Structured Data and Schema Markup Audit

Decide where structured data belongs, interpret Screpy schema coverage, and validate eligibility for supported search features.

Structured data gives machines explicit information about a page and can make eligible content available for supported rich-result experiences. Screpy's Has Schema and Missing Schema filters report markup presence, not quality or ranking impact.

Presence is not validity

Has Schema means Screpy detected structured data such as JSON-LD or microdata. The markup can still be incomplete, irrelevant, misleading, or unsupported by a search feature. Missing Schema means no supported markup was detected; many pages do not need schema at all.

Google recommends JSON-LD and requires markup to represent visible page content. Valid markup makes a page eligible for a feature but does not guarantee display or higher rankings. Follow the general structured data guidelines and the documentation for the specific type.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "How to Audit a Web Page"
}
</script>

Analyze schema coverage

Identify the page's real primary content type.
Check whether Google supports a relevant search feature.
Inspect every detected item and its required properties.
Confirm values match visible, current content.
Group missing or invalid patterns by template.
Check indexability, canonical selection, and image accessibility.

Do not add generic markup to every URL to clear Missing Schema. Choose the most specific applicable type and avoid reviews, ratings, prices, dates, or availability that users cannot verify on the page.

Example decision

Product pages contain complete visible product information but lack Product markup. Implement it in the shared template and populate only reliable fields. A privacy-policy page lacks schema; take no action because no relevant rich-result feature supports the page's purpose.

Verify the implementation

Validate representative pages with Google's Rich Results Test, inspect rendered JSON-LD, and run a new crawl. After deployment, monitor Search Console enhancement reports and manual actions. Test several template states, including optional fields and unavailable products.

Canonical Tags

Ensure structured content belongs to the preferred indexable URL.

Images

Keep images referenced in markup crawlable, accurate, and useful.

Pages Overview

Return to the complete Pages analysis workflow.

Start with eligible page meaning

Structured data should describe visible content on the page using a supported type. Adding schema does not make weak content authoritative, guarantee a rich result, or improve rankings by itself. The markup must stay accurate as prices, availability, ratings, authors, and dates change.

Has Schema is an inventory filter, not a quality verdict. Missing Schema is only actionable when the page is eligible for useful, maintained markup.

Audit quality as well as presence

For representative templates, validate:

the schema type matches the page's primary content;
required and recommended properties use visible, current values;
URLs and images are absolute and crawlable;
nested entities have stable identifiers where appropriate;
markup is present in rendered HTML;
empty and unavailable states do not publish false values.

Duplicate blocks from plugins, tag managers, and themes can conflict even when each block is syntactically valid.

How results should change

After implementation, Missing Schema may fall and Has Schema may rise. That proves detection, not rich-result eligibility. Search Console enhancement reports can take time to update, and valid markup may never display a rich result for every query.

If Has Schema drops after a redesign, inspect whether the markup moved behind client-side rendering or was removed with an old template. If it rises sharply, sample pages for duplicated or generic markup.

Google's structured data introduction explains eligibility and quality expectations. Validate with the Rich Results Test and Schema.org tools, then recrawl multiple template states.

Structured Data and Schema Audit