Schema markup tells Google about your content, but how does Google actually use this information? Understanding Google’s relationship with structured data helps you implement schema more effectively.
What Happens When Google Crawls Schema
Step 1: Discovery
Googlebot crawls your page and discovers the JSON-LD script:
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Product",
"name": "Widget Pro"
}
</script>Step 2: Parsing
Google’s systems parse the JSON-LD and extract structured data properties.
Step 3: Validation
Google checks:
- Is the JSON valid?
- Are required properties present?
- Does data match page content?
- Does it follow Google’s guidelines?
Step 4: Indexing
Valid structured data is indexed alongside your page content.
Step 5: Rich Result Eligibility
Google determines if your page qualifies for rich results based on multiple factors.
Not All Schema Creates Rich Results
Here’s the key insight: Google supports many schema types for understanding, but only some for rich results.
Schema Types with Rich Results
These schema types can generate visual enhancements in search:
| Schema Type | Rich Result |
|---|---|
| FAQ | Expandable Q&A |
| Product | Price, rating, availability |
| Recipe | Recipe cards with images |
| Article | Top Stories, Discover |
| Local Business | Knowledge panel |
| Event | Event carousel |
| Video | Video carousel |
| How-To | Step display |
| Job Posting | Google for Jobs |
| Course | Course carousel |
Schema Without Visible Rich Results
These types help Google understand content but don’t create visual rich results:
- Organization (helps Knowledge Graph)
- Person (helps entity understanding)
- WebSite (helps sitelinks)
- WebPage (basic page info)
- ImageObject (image context)
They’re still valuable for semantic understanding.
How Google Decides to Show Rich Results
Having valid schema doesn’t guarantee rich results. Google considers:
1. Content Quality
- Is the content valuable and original?
- Does it provide a good user experience?
- Is the page well-designed and functional?
2. Schema Accuracy
- Does schema match visible content?
- Are all required properties present?
- Is the data accurate and up-to-date?
3. Page Authority
- Domain trust and authority
- Page ranking position
- Link profile
4. User Intent Match
- Does the rich result help users?
- Is it appropriate for the query?
- Would it clutter results?
5. Algorithmic Selection
Google doesn’t show rich results for every eligible page. They’re selective to maintain search quality.
The “Guidelines Compliance” Factor
Google has specific guidelines for each schema type. Violations can result in:
- Rich results not showing
- Manual actions
- Complete rich result disqualification
Common Guideline Requirements
- Schema must represent content visible on the page
- No misleading or deceptive information
- Content must be appropriate for all audiences
- No self-promotional content in FAQ schema
- Review schema must be from genuine users
Schema’s Role in E-E-A-T
Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) guidelines connect with structured data:
Author Schema
Linking articles to author Person schema establishes expertise:
{
"@type": "Article",
"author": {
"@type": "Person",
"name": "Dr. Expert",
"url": "https://example.com/about/dr-expert",
"sameAs": ["https://linkedin.com/in/drexpert"]
}
}Organization Schema
Establishes business legitimacy:
{
"@type": "Organization",
"name": "Trusted Company",
"foundingDate": "2005",
"award": ["Industry Award 2023"]
}How Long Until Rich Results Appear?
After implementing schema:
Crawling
- Can take days to weeks for Google to recrawl
- Use URL Inspection tool to request indexing
Processing
- Google needs time to process structured data
- Validation happens during processing
Display
- Rich results may appear immediately after processing
- Or may take additional time as Google tests
Typical Timeline
- Fast: 1-2 weeks
- Average: 2-4 weeks
- Slow: 1-2 months
Monitoring in Search Console
Track your structured data’s status:
Enhancements Section
- Go to Search Console
- Click “Enhancements” in left menu
- Select specific schema type (FAQ, Product, etc.)
- View: Valid, With warnings, Invalid
Performance Data
- Filter by search appearance: “Rich results”
- Track impressions and clicks
- Compare to non-rich results
Why Rich Results Might Not Show
Common Reasons
- Page not indexed - Check indexing status
- Schema errors - Validate with Rich Results Test
- Low ranking - Rich results typically show for top 10
- Competitive SERPs - Google may limit rich results
- Mobile vs Desktop - Different rich results per device
- Regional differences - Some rich results are location-specific
- Guideline violations - Check for manual actions
What You Can Do
- Fix all schema errors
- Improve page quality and rankings
- Ensure mobile-friendliness
- Wait (rich results can appear over time)
- Check Search Console for issues
Google’s Evolving Use of Schema
Historical Changes
- 2011: Schema.org launched
- 2015: Google started preferring JSON-LD
- 2019: Major FAQ/HowTo rich result expansion
- 2020: COVID-related schema types added
- 2021: Some rich results reduced (review stars)
- 2023+: Continued refinement of guidelines
Future Trends
- AI using structured data for answers
- Voice search relies heavily on schema
- New rich result types emerging
- Stricter quality requirements
- Better connection to Knowledge Graph
Generate Schema for Rich Results
Use our JSON-LD Schema Generator to create markup optimized for Google’s rich results:
Each generator follows Google’s current guidelines and includes all required properties.
Conclusion
Google uses schema markup for two purposes: understanding your content better and potentially displaying rich results. While you control schema implementation, Google controls rich result display.
Focus on:
- Accurate, comprehensive schema
- High-quality content
- Guideline compliance
- Patience (results take time)
Valid schema improves your chances, but rich results are earned through overall quality, not just markup.
Need help maximizing your rich result potential? I can help you implement schema that aligns with Google’s requirements and improves your chances of rich results. Get in touch for a consultation.