Schema markup (JSON-LD) that is missing, broken or incomplete

Find every page with this problem

Run the free scan on your domain. It reads the structured data on every page it crawls, in JSON-LD, microdata or RDFa, checks whether the home page describes your business, and shows your most urgent findings with the number of pages each affects; the Gap Report and a SERPCompass workspace list the affected pages with the details: the parse error, the missing property, the invalid value or the misspelled name. To check one page by hand, test its live URL in Google's Rich Results Test and in the Schema Markup Validator, or view the page source and search for application/ld+json.

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How to fix it on your platform

Page-level types such as Product, Article, Event and BreadcrumbList, and writing markup as microdata or RDFa, are not covered step by step here; the testing steps are the same.

Examples

• Good

  <script type="application/ld+json">
  {
    "@context": "https://schema.org",
    "@type": "Organization",
    "name": "Corner Plumbing",
    "url": "https://www.example.com/",
    "logo": "https://www.example.com/images/logo.png",
    "sameAs": [
      "https://www.example.net/cornerplumbing",
      "https://www.example.org/company/corner-plumbing"
    ]
  }
  </script>

  The four properties SERPCompass looks for on a home page. sameAs lists your official profiles elsewhere, such as LinkedIn or Instagram, one full URL each. Google asks for a logo of at least 112 by 112 pixels at a URL it can crawl.

• Good

  <script type="application/ld+json">
  {
    "@context": "https://schema.org",
    "@type": "Plumber",
    "name": "Corner Plumbing",
    "url": "https://www.example.com/",
    "logo": "https://www.example.com/images/logo.png",
    "telephone": "+91-422-000-0000",
    "address": {
      "@type": "PostalAddress",
      "streetAddress": "12 Example Road, RS Puram",
      "addressLocality": "Coimbatore",
      "addressRegion": "Tamil Nadu",
      "postalCode": "641002",
      "addressCountry": "IN"
    },
    "geo": {
      "@type": "GeoCoordinates",
      "latitude": 11.00813,
      "longitude": 76.95021
    },
    "openingHoursSpecification": [
      {
        "@type": "OpeningHoursSpecification",
        "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday", "Saturday"],
        "opens": "08:00",
        "closes": "20:00"
      }
    ],
    "sameAs": ["https://www.example.net/cornerplumbing"]
  }
  </script>

  A business customers visit: the most specific type (Plumber is a LocalBusiness), Google's required name and address, the telephone with country and area codes, coordinates to five decimal places and the opening hours. Every fact here must also appear on the page.

• Good

  // In your child theme's functions.php
  add_action( 'wp_head', function () {
      if ( ! is_front_page() ) {
          return;
      }
      $data = array(
          '@context' => 'https://schema.org',
          '@type'    => 'Organization',
          'name'     => 'Corner Plumbing',
          'url'      => home_url( '/' ),
          'logo'     => 'https://www.example.com/images/logo.png',
          'sameAs'   => array( 'https://www.example.net/cornerplumbing' ),
      );
      echo '<script type="application/ld+json">' . wp_json_encode( $data ) . '</script>' . "\n";
  } );

  WordPress with no SEO plugin: prints the block in the home page's <head> only. wp_json_encode() writes valid JSON, so a stray quote or comma in a value cannot break it.

• Good

  {% if request.page_type == 'index' %}
  <script type="application/ld+json">
  {
    "@context": "https://schema.org",
    "@type": "Organization",
    "name": "Corner Plumbing",
    "url": "https://www.example.com/",
    "logo": "https://www.example.com/images/logo.png",
    "sameAs": ["https://www.example.net/cornerplumbing"]
  }
  </script>
  {% endif %}

  Shopify: pasted just before </head> in layout/theme.liquid; the if keeps it to the home page.

• Bad

  <script type="application/ld+json">
  {
    "@context": "https://schema.org",
    "@type": "Organization",
    "name": "Corner Plumbing",
    "url": "https://www.example.com/",
  }
  </script>

  The comma after the last property makes this invalid JSON, so nothing in the block can be read. Curly quotes pasted from a word processor do the same.

• Bad

  {
    "@context": "https://schema.org",
    "@type": "Organisation",
    "Name": "Corner Plumbing",
    "adress": "12 Example Road, Coimbatore"
  }

  Valid JSON, but Organisation, Name and adress are not schema.org terms. The vocabulary spells them Organization, name and address, and the case matters.

• Bad

  {
    "@context": "https://schema.org",
    "@type": "Organization",
    "name": "Corner Plumbing",
    "foundingDate": "15th March 2019",
    "telephone": "0422 000 0000"
  }

  foundingDate must be an ISO 8601 date (2019-03-15), and Google asks for the telephone with country and area codes (+91-422-000-0000).

• Bad

  {
    "@context": "https://schema.org",
    "@type": "Plumber",
    "name": "Corner Plumbing",
    "aggregateRating": {
      "@type": "AggregateRating",
      "ratingValue": "4.9",
      "reviewCount": "212"
    }
  }

  A rating of your own business in your own markup: Google says such pages are not eligible for review stars. The address Google requires for a LocalBusiness is missing too.

Common mistakes

• Marking up facts the page does not show, such as an address or opening hours that appear nowhere on it. Google's guidelines say not to mark up content readers cannot see.
• Leaving a generator's sample values in place: example.com, a placeholder phone number or a stock logo URL.
• Two Organization blocks that disagree, typically one from the theme, one from an SEO plugin and one pasted by hand. Keep one source, or make every copy say the same thing.
• Editing the JSON in a word processor, which turns straight quotes into curly ones and makes the block invalid. Use a plain text or code editor.
• A trailing comma after the last property, or a missing comma between two: either makes the whole block unreadable.
• British spellings and wrong capitals: Organisation, localBusiness, Address. schema.org spells them Organization, LocalBusiness and address.
• Using plain LocalBusiness when a more specific type fits, such as Dentist, Restaurant or Plumber: Google asks for the most specific one.
• Adding ratings of your own business, which Google does not show as stars.
• A logo smaller than 112 by 112 pixels, or one at a URL that robots.txt blocks: Google asks for at least that size at a URL it can crawl and index.
• Testing only pasted code. Test the live URL as well: it shows what the published page really carries, and Google recommends the URL test for markup added by scripts.
• Changing the phone number or opening hours on the page and forgetting the markup.

More guides

• Open Graph and Twitter/X card tags that are missing
• robots.txt that blocks search or AI crawlers, is missing or has errors
• All guides
• Free tools: checks for robots.txt and llms.txt that need no account.

Sources

Every step above was checked against these documents on 28 October 2026. Vendors change their menus; if a step no longer matches, the vendor's page is the authority.

• Introduction to structured data markup in Google Search (Google Search Central)
• General structured data guidelines (Google Search Central)
• Organization structured data (Google Search Central)
• Local business structured data (Google Search Central)
• Test your structured data (Google Search Central)
• Review snippet structured data (Google Search Central)
• Structured data markup that Google Search supports (Google Search Central)
• Generate structured data with JavaScript (Google Search Central)
• Rich Results Test (Google)
• Use the Rich Results Test (Search Console Help)
• Schema Markup Validator (schema.org)
• Schema.org Markup Validator documentation (schema.org)
• Organization (schema.org)
• LocalBusiness (schema.org)
• sameAs (schema.org)
• Syntax tokens and keywords (JSON-LD 1.1, W3C)
• Data blocks in the script element (HTML Standard, WHATWG)
• wp_head (WordPress developer reference)
• is_front_page() (WordPress developer reference)
• wp_json_encode() (WordPress developer reference)
• home_url() (WordPress developer reference)
• Child themes (WordPress theme handbook)
• Yoast SEO settings: Site representation (Yoast)
• Schema piece: Organization (Yoast developer portal)
• Configuration guide for Local SEO (Yoast)
• How to add Organization schema using Rank Math (Rank Math)
• Using Rank Math's Local SEO module (Rank Math)
• Titles and Meta options and settings (Rank Math)
• Duplicating themes (Shopify Help Center)
• Editing theme code (Shopify Help Center)
• Layouts (Shopify developer documentation)
• The request object (Shopify Liquid reference)
• Adding structured data markup to your site's pages (Wix Help Center)
• Adding SEO title tags and meta descriptions to your pages (Wix Help Center)
• How does Squarespace optimize my site for search results? (Squarespace Help Center)
• Business Information settings (Squarespace Help Center)
• Customize parts of your site with code injection (Squarespace Help Center)
• Add schema markup in Webflow to improve SEO and AEO (Webflow Help Center)