![]() It’s always been useful and interesting, but until late 2019, there weren’t very many good reasons to use it over the SDTT. The Rich Results Test has been available as a beta tool since 2017. So, with SDTT already out there to handle testing and RRT available for validation, why did Google feel the need to drop the first for the second? What Does the Rich Results Test Actually Do? The biggest issues with the tool were that it didn’t display differences between desktop and mobile results, and it didn’t always align with what came out of Google Search Console. It’s a simple but effective tool that allows marketers to quickly diagnose, test, and implement fixes for their site’s markup and ensure a logical hierarchy. The bare-bones version that was rolled out years ago has been steadily improved and expanded. The Structured Data Testing Tool is a different story. Most of these updates are excellent and have proven extremely useful, but some changes – like the constant downgrades to Search Console functionality – have been met with pushback. One of the best parts of these tools is that Google is constantly updating them and providing marketers with new options. While there are plenty of options out there, it isn’t a far stretch to say that it’d be very, very difficult for modern marketers to work their magic without these tools. Platforms like Google Analytics, Google Tag Manager, and Google Search Console help website managers understand their audience and can form the data-driven backbone of many digital marketing teams. If Google does anything right, it’s providing digital marketers and business owners with effective, informative, and free tools. Google’s Free Digital Marketing Tools are Always Evolving It’s been a long and difficult process, but today, markup styles like HTML microdata, RDFa, and JSON-LD are vital if you want your brand to succeed in search. Since then, Google has helped structured data grow from a visual curiosity that made your site stand out in search results to a core component of a successful digital marketing strategy. This led to an increase in search result interactivity, which made everyone happy. Search engines began to gradually pick up these different informational sources, select which ones they deemed “best”, and present them to searchers. Multiple options were developed, including RDF (Resource Distribution Framework) and RSS (Rich Site Summary). This emphasis on standing out in search results meant companies needed a way to conveniently and easily package and present information to search results. ![]() In the late 90s and early 2000s, companies knew they needed to be at the top of search results to survive, but the smart ones knew that they needed to grab a searcher’s attention before the competition did the same. Whether we’re working, shopping for a product or service, looking up information, or just screwing around, we rely on search engines to help us handle our daily tasks. Let’s be upfront about this slightly uncomfortable fact: search engines are built into and around our lives. What is Structured Data and Why is it Important? While the Rich Results Test provides users with new testing options and improved search result capabilities, it seems that this action just adds a little more strength to the idea that you don’t need to fix something that isn’t truly broken. Google regularly makes changes to how it reads and evaluates information, and as this system progresses, the company makes sure its tools follow suit. While this announcement wasn’t completely unexpected, it left digital marketers with one burning question: why? ![]() ![]() Back in June of this year, Google made the announcement that it would begin deprecating its extremely popular Structured Data Testing Tool (SDTT) in favor of its new Rich Results Test (RRT).
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