Google’s John Mueller answers questions about what google data structure to use for a company that offers a variety of services. This shows how Google’s recommendations regarding how to use structured information sometimes differ from Schema.org documentation.
The question came from a person that was not using structured information according to Google’s guidelines, but was able to use Schema.org guidelines.
Here’s the problem:
“The next question I have here is our website is a service, not a product.
Price will depend on how accurate the estimate is.
How do I fix the invalid item for a service like ours when I use product structured data?”
John Mueller replied to the question by assuming that the company was a local provider of services.
His answer is:
“For local business, like the one that you mentioned, I’d recommend looking at the local business structured data.
It also allows you to specify a price range.
We have more information about this markup in the search developer documentation.”
What is Product Structured Information for a Service Company
Services are included in the Schema.org product type definition.
So, while technically one can use the Product structured data for a business that offers a service, it’s not recommended by Google.
The official description for the ‘The Official Description of the ‘ Schema.org Structured Data Type:
“Any offered product or service. For example: a pair of shoes; a concert ticket; the rental of a car; a haircut; or an episode of a TV show streamed online.”
Haircuts are a local business. Schema.org says that the Product structured information type may be acceptable for use in this particular business.
However, Google’s Product structured data documentation clearly focuses on product content and has no provision for service businesses.
It is clear from their Search Central page that structured data can be used to enhance SERPs listing.
“When you add structured data to your product pages, Google search results (including Google Images and Google Lens) can show product information in richer ways.”
Which structured data should I use?
Schema.org has been supported and founded by Google and Yahoo. It’s not a standards body like the W3C (which creates the HTML standards).
Search engines like Google choose what to use for their search features and that’s really what counts when deciding how to deploy structured data.
Using structured data that’s unsupported by Google won’t harm a site. The markup won’t be used for enhanced SERP listings.
If you are unsure whether Schema.org should be followed or Google recommendations, Google is the best recommendation.
What structured data should be used on a service website?
Google SEO hours are available at 13:13 minutes mark.
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