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Fix Guide

How to Add Schema Markup

Describe the page in JSON-LD so search engines read what it is instead of inferring it.

Medium High Impact 1-2 hours

Missing schema markup means a page states nothing machine-readable about what it is, leaving search engines to infer it from prose. Adding JSON-LD in schema.org vocabulary makes a page eligible for rich results and gives AI systems an explicit account of the content. Roughly two thirds of audited sites ship none at all.

Why It Matters

Structured data is the difference between a search engine guessing that a page is a product and being told. It is also what makes rich results possible — and it is the most common single finding across every audit we run.

How to Fix

1

Pick the type that fits

Match the page to a schema.org type: Article for a post, Product for an item, LocalBusiness for a location, FAQPage for a genuine question list. One primary type per page.
2

Write it as JSON-LD

Add a script block of type application/ld+json. Google prefers JSON-LD because it sits apart from the markup and can change without touching the layout.
3

Only mark up what is on the page

Every value must correspond to something visible. Marking up a rating that does not appear is a policy violation, not a shortcut.
4

Validate it

Run the page through a structured-data validator, and confirm the block appears in the server-rendered HTML rather than being injected after hydration.

Code Fix

html
Before (broken)
<!-- no structured data at all -->
After (fixed)
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "How to fix redirect chains",
  "datePublished": "2026-09-03",
  "author": {"@type": "Person", "name": "A. Author"}
}
</script>

Platform-Specific Instructions

WordPress

An SEO plugin will output a baseline graph automatically. Check what it emits before adding your own, so the page does not carry two competing descriptions.

Next.js

Render the script tag in the component itself. Using next/script means the markup never reaches the server-rendered HTML that non-JS crawlers read.

Fixed that one.
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