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Kyle Sutton
Worked at ClickSeed
Attended Northeastern University
Lives in Frederick, MD
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Kyle Sutton

Structured data markup  - 
Google has quietly confirmed that, "in the future," structured data will no longer be required for AMP pages to appear in their mobile search results.

+Barry Schwartz reported that Google has downgraded structured data issues to "notes" in the Accelerated Mobile Pages section of Search Console. This may result in webmasters seeing a drop in AMP errors. In explaining the change on their data anomalies page, Google explains: "This downgrading was done because, in the future, AMP pages will no longer need a structured data element to appear in search results."

Barry reiterates that valid markup is still required to appear in the Top Stories News carousel. Google's developer page on Articles still says as much: "The Top Stories carousel requires markup for one of the following types: Article, NewsArticle, BlogPosting, or VideoObject."

Curious to hear the community's thoughts on this. Perhaps their expansion of AMP results to all mobile results, as confirmed earlier this week, makes the prerequisite for all pages types to include appropriate and valid markup too unwieldy. And just when we thought AMP was becoming a front-runner in requiring valid structured data markup from all participants :)
Google posted on the data anomalies page for the Google Search Console that they have downgraded the structured data errors from errors to information notes. So for
Dan Brickley's profile photoJarno van Driel's profile photoAaron Bradley's profile photo
"... makes the prerequisite for all pages types to include approrpiate and valid markup too unwieldy." Exactly so - and it makes sense as Google has never shown a preference for requiring structured data when this would in any way diminish their ability to surface relevant content in search results.

Like +Jarno van Driel I think this is positive insofar as publishers are relieved of a prescriptive burden.

What will be interesting to see is the relationship between AMP and rich cards. "Top stories with AMP" are really de facto rich cards, and we've been told even before this that recipe rich cards - which of course require structured data - are queued for AMP visibility.

So what I expect to see are AMP-ified versions of rich cards, drawing on the same structured markup requirements currently used to generate rich cards and rich snippets.

BTW, "Key Structured Data Events" ( updated to reflect his change.
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Kyle Sutton

Rich and structured snippets  - 
Interesting case of Google removing rich snippets from popular travel websites who were mis-using structured data for the Product type. This example from the SDTT shows how Kayak was using up to 20 instances of the Product type on a single page for flights to LAX: (note how they also pass).

John Mueller spoke about the incident on a recent Hangout, saying: "We noticed that these pages were marking up multiple different types of products in a way that you would for one product."

Per Google's guidelines on rich snippets for products, the markup is valid in the following two scenarios:
1) a product page that describes a single product,
2) a shopping aggregator page that lists a single product, along with information about different sellers offering that product

Apparently each airline isn't seen as a "different seller" in this instance, and John's statement suggests this is a violation in the former scenario. Are sites like Kayak not an aggregator of various sellers (i.e. the airlines themselves) offering a single product (i.e., flights to LAX)? What would be the correct way to mark up these types of pages?
Google confirmed they removed the ability for some airline sites, such as Trip Advisor and Expedia, to show product rich snippets in the search results.
Jarno van Driel's profile photoKyle Sutton's profile photoMichael Andrews's profile photo
Thanks +Jarno van Driel for mentioning multi-type entities.  That's very helpful.
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Kyle Sutton

Structured data markup  - 
Google made some extensive updates to their guidance on Article markup this week. There is a host of new mandatory Publisher properties, many of which require specifying a logo and dimensions. Interesting to see that "mainEntityOfPage" is now a recommended property, too.

No doubt this is in preparation for the launch of AMP next year. The Structured Data Testing Tool is already validating against these new guidelines. Properties that fail to validate include a tool tip saying "Required by:
AMP Articles"
Dan Scott's profile photoDan Brickley's profile photoAaron Bradley's profile photo
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Kyle Sutton

Shared publicly  - 
Have been using Todoist for a couple weeks and really enjoying it! If you're like me and work best with a checklist, this really makes things efficient.
Trusted by millions, Todoist is the best online task management app and to-do list. For Web, iPhone, iPad, Android, Chrome, Outlook and many more!
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Kyle Sutton

Rich and structured snippets  - 
Google has made massive changes to how they handle and document structured data

Google has just rolled a completely redesigned web presence for their structured data information, along with changes to the names they assign to structured data-powered features and, it appears, to those features themselves.

Some key observations from an initial pass.

Structured data information now split between two areas

There are now two sections relevant to structured data and disambiguated entity use.


An overview of different search result features, a gallery of rich results examples, a developer checklist, resources on indexing, and several pages about how structured data translates into SERP display features.

Data types

A list of different types that generate rich search results, with use cases, guidelines and markup specifications for each. Each of these replaces what were previously "rich snippets" specification pages.

These are now organized into (extensible) groups by use case: Site Structure (e.g. sitelinks search box), Authorized Presence (e.g. corporate contacts), Creative Works (e.g. recipes) and Commerce (e.g. products).

Rich snippets RIP

Google has ceased using the term "rich snippets" in their documentation. Instead these are globally rich results - with the rich card now being the primary term for an enhanced result in search results.

Mobile, mobile, mobile

As per the move to "rich cards" from "rich snippets" the focus is clearly on the mobile experience. Most, if not all, examples now show rich cards in a mobile context.

The host-specific recipe list

"A host-specific recipe list displays cards from a single source." Supported by ItemList markup, recipes are now eligible to be shown in a carousel of site-specific recipes.

On-site examples be gone

Previously example code would appear on the specifications page for each rich snippet type. Now examples are links that launch example code directly in the Structured Data Testing Tool.

There are now also global links to Inside Search, Github and a YouTube playlist.

The Github link ("Fork our samples and try them yourself")...
... is pretty sparse at present.

One Article to rule them all

There are no longer separate pages for "article rich snippets" and "top stories with AMP", but a single page for article markup.

Live Blogs and Software Apps move to a holding pen

Features that aren't currently supported for all publishers are now found under:

Early Access and Partner-only Features

Currently housed here are "Live Blogs" and "Software Apps", each of which had their own page in the Structured Data Section of Google Developers. Despite its "we are piloting" disclaimer, however, "Local Businesses" information resides under Data Types.

I'm sure there's more to be uncovered: leave a comment if you spot something interesting!
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Kyle Sutton

Structured data markup  - 
Happy to see this, finally!
Announcing JSON-LD support for Reviews and Products structured data markup.

Along with the launch of support for JSON-LD for Reviews and Products structured data markup, we've cleaned up some of our application logic.  For example, requirements for explicit reviewed item and correct property name values are now enforced. Check your markup in the Structured Data Testing Tool ( ) and Search Console Structured Data Dashboard ( ) to see if your site is impacted by these changes.  For more information about how to format Reviews and Products markup to comply with Google's validation rules, see the documentation at

We hope these changes make it easier to use structured data on your side!
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Kyle Sutton

Structured data markup  - 
Google Search Console now has a dedicated section for Accelerated Mobile Pages. This AMP Report, as Google calls it, "shows a count of AMP pages either successfully indexed or with AMP-related errors encountered when Google crawled your site. Connectivity errors, broken links, and other errors are not shown in this report."

Google also emphasizes the need for proper structured data markup: "Pages with AMP errors or lacking required structured data elements will not be shown in Google search results with AMP-related features."

Users can find a host of new (?) documentation specific to AMP here:

Credit to +Barry Schwartz for initially publishing this on SERoundtable, including an insightful screenshot of an error for "mutually exclusive attributes."
Kyle Sutton's profile photoJohn Mueller's profile photoAyumi Hamasaki's profile photo
Thanks +Carl Turechek  for your comment. This is my website layout right now:

Main Website (www and responsive) loads 4 seconds and DOM load 0.6 seconds.

Mobile Website (m subdomain and repsonsive) loads 2 seconds and DOM load 0.44 seconds.

Was thinking in my mind having an AMP subdomain and maybe it loading under 0.44 seconds.

Just wanted to get confirmation that AMP is an extra thing or we replace the mobile website?

Going to do a search for the webmaster hangouts questions link? The forum I think I'm on already helping people out and they given me a high number attached to my profile. If thats the same thing?

p.s. let me know what you think about this comment and setup, thanks.
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Kyle Sutton

Discussion  - 
I wanted to see if the community had any experience or success with declaring both Organization and WebSite types on a single page. I'm working with a publisher client and would like to reap the benefits of specifying their social profiles and company logo (under"@type":"WebSite"), as well as maintaining a sitelinks search box (under "@type":"Organization"). Can these properties co-exist, and if so, could anyone point to live examples of the implementation? Favoring JSON-LD for the markup.

Thanks in advance!
Leeza Rodriguez's profile photoThad Guidry's profile photo
Hmm...I would say the government agencies: NIH, NLM, CDC, FDA, and are the most important at the moment...knowing that in the Graph there will be alignment issues with the upcoming Medical extensions.  The others just use the same links, terminology, and resource types as the government agencies do...well actually its the other way around...but the authoritative schema is held at the gov level as you already know and others just extend or add to it, and then 10 years later, the government finally updates the terminology on their end to use what has been happening in private practice and research. As you know.  :)
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