Structured Data Doesn’t Boost Rankings, Google Says

Google has confirmed that adding structured data to a website won’t improve its ranking in search results. 

In a public exchange on Bluesky, Google Search Advocate John Mueller addressed a common SEO misconception, stating that structured data is used only to support search features and not for ranking purposes.

Mueller’s comments came in response to a user experimenting with structured data to boost SEO performance. 

His response cut to the core: structured data will not make a site rank higher. It only helps Google display additional search features, such as recipe cards, product ratings, or FAQ boxes.

Adding structured data to see if it helps with SEO #buildinpublic

— Boon aka Hwee-Boon Yar (@hboon.com) April 12, 2025 at 5:30 PM

What is Structured Data?

Structured data, specifically Schema.org markup, is a standardized format that allows webmasters to label content so that search engines can better understand the information on a page. 

It’s widely used to help search engines identify content types like articles, reviews, products, and events.

While structured data helps Google interpret content and display rich results in the search interface, it does not affect the site’s ranking in the results list. 

Only about 30 types of Schema.org data are currently supported by Google, despite there being over 800 available.

Mueller clarified this, emphasizing that structured data is for eligibility—not priority.

If your page content qualifies, structured data helps it appear with enhanced search features. But the underlying ranking signals such as content quality, backlinks, and user engagement remain unchanged.

Structured Data’s Real Role in Search

Structured data is essential for how Google presents content, particularly as AI transforms user interactions with search results. Google leverages structured data to enhance rich results and features such as:

• Review stars
• Product listings
• FAQs
• Event information
• Recipe cards
• Knowledge panels

However, inclusion in these features is not guaranteed. 

Structured data only makes a page eligible for rich results—it does not ensure visibility. If the content doesn’t meet quality or relevance standards, structured data won’t make up for it.

Mueller’s statement also pointed to documentation on Google’s developer site, where webmasters can find the specific types of structured data that are supported. Using unsupported Schema.org types, or applying structured data incorrectly, will have no impact on visibility in Google Search.

AI Search and the Need for Clean, Structured Information

With the rise of AI-driven search features, structured data has become even more critical—but only for format and precision, not for ranking.

At a recent Search Central Live event held at Madrid, Google reiterated that structured data is “critical for modern search features,” particularly in the context of AI results that depend on clear, machine-readable content. Structured data allows search systems to efficiently extract information, but it’s just one piece of the overall content evaluation process.

Google still recommends to use structured data in an AI search world – focusing on those things that are actually visible in SERPs 👀 @JohnMu #sclmadrid pic.twitter.com/IT3mJrAFFc

— Aleyda Solis 🕊️ (@aleyda) April 9, 2025

AI search doesn’t prioritize a page because it uses structured data; instead, it reads structured data to determine how best to display the content within AI-generated responses or search features.

What Site Owners Should Do Now

For site owners and SEOs, the takeaway is simple: don’t use structured data expecting a rankings boost. Instead, use it strategically to qualify your content for enhanced visibility—where appropriate. 

Here’s what you can do:

1. Follow Google’s official guidelines for structured data. Use only the supported types.
2. Apply structured data accurately. Misuse or errors can result in being ignored—or worse, a manual penalty.
3. Use it where it adds value to the user experience, like recipes, events, reviews, or product details.
4. Focus on quality content, performance, and backlinks for actual ranking improvements.
5. Stay updated as Google continues to refine how AI and structured data intersect.

Key Takeaways

• Structured data doesn’t impact rankings—it only helps display enhanced search results.
• Only ~30 Schema.org types are supported by Google, out of 800+ available.
• Structured data makes content eligible, not guaranteed, for rich results.
• Google ignores unsupported or incorrect structured data.
• Structured data plays a bigger role in AI search features, but still doesn’t affect rankings.

Dileep Thekkethil

Author

Dileep Thekkethil is the Director of Marketing at Stan Ventures, where he applies over 15 years of SEO and digital marketing expertise to drive growth and authority. A former journalist with six years of experience, he combines strategic storytelling with technical know-how to help brands navigate the shift toward AI-driven search and generative engines. Dileep is a strong advocate for Google’s EEAT standards, regularly sharing real-world use cases and scenarios to demystify complex marketing trends. He is an avid gardener of tropical fruits, a motor enthusiast, and a dedicated caretaker of his pair of cockatiels.