Structured data can make your website stand out in search results by enabling rich snippets like star ratings, FAQs, and event details. But errors in your markup can ruin your chances of benefiting from these features. Here are seven common structured data mistakes and how to fix them:
- Marking Up Hidden Content: Google penalizes schema applied to content users can't see. Fix it by ensuring all marked-up content is visible.
- Using Page-Specific Markup on All Pages: Avoid applying irrelevant schema (like Product schema on a blog post). Tailor markup to each page's purpose.
- Wrong Value Types: Ensure your data matches Schema.org's formatting rules. For example, use numbers for ratings and valid URLs for links.
- Missing Required Fields: Omitting essential properties (like event dates or product prices) can invalidate your markup. Always include mandatory fields.
- Syntax and Parsing Errors: Fix missing commas, brackets, or quotation marks in your JSON-LD code to avoid parsing issues.
- HTML Tags in Structured Data: Strip out HTML from fields meant for plain text to avoid invalidating your schema.
- Date and Time Format Problems: Use ISO 8601 format (e.g., "2024-12-25T14:30:00") for all dates and times.
Quick Tip: Use tools like Google’s Rich Results Test and Schema Markup Validator to catch and fix errors before they impact your site’s performance. Addressing these issues can improve your visibility and click-through rates.
How to Fix Schema Markup Issues & Drive More Traffic?
1. Marking Up Hidden Content
One common mistake with structured data is applying schema markup to content that users can't actually see on your webpage. This often happens when developers use JSON-LD structured data to reference information tucked away in tabs, collapsed sections, or other hidden elements.
Google considers this a misleading practice because the markup implies the content is visible when it’s not. If search engines catch this mismatch, they might issue a manual action. This could result in the structured data on your page being ignored entirely, taking away any chance of earning rich snippets.
Since JSON-LD is implemented separately from the visible HTML, it’s easy for teams to accidentally mismatch the markup with what’s actually displayed. For instance, you might mark up product reviews that only show when a user clicks a "Show Reviews" button or apply FAQ schema to questions hidden in footer accordions. This disconnect not only confuses search engines but also hurts your chances of appearing in rich results.
Impact on Search Visibility and Rich Results
Google Search Console actively flags issues like these and sends warnings if it finds marked-up content that users can’t see. Once flagged, a manual action can render all structured data on the page useless. This means losing eligibility for rich results entirely - not just for the problematic markup, but for everything on that page.
Without rich snippets like star ratings, FAQ boxes, or detailed product information, your search listings won’t stand out. This could result in lower click-through rates as your page blends in with standard search results.
Why This Happens So Often
This issue is surprisingly common because JSON-LD allows structured data to be added independently of the visible content. Many organizations don’t realize that the markup needs to match what users can see on the page. The ease of implementing JSON-LD without checking for alignment often leads to these errors.
How to Fix It
Fixing this issue is straightforward. Start by using tools like Google’s Rich Results Test to pinpoint problems. For larger websites, consider using SEO platforms with crawling capabilities to audit structured data across the site. Free tools like Schema Tester can also help identify errors and warnings in your code without requiring deep technical knowledge.
To resolve the problem, either make the marked-up content visible to users or remove the schema markup entirely. This might mean expanding collapsed sections by default, relocating hidden content to areas where it’s always visible, or simply removing the markup for content that is intended to remain hidden.
2. Using Page-Specific Markup on All Pages
One of the most common missteps in structured data implementation is using page-specific schema markup on pages where it doesn’t belong. This often happens when a single markup template is applied across an entire site without considering whether it fits the content on each page.
Take Organization schema as an example. Many website owners mistakenly apply it to every page instead of limiting it to sections like the homepage or the About page. Similarly, issues arise when product or local business schema is used on unrelated pages. These misapplications can confuse search engines, disrupt page relevance, and even harm your site’s credibility.
Google explicitly states that structured data must accurately reflect the content of the page it’s on. Misleading or irrelevant markup - like labeling sports live streams as local events or tagging woodworking instructions as recipes - can lead search engines to flag your site as spam or ignore the markup entirely.
Impact on Search Visibility and Rich Results Eligibility
Inappropriate schema markup can have serious consequences for your website’s search performance. Google may issue a manual action if incorrect page-specific markup is found on multiple pages, leading to all structured data on those pages being disregarded. Worse, manipulative practices - such as assigning one hotel’s ratings to an entire category - can erode trust in your site’s structured data overall. This loss of trust can prevent rich snippets from appearing, even on pages where the markup is accurate.
Why This Happens Frequently
This issue is especially common with content management systems that apply the same markup across an entire site by default. Many website owners aren’t aware that each page requires schema tailored to its specific content and purpose.
On larger websites, the problem can escalate due to a lack of coordination between teams. For example, marketing teams might add Organization schema to product pages, while developers unknowingly apply it to support pages. These overlapping efforts create conflicts and redundancies that undermine the effectiveness of structured data.
How to Fix It
Addressing this problem starts with identifying pages that have inappropriate schema markup. Use tools like Google’s Rich Results Test to locate errors. For larger sites, a site crawl can provide a comprehensive view of markup implementation across all pages.
The solution is straightforward: apply schema markup that aligns with each page’s purpose. For instance, remove Organization schema from pages where it doesn’t belong. On product category pages, focus on marking up individual products rather than the entire category. If you’re working with aggregated ratings or reviews, ensure they are properly averaged and applied.
To maintain clean and accurate schema markup, tools like Schema Tester can help you detect errors and warnings without requiring advanced technical skills. The key is to avoid a one-size-fits-all approach and instead tailor your structured data to each page’s unique role and content. This precision is essential for achieving rich results and maintaining search engine trust.
3. Wrong Value Types
Wrong value types might seem like a small issue, but they can cause big problems in structured data. This happens when the data you provide doesn’t match the specific format that Schema.org expects for a given property. While it might sound technical, this error can directly affect how search engines understand your content.
Schema.org has strict formatting rules for every property - whether the value should be text, a number, a URL, or something more specific like a Person or Organization object. If your data doesn’t match the expected type, search engines might struggle to process it correctly. For example, the ratingValue property should use a number like "4.5" instead of text like "5 stars." Similarly, the url property must include a full URL with the https:// protocol, but many websites mistakenly use incomplete links or plain text. Another common error appears in the author property for review snippets, which requires a structured Person or Organization object. Using plain text or a number (e.g., 'author': '1') leads to incorrect value type errors.
Impact on Search Visibility and Rich Results Eligibility
Using the wrong value types can hurt your search performance and stop your content from qualifying for rich results. Google has strict rules for structured data, and even if your markup is otherwise correct, mismatched value types can block your content from appearing as rich results [7, 9]. In extreme cases, these errors might even cause search engines to flag your content as spam.
And the problem doesn’t just stop at one page. If search engines notice repeated value type errors across your site, they might lose confidence in your structured data altogether. This could affect your eligibility for rich results across all your pages.
Frequency of Occurrence
This issue is surprisingly common, especially on sites that use dynamic structured data or rely on content management systems. Developers unfamiliar with Schema.org’s formatting standards, or systems pulling data directly from databases without proper type conversion, often run into this problem. E-commerce sites, for instance, frequently encounter errors with product ratings, pricing, and availability. Review sites might struggle with author fields and rating values, while local business websites often face challenges with address and contact information formatting.
How to Fix Wrong Value Types
Fixing this issue is usually straightforward once you’ve identified the problematic properties. Here’s a simple three-step approach:
- Use Google Search Console to pinpoint where the errors are occurring.
- Check Schema.org to confirm the expected format for each property.
- Update your data to match the required type.
For example, ensure URL properties include the full https:// protocol, and remove any extra text from numerical properties like ratings or prices. If a property requires a Person or Organization object, structure the data accordingly instead of using plain text.
Schema.org’s documentation provides clear guidelines on expected formats for all properties, making it easy to verify and correct your structured data. Once you’ve made the changes, use Google Search Console to test and confirm that the errors have been resolved. Most fixes only require minor adjustments, but they can make a big difference in how search engines interpret your content.
4. Missing Required Fields
Missing required fields in your structured data can stop your content from displaying as rich results. This happens when essential properties defined by Schema.org for a specific markup type are left out. Unlike optional fields, which add extra value, required fields are absolutely necessary - search engines can't process your structured data without them.
In many cases, this issue arises from dynamically populated fields in content management systems (CMS). If content creators leave certain fields blank, the structured data tied to those fields ends up incomplete, leading to errors.
Frequency of Occurrence
This problem is especially common on websites that use CMS platforms and plugins. For instance, users of the Events Calendar plugin often encounter missing field warnings in Google Search Console. The most frequently missing fields include:
- Image properties when no featured image is added
- Offer fields when ticket details are left out
- Organizer information when event creator details are incomplete
- Location data when venue information is missing
Impact on Search Visibility and Rich Results Eligibility
When search engines detect incomplete structured data, they typically reject the entire markup. This prevents your content from qualifying for rich results. As a result, your pages may lose enhanced snippets, which can hurt both visibility and click-through rates. If these errors persist across multiple pages, they can weaken your site's overall structured data performance, making it harder to qualify for rich results even when other markup is correct.
Ease of Implementation for the Fix
Fixing missing required fields is fairly simple once you identify the problem. Use tools like Google Search Console and JSON-LD validators to locate missing fields, then update them with the appropriate values.
To prevent future issues, adjust your CMS workflow to ensure all required fields are filled before publishing. For example, the Events Calendar plugin provides detailed troubleshooting guides for common missing fields.
After making corrections, test your structured data using tools like Google Search Console and JSON-LD validators to confirm everything is in order. Regular testing helps keep your structured data optimized and error-free.
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5. Syntax and Parsing Errors
Syntax and parsing errors pop up when your structured data code isn't formatted correctly. These issues often stem from missing or misplaced brackets, commas, quotation marks, or curly braces in your JSON-LD markup.
Common troublemakers include missing commas between properties, extra or missing brackets, and incorrect use of quotation marks. Another frequent issue arises when HTML tags accidentally make their way into data fields. For instance, if your content management system automatically fills a description field with user-facing content that includes HTML formatting, those tags can disrupt the entire markup structure.
Take this example from salt.agency: a "Parsing error: Missing ',' or '}'" occurred because HTML tags were mistakenly added to the description property. The fix was simple - strip the HTML tags from the string using a function like strip_tags in PHP.
Frequency of Occurrence
Syntax errors are among the most frequent structured data issues, especially on websites that dynamically generate their markup. These errors are even more common when developers unfamiliar with JSON-LD formatting manage the implementation. User-generated content can also introduce unexpected characters or formatting that throw off the syntax.
Impact on Search Visibility and Rich Results Eligibility
Syntax errors can seriously hurt your SEO. As Veda Digital explains:
"Structured data errors harm SEO by reducing website visibility and preventing rich results, leading to fewer clicks and lower rankings".
When search engines encounter unparsable markup, they reject it entirely, which means no rich results for your site.
This is a big deal because rich snippets can boost click-through rates by an average of 58%. Properly formatted structured data can improve click-through rates by up to 30%, so syntax errors can directly impact your site's performance. Veda Digital also points out:
"Incorrectly formatted structured data prevents search engines from understanding your content, potentially dropping your rankings".
Ease of Implementation for the Fix
The good news? Fixing syntax errors is relatively simple. Tools like Google’s Rich Results Testing Tool, Schema Markup Validator, and Google Search Console can help you pinpoint exactly where the syntax breaks down. Syntax highlighting in code editors can also make it easier to spot missing brackets, commas, or quotation marks.
If you're working with dynamic content, make sure your system strips HTML tags from strings before adding them to structured data properties. Also, handle escape sequences correctly in JSON, especially backslashes and quotation marks. Regular validation of your schema markup is crucial to catching errors early.
To avoid these issues in the future, build a consistent workflow for syntax validation into your content publishing process. This will help ensure that errors don't make it to your live pages. Next, we’ll take a closer look at problems caused by embedded HTML tags in structured data.
6. HTML Tags in Structured Data
Once you've tackled syntax and parsing issues, the next step is to ensure that no HTML tags sneak into your structured data. These tags can confuse search engine parsers, leading to problems with rich results when fields intended for plain text include HTML formatting.
This often happens when a content management system (CMS) automatically pulls user-facing content - complete with HTML formatting - into structured data fields. For instance, if your CMS inserts product descriptions containing <strong>, <em>, or <br> tags directly into your JSON-LD markup, it can invalidate the entire structured data block.
Impact on Search Visibility and Rich Results
HTML tags in structured data can disrupt how search engines interpret your content. If search engines can't extract the intended plain text, you may lose eligibility for enhanced search features like rich results. This can directly hurt your website's visibility and overall search performance.
Common Scenarios for This Issue
This problem is especially common on websites that generate structured data dynamically from existing content. E-commerce platforms, blogs, and news sites are particularly vulnerable because they often reuse the same content for display and structured data without properly sanitizing it.
How to Fix It
Cleaning up HTML tags from your structured data is a relatively simple task. The goal is to ensure the data is plain text, making it easy for search engines to parse accurately. Here are a few practical steps:
- Use an HTML parser like Jsoup to remove tags effectively.
- For Android development, you can use:
androidx.core.text.HtmlCompat.fromHtml(instruction, HtmlCompat.FROM_HTML_MODE_LEGACY).toString()
This method extracts clean text while preserving readability. - Before removing tags, convert elements like
<br/>or</p>into newlines to maintain proper formatting.
When preparing fields like articleBody for JSON-LD, make sure they contain only plain text. Strip out any HTML tags, store the content as plain text or Markdown, and rely on CSS for styling instead of embedding HTML directly in the structured data. This approach ensures clean and properly formatted data that search engines can easily understand.
7. Date and Time Format Problems
Date and time formatting errors can disrupt your structured data markup. When search engines encounter dates that aren't formatted correctly, they might misinterpret the information or ignore it entirely, rendering your markup ineffective.
These issues often arise when regional formats like "12/25/2024" or "December 25, 2024" are used instead of the ISO 8601 standard. This standard eliminates confusion and ensures accurate interpretation of data.
"The ISO 8601 standard provides a universal method for representing dates and times, eliminating ambiguity and ensuring data is easy to parse, compare, and store across different systems." - Kyle Jones
To avoid errors, always use the YYYY-MM-DD format for dates and a 24-hour clock for times. For example, represent Christmas Day 2024 as "2024-12-25" rather than "12/25/2024." When including time, combine the date with the letter "T" as a separator, followed by the time in a valid format, such as "2024-12-25T14:30:00". Incorrect formats, much like other schema errors, can reduce your eligibility for rich results and harm your site's performance.
Frequency of Occurrence
Date and time format errors are especially common on websites that rely on content management systems (CMS) to generate structured data dynamically. Many CMS platforms store dates in user-friendly formats that don’t meet ISO 8601 standards. This makes sites with event schedules, product launches, or publication timestamps particularly prone to these issues.
Impact on Search Visibility and Rich Results Eligibility
When structured data includes invalid date formats, search engines may fail to interpret the information, which can hurt your SEO. For instance, an Event schema with improperly formatted dates might not display rich results for event timing. Similarly, Article schemas with invalid publication dates may miss out on enhanced search features.
Ease of Implementation for the Fix
Fixing date and time format problems is relatively simple once you understand the ISO 8601 requirements. The format follows a logical order: year, month, day, hour, minutes, seconds, and milliseconds. For UTC times, append a "Z" to the time, or include the time offset using "±[hh]:[mm]" if applicable.
Most programming languages and CMS platforms offer built-in functions to convert dates to ISO 8601 format. The key is to ensure your structured data generation process consistently applies this format before outputting the final markup. Once implemented, you can use tools like Google’s Rich Results Test to verify that your changes resolve any parsing issues.
Error Comparison Table
Figuring out which structured data errors to address first can save you a ton of time while boosting your SEO efforts. The table below breaks down common errors by how often they occur, their impact on search performance, how tricky they are to fix, and their overall priority level.
| Error Type | Frequency | Impact Level | Fix Difficulty | Priority |
|---|---|---|---|---|
| Missing Required Fields | Very High (60% of errors) | High | Easy | Critical |
| Wrong Value Types | High | High | Easy | Critical |
| Syntax and Parsing Errors | Medium | Very High | Medium | High |
| Date and Time Format Problems | Medium | Medium | Easy | Medium |
| HTML Tags in Structured Data | Medium | Medium | Easy | Medium |
| Page-Specific Markup on All Pages | Low | High | Medium | Medium |
| Marking Up Hidden Content | Low | Very High | Hard | High |
Key Takeaways
The most common issue - missing required fields - accounts for a whopping 60% of all structured data errors across websites. This problem is both frequent and impactful, making it the top priority. Thankfully, these errors are often simple to fix once you identify which properties are missing.
Wrong value types and syntax errors also rank high in terms of impact. While syntax errors are less frequent, they can completely disrupt your structured data, preventing search engines from understanding your schema.
The "fix difficulty" column gives you an idea of the effort involved. Errors labeled as "easy" fixes usually require simple updates, like adding missing properties or correcting values. On the other hand, harder issues - like marking up hidden content - might need more technical work or even a content overhaul.
How to Prioritize
The priority levels in the table combine both impact and frequency, helping you focus on the errors that affect the most pages and have the biggest negative effect on your search performance. Start with critical and high-priority errors to see the fastest results.
Proactive testing can also help prevent these issues from piling up. Tools like Google’s Rich Results Testing Tool can validate your fixes before you roll them out site-wide. By catching problems early, you could eliminate up to 70% of implementation errors.
Conclusion
Fixing the seven common structured data errors is a straightforward way to improve your site's search visibility. While these issues can hinder your performance, most are easy to resolve, and addressing them can significantly enhance how search engines interpret and display your content.
Once the errors are corrected, it’s important to keep an eye on them regularly. Ongoing monitoring ensures your structured data remains accurate and compliant. As John Mueller, Senior Webmaster Trends Analyst at Google, puts it:
"There's no generic ranking boost for SD usage... However, SD can make it easier to understand what the page is about, which can make it easier to show where it's relevant (improves targeting, maybe ranking for the right terms)".
To simplify structured data management, The Top SEO Marketing Directory suggests using AIOSEO. This tool offers both free and premium plans, with premium options starting at $49.60. It’s a practical solution for keeping your structured data organized and error-free.
For validation, pair AIOSEO with tools like Google's Rich Results Test and Schema.org's Schema Markup Validator. Google's tool helps check eligibility for rich snippets, while Schema.org ensures your markup aligns with official standards. Together, these tools help maintain compliance as search engine guidelines evolve.
"Houston Barnett-Gearhart of Victorious says, 'Clear, verifiable data reveals gaps in your strategy, showing what works and what doesn't'".
Finally, make it a habit to review your structured data monthly using Google Search Console's Enhancements tab. This proactive step helps you spot and fix issues early, ensuring your rich results stay effective and aligned with search engine updates.
FAQs
How can I make sure my structured data is visible and compliant to avoid Google penalties?
To make sure your structured data is both visible and compliant with Google's rules, it needs to match the content on your page. Using structured data to mislead users or manipulate search rankings can lead to penalties, so accuracy is key.
Double-check that your schema markup reflects the actual content on your page and is easy for users to access. Tools like Google's Rich Results Test are great for spotting errors and ensuring your structured data stays in line with best practices. Regular testing can save you from potential issues down the line.
How can I correctly apply schema markup to different types of web pages?
To make the most of schema markup, start by selecting the most specific schema type that fits your page’s content. For example, if your page is about a product, an article, or your business, use the corresponding schema type like Product, Article, or LocalBusiness. This ensures your markup matches the page’s purpose and provides clear signals to search engines.
Implement your schema using the JSON-LD format. It’s not only simple to use but also Google’s preferred method, making it easier to maintain over time.
Once added, validate your schema with tools like Google’s Rich Results Test to catch errors and confirm everything is working as expected. Make it a habit to review and update your schema regularly to keep up with changes in your content or Google’s guidelines.
Finally, focus on relevance. Use schema markup only where it makes sense. For instance, apply LocalBusiness schema to pages specifically about your business location or services to enhance visibility in local searches.
Why should I use the ISO 8601 format for dates and times in structured data, and how can I set it up on my website?
Using the ISO 8601 format for dates and times in structured data is crucial because it provides a clear and standardized way to present information. This format removes any guesswork by sticking to a consistent structure, like YYYY-MM-DDThh:mm:ssZ, making it easy for both humans and machines to interpret.
To apply this on your website, ensure all date and time values in your structured data adhere to the ISO 8601 standard. The good news? Most programming languages and libraries come with built-in tools to handle date and time formatting, so you can maintain precision and consistency without much hassle.
