Before you can take advantage of rich results to drive engagement, you must first build out your content library. The Structured Data associated with a page should describe its content. If your content is of poor quality or doesn’t abide by Google’s guidelines, resolving these issues should take precedence over Structured Data implementation. Additionally, Google states that you should only markup content that is actually visible on your site. If your page does not contain the content that you’ve added to your Schema Markup, Google may not award you a rich result because it could be misleading to users. For instance, let’s say that you add the phrase “cooking time” to the Schema Markup of a food product page but don’t actually have any content about cooking times or meal prep on that page. In such a scenario, Google will likely render you ineligible for the Recipe rich result.