Google Confirms: Structured Data Won’t Make Your Site Rank Better (But Here’s Why You Still Need It)

In a recent clarification, Google’s Search Liaison Danny Sullivan confirmed what many SEOs suspected: Structured data does not directly improve search rankings. This revelation sparked debates—why bother with Schema markup if it doesn’t boost rankings?

But the truth is more nuanced. While structured data is not a ranking factor, it plays a critical role in visibility, click-through rates (CTR), and rich results. In this blog, we will break down:

  • What Google’s statement really means
  • Why structured data matters despite not affecting rankings
  • How to leverage it for maximum SEO benefits

1. Google’s Official Stance: Structured Data ≠ Ranking Factor

What Google Said

In a recent tweet, Danny Sullivan stated:

“Using structured data does not mean a page will rank better. It can make it eligible for rich results, which could make it easier for users to find…”

This aligns with Google’s longstanding position—structured data helps with presentation, not rankings.

Why the Confusion?

Many SEOs assumed that because rich snippets (like FAQs, reviews, and breadcrumbs) appear prominently, they must influence rankings. However, Google separates:

  • Ranking algorithms (which decide position)
  • Presentation features (which enhance appearance)

2. Why Use Structured Data If It Doesn’t Improve Rankings?

Just because structured data isn’t a ranking factor doesn’t mean it’s useless. Here’s why it’s still essential:

A. Eligibility for Rich Results (Enhanced SERP Features)

Structured data unlocks rich snippets, which can dominate more SERP real estate. Examples:

  • Recipe cards (with ratings, cook time)
  • FAQ & How-To snippets (direct answers in search)
  • Product carousels (for eCommerce)

Case Study: A study by Ahrefs found that pages with FAQ schema had ~30% higher CTR than those without.

B. Improved Crawlability & Context

While Google can parse content without Schema, structured data:

  • Helps bots understand page context faster (e.g., “This is a product, here’s the price”)
  • Reduces ambiguity (e.g., clarifying whether “Apple” refers to the fruit or the company)

C. Voice Search & AI Readiness

As voice assistants (Google Assistant, Siri) and AI-driven search grow, structured data helps machines:

  • Extract precise answers (e.g., “What’s the best pizza place near me?”)
  • Support entity-based search (Google’s Knowledge Graph relies on structured data)

D. Competitive Edge

If your competitors aren’t using Schema, you gain an advantage in:

  • Visual appeal (rich results attract more clicks)
  • Zero-click searches (featured snippets can answer queries without a visit)

3. What Structured Data Can’t Do

To avoid misconceptions, remember:
✅ What it does: Enhances display, CTR, and eligibility for special SERP features.
❌ What it doesn’t do:

  • Act as a ranking signal
  • Compensate for poor content or backlinks
  • Guarantee rich results (Google chooses when to show them)

4. How to Implement Structured Data Correctly

Step 1: Identify Relevant Schema Types

Use Google’s Schema Markup Guide to pick the right format, such as:

  • Article (for blogs/news)
  • Product (eCommerce)
  • LocalBusiness (brick-and-mortar stores)

Step 2: Generate & Validate Markup

Step 3: Monitor Performance

Track rich result impressions in Google Search Console:

  • Go to Search Results > Enhancements
  • Check for errors (e.g., missing fields, invalid markup)

5. Beyond Schema: Other Ways to Improve Rankings

Since structured data alone won’t rank you higher, focus on proven ranking factors:
✔ High-quality content (EEAT: Expertise, Authoritativeness, Trustworthiness)
✔ Backlinks (Authority matters more than markup)
✔ Page speed & Core Web Vitals (Google prioritizes UX)
✔ User intent optimization (Semantic SEO, topic clusters)

Conclusion: Should You Still Use Structured Data?

Yes! While it won’t directly boost search engine rankings, structured data:

  • Increases visibility through rich snippets
  • Improves CTR (more clicks = indirect ranking benefits)
  • Prepares your site for future search trends (voice, AI)

Final Tip: Do not treat Schema as a “set and forget” tactic. Regularly audit markup to align with Google’s evolving guidelines.