Add structured data
Structured data is schema.org markup, usually shipped as a JSON-LD script block, that describes the page in a machine-readable form. It is what makes a page eligible for rich results in search: review stars, breadcrumb trails, FAQ accordions, product prices, and similar enhancements that take up more space on the results page and typically earn a higher click-through rate. This check reports whether any JSON-LD is present at all, not whether the schema is valid or the right type for the page.
Find out whether your site has this problem, and every other check, in one free scan.
Check your site freeWhy it matters
Structured data is what lets search engines show rich results such as review stars, breadcrumbs, and FAQ accordions, which take up more space and earn a higher click-through rate than a plain result.
How to fix
- 1 Pick the schema.org type that matches the page (Article, Product, FAQPage, Organization, etc.).
- 2 Add it as a <script type="application/ld+json"> block in the <head> or <body>.
- 3 Validate the markup with Google's Rich Results Test before shipping.
Common mistakes
- Shipping no structured data at all, so the page can never qualify for any rich result even when its content clearly maps to a schema type.
- Marking up a type that does not match the visible page content, which search engines treat as a violation and may penalize.
- Injecting the JSON-LD only via client-side JavaScript so it is absent from the initial HTML that crawlers and preview bots read first.
How to verify
- 1 View page source and confirm a <script type="application/ld+json"> block is present in the served HTML.
- 2 Run the page through Google's Rich Results Test and confirm it detects a valid, eligible type.
- 3 Confirm the marked-up type and fields match the content a visitor actually sees on the page.
Related checks
Ready to see where you stand?
Scan your site and get your Engineering Score with a prioritized roadmap in under a minute, no signup required.