Structured Data Guidelines Google’s Rules for Valid Markup
search console referenceAlright, let’s sort this out, because these structured data guidelines are short and they matter. Google wants markup that is accurate, visible to users and complete. Break the rules and you can lose rich results or get a manual action, so here is the whole rulebook in plain words.
- technical rules
- quality rules
- what gets penalized
Markup describes content users can see
Markup represents the page accurately
All required properties present
Markup sits on the page it describes
Reviews written by real users
Googlebot is not blocked
// example checklist built from Google’s general structured data guidelines. Passing all six still does not guarantee a rich result.
What the Guidelines Actually Require
Your markup must follow Google’s technical rules, its quality rules and its spam policies. If it does, it is eligible for rich results. If it does not, the markup can be ignored or marked as spam.
Structured data is code that describes what is on a page so Google can understand it. Rich results are the more engaging listings Google can build from it. The guidelines page opens with a simple rule: structured data must not violate Google’s content policies, including its spam policies, and it must follow the general guidelines to be eligible.
A second rule trips up many site owners. Valid markup does not ensure a rich result. Google lists several reasons it may show a plain result instead: its algorithm may pick a different feature, the markup may not represent the page, it may have errors the Rich Results Test cannot detect, or the marked-up content may be hidden from users. So “my test is green” is the start of the checklist, not the end.
The same rules apply to every type of markup, whether it is article structured data or a product. Type-specific guides add extra rules on top. For the big picture, start with my schema markup guide.
The Technical Guidelines
Use a supported format, do not block Googlebot, and test. That is all of Google’s technical list.
- Format. Use JSON-LD (the format Google recommends), Microdata or RDFa.
- Access. Do not block pages with structured data from Googlebot using robots.txt, a noindex tag or other access controls.
- Testing. Use the Rich Results Test and the URL Inspection tool. Google says they catch most technical errors but not quality issues.
That last point is worth a pause. A tool can tell you the syntax is valid. It cannot tell you whether the markup is honest. Honesty is your job.
The Quality Guidelines
Quality rules cover relevance, visible content, completeness, location, specificity, images and multiple items. Violating them can stop valid markup from displaying or get it marked as spam.
Represent the Page
Google’s examples of violations: a sports livestream site labeling broadcasts as local events, and a woodworking site labeling instructions as recipes.
Match What Users See
If JSON-LD describes a performer, the HTML body must describe that same performer.
Include Required Properties
Items missing required properties are ineligible. Recommended properties improve quality and may affect ranking among rich results.
Put It on the Right Page
Place markup on the page it describes. On duplicate pages, add the same markup to every duplicate, not only the canonical page.
Use the Most Specific Type
Use the most specific applicable schema.org types and properties, and follow the guide for your rich result type.
Relevant, Crawlable Images
Images in markup must be relevant to the page, and their URLs must be crawlable and indexable.
For pages with several items, Google says to use @id to link related items, mark up the main type that reflects the page’s focus, and include all visible reviews if you mark up multiple reviews. Keep time-sensitive content current, because markup for content that is no longer relevant will not get a rich result.
// source: Google Search Central, General structured data guidelines.
What Google Explicitly Prohibits
Google lists eight things you must not do. Every one of them is about deception or access.
do_not
- Mark up content that is not visible to readers
- Mark up irrelevant or misleading content, including fake reviews
- Use structured data to deceive or mislead users
- Impersonate any person or organization
- Misrepresent ownership, affiliation or primary purpose
also_do_not
- Block structured data pages from Googlebot
- Publish reviews or ratings not written by real users
- Mark up time-sensitive content that is no longer relevant
// the list follows Google’s “explicit prohibitions” summary of the general guidelines.
Fake star ratings are the classic temptation. Please do not. Google says ratings and reviews must come from real users, and those that do not may lead to a manual action.
What Happens When You Break the Rules
A structured data issue can trigger a manual action. The effect is the loss of rich result eligibility, not a drop in rankings.
Google says a structured data manual action means the page loses rich result eligibility, and that “it doesn’t affect how the page ranks in Google web search.” Structured data on a page under manual action is ignored, although the page can still appear in results. You find these actions in the Manual Actions report in Search Console, which I explain in my manual actions report guide.
Separate from that, markup that deceives can fall under spam handling. Read the Google spam policies guide if your markup touches reviews, ratings or anything you could be accused of faking. Once you fix the problem, the site can request reconsideration.
How to Audit Your Own Markup
Walk through five questions for each template on your site. It takes less time than reading a spam penalty email.
- Can I see it? Open the page and find every fact that appears in the markup. If a fact is not on the page, remove it from the markup.
- Is it true and current? Prices, dates and hours go stale. Update the markup when the page changes.
- Is it complete? Check the feature guide for required properties and add every one.
- Is Googlebot allowed in? Check robots.txt, noindex and login walls with URL Inspection.
- Does it pass the tests? Run the Rich Results Test, then check the rich result status reports in Search Console after launch.
Pick a template
post, product, local
Visible?
match the page
True and current?
no stale facts
Complete?
required properties
Crawlable?
Googlebot allowed
Tested?
tool plus reports
// my own audit order, built from Google’s guidelines. It is a habit, not a Google process.
Mistakes and Their Fixes
Most violations are accidents caused by templates, plugins and copy-paste.
Plugin Markup for Content That Is Not There
- FAQ or review markup on pages with no FAQ or reviews
Fix: turn off the schema type for templates where the content is not visible.
Marking Up Only the Canonical Page
- Duplicates with no markup
Fix: Google says to add the same markup to every duplicate page.
Trusting the Green Tick
- “The tool says valid, so we are fine”
Fix: the tools do not detect quality issues. Run the audit questions above.
Self-Written Reviews
- Ratings that real customers never gave
Fix: remove them. Reviews and ratings must come from real users.
How to Check You Comply
Compliance means the tools pass, the page matches the markup, and Search Console reports no manual action.
- Open the Manual Actions report in Search Console and confirm it shows no structured data issue.
- Run the Rich Results Test on one page per template.
- Read the rendered page next to the markup, line by line, once.
- After deployment, watch the rich result status reports for sudden drops.
If you would like a second pair of eyes, my technical SEO work includes a markup review, and a cheap SEO expert is a lot cheaper than a manual action.
Structured Data Guidelines Questions Answered
Which structured data format does Google recommend?
JSON-LD. Google also supports Microdata and RDFa, and says all three work if the markup is valid, but it recommends JSON-LD because it is easiest to implement and maintain at scale.
Does a structured data manual action hurt my rankings?
Google says it does not affect how the page ranks in web search. It makes the page lose rich result eligibility, and the structured data on that page is ignored.
If my markup is valid, will I get a rich result?
Not necessarily. Google says valid markup does not ensure a rich result, because the algorithm may choose another feature or the markup may be misleading, hidden or erroneous in ways tools cannot detect.
Can I mark up content that is hidden in a tab?
Google’s guidelines say to mark up content users can see and prohibit marking up content hidden from readers. Content in a tab that users can open is visible to them, though I would test the feature guide for your type.
Where do I put markup on duplicate pages?
On every duplicate, not just the canonical one. Google says to add the same markup to all duplicates.
Send Me Your URL. I’ll Check It Against the Rules.
One WhatsApp message is enough for a first look.
Sources and Last Check
- Google Search Central: General structured data guidelines (technical and quality rules, prohibitions, manual actions)
- Google Search Central: Intro to structured data (formats, testing)
- Google Search Central: Article structured data (feature-level guideline example)
// last checked 11 Nov 2026. Example data is invented. The audit order and tab advice are my own experience and opinion.