STRUCTURED DATA

What is structured data?

Describe the page accurately. Then test the markup.

Structured data is machine-readable information that describes a page and the things on it. I start with the visible facts, choose an appropriate type and check that the implementation stays consistent with the page.

See the worked example Read the practical checks

Himanshu SwarajPractical guidance and implementation

18 years in search marketingWorking in search since 2008

Meet Himanshu

START HERE

The markup should follow the facts.

Schema.org provides a vocabulary for describing things such as organisations, products and articles. JSON-LD is one way to publish that information. The code should describe the real page, not add claims that visitors cannot verify.

I check what the website already outputs before adding another block. A theme, ecommerce platform or plugin may already supply some of the markup. Conflicting names, prices or business information need attention before more types are added.

KEY CHECKS

Separate the vocabulary from the search feature.

Choose a fitting type

Use the type that describes the actual subject. An article, product and organisation are not interchangeable labels for gaining visibility.

Use genuine information

Keep names, business details, prices and other properties aligned with the page and underlying records. Do not invent ratings or reviews.

Check the implementation

Review the final rendered output and existing markup sources. Confirm that updates to the page also update the data.

Check the relevant requirements

Schema.org vocabulary and Google-supported rich results are different scopes. A valid type is not automatically eligible for a Google search feature.

WORKED EXAMPLE

A product page and its markup must tell the same story.

Imagine a shop selling a desk lamp. The visible page gives the product name, current price and stock status. If Product and Offer markup is used, those details need to match the page and stay current when the catalogue changes. For a catalogue-wide review, I assess product information and store structure as part of ecommerce SEO.

Part of the implementation	Information to check	Practical check
Visible product page	Name, price, currency and availability	Use genuine, current catalogue information
Product and offer markup	The same product and offer facts	Check existing platform or plugin output first
Validation and follow-up	Syntax, requirements and page consistency	Retest after implementation and catalogue changes

JSON that parses can still describe the wrong product or an outdated offer. Check the facts and intended feature requirements as well as the code.

THE PROCESS

How I work through the review.

Inventory existing markup

Inspect what the platform, theme and plugins already publish. Identify which source owns each set of details.

Choose the purpose and type

Match the type to the real content and check the current requirements for any intended Google feature.

Build from verified facts

Keep the data consistent with the visible page. Make ownership and updates clear.

Test and monitor

Use the appropriate validator, inspect the live output and review Search Console reports where applicable.

KEEP THE DISTINCTION CLEAR

Valid markup does not guarantee a rich result.

A parser can establish that the code is readable. A feature test checks a different set of requirements. Neither guarantees that Google will display a rich result, and general schema validity is not a ranking promise.

Markup is also not a guarantee of AI citations or accurate AI answers. If an AI system repeats wrong business facts, investigate the claim and its sources as well as information on the website.

COMMON MISTAKES

What I would avoid.

Adding fake ratings

A star rating is not something to create to make a page look more credible.

Adding a second conflicting source

Check existing output before pasting generated code into a page.

Forgetting ongoing changes

Price, availability and business information can change. Make sure the markup changes with them.

USEFUL NEXT STEPS

Continue with a focused check.

Schema Markup GeneratorDraft supported code from verified page information, then validate it.Open the resource Correct wrong AI business factsInvestigate the claim and work on the relevant sources.Open the resource Review the implementationCheck existing markup and agree the changes needed.Open the resource

KEEP LEARNING

Read the next guide you need.

ABOUT THE AUTHOR

Himanshu Swaraj

I have worked in search marketing since 2008. I review the website, explain what needs attention and stay involved as agreed improvements are implemented.

If you need help applying this to your site, I can review the issue with you and agree the scope, responsibilities and follow-up checks.

About Himanshu