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Structured data markup is not just for Google (but does it always make sense)?

It is important to use structured data markup that matches the content of the page with the markup code. If you use inappropriate structured data markup, or structured data markup doesn’t match the on-page content, your website might get a manual penalty. Do not try to manipulate the search results with fake markup code.

There is another problem that can be caused by structured data markup: if your structured data markup code provides too much information, people will get everything they search for on Google’s results page. That means that searches won’t click through to your website. Some webmasters learned that the hard way.

For example, this webmaster saw a massive traffic drop after adding FAQ structured data markup code to her website:

Using structured data markup for FAQs can make sense if people would have called your customer service number if they didn’t see the answer on Google’s result pages. If you want to sell something, it’s usually not good if people don’t click through to your site.

Google’s John Mueller didn’t have a problem with the fact that people stayed on Google’s results page:

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