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Recipe structured data search experience

Problem

One of the largest companies IT in Japan, offering over 70 services including e-commerce, FinTech and loyalty programs. This company Recipe allows home cooks to publish and share their own recipes and menus on a website or app. Launched in 2010, the platform has over 15 million active monthly users who have access to approximately 1.9 million recipes and menus. The company began using Recipe structured data in 2012. Two years later, it expanded the number of structured data categories available to match users with the exact recipes they would be most interested in. In 2017, the company partnered with Google Search to make its structured data even more useful.

Solution

One way to test the effectiveness of the new search experience was to use Search Console. The company was able to easily implement the structured data within a few weeks. When they started the report, they were already using Accelerated Mobile Pages (AMP), which helps fix errors in rich results.

Result

The giant IT could quickly see better performance of its structured data in Google search. Traffic to all Rakuten Recipe search engine pages increased 2.7 times, and average session duration was now 1.5 times longer than before.