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To preserve structured data in a website redesign, keep accurate markup in the templates for the new pages, make sure it matches what visitors can see, and test it before and after launch. If URLs change, map each old URL to its intended new destination, update canonicals and internal links, redirect directly where possible, and submit a current sitemap. Valid markup can make a page eligible for a Google Search feature, but it cannot guarantee that feature will appear.
Start by inventorying pages and markup
Before changing templates, identify the important URLs and the structured-data types used on each page. Google suggests finding important URLs through sitemaps, server logs or analytics, Search Console link data, and the content management system. For a URL-changing redesign, record the intended new destination for every old URL. Include embedded assets such as images, video, JavaScript, and CSS in migration planning.
Review each page type’s properties against the content it will actually show after launch. Structured data is standardized information about a page; it should describe that page’s visible content and live on the page it describes. Copying a block of markup without checking whether its values remain accurate risks making the data inconsistent with the page. Google supports JSON-LD, Microdata, and RDFa for rich-result markup, and recommends JSON-LD. Google’s structured data guidance also says duplicate pages should carry the same structured data.
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Keep URLs, canonicals, links, and markup aligned
If the redesign keeps the same URLs, preserve the relevant markup in the replacement templates and confirm that its page references and values still describe the content. If URLs change, make the destination mapping the source of truth for redirects, canonical links, internal links, and sitemap entries. Each new URL should have a self-referencing canonical.
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Where possible, redirect old URLs to their mapped destinations with direct server-side permanent redirects, such as HTTP 301 or 308. Avoid sending a URL through multiple redirects when it can reach the final destination directly. Google says it can follow up to 10 redirect hops, but recommends keeping chains low—ideally no more than three and fewer than five. See Google’s site-move guidance for URL changes for migration details.
Choose an implementation that stays in sync with page content
Structured data can be added in server-rendered HTML or generated with JavaScript, including through a tag manager. Google says it can understand structured data available in the DOM after rendering, so a code check alone does not show whether a deployed page renders usable markup.
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If using Google Tag Manager, derive values from page variables instead of duplicating them in the tag. Duplicated values can drift away from the visible content. Whichever implementation you choose, treat markup as part of the page template and content model, not as an isolated block. Google’s JavaScript structured-data guidance explains this implementation approach.
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Validate a sample before releasing the redesign
- Run the Rich Results Test. Test representative page types and fix critical errors in the markup before launch. The test helps check whether markup is valid for supported rich-result features.
- Deploy a small sample. Put a limited set of redesigned pages live first, especially if templates or rendering behavior changed.
- Inspect deployed URLs. Use Search Console’s URL Inspection tool to see Google’s view of the live pages. Check that Googlebot can access them and that robots.txt, a noindex directive, or a login requirement is not blocking crawling.
- Refresh the sitemap. For a URL migration, submit a sitemap containing the new URLs, not obsolete destinations. Allow time for discovery and recrawling; Google’s documentation notes that it may take several days.
Google’s structured data documentation covers validation and policy requirements, while its recrawl guidance describes how to request another crawl.
Monitor structured-data reports after launch
After substantial template or code changes, watch Search Console’s structured-data reports for changes that may reveal a regression:
- Invalid items increase: a new template or rendering change may have introduced errors. Review the affected report and inspect live URLs.
- Valid items fall without invalid items rising: markup may have been dropped rather than made invalid. Check affected pages with URL Inspection.
For a URL migration, also monitor not-found and other crawl or indexing errors, confirm redirects reach existing intended pages, and check that the new sitemap remains current. Google advises preparing for temporarily heavier crawling of the new site. The Search Console structured data report guidance explains report monitoring.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Understand what structured data can—and cannot—do
Valid structured data can establish eligibility for a rich result or other supported Search feature; it does not guarantee display. 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. Misleading, irrelevant, or hidden markup can prevent rich-result display and may lead to a manual action. A structured-data manual action removes rich-result eligibility, but does not affect ordinary web-search ranking. These requirements concern Google Search and should not be assumed to apply identically to every search engine or other schema.org consumer.
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1Scan for outdated or missing drivers - takes under a minute2Repair Windows errors before they cause bigger problems3Fix the driver behind crashes, sound loss and screen glitchesFeature support also 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 Google’s announcement and the current feature documentation before making a feature type a redesign priority.
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