Despite implementing all structured data coding, it is really frustrating if your rich snippets are not appearing in SERPs. Here are some reasons why it happens.
Structured data is a code that is added directly to the HTML markup of a webpage. By doing so, your webpage appears in the form of rich snippets in search results which include your business info, address, video, and social medial buttons.
Categorized into various types, data markup is beneficial for your SEO as it can generate organic traffic. Schema.org is a popular platform to create and source set of schemas using methods like JSON-LD, RDGA and Microdata.
And it is equally true that rich snippets don’t appear easily in SERP’s, despite adding the codes to your website’s markup. Or in other words, it won’t happen as you implement the codes.
Well, it may be because of certain errors in coding or due to Google’s norms. Below are such reasons why your rich snippets are not appearing in the search results.
Rich Snippets are NOT Guaranteed:
Just implementing structured data is not a guarantee that your snippets will appear in the searches. Even it is not assured by Google. It can take weeks, months and even year for your snippets to appear in SERPs. Surprisingly, it is true. The delay may be because of Google’s norms and close review of your snippets before making it live in SERPs.
“Ageing” of Your Markups Does Matter:
Google doesn’t recognize your content instantly. Instead, it may pay attention to your markup while indexing a site next time. As we have said that rich snippets are not promised by Google, it may still take even longer to see your snippets in the results. However, you can notify Google that content on a site has been marked up.
Incorrect Mark Up of Data:
Make sure you have used codes rightly in schema markup. Otherwise, your markup will be confusing for Google to understand. So, don’t source the codes from Schema.org without reading the guidelines. Read all terms and conditions.
Many people don’t nest schema.org elements or forget to do so. Nesting is an essential thing that prompts HTML code to identify when a web page starts and stops addressing a particular topic.
One of the common errors in this reference is to close the code earlier using </div> in the middle before giving aggregateRating information. Instead, it should be used immediately after giving all attributes related to an entity.
Another error in data markup is unclosed HTML tags. If they are not closed, Google won’t be able to read your correct nesting.
Similarly, using duplicated aggregateRating itemprops are loopholes that results in your rich snippets are not appearing in the results. Make sure to put each entity using a type itemscope. And you will need a particular aggregateRating itemprop for each itemscope. Multiple versions of this will pile up additional disarray for Google and lead to no results. Moreover, missing aggregateRating itemprops will also perplex Google as it fetches a rating from a single person rather than provide in a collective form.
Using Multiple Markup Languages for a Single Webpage:
There are many encoding methods available to implement structured data markup, including RDFa, Microdata, and JSON-LD. Make sure to choose only one method to create a markup for a single webpage, rather than incorporating all markup languages together. For example, stick with JSON-LD for a single webpage, instead of using RDFa or Microdata for some portions.
Markup is Not Accurate:
This can be another reason that your markups are not appearing in SERPs. So, check if your schema is created according to Google’s guidelines. If it fails to meet the standards, Google will not show it in search results. This is because the search engine wants to enhance user’s experience by showing accurate and authentic results while removing the misleading and deceptive contents. All it wants a structured data to be “up-to-date and accurate reflection of the topic and content already found on the page, such as text, images, and videos”
Data is Not According to Web Page:
You have read in the last line of the previous point that Google wants a data to be up to date and accurate reflection of the topic.
If it is not, you won’t be able to see your markup appearing in the search results. For example, a recipe page should have a text description accordingly. Likewise, a services section will be equipped with the different data structure. This is all about enriching user’s experience. And if you fail to do so, Google won’t show your snippets.
Using Vulgar Language or Obscenity in Your Content:
Most shady developers look it as a quick route to generate click through rate, but Google won’t. Google rejects the data bluntly if it contains vulgar language, obscenity or erotic details. Moreover, using such ways can cost your website’s image.
Google Don’t Know That Your Content is Changed:
Google may take a note of your structured data while indexing your web page. Therefore, use a sitemap feature like <lastmod> to tell Google that your page is required to be re-indexed as you have made changes.
So, you need to work on the above-mentioned factors to make your rich snippets appear in SERPs. Again, it takes time for your data to occur in search results due to Google’s norms.
So, be focussed, stay with right methodology and have patience as you will see a result sooner or later.