Google Shuts Down Seven Structured Data Types to Refine Search Experience

A Closer Look at the Deprecated Types

The retired structured data types include

• Book Actions,
• CourseInfo,
• ClaimReview,
• AskPublicSchema,
• older versions of JobPosting,
• Social media posting, and
• Legacy formats of review.

These markups will no longer be processed by Google Search once they are eligible for rich results. Any existing implementations will be rendered ineffective, and affected websites may begin to notice the disappearance of enhanced snippets in search.

The decision wasn’t made on impulse. Google put emphasis on these types being outdated. Also, they had low adoption or created inconsistency in the search ecosystem. The aim is to truly enhance user experience by reducing clutter and elevating markup. In other words, if the schema is not helpful to the searcher by accurately reflecting on-page content, it does not belong in the index anymore.

Why This Update Matters

A bulk retirement of this scale is rare. However, it is very common for Google to make changes in structured data guidelines. For SEO professionals, there is a thoughtful reassessment of how content is presented and optimized for users.

The update also draws attention to structured data best practices. Websites can now focus on regularly maintained schema types. The task is not only to focus on adding markup but to implement it correctly while ensuring that it reflects what users see on the page.

What’s Next: Loyalty Programs and Return Policies

Google is also throwing a light on newer structured data types supporting modern eCommerce needs. One of the most important among them is MemberProgram structured data, which is designed to help brands highlight benefits tied to loyalty memberships. No matter if it’s about the exclusive pricing or rewards, this schema exhibits perks that are right within reach.

Another upgrade worth noting is the expansion of the return policy schema markup. Google now allows retailers to specify return methods and countries, offering more transparency for consumers during the purchase process. This level of detail directly supports trust and may influence click-through rates, especially in highly competitive product categories.

These additions show that while certain schema types are being removed, others are being fine-tuned to support evolving consumer behaviors and expectations. Google is prioritizing structured data that improves real-world decisions, especially in transactional or trust-sensitive contexts.

The Technical Side: Schema Validation and Maintenance

This update emphasizes the importance of maintaining schema health across websites for developers and SEO teams. Deprecated types should be removed regularly. Tools like

• Google’s Rich Results Test,
• Schema Markup Validator, and
• URL Inspection Tool

remain essential to validate the eligibility of current implementations.

However, changes to URL hierarchy can sometimes unintentionally break schema with evolving page formats and new CMS structures. That is, it is quite essential to understand URL structure in SEO. A poorly designed URL prevents Googlebot from crawling correctly and associating structured data with relevant content.

With the influence of schema on AI-driven results, there is no place for error. Also, the product carousels and zero-click summaries are foolproof. When you witness standards-compliant code, it is a sign of a successful strategy.

Industry Perspective

This update has sparked a mix of reactions within the digital marketing community. Some of them are welcoming the clarity with the argument that it pushes the ecosystem toward more consistent practices. But many of them, such as publishers in the education and news verification sectors, have expressed concern, given their past reliance on deprecated markups like CourseInfo and ClaimReview.

Still, most of them agree that the focus now must shift from broad schema adoption to strategic, value-driven implementation. The key is quality and not quantity.

Looking Ahead: Structured Data in the AI Era

Structured data is no longer just a tool for better-looking snippets; it’s the connective tissue that powers AI comprehension, voice search, personalized results, and product discovery. As search becomes more intelligent, the schema must evolve alongside it.

This decision of Google is more about refinement than restriction. It makes marketers and developers rethink their structured data approach, not as a checklist, but as an integral part of content strategy.

By embracing relevant schema like MemberProgram, keeping return policy information updated, validating code regularly, and respecting how URL structure in SEO affects crawlability, businesses can position themselves at the forefront of AI-first search.