3 forums using the same software, only 1 receiving rich snippets?

[tigertiger]

1) Goal: Currently testing to see if the DiscussionForumPosting schema is the correct structured data to choose in order to have rich snippets or if UserComments is a better choice or if Structured Data should be omitted all together and just let Google figure it out.

2) Research: Below are 3 popular/busy forums all using vBulletin 4.x but their search results differ quite a lot with only 1 of the forums receiving rich snippets.

- forums.denverbroncos.com (no structured data)
- webhostingtalk.com (posts tagged with UserComments schema)
- forum.bodybuilding.com (only structured data for website info/organization name)

All 3 forums use the exact post bit structures -- the DIVS, SPANS, post anchors/counters are identical.

3) Findings: SERP with screenshot links (general "PAST YEAR" search on mobile using "site:" and keyword what/which). Only forum.bodybuilding.com receives rich snippets showing the number of posts, authors with relevant anchored posts:

a. Result for webhostingtalk.com [i.imgur.com]
b. Result for forums.denverbroncos.com [i.imgur.com]
c. Result for forum.bodybuilding.com [i.imgur.com]

So how can Google not understand the site structure of the other 2 forums to show the amount of posts, number of authors and relevant thread comments when all 3 sites use the same forum software with more or less the HTML structure/DOM tree? And after seeing this, is Structured Data/Schema markup really necessary if Google is able to show rich snippets for sites that don't even tag their most important bits on the page?

Anyone have any answers or insights into this?

[goodroi]

Mods Note: We tend to avoid mentioning specific sites because it can cause trouble. We are making an exception here because this is an important topic and can't really discuss it without a few mentions. Before adding any more specific websites or keywords to this thread please twice if there might be another way to convey your insights.

[goodroi]

There are several factors that seem to impact this. The most common issue I experienced is IMHO Google's desire for site stability. Google wants to see stable & reliable code. If you move around or tweak the code you can lose it all and have to endure a waiting period before it returns. If Google senses you are repeatedly trying to overly manipulate their universal serps they can also whack you. It is most definitely worth chasing after, just don't overwork it.

Even if three sites are using the same CMS, it might not trigger on all three because not all three sites might have stable code. Changing your page template can accidentally screw it up. Trying to overly manipulate what is picked up & displayed can also remove it.

If you are a newer person and reading this, you probably want to focus first on your site reputation.

[robzilla]

So how can Google not understand the site structure

It's not that they don't understand the site structure, they just don't give away rich snippets to anyone. What's in the recipe is anyone's guess, but as goodroi indicated it's probably mostly about reputation and stability (and user intent). It's not a perfect system, I still see fake stuff every now and then, especially with reviews, but it's getting better.

[tigertiger]

Changing your page template can accidentally screw it up. Trying to overly manipulate what is picked up & displayed can also remove it.

So much for "Move Fast and Break Things" :) I guess only Google is allowed to do that (for example, just this week: [github.com ]).

What's in the recipe is anyone's guess...

True -- one would guess that even if you follow Google's instructions exactly, it won't guarantee the results you're expecting, as they probably don't want anyone gaming the system.