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Structured Data

Structured data (schema markup) helps search engines understand your content and qualify your pages for rich results — star ratings, FAQs, product prices, breadcrumbs, and more. Errors in structured data silently disqualify your pages from these features.

What VisibilityIQ checks

Section titled “What VisibilityIQ checks”

JSON-LD syntax validity

Section titled “JSON-LD syntax validity”

The most basic check: is the JSON-LD block parseable? Malformed JSON (unclosed brackets, trailing commas, unescaped quotes) prevents search engines from reading any of the structured data on the page. VisibilityIQ flags syntax errors with the line number and character position so you can find them quickly.

Required property coverage

Section titled “Required property coverage”

Each schema type has required and recommended properties. Missing a required property means Google won’t show the rich result. VisibilityIQ checks:

  • Product — name, offers (with price, priceCurrency, availability), review aggregate, shippingDetails, hasMerchantReturnPolicy
  • Article / NewsArticle / BlogPosting — headline, datePublished, author (with @type: Person, name, url)
  • FAQPage / Question / Answer — name, acceptedAnswer, text
  • HowTo — name, step array with text
  • Event — name, startDate, location
  • Recipe — name, recipeIngredient, recipeInstructions
  • LocalBusiness — name, address, telephone
  • BreadcrumbList — item array with position, name, id

For each missing required property, the finding shows the current schema block and what needs to be added.

Visible-text mismatch

Section titled “Visible-text mismatch”

If your schema says a product costs $29.99 but the page displays $49.99, that’s a mismatch between structured data and visible content. Google may suppress or penalize rich results where the schema doesn’t match what users see. VisibilityIQ extracts visible text values and compares them against schema claims for price, rating, availability, and date fields.

Deprecated types

Section titled “Deprecated types”

Some schema types that were previously popular are now deprecated or flagged by Google:

  • FAQPage on non-primary-content pages — FAQ rich results are now limited to authoritative sites and primary Q&A content
  • HowTo — rich results have been reduced; still valuable for structured understanding but don’t count on visual enhancement

VisibilityIQ flags deprecated usage at Low severity — the schema isn’t wrong, but you should know the rich result may not appear.

Duplicate and conflicting schema blocks

Section titled “Duplicate and conflicting schema blocks”

Multiple schema blocks of the same type on one page can confuse parsers. VisibilityIQ detects when a page has more than one Product, Article, or other type block and flags the potential conflict.

E-E-A-T signals

Section titled “E-E-A-T signals”

For YMYL (Your Money or Your Life) content, schema helps establish authoritativeness:

  • Author schema — Person with name, url, and ideally sameAs (social/LinkedIn profiles)
  • Organization schema — Organization on key pages with name, url, logo, contactPoint
  • digitalSourceType — schema:digitalSourceType for AI-generated content disclosure (increasingly relevant)

Missing E-E-A-T signals on health, financial, or legal content are flagged at Medium severity.

Generated fixes

Section titled “Generated fixes”

When a structured data issue is a matter of adding or correcting fields, VisibilityIQ generates the corrected JSON-LD block. You can copy it directly into your page’s <head> or template. For template-scoped issues (e.g., all product pages missing availability), the generated fix shows the template-level change needed rather than page-by-page corrections.

Testing your structured data

Section titled “Testing your structured data”

After fixing structured data issues, use Google’s Rich Results Test to confirm the schema is valid and eligible for rich results. VisibilityIQ’s next crawl will also re-evaluate the pages and mark issues as Fixed if the problem is resolved.