Markup is a claim about your own page, made to something that cannot argue back.

What structured data is for

A price, a date, an author, a company name and a product name all reach a machine as text, told apart by context. Structured data states in a published vocabulary which string is the organisation and which is the price, so the machine guesses less. That benefit needs no ranking claim.

The types that carry weight

Ten of the hundred points sit here, across four checks. Markup helps a machine read a page worth reading and does nothing for one that is not.

• SD-01, valid core entities. Whether the entities that identify you are present and parse: an Organization, and a Person where a person is named. A JSON-LD block that fails to parse gets no credit, because it was never read.
• SD-02, entity relationships. Whether the entities are connected. An author who is a Person and a member of the Organization says more than three unlinked blocks.
• SD-03, page-specific markup. Whether an article, a product or a question and answer says what it is.
• SD-04, metadata consistency. Whether the title, description and social cards agree with each other and with the page.

Markup that disagrees with the page is worse than none

A page with no structured data has to be read carefully. A page whose markup names a discontinued product, an author who did not write it, or a company name that appears nowhere on screen misinforms the reader in the channel built for precision.

A common cause: a plugin or template generates the markup once, and the page changes without it.

Reading yours

The free scan parses every JSON-LD block on the pages it reads, reports the types found and the blocks that failed to parse, and shows the captured response behind each finding. It is one of the thirteen checks a machine can settle alone.

Run a free scan

The structured data dimension is published in full, and our own audit shows these findings on a real site, including the ones we failed.