Google’s John Mueller on Proper Use of Paywall Markup Google’s John Mueller offers advice to site owners on the proper use of paywall structured data markup. Bio 259 READS Paywall structured data markup doesn’t need to be visible to users, but it does need to be visible to web crawlers, says Google’s John Mueller. The topic of paywall markup is discussed during the Google Search Central SEO office-hours stream held on December 11 where a question was asked about the proper way to test it. Advertisement Continue Reading Below Mueller goes above and beyond the scope of the question to provide additional guidance on implementing paywall markup correctly.