2020.06.13 2020.07.07

【SEO】リッチリザルト・構造化データの使い方

この記事は、最初の投稿から3年以上が経過しています。

最終更新から1383日が経過しています。

「通常の検索とは違う表示がされているものが気になる」
「上位表示する以外で競合他社と検索結果で差別化したい」

こういった悩みにお答えします｡

目次

ローカルビジネスで使えるリッチリザルト
テストツール
用語
まとめ

ローカルビジネスで使えるリッチリザルト

パンくずリスト

GoogleはJSON-LDを推奨しているのですが､パンくずリストだけはmicrodataがいいかなと思っています｡
正しいパンくずリストであれば､それ自体が構造化されているので､別でつくる必要はないと思います｡

<ol class="breadcrumb" itemscope itemtype="https://schema.org/BreadcrumbList">
  <li itemprop="itemListElement" itemscope itemtype="https://schema.org/ListItem">
    <a href="(URL)" itemprop="item">
    <span itemprop="name">TOP</span>
    <meta itemprop="position" content="1">
  </a>
  </li>
  <li itemprop="itemListElement" itemscope itemtype="https://schema.org/ListItem">
    <a href="(URL)" itemprop="item">
    <span itemprop="name">ブログ一覧</span>
    <meta itemprop="position" content="2">
  </a>
  </li>
  <li itemprop="itemListElement" itemscope itemtype="https://schema.org/ListItem">
    <span itemprop="name">ブログ記事</span>
    <meta itemprop="position" content="3">
  </li>
</ol>

こちらの記事で紹介しています｡

WordPressでパンくずリストをカスタマイズする方法 + リッチリザルト対応

WordPressでパンくずリストをカスタマイズする方法を知りたいですか？この記事では、WordPressでパンくずリストをカスタマイズする方法（リッチリザルト対応）、コピペで使えるコードを紹介しています。ぜひご覧ください。

イベント

店舗でのキャンペーンやセールなどのイベント､発表会などのイベント､講演会やセミナーなどでも使えます｡

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Event",
  "name": "The Adventures of Kira and Morrison",
  "startDate": "2025-07-21T19:00-05:00",
  "endDate": "2025-07-21T23:00-05:00",
  "eventAttendanceMode": "https://schema.org/OfflineEventAttendanceMode",
  "eventStatus": "https://schema.org/EventScheduled",
  "location": {
    "@type": "Place",
    "name": "Snickerpark Stadium",
    "address": {
      "@type": "PostalAddress",
      "streetAddress": "100 West Snickerpark Dr",
      "addressLocality": "Snickertown",
      "postalCode": "19019",
      "addressRegion": "PA",
      "addressCountry": "US"
    }
  },
  "image": [
    "https://example.com/photos/1x1/photo.jpg",
    "https://example.com/photos/4x3/photo.jpg",
    "https://example.com/photos/16x9/photo.jpg"
    ],
  "description": "The Adventures of Kira and Morrison is coming to Snickertown in a can’t miss performance.",
  "offers": {
    "@type": "Offer",
    "url": "https://www.example.com/event_offer/12345_201803180430",
    "price": "30",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock",
    "validFrom": "2024-05-21T12:00"
  },
  "performer": {
    "@type": "PerformingGroup",
    "name": "Kira and Morrison"
  },
  "organizer": {
    "@type": "Organization",
    "name": "Kira and Morrison Music",
    "url": "https://kiraandmorrisonmusic.com"
  }
}
</script>

よくある質問

よくある質問はQ&Aと区別が難しいですが､別のユーザーが回答するようなものではなく､サイト運営者が作成するものです｡
一般的に問い合わせする前のワンクッションのようなものです｡
よくある質問に対応させていると､検索結果によくある質問が表示されます｡

回答にはhtmlタグも使えるので､検索結果から直接､誘導したいサイトやページにリンクさせることもできます｡

サイト運営者が作成し､ユーザーが他の回答を送信できない「よくある質問」のページ
よくある質問の一覧を掲載した製品サポートページで､ユーザーが他の回答を送信できないもの

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "What is the return policy?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Most unopened items in new condition and returned within <strong>90 days</strong> will receive a refund or exchange. Some items have a modified return policy noted on the receipt or packing slip. Items that are opened or damaged or do not have a receipt may be denied a refund or exchange. Items purchased online or in-store may be returned to any store.<br /><p>Online purchases may be returned via a major parcel carrier. <a href=http://example.com/returns> Click here </a> to initiate a return.</p>"
      }
    }, {
      "@type": "Question",
      "name": "How long does it take to process a refund?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "We will reimburse you for returned items in the same way you paid for them. For example, any amounts deducted from a gift card will be credited back to a gift card. For returns by mail, once we receive your return, we will process it within 4–5 business days. It may take up to 7 days after we process the return to reflect in your account, depending on your financial institution's processing time."
      }
    }, {
      "@type": "Question",
      "name": "What is the policy for late/non-delivery of items ordered online?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Our local teams work diligently to make sure that your order arrives on time, within our normaldelivery hours of 9AM to 8PM in the recipient's time zone. During  busy holiday periods like Christmas, Valentine's and Mother's Day, we may extend our delivery hours before 9AM and after 8PM to ensure that all gifts are delivered on time. If for any reason your gift does not arrive on time, our dedicated Customer Service agents will do everything they can to help successfully resolve your issue. <br/> <p><a href=https://example.com/orders/>Click here</a> to complete the form with your order-related question(s).</p>"
      }
    }, {
      "@type": "Question",
      "name": "When will my credit card be charged?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "We'll attempt to securely charge your credit card at the point of purchase online. If there's a problem, you'll be notified on the spot and prompted to use another card. Once we receive verification of sufficient funds, your payment will be completed and transferred securely to us. Your account will be charged in 24 to 48 hours."
      }
    }, {
      "@type": "Question",
      "name": "Will I be charged sales tax for online orders?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text":"Local and State sales tax will be collected if your recipient's mailing address is in: <ul><li>Arizona</li><li>California</li><li>Colorado</li></ul>"
      }
    }]
}
</script>

求人情報

求人情報は「Googleしごと検索」に表示されるので､とてもおすすめです｡
求人情報のリッチリザルトに対応させていれば､通常の検索結果ではなく､「Googleしごと検索」という特別枠で表示されます｡
「Googleしごと検索」に表示されている求人の多くは大手の求人サイトなので､店舗や中小企業が対応させていれば､他社とかなりの差別化ができると思います｡

<script type="application/ld+json">
{
	"@context" : "http://schema.org",
	"@type" : "JobPosting",
	"title" : "(募集タイトル)",
	"url": "(募集ページURL)",
	"mainEntityOfPage" : "(エントリーページURL)",
	"description" : "

  (項目にない詳細な説明　※一部､HTML可)

	",
	"datePosted" : "2020-06-10",
	"validThrough" : "2021-06-10",
	"employmentType" : "FULL_TIME",
	"baseSalary" : {
		"@type" : "MonetaryAmount",
		"currency" : "JPY",
		"value" : {
			"@type" : "QuantitativeValue",
			"value" : "",
			"minValue" : "230000",
			"maxValue" : "260000",
			"unitText" : "MONTH"
		}
	},
	"hiringOrganization" : {
		"@type" : "Organization",
		"name" : "(会社名)",
		"sameAs" : "(会社サイトURL)",
		"logo" : "(会社ロゴ)"
	},
	"jobLocation" : {
    "@type" : "place",
    "address" : {
      "@type" : "PostalAddress",
      "addressCountry" : "JP",
      "postalCode": "",
      "addressRegion": "岐阜県",
      "addressLocality": "岐阜市",
      "streetAddress": ""
    }
  }
  ,
	"identifier" : {
		"@type" : "PropertyValue",
		"value" : "(募集ID)"
	}
}
</script>

ローカルビジネス

構造化データをつくっていなくても表示される場合もありますが､詳細は正しくないこともあるので､正確に書いておくと間違いなく表示されます｡

<script type="application/ld+json">
{
  "@context": "https://schema.org/",
  "@type": "Restaurant",
  "name": "Trattoria Luigi",
  "image": [
    "https://example.com/photos/1x1/photo.jpg",
    "https://example.com/photos/4x3/photo.jpg",
    "https://example.com/photos/16x9/photo.jpg"
  ],
  "priceRange": "$$$",
  "servesCuisine": "Italian",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "148 W 51st St",
    "addressLocality": "New York",
    "addressRegion": "NY",
    "postalCode": "10019",
    "addressCountry": "US"
  }
}
</script>

ロゴ

記述も少ないので､「ローカルビジネス」とセットで書いておくといいと思います｡

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "url": "http://www.example.com",
  "logo": "http://www.example.com/"
}
</script>

商品

Google画像検索など､リッチリザルトで詳細な商品情報を表示できるようになります｡
ユーザーは､価格､在庫状況､レビューの評価を検索結果で直接確認できます｡

ECサイトや商品紹介をするページで使えます｡

<script type="application/ld+json">
{
  "@context": "https://schema.org/",
  "@type": "Product",
  "name": "Executive Anvil",
  "image": [
    "https://example.com/photos/1x1/photo.jpg",
    "https://example.com/photos/4x3/photo.jpg",
    "https://example.com/photos/16x9/photo.jpg"
    ],
  "description": "Sleeker than ACME's Classic Anvil, the Executive Anvil is perfect for the business traveler looking for something to drop from a height.",
  "sku": "0446310786",
  "mpn": "925872",
  "brand": {
    "@type": "Brand",
    "name": "ACME"
  },
  "review": {
    "@type": "Review",
    "reviewRating": {
      "@type": "Rating",
      "ratingValue": "4",
      "bestRating": "5"
    },
    "author": {
      "@type": "Person",
      "name": "Fred Benson"
    }
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.4",
    "reviewCount": "89"
  },
  "offers": {
    "@type": "AggregateOffer",
    "offerCount": "5",
    "lowPrice": "119.99",
    "highPrice": "199.99",
    "priceCurrency": "USD"
  }
}
</script>

Q&A

「よくある質問」と間違えやすいですが､Q&Aはサイト運営者がつくるものではなく､一般ユーザーが質問､回答をするものです｡
ヤフー知恵袋のようなものなので､やや難易度は高いかもしれません｡
ECサイトで商品に対する質問､それに対するユーザーの回答みたいな感じで使えます｡

1つの質問に対してユーザーが複数の回答を送信できるフォーラムページ
1つの質問に対して複数のユーザーが回答を送信できる製品サポートページ

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "QAPage",
  "mainEntity": {
    "@type": "Question",
    "name": "How many ounces are there in a pound?",
    "text": "I have taken up a new interest in baking and keep running across directions in ounces and pounds. I have to translate between them and was wondering how many ounces are in a pound?",
    "answerCount": 3,
    "upvoteCount": 26,
    "dateCreated": "2016-07-23T21:11Z",
    "author": {
      "@type": "Person",
      "name": "New Baking User"
    },
    "acceptedAnswer": {
      "@type": "Answer",
      "text": "1 pound (lb) is equal to 16 ounces (oz).",
      "dateCreated": "2016-11-02T21:11Z",
      "upvoteCount": 1337,
      "url": "https://example.com/question1#acceptedAnswer",
      "author": {
        "@type": "Person",
        "name": "SomeUser"
      }
    },
    "suggestedAnswer": [
      {
        "@type": "Answer",
        "text": "Are you looking for ounces or fluid ounces? If you are looking for fluid ounces there are 15.34 fluid ounces in a pound of water.",
        "dateCreated": "2016-11-02T21:11Z",
        "upvoteCount": 42,
        "url": "https://example.com/question1#suggestedAnswer1",
        "author": {
          "@type": "Person",
          "name": "AnotherUser"
        }
      }, {
        "@type": "Answer",
        "text": " I can't remember exactly, but I think 18 ounces in a lb. You might want to double check that.",
        "dateCreated": "2016-11-06T21:11Z",
        "upvoteCount": 0,
        "url": "https://example.com/question1#suggestedAnswer2",
        "author": {
          "@type": "Person",
          "name": "ConfusedUser"
        }
      }
    ]
  }
}
</script>

レシピ

料理のレシピを紹介するようなサイト､ブログで使えます｡
料理ブログで自由に文章を書いてしまわずに､決まったパターンをつくっておくことで検索結果で差別化ができます｡

<script type="application/ld+json">
{
  "@context": "https://schema.org/",
  "@type": "Recipe",
  "name": "Non-alcoholic Pina Colada",
  "image": [
  "https://example.com/photos/1x1/photo.jpg",
  "https://example.com/photos/4x3/photo.jpg",
  "https://example.com/photos/16x9/photo.jpg"
  ],
  "author": {
    "@type": "Person",
    "name": "Mary Stone"
  },
  "datePublished": "2018-03-10",
  "description": "This non-alcoholic pina colada is everyone's favorite!",
  "recipeCuisine": "American",
  "prepTime": "PT1M",
  "cookTime": "PT2M",
  "totalTime": "PT3M",
  "keywords": "non-alcoholic",
  "recipeYield": "1 serving",
  "recipeCategory": "Drink",
  "nutrition": {
    "@type": "NutritionInformation",
    "calories": "120 calories"
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "5",
    "ratingCount": "18"
  },
  "recipeIngredient": [
    "2 cups of pineapple juice",
    "5/8 cup cream of coconut",
    "ice"
  ],
  "recipeInstructions": [
    {
      "@type": "HowToStep",
      "text": "Blend 2 cups of pineapple juice and 5/8 cup cream of coconut until smooth."
    },
    {
      "@type": "HowToStep",
      "text": "Fill a glass with ice."
    },
    {
      "@type": "HowToStep",
      "text": "Pour the pineapple juice and coconut mixture over ice."
    }
  ],
  "video": {
    "@type": "VideoObject",
    "name": "How to make a Party Coffee Cake",
    "description": "This is how you make a Party Coffee Cake.",
    "thumbnailUrl": [
      "https://example.com/photos/1x1/photo.jpg",
      "https://example.com/photos/4x3/photo.jpg",
      "https://example.com/photos/16x9/photo.jpg"
      ],
    "contentUrl": "http://www.example.com/video123.mp4",
    "embedUrl": "http://www.example.com/videoplayer?video=123",
    "uploadDate": "2018-02-05T08:00:00+08:00",
    "duration": "PT1M33S",
    "interactionStatistic": {
      "@type": "InteractionCounter",
      "interactionType": { "@type": "http://schema.org/WatchAction" },
      "userInteractionCount": 2347
    },
    "expires": "2019-02-05T08:00:00+08:00"
  }
}
</script>