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To preserve structured data during a redesign, carry accurate markup into the new page templates, keep it aligned with visible page content and URLs, and test deployed pages—not just the code—before and after launch. If URLs change, map each old URL to its intended new destination, update canonicals and internal links, and use direct permanent redirects where possible. Valid markup can make a page eligible for a Google search feature, but it cannot guarantee that Google will display one.
What should survive the redesign?
Structured data describes a page in a standardized format. Treat it as part of the page template and content model, not as a detached block to copy unchanged. Keep only properties that still accurately describe each page type, and ensure the markup corresponds to content people can see on that page. Irrelevant, misleading, or hidden markup can make a page ineligible for rich results and may lead to a manual action.
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Google supports JSON-LD, Microdata, and RDFa for rich-result markup, and recommends JSON-LD. For duplicate pages, Google recommends using the same structured data on each duplicate.
Inventory pages and markup before implementation
Start by identifying the important URLs and the structured-data types used on them. Google suggests drawing on sitemaps, server logs or analytics, Search Console link data, and the content management system. Record which page templates generate each type of markup, and check whether its properties remain accurate under the proposed design.
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If URLs will change, create an old-to-new URL map before building redirects. Also identify embedded assets—such as images, video, JavaScript, and CSS—that need migration planning. Google’s guidance for site moves is at Site moves with URL changes.
Keep markup, rendering, and page content aligned
Choose an implementation the page can sustain
Server-rendered markup can be included in the page template. JavaScript-generated structured data can also be understood by Google when it is present in the rendered DOM. Whichever approach you use, test the rendered page: markup that exists in source code or a tag configuration is not useful if it is missing or stale on the page Google processes.
If you generate markup through Google Tag Manager, derive values from page variables rather than maintaining a second set of hard-coded values in the tag. Duplicating page facts increases the chance that the structured data will diverge from the visible content. See Google’s guidance on structured data and JavaScript SEO.
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Align URLs when the site structure changes
On a URL-changing redesign, update the structured-data URLs and page references along with canonical links, internal links, and sitemap entries. Each new URL should have a self-referencing canonical. Redirect each old URL to its mapped destination with a server-side permanent redirect, such as HTTP 301 or 308, when possible. Point directly to the final destination rather than creating chains.
Google can follow up to 10 redirect hops, but advises keeping redirect chains short: ideally no more than three, and fewer than five. Redirects should lead to the corresponding new page, not an unrelated destination.
Test before launch and verify live pages
- Validate representative markup. Use Google’s Rich Results Test to check the code and address critical errors. Test examples from each important template, not just one page type.
- Deploy a small sample. Put a limited set of redesigned pages live, then use Search Console’s URL Inspection tool to check Google’s view of them.
- Check access. Confirm that the pages are accessible to Googlebot and are not blocked by robots.txt, a noindex directive, or a login requirement.
- Refresh discovery signals. Submit a sitemap containing the new URLs and confirm that canonicals, internal links, and redirects point where intended. Google says discovery and crawling can take several days, so allow time for recrawling and reindexing.
Monitor the migration after release
Watch structured-data reports
After template or code changes, monitor Search Console’s structured-data reports. A rise in invalid items can signal a broken template. A drop in valid items without a matching rise in invalid items can mean markup was removed or stopped being detected. Inspect affected live URLs with URL Inspection to distinguish a markup problem from a crawling or rendering problem.
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Watch URL and crawl health
For a URL migration, check not-found and other crawl or indexing errors, verify that redirects reach existing intended destinations, and make sure the sitemap reflects the new URLs. Google notes that crawling of a new site can temporarily increase, so monitor server load as well as Search Console. See its site-move checklist.
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Valid structured data establishes eligibility for supported search features; it does not guarantee a rich result. The page must also meet Google’s content and technical policies, and Google’s systems decide whether a feature is appropriate for a particular result. A structured-data manual action removes eligibility for rich results but does not affect ordinary web-search ranking.
Feature support changes. On June 12, 2025, Google announced it was phasing out Search result support for Book Actions, Course Info, Claim Review, Estimated Salary, Learning Video, Special Announcement, and Vehicle Listing. Google said the change would not affect rankings and that use of those types outside Google Search and dependent features would be unaffected. Check the current Search Gallery before investing in markup primarily for a particular Google Search feature. These recommendations describe Google’s systems; other search engines and schema.org consumers may handle structured data differently.
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