# Make structured data match your pages

> Publish machine-readable facts that are complete enough to use and true to the page.

By Joey Kudish · Published 2026-10-31

Structured data makes facts explicit for tools that read it. It needs to describe the same business, offers and content a person sees. Adding more types or properties is not useful if they are wrong.

Keep a copy of the current markup before editing. Use your CMS's schema settings where possible rather than adding a second plugin that emits competing blocks. Validate the result and inspect the visible page beside it.

<h2 id="json-ld">Structured data in JSON-LD</h2>

JSON-LD is structured data inside a script block. Broken JSON cannot be parsed reliably. A valid block can still omit the identity it is meant to describe.

Fix syntax errors first. Then name the real Organization or Person, its URL and the properties supported by the visible page. Use stable identifiers to connect related nodes. Do not add fabricated reviews or hidden claims. Validate syntax and use Google's [Rich Results Test](https://search.google.com/test/rich-results) for supported features. Not every valid Schema.org type produces a rich result. Our [JSON-LD guide](/guides/json-ld) includes implementation examples.

<h2 id="schema-entity-coverage">Structured data coverage</h2>

Coverage asks whether relevant pages describe the entities they actually contain. An organization homepage, a service page and an article have different jobs. One generic block pasted everywhere can miss the important distinctions.

Add relevant types and properties only where the page supports them. Connect services or products to the real provider. Keep FAQ markup consistent with visible questions and answers. Do not add FAQ sections solely to satisfy a check. Our [entity coverage guide](/guides/schema-entity-coverage) covers the types; Google's [structured data policies](https://developers.google.com/search/docs/appearance/structured-data/sd-policies) explain content requirements.

<h2 id="schema-page-truth">Structured data matches the page</h2>

This check compares structured data with the visible page and business details you confirmed, where available. A price, business name, author or date can be syntactically valid and still disagree with the page. Missing comparison evidence is unknown, not proof a claim is false.

Find the field named in the finding. Confirm the correct value with the business owner, then update the page and markup together. Remove claims that cannot be supported. Check every template that emits the same field and clear cached markup. Re-run validation and compare the served HTML, not just the CMS editor. Schema.org's [data model](https://schema.org/docs/datamodel.html) explains how linked nodes and properties fit together.