Google set to phase out

By Will Stolton
SEO 27.01.2020

Google’s Webmasters have announced that pages using as their structured data schema will no longer be able to get Rich Snippets in SERPS as of 6th April 2020. This is due to a shift of focus to, which it considers to be the principal structured data standard for developers. 

What is a structured data schema? 


In simple terms, a structured data schema is essentially a labelling system for a page’s content. Labelling the different elements of a page’s content helps Google Search to crawl and determine if it’s relevant for the user, and offer it up as Rich Snippet in search results. It helps searchers reach the info they’re after more easily, and helps websites achieve better search engine visibility. 


How to prepare 


Google are giving plenty of time to SEOs and site owners to switch to, and will be notifying users of upcoming changes through Search Console. 


Although there’s not actually much difference between the two mark-ups, Google’s Webmasters have decided to call it a day for as is much more widely used, and they’d prefer to concentrate their efforts on developing just one form of schema. 


We’d suggest planning ahead if your site has been using Data Vocabulary. If you need large scale migrations to the new data standard, our talented SEO team can be on hand to help.

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