Structured data

Structured Data Readiness

Structured data gives machines explicit statements about entities, content types, and relationships. It works best when it agrees with the visible page and the rest of the site’s identity signals.

Choose types that match the page

Use Schema.org types that accurately describe the visible content. Organization and WebSite are common site-level foundations; Article, Product, SoftwareApplication, or Service may fit specific pages.

Use one stable canonical identity for the organization.
Match names, URLs, and descriptions to visible content.
Connect related entities with stable identifiers.
Avoid unsupported ratings, prices, or claims.

Validate consistency

Syntactic validity is only the first check. Compare JSON-LD or microdata with the title, canonical URL, language, primary content, and linked profiles.

Parse every structured-data block.
Check required and recommended properties.
Remove duplicate or conflicting entity definitions.
Revalidate after templates or CMS plugins change.

Avoid invisible claims

Structured data should describe content a visitor can verify on the page. Marking up unavailable prices, fabricated reviews, or a different organization weakens the signal and may violate search feature policies.

Render important facts visibly as well as in JSON-LD.
Use stable @id values for the same entity.
Remove properties the page no longer supports.
Test the final HTML response, not only a CMS preview.

A small Organization foundation

JSON-LD is often the easiest format to maintain. Use the canonical organization URL and include only factual properties supported by the site.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "@id": "https://example.com/#organization",
  "name": "Example Company",
  "url": "https://example.com/"
}
</script>

Verify the change

Run the AIWebSignals scanner against the exact public page, review the observation confidence, and compare the saved result after your update. A technical improvement should be visible in the evidence—not assumed from a deployment.

Scan and verify

Authoritative references

Use current primary documentation when a crawler token, platform policy, or web standard changes.

Last reviewed August 18, 2026.