One SEO professional asked John Mueller during the submitted Question and Answer segment of a hangout about selling seasonal products on their website.
The SEO pro explained: among other activities, their client sells bakery products on an e-commerce store.
Many of these products have a seasonal flair, for example one product might be for St. Patrick’s Day.
When their product is in season, they would like to see it indexed, and if possible, ranked in a prominent position.
When they went to test and submit the product URL for indexing, they did not have a field aggregate ranking or review, and both of these are considered optional Schema fields.
Because of this, they get a yellow warning.
In other words, the page can be crawled but not submitted, indexed, or ranked. It seems like an optional Schema field should allow the page to be indexed. Would you agree?
John answered that yes, the page can definitely be indexed. Even if some of the structured data markup is wrong, the page can be indexed.
This is true even if the HTML itself is entirely broken.
Just because the structured data is not complete, or not optimal, this would not block indexing.
That’s the first step there.
The other part, John believes, is something that’s useful to look at, specifically for e-commerce sites.
It’s very helpful for Google to understand what you, the site owner, would consider to be important across a website.
This means when Google looks at a site, if the site owner shows Google what they believe to be important across a website, as visibly as possible, then it’s easier for Google to pick that up.
This means that, when Google looks at something like the homepage of a site, or whatever the most important pages from the website are, let Google know about what they consider to be important and linked to in a way that’s prominent.
For something like a St. Patrick’s Day cake, this is something where when Google is looking at the home page, they should be able to see that this is really a seasonal thing. And that this is really important for you. And that they find direct links from the homepage to that specific product.
When John looked at the specific example there with St. Patrick’s Day cakes – if you look at the homepage of the site, it’s not mentioned anywhere.
And even in the next level from that homepage, St. Patrick’s Day cake is not visibly linked anywhere.
This means that for Google, when they look at this website overall, even if they see this specific product being mentioned in a sitemap file, it looks like some random product that just happened to show up in the e-commerce site.
Google doesn’t realize that actually, this is something that is really important to you and that you would like to have treated prominently in the search results.
In cases like this, where you have some kind of event happening, John recommends that you’re visibly linking directly to that from the home page, and that you include some of the aspects in the homepage also.
Thus, even if they only reindex and reprocess your homepage, Google already knows that there’s some information there that they can pick up on.
This happens at approximately the 31:45 mark in the video.