Google is making it easier for companies to share more about themselves in search results by expanding support for organization-structured data markup.
This means that Google will utilize this markup to display comprehensive company details in knowledge panels and other visual elements directly on the search results page.
This enhancement is designed to assist users in quickly discovering crucial information about the organizations they are searching for.
What’s new in Google search?
Since 2013, Google has allowed websites to use “logo” and “URL” markups to define their logo’s image and link in search results.
Now, Google goes further, allowing sites to incorporate additional details such as their name, address, contact information, and business identifiers.
This update retains the current logo structured data guidelines while integrating them seamlessly into the more comprehensive organization markup documentation.
Google Search Console’s logo report and assessments in the Rich Results Test tool now offer more thorough validations for organization markup.
Using the Rich Results Test, you can assess organization markup by inputting a URL or code snippet and receiving immediate feedback on the correct markup implementation.
What should websites do?
If your site already has logo markup, there is no need to make changes, Google will automatically recognize it. Nevertheless, the Google search console suggests incorporating the new organization fields if they apply. Adding extra organization details could qualify companies to showcase more extensive knowledge panels, similar to Google’s recently introduced merchant panels.
For local businesses, Google advises using both local business and organization markup. As for online-only companies, leveraging the “OnlineBusiness” subtype of organization markup is recommended.
What lies in the future of the Google Search console?
These additions simplify the process for businesses and organizations, helping users access accurate details in Google Search results.
This update also underscores the value of implementing structured data markup on sites, even if Google isn’t using it for visible enhancements in rich results. While specific markup properties may not yield immediate improvements, they position sites to reap the benefits when Google’s systems evolve to process and display new forms of structured data. The efforts made today can pave the way for enhancements in the future.
As Google broadens its structured data capabilities, previously unsupported markup may eventually qualify for special search features. It’s an investment that holds potential for future search advancements.