Structured data
Structured data is a standardized way to label what your content is, so search engines can understand it precisely. Marking up an article, product, or FAQ makes a page eligible for rich results.
Rich results are the enhanced listings with stars, prices, images, or expandable questions that stand out in search.
What this check flags
- Pages with no structured data where it would clearly help, such as articles, products, or FAQs.
- Structured data that is malformed or invalid, for example missing required properties or broken syntax.
Why structured data matters for SEO
- Rich results. Valid schema can make a page eligible for enhanced listings, which take up more space and earn more clicks.
- Clearer understanding. It removes ambiguity about what a page is, which helps engines match it to the right queries.
- Eligibility, not a guarantee. Adding schema makes a page eligible for rich results; it does not force them. Search engines decide when to show them.
Common schema types
Use the type that matches the page's actual content:
| Type | Use it on |
|---|---|
Article / BlogPosting | Blog posts and articles |
Product | Product pages, often with price and availability |
FAQPage | Pages with a real list of questions and answers |
BreadcrumbList | Pages that sit in a navigable hierarchy |
Organization | Your brand and site-wide identity |
LocalBusiness | A business with a physical location |
Review / AggregateRating | Genuine reviews and ratings |
JSON-LD is the recommended format
There are three ways to add structured data, but JSON-LD is the format search engines recommend. It sits in a script block in the page and keeps the markup separate from your visible HTML, which makes it easier to add and maintain than the older inline formats (microdata and RDFa).
How to fix it
- Missing: add the appropriate schema type for the page, in JSON-LD, filling in the required properties.
- Invalid: correct the syntax or supply the missing required properties.
- Mismatched: make sure the markup describes what is actually on the page. Schema must reflect visible content.
After changes, validate with a schema testing tool to confirm the page is eligible for the rich result you are targeting.
How Crawlpit Monster reports it
Structured data appears as an issue group on the dashboard, and each page's detail view shows the structured data the crawler detected, so you can see which pages have markup, which are missing it, and which look malformed.
Common mistakes
- Marking up content that is not on the page. Schema must match visible content; marking up invisible or fake content violates guidelines and can bring a penalty.
- Fake or self-serving reviews. Marking up ratings that are not genuine is against guidelines.
- Using the wrong type, for example
Productschema on a category page. - Leaving out required properties, which makes the markup ineligible for the rich result.
Frequently asked questions
Does structured data improve rankings?
It is not a direct ranking factor, but the rich results it can unlock improve visibility and click-through, which helps performance.
Which schema type should I use?
The one that matches the page: Article for posts, Product for products, FAQPage for real FAQs, and so on. Use only what genuinely applies.
Does adding schema guarantee a rich result?
No. It makes a page eligible. Search engines decide when to show rich results based on the query and quality.
JSON-LD or microdata?
JSON-LD is the recommended format. It is easier to add and maintain and keeps markup out of your visible HTML.