Google Replaces Structured Information Software with Promotional Touchdown Web page

Google Replaces Structured Data Tool with Promotional Landing Page

Google introduced that the URL to Google’s structured information software now redirects to a touchdown web page. The touchdown web page encourages customers to strive Google’s Wealthy Outcomes web page, whereas utilizing a close to invisible button to hyperlink to the brand new Schema.org Structured Information Validator.

Google Publicizes Schema.org Structured Information Validator is “Stabilized”

Whereas the truth that the announcement of the redirect is hidden on the backside of the web page of a December 2020 weblog submit is odd, that’s not really the oddest factor about this announcement.

The weblog submit doesn’t say that the competing Schema.org validator is out of beta and prepared for motion (which might be regular) however slightly… Google says it has stabilized.

Google Says Schema.org Structured Information Validator has Stabilized

Schema Structured Data Tool is StabilizedGoogle: “The Schema Markup Validator has stabilized…”

Stabilized is a phrase used for a hospital affected person whose situation has stopped deteriorating.


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Right here’s what the announcement stated:

Replace on August 9, 2021:
The Schema Markup Validator has stabilized, and Google now redirects the Structured Information Testing Software to a touchdown web page that can assist you choose the best software.”

Is Google’s Touchdown Web page Promotional?

The brand new touchdown web page feels promotional as a result of it actively encourages guests to first use Google’s Wealthy Outcomes web page:

“Google recommends that you just begin with the Wealthy Outcomes Check… “

Relating to the competing Schema.org validator, Google makes use of much less flattering phrases like “generic” and describes the competitor within the context of what it doesn’t have:

“For generic schema validation…  with out Google-specific validation.”

Contemplating that that is the URL that customers of the discontinued validator may have bookmarked, it virtually looks as if Google is encouraging customers to its personal software on the expense of the competing Schema.org software that’s almost definitely to fulfill customers of the outdated validator.

Google Structured Information Testing Software

The Structured Information Testing Software examined whether or not the structured information is legitimate. Adverse responses have been categorized as both warnings or errors.


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The software was drastically appreciated as a result of it was helpful for troubleshooting structured information.

A sandbox function allowed modifications to be made proper within the software to discover doable options to errors and offered an interactive strategy to find out about structured information code.

All of these helpful options can be found within the non-Google Schema.org Structured Information Validator.

Screenshot of Schema.org Structured Information Validator

Structured Data Markup Validator

Sluggish Retirement of Structured Information Testing Software

Google introduced in July 2020 that the structured data testing tool was being retired in favor of the extra Google-specific Wealthy Outcomes Check.

Many publishers have been upset that Google’s structured information validator was going away.

Thus in December 2020 Google introduced that the structured information testing software wouldn’t disappear however will stay on at Schema.org.

The announcement acknowledged the frustration felt by the search engine marketing and net growth neighborhood:

“Since then, we’ve heard your suggestions and we’d like to offer an replace on what the long run seems like for the Structured Information Testing Software.

To raised help open requirements and growth expertise, we’re… migrating it to a brand new area serving the schema.org neighborhood… The primary function of the software will probably be to test syntax and compliance of markup with schema.org requirements.”

The brand new Schema.org validator might now be discovered at validator.schema.org however was labeled as an in-development software, which subtly discouraged its use.

Google Structured Information URL Redirects to Touchdown Web page

Google is now redirecting the outdated structured information validator URL to a touchdown web page that promotes using Google’s Wealthy Outcomes Check software and likewise hyperlinks to the brand new Schema Markup Validator software.


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Google promotes the Wealthy Outcomes Testing software by prominently recommending customers begin with it.

Rich results promotional page

It is sensible to have a touchdown web page that explains that the outdated validator is gone and the place to search out the brand new Schema Markup Validator.

However the web page goes past a proof.

Is Google Utilizing Darkish Patterns?

Darkish Patterns is a technique of presenting info in a manner that seems like a alternative however is designed to information the person to make the choice the corporate needs, typically towards the very best curiosity of the person.


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Researchers have famous that Google and different tech firms use darkish patterns to trigger customers to do issues like surrender their privateness (Deceived by Design, PDF) by making it troublesome to choose out of privateness invasion and really simple to opt-into it.

A typical darkish patterns trick is to make the button they need customers to decide on stand out, whereas making the button they don’t need customers to decide on fade into the background.

Google makes use of a vivid blue button for the hyperlink to their Wealthy Outcomes software and makes use of a white button that fades into the white net web page for the competing structured information validator.

Here’s a screenshot of the button Google makes use of for his or her Wealthy End result Software on the brand new touchdown web page:

Extremely Seen Button

Rich Results ButtonThe button for the Schema.org testing software is coloured white on a web page that has a background shade of white.

Almost Invisible Button to Competing Validator

Structured Data button

It’s virtually as if Google is actively encouraging individuals in search of the validator to go to their very own Wealthy Outcomes software whereas hiding the hyperlink to the competing software by making the button white so it blends into the background.


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Google’s 53 phrase description of the Wealthy Outcomes software gushes about all of the options it has.

The 16 phrase description of the Schema.org software makes use of 30% of the phrases to say what it doesn’t have.

You determine what alternative Google is encouraging guests to make…

Schema.org Validator is “Stabilized”

Though Google is seemingly encouraging customers to make use of its personal software, the brand new Schema.org software is stay and prepared for use. The touchdown web page nonetheless says it’s in beta however presumably that message could also be eliminated quickly.


The Official Schema.org Structured Data Validator

Google’s New Landing Page

Google’s December 2020 Announcement of Schema.org Software
An Update on the Structured Data Testing Tool

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