Choose pages and types
Inventory page templates, genuinely useful schema types and language variants. Reject types unrelated to the content.
GUIDE / PROTOCOL
Audit structured data
Valid markup cannot repair an ambiguous page, missing information or an unverified identity.
Direct answer
How do you audit structured data beyond syntax?
Start with the rendered page and its canonical URL. List declared entities and properties, match each claim to visible content, then check syntax and the rules for the intended search feature.
01 / Review method
Review method
Compare HTML and markup
Check names, authors, dates, images, links and relationships in visible HTML and JSON-LD. Make important information visible or remove it from markup.
Validate at two levels
Use a Schema.org validator for structure and the rich results test for relevant Google features. Record errors separately from warnings.
Repeat after changes
Test templates and real pages after release, then monitor available reports. Check other languages and canonical URLs too.
02 / Evidence to keep
Evidence to keep
Template inventory
URL, page type, expected schema, editorial owner and review date.
Field comparison
Marked-up value, visible evidence, field source and any discrepancy.
Validation report
Tool, tested URL, date, errors, warnings and result capture.
Correction decision
Field fixed or removed, owner and post-publication verification.
03 / FAQ
Frequently asked questions
Does JSON-LD guarantee a rich result?
No. The type must fit the page, applicable rules must be met and display remains at the search engine’s discretion.
Should every FAQ have markup?
No. A useful FAQ can remain plain HTML; do not invent questions to seek a feature.
What if titles differ by language?
Each version should describe its own visible content and use consistent URLs, names and language codes.
Can markup describe a service absent from the page?
No. It should represent the page without adding a claim readers cannot verify.
04 / Official references