Opportunity Structured Data
No structured data
- Severity
- Opportunity
- Impact
- Medium
- Effort to fix
- Medium
- Issue code
schema_missing
Why it matters
Structured data helps search and answer engines understand entities on the page and can enable rich results.
How to fix it
Add relevant JSON-LD such as Organization, Article, Product, LocalBusiness, BreadcrumbList or FAQPage.
What this means
The page has no structured data. SiteAud!tLint looks for JSON-LD (<script type="application/ld+json">) and microdata (itemtype attributes) and found neither.
This is an opportunity, not an error. Many pages do not need structured data. It pays off on pages that match a type search engines use for rich results or understanding.
Which pages benefit
| Page | Useful types |
|---|---|
| Home page | Organization (or LocalBusiness), WebSite |
| Article or blog post | Article or BlogPosting, with author and dates |
| Product | Product with Offer, price, availability and reviews |
| Local business location | LocalBusiness with address and opening hours |
| Recipe, event, job posting, course | Recipe, Event, JobPosting, Course |
| Pages with a breadcrumb trail | BreadcrumbList |
Legal pages, search results and login pages rarely need any.
Why it matters
Structured data makes a page eligible for rich results, such as product prices, review stars and breadcrumbs in Google's results. It also gives search engines and AI answer engines explicit facts, such as an author, a price or an address, instead of leaving them to infer them from the layout. It does not raise rankings on its own.
How to add it
- Start with the template for each page type, so one change covers every page of that type. Most CMS platforms and SEO plugins can output it.
- Use JSON-LD. It sits in one block and is easier to maintain than microdata.
- Mark up only what is visible on the page. Markup that does not match the content can lose rich results eligibility.
- Test a few pages in Google's Rich Results Test.
Verify the fix
Recrawl. The Structured Data view in Pages lists the types found on each page, so you can confirm each template now outputs the right ones. Broken markup shows up as Invalid JSON-LD.
How it affects your score
Finding this issue on any page costs the Structured Data score 0.5 points, plus up to 4 more depending on the share of crawled pages affected. A smaller improvement with a modest effect on its own.
Find the affected URLs
Open Crawl > Issues and pick No structured data. Each affected URL is listed with its evidence, and Copy URLs or Export URLs hands the list to a developer. The issue also appears in the Action Plan, ranked by impact (medium) and effort (medium), and in the issues CSV under the code schema_missing. After fixing, run a new audit and use Compare to confirm the URLs moved to fixed.