Structured data checklist
Structured data tells search engines and LLMs exactly what your content is: a product, an article, a FAQ, a how-to guide. Correct implementation unlocks rich results that dominate SERPs. Incorrect implementation can trigger penalties.
Critical
— 4 itemsInclude @type Organization with name, url, logo, sameAs (social profiles), and description. This is the foundation that all other schemas reference.
Include headline, author, datePublished, dateModified, image, and publisher. Use Article for news, BlogPosting for blog content, or TechArticle for technical docs.
Test every page with structured data at search.google.com/test/rich-results. Fix all errors. Warnings are acceptable but errors mean rich results will not appear.
Keep structured data in sync with visible content
Google requires that structured data matches what users see on the page. If your schema says the price is $19 but the page shows $29, you risk a manual action.
Important
— 6 itemsAdd WebSite schema with search action
Include @type WebSite with name, url, and optionally a SearchAction for site search. This can enable a search box directly in Google search results.
Add FAQPage schema where you have FAQ sections
Wrap question-answer pairs in FAQPage schema. These frequently appear as expandable rich results in Google, increasing your SERP real estate.
Add HowTo schema for step-by-step guides
Include name, description, steps (with position, name, text), and optionally totalTime and tools. HowTo rich results display steps directly in search results.
Add BreadcrumbList to all pages with navigation
Include the full breadcrumb path from homepage to current page. Breadcrumb rich results replace the URL in search results with a readable path.
Add Product schema to product and pricing pages
Include name, description, offers (price, currency, availability), and review/aggregateRating if available. Product rich results show prices and ratings in search.
Do not add two Organization schemas or two Article schemas to the same page. Duplicates confuse search engines and can invalidate both instances.
Nice-to-have
— 2 itemsUse the most specific @type available
Use SoftwareApplication instead of Product for software. Use LocalBusiness instead of Organization for local businesses. Specificity enables more relevant rich results.
Add knowsAbout with Wikidata links for LLM discoverability
Add knowsAbout to your Organization schema linking to relevant Wikidata entities. This helps LLMs like Claude and GPT understand your domain expertise and cite your content.
Frequently asked questions
What is the difference between JSON-LD and Microdata?
JSON-LD is a script tag in your <head> that search engines parse separately from HTML. Microdata is inline HTML attributes. Google recommends JSON-LD because it is easier to maintain, less error-prone, and does not mix with your markup.
Does structured data directly improve rankings?
Structured data does not directly boost rankings. However, it enables rich results (stars, prices, FAQs) that significantly improve click-through rates. Higher CTR indirectly improves rankings over time.
How do I test structured data for LLM visibility?
Currently there is no official LLM testing tool. Add Wikidata knowsAbout links to your Organization schema, use descriptive JSON-LD on all pages, and test by asking Claude or ChatGPT about your brand. Structured data helps LLMs understand your domain.
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