Rich results are a powerful way to make your website stand out in the search results. They can include images, ratings, and other eye-catching features that can significantly improve your click-through rate. However, if your structured data is invalid, you have an invalid rich result, which is a broken promise to search engines. This guide will explain why this is a problem and how to fix it.

Think of your structured data as a recipe that you give to a search engine. If the recipe is missing an ingredient or has the wrong measurements, the search engine won’t be able to cook up a rich result for your page. For a broader look at structured data, see our guide on the structured data category.

An illustration of a broken promise, symbolizing the importance of fixing invalid rich results.

Why Valid Structured Data is Non-Negotiable

As explained in Google’s own guide to structured data, valid markup is essential.

  • Eligibility for Rich Results: If your structured data is invalid, your page will not be eligible for rich results.
  • Improved Click-Through Rate (CTR): Rich results are more visually appealing and can significantly improve your CTR.

A Step-by-Step Guide to Fixing Invalid Rich Results

The goal is to have valid structured data on all of your pages. For more on this, check out this guide to Google’s Rich Results Test.

Code Example: The Fix

<!-- Before: Missing required property 'name' --> <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "Recipe", "author": "John Smith" } </script> <!-- After: All required properties are present --> <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "Recipe", "name": "Grandma's Famous Apple Pie", "author": "John Smith" } </script>
  1. Test Your Pages: Use Google’s Rich Results Test to identify any pages with invalid structured data.
  2. Identify the Errors: The tool will tell you exactly what is wrong with your structured data, such as a missing property or an incorrect data type.
  3. Fix the Errors: Work with your developer to fix the errors in your structured data.
  4. Validate the Fix: Use the Rich Results Test to confirm that your structured data is now valid.

Frequently Asked Questions

What is an invalid rich result?

An invalid rich result is a rich result that is not eligible to be displayed in the search results because of an error in the underlying structured data. This can be due to a variety of reasons, such as a missing required property, an incorrect data type, or a violation of Google’s structured data guidelines.

Why are invalid rich results a problem for SEO?

Invalid rich results are a problem for SEO because they prevent your site from taking advantage of the enhanced visibility and click-through rates that rich results can provide. If your structured data is invalid, you are missing out on a key opportunity to stand out in the search results.

How can I find and fix invalid rich results?

The best way to find and fix invalid rich results is to use Google’s Rich Results Test. This tool will analyze your page and tell you if it is eligible for rich results, and if not, what errors need to be fixed. You can also use a website crawler like Creeper to identify pages with structured data errors.

Ready to fix your broken promises? Start your Creeper audit today and see how you can improve your website’s rich results.