WEBSITE PLANNING

Fact-Check Structured Data Before Publishing

Check that machine-readable website details match visible, verified business information.

Treat markup as published information

Structured data describes content in a format search systems can interpret. It is still a claim made by the website. Begin with the visible page and list the facts it actually supports. A business name, service description or product detail should be traceable to an approved source. Adding a property because a testing tool accepts it is not evidence that the value is true.

Separate validity from eligibility

Google’s documentation explains that structured data can help it understand content and can make pages eligible for supported search features. Correct markup does not guarantee a rich result. A validator can detect certain format or property problems, but it cannot certify an invented review, unavailable product or unsupported service promise. Review the relevant feature requirements as well as the syntax.

Build a fact register

Use columns for page address, data type, property, proposed value, visible supporting content, business approver and last review date. If the business has no verified storefront, do not fill an address field with a convenient city location. If a product is not sold online, do not invent current stock or checkout details. Leave unresolved claims out until the business can confirm them.

Plan updates with the source content

A price or operating-hours change can leave markup stale even after the visible text is corrected. Assign one owner to update both representations and include the check in the normal content workflow. For shared templates, sample multiple page types so a value does not accidentally carry across unrelated pages. Keep a rollback copy of the previous implementation in the project record.

Validate and observe

Run the appropriate structured-data validation for the supported feature, inspect the public page and record the result. Monitor Search Console reports where available after Google processes the changes. Do not promise a star rating, enhanced listing or ranking increase merely because the validator passes. For a scoped review, share representative URLs and approved business facts. Start with Google’s structured-data introduction.