Structured data describes entities and content in a machine-readable form. It can support documented search features, but correct JSON alone does not guarantee a rich result, ranking gain or AI citation.
Choose the page’s actual type
| Page | Type to consider | Check before publishing |
|---|---|---|
| Editorial article | Article or BlogPosting | Real author and dates, accurate headline |
| Product page | Product | Visible and current product/offer information |
| Organization page | Organization | Correct identity, contact information and profiles |
| Relevant local business | Appropriate LocalBusiness subtype | Accurate business details and hours |
| Video page | VideoObject | Actual accessible video and matching metadata |
Select fields from the intended consumer’s current documentation. For example, Google’s Article guidance lists recommended properties; do not treat an old blanket list as required for every page.
Vocabulary and Google features differ
Schema.org defines a broad vocabulary. Google supports a changing subset through specific features. FAQPage and HowTo still exist as vocabulary, but their former Google rich-result features are retired. Google’s documentation updates record the FAQ retirement in May 2026.
There is no special schema requirement for Google AI Overviews. Use the AI schema guide for the distinction between truthful markup and unsupported citation promises.
Validate three layers
- Parse the JSON to find syntax mistakes.
- Check vocabulary and whether the values match the visible page and real entities.
- Review the requirements for the particular consumer or supported search feature.
The Schema Markup Validator checks vocabulary. Google’s Rich Results Test checks supported features; passing is not a promise that Google will display them. Inspect the published output after changing a CMS template.
The free schema generator prepares supported starting blocks. Its output still needs editorial review and validation; it is not “Google-validated” certification. RankCrab’s paid audit workspace remains prelaunch.
Implementation guides
- Webflow CMS schema: current native field, bindings and duplicate checks.
- WordPress FAQ schema: optional vocabulary, role limits and retired-result caveats.
- Next.js JSON-LD: server-rendered implementation pattern.
- Shopify BlogPosting: article-template field mapping.
- VideoObject for YouTube embeds: inspect actual video metadata.
- Organization vs LocalBusiness: choose the type from your business.
- Validation errors: find malformed or inconsistent output.
Keep one source of truth
Pull visible content and markup from the same maintained fields where possible. Check at least two collection items, including one with quotes or an empty optional field. Keep one owner for each representation and remove conflicting duplicate blocks.
A useful completion record contains the page, implementation owner, captured JSON, validation date and any remaining warning. Update it when visible facts change.