JSON-LD audit: which schema.org types the page carries

The check parses the JSON-LD blocks in the source and lists the schema.org types. Structured data is not a ranking factor, but the ticket to rich results and unambiguous entities in AI answers.

What we check

The check finds every <script type="application/ld+json"> block, parses it and collects the @type values, including those inside @graph lists. No block means "to review"; otherwise the finding lists count and types. Broken blocks with syntax errors are skipped and missing from the type list, which is itself a hint that something is wrong.

What the scan does not test: whether the markup matches the page content, whether required fields are missing and whether Google accepts it for rich results. That is what the Rich Results Test and Search Console are for.

Why it matters

Structured data is not a ranking factor. It does decide whether Google shows a page with rich results, and it hands search engines and AI assistants the entities in machine-readable form: company, product, price, job, question and answer. A site that names its full legal entity with register number and LinkedIn profile in the markup gets confused less often with a similarly named vendor. Exactly that clarity is missing on many mid-market sites.

Common causes

The CMS theme ships no markup and nobody added any.
The markup exists but is invalid (syntax errors, wrong types) and gets ignored.
Plugin-generated blocks contradict each other, say two Organization nodes with different data.
Prices or availability in the Product schema are stale because the markup does not come from the shop system.

The fix

Organization and WebSite on every page, with sameAs pointing to the official profiles. On product, job and FAQ pages the matching type on top, fed from the same data as the visible page. Then validate with the Rich Results Test and watch the "Enhancements" reports in Search Console.

Check it yourself first

The Tracking Check tests this point along with all the others, in seconds.

Start the Tracking Check →

Asked often

Is JSON-LD a ranking factor?

No, Google has said so explicitly for years. Structured data makes a page eligible for rich results (stars, FAQ, product prices, job postings) and helps search engines and AI systems assign entities unambiguously: which company, which product, which price.

Why does this check sit in the Security & bots module?

Because, like robots.txt, llms.txt and the meta tags, it belongs to the machine readability of the page, not to tracking. A missing schema is an SEO finding, not a tracking finding; it breaks no measurement.

Which types should a company site have at minimum?

Organization with sameAs pointing to the official profiles, WebSite, and on the matching pages Product with Offer, JobPosting or FAQPage. Everything else is optional. Validate with Google's Rich Results Test and the Schema Markup Validator.

The fix, delivered

Wired up in days, not sprints.

Findings from the Tracking Check go into a ranked sequence with effort estimates in the Audit Sprint, every module with an acceptance criterion.

To the service Request an Audit Sprint