Describe real entities without adding hidden claims.
Structured data is useful when the site has stable, visible information about its organisation, services, articles and navigation that can be represented accurately. It should be considered after the page itself is clear. A valid JSON-LD block is not evidence that the underlying fact is true or that a rich result will appear.
Inventory visible entities and relationships
Identify the organisation, its approved public identity, each service, article author or publisher and breadcrumb path. Decide which page is the canonical source for each fact. Avoid creating multiple conflicting identifiers for the same entity across templates.
Choose types that match the page
Represent an article as an article, a service as a service and a navigational path as breadcrumbs when the visible page supports that description. Do not add ratings, local offices, prices or FAQs that are absent from the page or cannot be verified. Language alternatives should carry the correct language and URL.
Validate code and editorial truth
Parse the generated JSON-LD across representative templates, then compare names, dates, images, URLs and claims with what a visitor sees. Repeat this after template or content changes. Tool warnings need interpretation; the strongest check is that structured information remains accurate and maintainable. A changed price, address, availability or author must be reflected in visible copy and the relevant properties. A validator checks syntax and some rules; it does not establish whether a fact is true. Do not invent reviews, scores or organisation status to expand markup. Record the URL, date and discrepancies corrected.
What to prepare
- Actually published identity, contact details, authors and offers, with their approver.
- Examples of each template and a list of extensions already producing markup.
- Validation messages linked to the page URL and version.
- A list of schema types justified by visible pages
How to verify the result
- Syntax is valid and each important property matches visible content on that page.
- The same entity retains a consistent identity across templates and languages.
- A price, date or status change also appears in the generated markup.
Continue with the practical guide: Verify pages before launch.