diff --git a/lib/jekyll-seo-tag/drop.rb b/lib/jekyll-seo-tag/drop.rb
index e157160..a0116ca 100644
--- a/lib/jekyll-seo-tag/drop.rb
+++ b/lib/jekyll-seo-tag/drop.rb
@@ -198,7 +198,7 @@ module Jekyll
       attr_reader :context
 
       def fallback_data
-        {}
+        @fallback_data ||= {}
       end
 
       def absolute_url?(string)