Google is updating its structured data guidelines for custom ads

SpecialAnnouncement structured data was created by Schema.org in March 2020 to report special announcements that are directly related to Covid-19. Since some time, this type of structured data has become the object of work, as it was used for communication during the Covid-19 crisis.

"A SpecialAnnouncement combines a simple date-stamped textual information update with contextualized Web links and other structured data. It represents an information update made by a locally-oriented organization, for example schools, pharmacies, healthcare providers, community groups, police, local government. The motivating scenario for SpecialAnnouncement is the Coronavirus pandemic, and the initial vocabulary is oriented to this urgent situation. Schema.org expects to improve the markup iteratively as it is deployed and as feedback emerges from use.”

🚀 According to Google guidelines, SpecialAnnouncement was introduced in April 2020 specifically for situations related to Covid-19. It was created as a way for businesses, government agencies, schools and other organizations to communicate special announcements such as quarantines, opening hours, closures and restrictions related to Covid-19.

• 📌 Google has made numerous changes to the SpecialAnnouncement documentation, making it more flexible for use in situations beyond Covid-19.