Use JSON-LD structured data that matches what's visible on the page
| Impact | Evidence | Applies to | Last checked |
|---|---|---|---|
| Medium | Official guidance | Google, Bing | Oct 30, 2026 |
Why it matters
Google recommends JSON-LD and requires all required properties for rich result eligibility, which is never guaranteed. Its AI features doc says to keep structured data consistent with visible text. Markup that contradicts the page can trigger a manual action and loses trust.
How to do it
- Emit JSON-LD in a <script type="application/ld+json"> block in the server HTML
- Validate with the Rich Results Test and the Schema Markup Validator
- Generate markup from the same data source that renders the page so values never drift
Sources
- Introduction to structured data markup in Google Search · Google Search Central, Dec 10, 2025
- AI features and your website · Google Search Central, Dec 10, 2025
Change history
| Date | Change | What changed |
|---|---|---|
| Oct 30, 2026 | Added | Added to the rulebook. |
Checked against its sources every Monday. Only content changes are listed.