Website Structured Data Checklist

Structured data helps describe a page's visible content in a format search engines can interpret. It can support understanding of an organization, article, product, event, local business, or other page type when the markup is accurate and eligible.

It is not a ranking shortcut and does not guarantee a rich result. Start with useful page content, then describe what is already visible.

Identify the page and entity

Decide what the page actually is: organization, local business, article, product, service, event, FAQ, or another appropriate type. Connect the page to the real business, author, publisher, location, or product identifier.

Do not add several unrelated types merely because a generator offers them. Extra markup creates more ways for the page to become inconsistent.

Match visible content

Titles, descriptions, prices, availability, dates, author, address, phone, ratings, and reviews in structured data should match what users can see. Update the markup when the page changes.

Do not mark up hidden text, unsupported reviews, unavailable products, or claims the business cannot verify.

Use stable identifiers

Use stable URLs, organization IDs, product IDs, article URLs, and location references where they help connect entities. Keep identifiers consistent across pages and systems.

Review common business markup

• Organization name, URL, logo, contact, and social profiles.
• Local business address, phone, hours, services, and location.
• Article headline, author, publisher, image, dates, and canonical URL.
• Product name, image, price, availability, and identifier.
• FAQ questions and answers that are visible on the page.

Use the most specific type that accurately represents the page, but do not invent a department or location that does not exist.

Validate in more than one place

Use a structured-data testing tool, inspect the rendered HTML, check Search Console enhancements where available, and test a page after deployment. Validate JSON syntax, required fields, URLs, dates, images, and consistency.

Test a normal page, a missing-data page, an expired page, a product change, a sold item, and a location change when those states apply.

Keep schema secondary to the page

Structured data cannot repair a thin service page, inaccurate business information, slow page, broken form, or poor mobile experience. Put the primary work into content, technical access, internal links, and a useful next action.

The metadata guide and service page SEO guide provide useful foundations.

Monitor changes

Record the markup types used, the owner, source fields, deployment, and review date. Watch for errors after a template, CMS, inventory, review, or business-profile change.

Good structured data is accurate, boring, maintainable, and tied to content a person can use.