the Changes in SEO
For SEO professionals, these developments require a strategic reevaluation. As structured data continues to evolve, understanding which markups are still viable is crucial. Here are a few steps to consider:
- Stay Updated: Regularly monitor Google’s updates and announcements.
- Audit Your Structured Data: Identify which markups you currently use and which ones are being phased out.
- Adapt Strategies: Shift your focus towards supported data types, like loyalty markup, to maintain search visibility.
Conclusion: Looking Forward
In the dynamic landscape of SEO, changes are inevitable. While Google’s recent moves may seem counterintuitive, they’re a reminder of the fluidity of structured data and the importance of staying agile in response to shifts in policy.
As we continue to navigate these uncertainties, remember that information is power! Engage with the communities, share insights, and adapt to ensure your strategies remain effective.
For further reading, see our discussions on X.
By recognizing the implications of these changes, you can better prepare your SEO strategy for success in a constantly shifting digital landscape.
