An SEO professional asked John Mueller during his submitted Question and Answer segment about local pages with Schema markup.
They are setting up a central U.S. English-based page for the About Us section, with information for various office locations and contact points.
There are also localized versions of the pages in the different country versions, which often have fewer offices and phone numbers.
Their main question is: how important is it for localized pages to get their own Schema, or can Google pull enough information from the primary English version of the page that lists all worldwide offices and phone numbers?
John answered that there are two aspects there. On one hand, if you have different local versions of a page, Google will not pull the structured data from a different page to try to apply to that local version of the page.
So it’s not that there’s any kind of magical passing of structured data that’s happening behind the scenes to individual parts of a website.
The other thing to keep in mind here is that structured data is something that you would use primarily because it has a visible effect in the search results. And it’s not really something that would change the ranking of a page.
So if you’re using this structured data to get some specific feature in the search results, then John recommends putting that on those individual pages where you want the feature to be used.
If you’re just using the structured data as a way of giving Google a bit more information, because perhaps Google will find this information useful, John states that it’s a very very small thing when it comes to ranking factors.
This happens at approximately the 40:13 mark in the video.