Structured data does not replace good copy — it labels the entities, products, and FAQs your HTML already contains so search engines and assistants can parse them reliably. JSON-LD in a script tag is the format most teams should standardize on.
For a typical marketing site, ship Organization (or LocalBusiness) and WebSite on the homepage first, then BreadcrumbList on interior templates. That baseline covers brand entity grounding and navigational context before you chase niche rich results.
SEOHub flags pages with no JSON-LD, malformed JSON, missing @context, and gaps such as Organization or FAQ types when those signals are expected. Invalid blocks are worse than sparse ones: a trailing comma can drop the entire graph.
Validate early with the free JSON-LD schema inspector. Confirm the extracted blocks parse, then cross-check required properties against Google’s documentation for the types you claim.
Keep schema honest. Marking a thin brochure page as Product or FAQPage when those elements are not visible is a policy risk and trains your team to ignore the checklist. Align types with on-page content reviewers can see.
Prefer one coherent @graph over duplicate Organization nodes injected by a theme and a plugin. Conflicts and duplicates show up as noise in validators and in SEOHub’s deep schema checks.
Article and BlogPosting help content templates: headline, datePublished, and a publisher Organization are the minimum useful set. Empty author fields and relative image URLs are common reasons eligibility fails later.
After you deploy, run a site scan so schema checklist items clear across templates — not only on the URL you hand-tested. Client-only injection that never appears in the first HTML response is easy to miss in fetch-based audits.
Local businesses should extend into LocalBusiness with consistent name, address, and telephone (NAP) matching the footer and Google Business Profile. Entity clarity helps classic local SEO and AI summaries alike.
Treat schema like product code: review in PRs, snapshot examples in docs, and re-scan after CMS or theme upgrades. For step-by-step remediation, see the structured data guide.
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