Structured Data Audit

Structured
Data Audit

Finding every schema error across the full site in one systematic pass.

Where to find it: Search Console > Rich Results (under Search Appearance) | Google Rich Results Test | Schema Markup Validator

What It Is

The structured data audit identifies all schema markup present on the site, validates it against Google's current specifications, flags errors and warnings, and identifies missing schema types the site's content qualifies for. A systematic schema audit covers the entire site, finds template errors generating errors across hundreds of pages, and produces a complete picture of rich result opportunities across all content types. Schema audits are often the quickest-win section of a technical audit — the content exists, the rankings exist, and the schema fix unlocks the visibility upgrade immediately.

Why It Matters

Rich results are measurable click-through improvements — a schema audit finding systematic Product schema errors across 500 product pages, or missing FAQ schema on 30 service pages, translates directly into a prioritized remediation roadmap with quantifiable impact. Schema fixes often improve CTR measurably within weeks of deployment, providing clear audit ROI data. For agencies, schema audit findings are among the most compelling deliverables because the fix cost is low and the impact is visible in Search Console.

Common Audit Failure Points

What Goes Wrong

Understanding where audits fail — and why — is the first step to executing them correctly.

Template Schema Errors Across Hundreds of Pages

A single schema template with a missing required field or malformed JSON generating the same error across every page using that template — appearing as hundreds of errors in Search Console from a single template-level mistake.

Deprecated Schema Types Still Implemented

HowTo, Q&A, and other previously supported schema types that Google removed rich result support for — still implemented on the site, generating warnings or errors without producing any rich results.

Malformed JSON-LD Syntax

Unclosed brackets, trailing commas, unescaped special characters in JSON-LD blocks preventing the entire schema block from parsing — the markup exists on the page but Google can't read any of it.

Missing Schema for Qualifying Content Types

Content that qualifies for rich results (articles, products, reviews, FAQs, events, how-to guides) with no schema implemented — missing rich result eligibility on pages that could immediately benefit from it.

Interactive Standard Operating Procedure

The Audit Playbook (Interactive SOP)

Check off each step to track your audit progress live!

Audit Progress: 0% Completed (0/7)

1. Screenshot the Search Console Rich Results Report

Open Search Console > Search Appearance > Rich Results. Screenshot and document: every schema type present, the error count and warning count for each type, and the trend — are errors increasing or decreasing? This overview identifies which schema types need immediate investigation.

2. Drill Into Errors for Each Schema Type

Click each schema type with errors in Search Console to see example affected URLs and specific error descriptions. Determine whether the errors are isolated (one-off page issues) or systematic (the same error on every page using that template). Systematic errors are the audit priority.

3. Run Representative Pages Through Rich Results Test

Select 3–5 pages representing each major template type — homepage, product page, blog post, service page, category page. Run each through search.google.com/test/rich-results. Document: which schema types are detected, which pass validation, and the specific error messages on any failing implementations.

4. Cross-Reference Active Schema Types Against Current Google Support

Compare every schema type implemented on the site against Google's current supported types list at developers.google.com. Identify any deprecated types still generating errors — these should be removed since they can't produce rich results regardless of fix effort.

5. Run Schema Markup Validator for Secondary Validation

Run each representative page through validator.schema.org for secondary validation. The Schema Markup Validator catches structural issues that Google's Rich Results Test doesn't flag — useful for identifying malformed JSON-LD that fails silently in Search Console.

6. Use Screaming Frog Custom Extraction for Sitewide JSON-LD Audit

Configure Screaming Frog's Custom Extraction to pull all JSON-LD blocks from every page in the crawl. This gives a site-wide view of every schema implementation — including pages with broken JSON syntax that would never appear in Search Console because the markup can't be parsed at all.

7. Compile a Schema Audit Table

Tools

Search Console Rich Results Report
Free | The primary schema audit starting point — error counts, warning counts, and affected URLs by schema type
Google Rich Results Test
Free (search.google.com/test/rich-results) | Per-page schema validation with specific error messages — use on representative pages of each template type
Screaming Frog Custom Extraction
Paid/Free tier | Pulls all JSON-LD blocks sitewide in a single crawl — the only way to find malformed JSON that doesn't surface in Search Console

Time Investment

2–3 hours

Schema Audit

Low fix cost, visible impact

Quick-Win Category

Pro Tip

Use Screaming Frog custom extraction to find malformed JSON-LD across the entire site.

Malformed JSON-LD syntax — unclosed brackets, trailing commas, unescaped apostrophes in content — prevents Google from parsing the entire schema block, but these errors never appear in Search Console because the markup can't be read at all. Screaming Frog's custom extraction regex for JSON-LD pulls every schema block from every page, giving you a complete site-wide schema inventory including the broken implementations that are completely invisible in standard reporting.

Ep 5: Site Speed and Core Web Vitals Audit Ep 7: Link Audit — Internal and External

StructuredData Audit