Discussion forum (DiscussionForumPosting) structured data

An illustration of the discussions and forums feature

Discussion forum markup is designed for any forum-style site where people collectively share first-hand perspectives. When forum sites add this markup, Google Search can better identify online discussions across the web and make use of this markup in features such as Discussions and Forums.

How to use DiscussionForumPosting within a forum

In general, we recommend nesting comments under the post they relate to. If the forum has its own threading structure, use a tree of comments to represent its structure: 

{
  "@context": "https://schema.org",
  "@type": "DiscussionForumPosting",
  "headline": "Very Popular Thread",
  ...
  "comment": [{
    "@type": "Comment",
    "text": "This should not be this popular",
    ...
    "comment": [{
      "@type": "Comment",
      "text": "Yes it should",
      ...
    }]
  }]
}

If it's more linear in nature (for example, an original post followed by a series of replies), nest them all under the original post as comments. Ideally, later pages of content in multi-page forums include the original post with the main page URL: 

{
  // JSON-LD on non-threaded forum at https://example.com/post/very-popular-thread/14
  "@context": "https://schema.org",
  "@type": "DiscussionForumPosting",
  "headline": "Very Popular Thread", // Only the headline/topic is explicitly present
  "url": "https://example.com/post/very-popular-thread",
  ...
  "comment": [{
    "@type": "Comment",
    "text": "First Post on this Page",
    ...
  },{
    "@type": "Comment",
    "text": "Second Post on this Page",
    ...
  }]
}

If the URL is primarily about a single post, use mainEntity (or mainEntityOfPage) to identify the primary DiscussionForumPosting: 

{
  "@context": "https://schema.org",
  "@type": "WebPage",
  "url": "https://example.com/post/very-popular-thread",
  "mainEntity": {
    "@type": "DiscussionForumPosting"
    ...
  }
}

For web pages that have a list of posts (for example, on a profile, topic, or category page), it's common that they don't have all the information present on the same page and require the user to click to get the extra information (like replies). It's up to you whether you choose to include only the information that is present on the page (and include the URL to the discussion-specific posting).

Don't mark one post on the page as a main entity if it's not a discussion page for the post. To show that pages are a related set of posts, it might be useful to attach them all to a Collection or ItemList .

How to add structured data

Structured data is a standardized format for providing information about a page and classifying the page content. If you're new to structured data, you can learn more about how structured data works.

Here's an overview of how to build, test, and release structured data.

  1. Add the required properties. Based on the format you're using, learn where to insert structured data on the page.
  2. Follow the guidelines.
  3. Validate your code using the Rich Results Test and fix any critical errors. Consider also fixing any non-critical issues that may be flagged in the tool, as they can help improve the quality of your structured data (however, this isn't necessary to be eligible for rich results).
  4. Deploy a few pages that include your structured data and use the URL Inspection tool to test how Google sees the page. Be sure that your page is accessible to Google and not blocked by a robots.txt file, the noindex tag, or login requirements. If the page looks okay, you can ask Google to recrawl your URLs.
  5. To keep Google informed of future changes, we recommend that you submit a sitemap. You can automate this with the Search Console Sitemap API.

Examples

The following markup example shows a non-threaded, linear forum page:

JSON-LD

<html>
  <head>
    <title>I went to the concert!</title>
    <script type="application/ld+json">
    {
      "@context": "https://schema.org",
      "@type": "DiscussionForumPosting",
      "mainEntityOfPage": "https://example.com/post/very-popular-thread",
      "headline": "I went to the concert!",
      "text": "Look at how cool this concert was!",
      "video": {
        "@type": "VideoObject",
        "contentUrl": "https://example.com/media/super-cool-concert.mp4",
        "name": "Video of concert",
        "uploadDate": "2024-03-01T06:34:34+02:00",
        "thumbnailUrl": "https://example.com/media/super-cool-concert-snap.jpg"
      },
      "url": "https://example.com/post/very-popular-thread",
      "author": {
        "@type": "Person",
        "name": "Katie Pope",
        "url": "https://example.com/user/katie-pope",
        "agentInteractionStatistic": {
          "@type": "InteractionCounter",
          "interactionType": "https://schema.org/WriteAction",
          "userInteractionCount": 8
        }
      },
      "datePublished": "2024-03-01T08:34:34+02:00",
      "interactionStatistic": {
        "@type": "InteractionCounter",
        "interactionType": "https://schema.org/LikeAction",
        "userInteractionCount": 27
      },
      "comment": [{
        "@type": "Comment",
        "text": "Who's the person you're with?",
        "author": {
          "@type": "Person",
          "name": "Saul Douglas",
          "url": "https://example.com/user/saul-douglas",
          "agentInteractionStatistic": {
            "@type": "InteractionCounter",
            "interactionType": "https://schema.org/WriteAction",
            "userInteractionCount": 167
          }
        },
        "datePublished": "2024-03-01T09:46:02+02:00"
      },{
        "@type": "Comment",
        "text": "That's my mom, isn't she cool?",
        "author": {
          "@type": "Person",
          "name": "Katie Pope",
          "url": "https://example.com/user/katie-pope",
          "agentInteractionStatistic": {
            "@type": "InteractionCounter",
            "interactionType": "https://schema.org/WriteAction",
            "userInteractionCount": 8
          }
        },
        "datePublished": "2024-03-01T09:50:25+02:00",
        "interactionStatistic": {
          "@type": "InteractionCounter",
          "interactionType": "https://schema.org/LikeAction",
          "userInteractionCount": 7
        }
      }]
    }
  </script>
</head>
<body>
</body>
</html>
Microdata

<html>
    <body>
      <div id="main-post" itemtype="https://schema.org/DiscussionForumPosting" itemscope>
        <meta itemprop="mainEntityOfPage" content="https://example.com/post/very-popular-thread" />
        <meta itemprop="url" content="https://example.com/post/very-popular-thread" />
        <div class="author-block" itemprop="author" itemtype="https://schema.org/Person" itemscope>
          <div><a href="https://example.com/user/katie-pope" itemprop="url"><span itemprop="name">Katie Pope</span></a></div>
          <div itemprop="agentInteractionStatistic" itemtype="https://schema.org/InteractionCounter" itemscope>
            <span itemprop="userInteractionCount">8</span>
            <span itemprop="interactionType" content="https://schema.org/WriteAction">posts</span>
          </div>
        </div>
        <div itemprop="datePublished" content="2024-03-01T08:34:34+02:00">March 1</div>
        <div itemprop="headline">I went to the concert!</div>
        <div>
          <div itemprop="video" itemtype="https://schema.org/VideoObject" itemscope>
            <meta itemprop="name" content="Video of concert" />
            <meta itemprop="contentUrl" content="https://example.com/media/super-cool-concert.mp4" />
            <meta itemprop="uploadDate" content="2024-03-01T06:34:34+02:00" />
            <meta itemprop="thumbnailUrl" content="https://example.com/media/super-cool-concert-snap.jpg" />
          </div>
          <span itemprop="text">Look at how cool this concert was!</span>
        </div>
        <div itemprop="interactionStatistic" itemtype="https://schema.org/InteractionCounter" itemscope>
          <span itemprop="userInteractionCount">27</span>
          <span itemprop="interactionType" content="https://schema.org/LikeAction">likes</span>
        </div>
        <div id="comment-1" itemprop="comment" itemtype="https://schema.org/Comment" itemscope>
          <div class="author-block" itemprop="author" itemtype="https://schema.org/Person" itemscope>
            <div><a href="https://example.com/user/saul-douglas" itemprop="url"><span itemprop="name">Saul Douglas</span></a></div>
            <div itemprop="agentInteractionStatistic" itemtype="https://schema.org/InteractionCounter" itemscope>
              <span itemprop="userInteractionCount">167</span>
              <span itemprop="interactionType" content="https://schema.org/WriteAction">posts</span>
            </div>
          </div>
          <div itemprop="datePublished" content="2024-03-01T09:46:02+02:00">March 1</div>
          <div>
            <span itemprop="text">Who's the person you're with?</span>
          </div>
        </div>
        <div id="comment-2" itemprop="comment" itemtype="https://schema.org/Comment" itemscope>
          <div class="author-block" itemprop="author" itemtype="https://schema.org/Person" itemscope>
            <div><a href="https://example.com/user/katie-pope" itemprop="url"><span itemprop="name">Katie Pope</span></a></div>
            <div itemprop="agentInteractionStatistic" itemtype="https://schema.org/InteractionCounter" itemscope>
              <span itemprop="userInteractionCount">8</span>
              <span itemprop="interactionType" content="https://schema.org/WriteAction">posts</span>
            </div>
          </div>
          <div itemprop="datePublished" content="2024-03-01T09:50:25+02:00">March 1</div>
          <div>
            <span itemprop="text">That's my mom, isn't she cool?</span>
          </div>
          <div itemprop="interactionStatistic" itemtype="https://schema.org/InteractionCounter" itemscope>
            <span itemprop="userInteractionCount">7</span>
            <span itemprop="interactionType" content="https://schema.org/LikeAction">likes</span>
          </div>
        </div>
      </div>
    </body>
</html>

Guidelines

For your discussion forum structured data to be eligible for usage in Google Search, you must follow these guidelines:

Content guidelines

  • Only use DiscussionForumPosting markup to describe a user-generated post on a website. Don't use this markup for content that's primarily authored by the publishers of the website or their agents.
  • If your site is more like a generic social media platform, you can use SocialMediaPosting, which is the parent type of DiscussionForumPosting, with the same requirements.
  • While we encourage valid markup of other types (Article, ImageObject, VideoObject) that can use very similar markup with comments, author information, interaction statistics, those should not use DiscussionForumPosting markup. Here are some examples:

    Valid use cases:

    • A community forum page where users can talk about a certain game
    • A generic forum platform hosting a wide variety of subforum content
    • A social media platform where users can post and reply to comments or media

    Invalid use cases:

    • An article or blog written directly by an agent for the website (even with comments)
    • User reviews about a product
  • Note that for most of Google's use cases, a Q&A page is considered a special case of a discussion forum page. If the structure of the forum website is primarily questions with answers, we recommend that you use Q&A markup instead. If the structure is more general and isn't usually question and answer content, DiscussionForumPosting would be a better choice.
  • Make sure each DiscussionForumPosting includes the entire text of the post and make sure each Comment includes the entire text of the response if it's found on that page.

Technical guidelines

  • Unlike our general structured data preference, we recommend providing the DiscussionForumPosting markup in Microdata (or RDFa) if possible. This prevents you from needing to duplicate large text blocks inside markup. However, this is just a recommendation, and JSON-LD is still fully supported.

Structured data type definitions

This section describes the structured data types related to DiscussionForumPosting.

You must include the required properties for your content to be eligible for usage in Google Search. You can also include the recommended properties to add more information about your discussion forum pages, which could provide a better user experience.

DiscussionForumPosting (or SocialMediaPosting)

The DiscussionForumPosting type defines an original posting that is the topic of discussion. While this type is generally composed of text, it's possible to have a forum posting that only consists of media content.

Required properties

author

 Person or Organization

Information about the author of the post. To help Google best understand authors across various features, we recommend following the author markup best practices.

Include as many properties that make sense for the author, using the supported properties from article and profile page structured data as a guide.

author.name

 Text

The name of the author of the post.

datePublished

DateTime

The date and time the post was made in ISO 8601 format.
Either text or image or video

To represent the content of the post, you must include one of the following properties:

This is not required if you are representing a post on another page (with an external url) as in later pages of forums or forum category pages.

Recommended properties

author.url

URL

A link to a web page that uniquely identifies the author of the post, most likely a profile page of the forum. We recommend marking up that page using profile page structured data.
comment

Comment

A comment about or response to the post, if applicable. Mark up comments in the order in which they appear on the page.
commentCount

Integer

The number of comments about this post, if applicable. This is particularly useful if they are not all present in the comment markup.
creativeWorkStatus

Text

When the post has been deleted but remains for context or threading, set this property to Deleted, if applicable.
dateModified

DateTime

The date and time the post was edited in ISO 8601 format, if applicable. If no changes have happened, it's not necessary to duplicate the publish date.
digitalSourceType

IPTCDigitalSourceEnumeration

The digitalSourceType property indicates the type of digital source associated with the content, if applicable. This property is particularly relevant for distinguishing between human and AI or other machine-generated content. Google supports the following values:

  • TrainedAlgorithmicMediaDigitalSource: Indicates content created by a trained model, such as an LLM.
  • AlgorithmicMediaDigitalSource: Indicates content created by a simpler algorithmic process, such as an automatic reply bot.

If this property is not specified, Google will assume the content is human-generated.

headline

 Text

The title of the post. If there isn't a separate title, don't duplicate or truncate the text into a headline. This is not recommended for a SocialMediaPosting.
image

ImageObject or URL

Any inline images within the post, if applicable. If there aren't any images, don't include default, icon, placeholder, or author images in this field. If your image is a link preview, include it in the image field of an attached WebPage in sharedContent.
interactionStatistic

InteractionCounter

User statistics applied to the main post, if applicable.

Google supports the following interactionTypes:
isPartOf

CreativeWork or URL

The primary source of the post if the post occurs on a particular part of the overall website, if applicable. For example, a subforum or group within the broader website. If a CreativeWork (like WebPage) is used, use the URL property to specify its URL.

sharedContent

 Subtype of CreativeWork

The primary shared content in the post, if applicable. We accept four types here:

  1. WebPage: The most common way this can be used is to share (with URLs) as a topical discussion.

    Here's an example of how to add that there's a link shared in the post:

      ...
  "sharedContent": { "@type": "WebPage", "url": "https://example.com/external-url" }
  ...
  2. ImageObject: If the primary content of the post is an image, you can use this type to mark it up.
  3. VideoObject: If the primary content of the post is a video, you can use this type to mark it up.
  4. DiscussionForumPosting or Comment: If there is a referenced post or comment (quoted or reposted), include a reference to that here.

    Here's an example to mark up a referenced Comment:

      ...
  "sharedContent": {
    "@type": "Comment",
    "url": "https://example.com/post123#comment456",
    "datePublished": "2025-03-24",
    "author": {
      "@type": "Person",
      "name": "Jane Doe"
    },
    "text": "This is a referenced comment displayed inside the post"
  }
  ...
text

Text

Any text in the post, if applicable. This is very common, but in some cases can be left out if there is other media in the post.

url

 URL

The canonical URL of the discussion. In multi-page threads, set this property to th first page URL. For a single discussion, this is usually the current URL.
video

VideoObject

Any inline videos within the post, if applicable.

Comment

The Comment type defines a comment on a original CreativeWork. In this case, this is a DiscussionForumPosting. It shares many of the same properties with our guidelines for DiscussionForumPosting.

Required properties

author

 Person or Organization

Information about the author of the comment. To help Google best understand authors across various features, we recommend following the author markup best practices.

Include as many properties that make sense for the author, using the supported properties from article and profile page structured data as a guide.

datePublished

DateTime

The date and time the comment was made in ISO 8601 format. If no changes have happened, it's not necessary to duplicate the publish date.
Either text or image or video

To represent the content of the comment, you must include one of the following properties:
Recommended properties

author.url

URL

A link to a web page that uniquely identifies the author of the comment, most likely a profile page of the forum. We recommend marking up that page using profile page structured data.
comment

Comment

Another comment about or in response to the comment, if applicable. Mark up the comments in the order in which they appear on the page.
commentCount

Integer

The number of comments about this comment, if applicable. This is particularly useful if they are not all present in the comment markup.
creativeWorkStatus

Text

If the comment has been deleted but remains for context or threading, set this property to Deleted, if applicable.
dateModified

DateTime

The date and time the comment was last edited in ISO 8601 format, if applicable.
digitalSourceType

IPTCDigitalSourceEnumeration

The digitalSourceType property indicates the type of digital source associated with the content, if applicable. This property is particularly relevant for distinguishing between human and AI or other machine-generated content. Google supports the following values:

  • TrainedAlgorithmicMediaDigitalSource: Indicates content created by a trained model, such as an LLM.
  • AlgorithmicMediaDigitalSource: Indicates content created by a simpler algorithmic process, such as an automatic reply bot.

If this property is not specified, Google will assume the content is human-generated.
image

ImageObject or URL

Any inline images within the comment, if applicable. If there aren't any images, don't include default, icon, placeholder, or author images in this field. If your image is a link preview, include it in the image field of an attached WebPage in sharedContent.
interactionStatistic

InteractionCounter

User statistics applied to the comment, if applicable.

Google supports the following interactionTypes:

sharedContent

 Subtype of CreativeWork

The primary shared content in the post, if applicable. We recognize four types here:

  1. WebPage: The most common way this can be used is to share (with URLs) as a topical discussion.

    Here's an example of how to add that there's a link shared in the post:

      ...
  "sharedContent": { "@type": "WebPage", "url": "https://example.com/external-url" }
  ...
  2. ImageObject: If the primary content of the post is an image, you can use this type to mark it up.
  3. VideoObject: If the primary content of the post is a video, you can use this type to mark it up.
  4. DiscussionForumPosting or Comment: If there is a referenced post or comment (quoted or reposted), include a reference to that here.

    Here's an example to mark up a referenced Comment:

      ...
  "sharedContent": {
    "@type": "Comment",
    "url": "https://example.com/post123#comment456",
    "datePublished": "2025-03-24",
    "author": {
      "@type": "Person",
      "name": "Jane Doe"
    },
    "text": "This is a referenced comment displayed inside the post"
  }
  ...

url

 URL

The URL to this specific comment on the page, if applicable. Don't include this property if it's just the URL of the original post.
video

VideoObject

Any inline videos within the comment, if applicable.

InteractionCounter

The InteractionCounter allows a count to be associated with a certain type of interaction. This can be used on both content (DiscussionForumPosting and Comment) properties as well as author properties.

Required properties

userInteractionCount

 Integer

The number of times this interaction was performed.

interactionType

Subtype of Action

For a list of valid Action subtypes for this property, check the property that's using InteractionCounter (for example, interactionStatistic).

使用 Search Console 监控富媒体搜索结果

Search Console 是一款工具，可帮助您监控网页在 Google 搜索结果中的显示效果。即使没有注册 Search Console，您的网页也可能会显示在 Google 搜索结果中，但注册 Search Console 能够帮助您了解 Google 如何查看您的网站并做出相应的改进。建议您在以下情况下查看 Search Console：

  1. 首次部署结构化数据后
  2. 发布新模板或更新代码后
  3. 定期分析流量时

首次部署结构化数据后

等 Google 将网页编入索引后，请在相关的富媒体搜索结果状态报告中查看是否存在问题。 理想情况下，有效项目数量会增加，而无效项目数量不会增加。如果您发现结构化数据存在问题，请执行以下操作：

  1. 修正无效项目。
  2. 检查实际网址，核实问题是否仍然存在。
  3. 使用状态报告请求验证。

发布新模板或更新代码后

如果对网站进行重大更改，请监控结构化数据无效项目的增幅。
  • 如果您发现无效项目增多了，可能是因为您推出的某个新模板无法正常工作，或者您的网站以一种新的错误方式与现有模板交互。
  • 如果您发现有效项目减少了（但无效项目的增加情况并不对应），可能是因为您的网页中未再嵌入结构化数据。请通过网址检查工具了解导致此问题的原因。

定期分析流量时

请使用效果报告分析您的 Google 搜索流量。数据将显示您的网页在 Google 搜索结果中显示为富媒体搜索结果的频率、用户点击该网页的频率以及网页在搜索结果中的平均排名。您还可以使用 Search Console API 自动提取这些结果。

Troubleshooting

If you're having trouble implementing or debugging structured data, here are some resources that may help you.

  • If you're using a content management system (CMS) or someone else is taking care of your site, ask them to help you. Make sure to forward any Search Console message that details the issue to them.
  • Google does not guarantee that features that consume structured data will show up in search results. For a list of common reasons why Google may not show your content in a rich result, see the General Structured Data Guidelines.
  • You might have an error in your structured data. Check the list of structured data errors and the Unparsable structured data report.
  • If you received a structured data manual action against your page, the structured data on the page will be ignored (although the page can still appear in Google Search results). To fix structured data issues, use the Manual Actions report.
  • Review the guidelines again to identify if your content isn't compliant with the guidelines. The problem can be caused by either spammy content or spammy markup usage. However, the issue may not be a syntax issue, and so the Rich Results Test won't be able to identify these issues.
  • Troubleshoot missing rich results / drop in total rich results.
  • Allow time for re-crawling and re-indexing. Remember that it may take several days after publishing a page for Google to find and crawl it. For general questions about crawling and indexing, check the Google Search crawling and indexing FAQ.
  • Post a question in the Google Search Central forum.