Structured data presence

What this check looks for

Each page type has an expected structured-data family: home pages expect Organization/WebSite types, articles expect Article/BlogPosting/NewsArticle, products expect Product, listings expect ItemList/CollectionPage, and "other" pages accept any schema.org type at all. If the page carries a matching type, it passes. If it carries some structured data but none matching the expected family (or none at all, for typed pages), it warns, reporting what was actually found. Pages where structured data wasn't extracted report "na".

Why it matters

Structured data is how you tell search engines, explicitly and unambiguously, what kind of thing a page represents — rather than making them infer it from text and layout, which is slower and less reliable. It's the mechanism behind rich results (star ratings, breadcrumbs, FAQ accordions) that make a listing stand out and earn a higher click-through rate at the same ranking position. It matters even more for AI answer engines: JSON-LD is close to the cleanest, most direct signal a model can consume when deciding what a page is and whether to cite it, since it doesn't require inferring structure from prose.

How to fix it

Add JSON-LD matching the page's actual type:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Wireless Noise-Cancelling Headphones",
  "description": "40-hour battery, adaptive ANC.",
  "brand": "Acme Audio"
}
</script>

Match the schema type to the page's actual content — Article for editorial content, Product for commerce pages, ItemList for category/listing pages.