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What structured data is and how to add it
Structured data is a block of code that states facts about a page in a form search engines can read directly. It might say that the page is a product, with a name and a price. Visitors do not see the block.
The usual format is JSON-LD, which Google recommends. It can make a page eligible for richer search results, such as a product's price. Google does not guarantee that these will appear, even when the code is correct.
What your report means
No structured data means we found no JSON-LD block with a type in the HTML your site sent. A block added later by a script, or data in another format such as microdata, is not counted. This is a low-priority finding, and a page with no suitable type can go without.
An error means a block is not valid JSON, so a program cannot read it. One stray character can stop the whole block from being read. Common causes are a missing comma, a comma after the last item, and curly quotes from a word processor. We check only this syntax. Google's Rich Results Test also checks required fields for the results it supports.
Which type suits your page
- Product, for a page selling one item.
- Article, for a blog post or news story.
- LocalBusiness, for a shop or office with an address.
- Organization, for a company's home page.
Describe only what visitors can see on the page, as Google's guidelines ask. Google's documentation says FAQ rich results are no longer shown, so FAQ code will not bring that result in Google. A minimal block looks like this:
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Example Bakery",
"url": "https://www.example.com"
}
</script>How to add it or fix it
- WordPress: Yoast adds JSON-LD automatically. Rank Math adds it from its settings and has a Schema tab in the editor. If a plugin is active and we report an error, the bad block may come from another plugin or from hand-added code.
- Shopify: many themes include product data, but this varies by theme. A home page may have none, so also scan a product page.
- Wix: some pages get preset markup. You can paste your own JSON-LD in the page's advanced SEO settings. Wix accepts only that format there.
- Squarespace: it generates data for pages such as products, blog posts and events. You cannot edit that data. Code Injection, on plans that include it, may let you add more.
To fix an error, follow these steps:
- Enter the page address in the Schema Markup Validator or the Rich Results Test.
- Find the line the tool reports.
- Correct it where the block comes from, whether a plugin, the theme or custom code. Ask a developer if you cannot find it.
- Test the page again, then press Rescan on your report.