Fix: structured data and social tags (schema, Open Graph)

Structured data (schema.org markup, usually as JSON-LD) tells search engines and AI assistants who is behind a page, what it is about and the facts on it (address, hours, prices, authors, questions). The GEO audit checks schema in its structured data section; the Local SEO audit checks LocalBusiness schema. This guide gives a complete, copy-paste fix for each check.

Find the affected checks in the app

1. In Audits, open a GEO audit report (how to start one: Run an audit): the structured data section lists Organization schema (Critical), FAQPage schema, Article schema with author, Breadcrumbs, and on product or step-by-step pages Product schema and HowTo schema.
2. In Audits, open a Local SEO audit report: the LocalBusiness schema section lists LocalBusiness schema (Critical), Address and geo in schema, Opening hours in schema, sameAs profiles and Phone in schema. Review / rating markup is in the map and reviews section.
3. Failing checks also appear in Issues to fix with Why it matters and How to fix.

How to add JSON-LD on each platform

Use this procedure for every snippet in this guide.

WordPress

1. First use your SEO plugin’s settings (Yoast SEO or Rank Math, given per check below); they generate valid schema automatically.
2. For extra schema, install WPCode, go to Code Snippets › + Add Snippet › Add Your Custom Code, choose HTML Snippet, paste the script type="application/ld+json" block, set Insert Method: Auto Insert, Location: Site Wide Header (or a specific page via Page-Specific / conditional logic) and click Activate › Save.
3. Rank Math Pro also has Schema Generator in the page editor (Rank Math › Schema › Schema Generator › Custom Schema).

Shopify

1. In Shopify admin, go to Online Store › Themes › … › Edit code.
2. For site-wide schema, open layout/theme.liquid and paste the block before </head>. For products, open sections/main-product.liquid (or your theme’s product section). Save.

Webflow

1. In the Webflow dashboard, site-wide: Site settings › Custom code › Head code. One page: Page settings › Custom code › Inside head tag. For CMS pages, use the collection template’s page settings and insert CMS fields with + Add field. Publish.

Wix

1. In the Wix dashboard, Settings › Custom Code › + Add Custom Code, paste the block, choose the pages, Place Code in: Head. Or per page: Pages & Menu › … › SEO basics › Advanced SEO › Structured data markup.

Squarespace

1. In your Squarespace account, open the site › Settings › Advanced › Code Injection › Header for site-wide code, or the page’s Settings › Advanced › Page Header Code Injection (Business plan and higher).

Organization schema

How we detect it

The GEO audit reads all JSON-LD on the page and looks for Organization (or Corporation, OnlineBusiness, OnlineStore, NGO) or LocalBusiness. It passes when the object has a name plus a logo, URL or sameAs links. Missing = Critical.

Why it matters

AI assistants and Google use it to know who stands behind the page and how to name and cite the business.

Common causes

• No SEO plugin, or the plugin’s knowledge-graph settings were never filled in.
• The schema has only a name (no logo, URL or sameAs).
• Schema exists only on the home page and the audited page is a different page (most plugins output it site-wide, custom code may not).

Fix: basic

1. Yoast SEO: in WordPress admin go to Yoast SEO › Settings › Site representation (Yoast help), choose Organization, enter the Organization name and upload the Organization logo. Add social profiles under Other profiles. Save.
2. Rank Math: in WordPress admin go to Rank Math SEO › Titles & Meta › Local SEO (or Global Meta › Knowledge Graph; see the Rank Math knowledge base), choose Organization, fill Name, Logo and URL, and add profiles in Titles & Meta › Social Meta. Save.

Fix: expert

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "@id": "https://www.example.com/#organization",
  "name": "Example Roofing Ltd",
  "url": "https://www.example.com/",
  "logo": "https://www.example.com/img/logo-512.png",
  "email": "[email protected]",
  "sameAs": [
    "https://www.facebook.com/exampleroofing",
    "https://www.linkedin.com/company/exampleroofing",
    "https://www.instagram.com/exampleroofing"
  ]
}
</script>

Platform steps

Shopify

1. Many themes output Organization schema in theme.liquid. Search for "Organization"; if found, add the missing logo and sameAs; otherwise paste the snippet.

Verify the fix

1. Paste the URL into Google’s Rich Results Test or the Schema Markup Validator: one Organization with no errors.
2. Click Run again on the GEO audit in Audits. Organization schema should pass.

Automation

Automatable with WordPress admin access via the SEO plugin, or theme or site code access on other platforms.

FAQPage schema

How we detect it

The GEO audit looks for a FAQPage object (and counts its questions). Missing = Warning.

Why it matters

Question-and-answer markup is easy for AI search to quote word for word. Google shows FAQ rich results only for well-known government and health sites, so don’t expect stars or dropdowns in Google; the value is machine understanding.

Common causes

• The page has FAQs as plain text or accordions without markup.
• There are no FAQs on the page (add them first, see Fix: GEO audit checks › FAQ section).

Fix: basic

1. Yoast SEO (block editor): add the Yoast FAQ block, type each question and answer. Yoast adds FAQPage schema automatically.
2. Rank Math: add the FAQ by Rank Math block. Schema is added automatically.
3. Only mark up questions and answers that are visible on the page.

Fix: expert

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "How long does a roof inspection take?",
      "acceptedAnswer": { "@type": "Answer", "text": "Most inspections take 45 to 90 minutes, depending on the size and access." }
    },
    {
      "@type": "Question",
      "name": "Do you work at weekends?",
      "acceptedAnswer": { "@type": "Answer", "text": "Yes, we book Saturday appointments for inspections and urgent repairs." }
    }
  ]
}
</script>

Platform steps

Shopify

1. Use a section with FAQ blocks and output the JSON-LD from the same blocks so text stays in sync:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {%- for block in section.blocks -%}
    {"@type": "Question", "name": {{ block.settings.question | json }},
     "acceptedAnswer": {"@type": "Answer", "text": {{ block.settings.answer | strip_html | json }}}}{% unless forloop.last %},{% endunless %}
    {%- endfor -%}
  ]
}
</script>

Verify the fix

1. The Schema Markup Validator shows FAQPage with all questions.
2. Run again on the GEO audit in Audits. FAQPage schema should pass and show the number of questions.

Automation

Automatable with WordPress admin access (FAQ blocks via the editor or REST API); assisted elsewhere because answers need writing.

Article schema with author

How we detect it

The GEO audit looks for Article, BlogPosting, NewsArticle, TechArticle, Report or WebPage schema that has an author and a datePublished or dateModified. Missing or incomplete = Warning.

Why it matters

AI answers and Google prefer content with a clear author and a recent date (experience and expertise signals).

Common causes

• The SEO plugin outputs Article schema, but the author has no name (for example the user is called “admin”).
• Pages (not posts) get WebPage schema without an author.
• Custom themes with no schema.

Fix: basic

1. WordPress: in WordPress admin › Users › Profile (/wp-admin/profile.php), set First name, Last name and Display name publicly as to the real name, and fill Biographical Info. Yoast and Rank Math use these in Article schema.
2. Yoast: Yoast SEO › Settings › Content types › Posts › Schema › Default article type: Article (or Blog Post).
3. Rank Math: Rank Math SEO › Titles & Meta › Posts › Schema Type: Article, Article Type: Blog Post.
4. Show the author name and date visibly on the page too.

Fix: expert

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "BlogPosting",
  "headline": "How to tell if your roof needs replacing",
  "image": "https://www.example.com/img/roof-guide-1200.webp",
  "datePublished": "2026-03-04",
  "dateModified": "2026-10-10",
  "author": {
    "@type": "Person",
    "name": "Jane Smith",
    "jobTitle": "Head roofer",
    "url": "https://www.example.com/team/jane-smith/"
  },
  "publisher": { "@id": "https://www.example.com/#organization" }
}
</script>

Platform steps

Shopify

1. Blog articles: in sections/main-article.liquid output article.author, article.published_at | date: '%Y-%m-%d' and article.updated_at | date: '%Y-%m-%d' into the snippet above.

Webflow

1. On the Blog Posts collection template, use CMS fields (author name, published date) in the page’s custom code.

Verify the fix

1. The Schema Markup Validator shows the article with author and dates.
2. Run again on the GEO audit in Audits.

Automation

Automatable with WordPress admin access via the SEO plugin and user profiles.

Breadcrumbs

How we detect it

The GEO audit looks for BreadcrumbList schema. Missing = Warning.

Why it matters

Breadcrumbs show where the page sits in the site. Google shows them in results instead of the raw URL, and AI tools use them for context.

Common causes

• Breadcrumbs are not enabled in the theme or SEO plugin.
• Visible breadcrumbs exist but without markup.

Fix: basic

1. Yoast: breadcrumb schema is part of Yoast’s schema graph. To show visible breadcrumbs, go to Yoast SEO › Settings › Advanced › Breadcrumbs, switch them on, and add the Yoast Breadcrumbs block to your template (or use the theme’s breadcrumb option).
2. Rank Math: Rank Math SEO › General Settings › Breadcrumbs › Enable breadcrumbs function, then add the Breadcrumbs block or the shortcode [rank_math_breadcrumb].
3. Shopify: many themes have a breadcrumb setting under Customize › Theme settings; otherwise use the snippet below.

Fix: expert

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://www.example.com/" },
    { "@type": "ListItem", "position": 2, "name": "Services", "item": "https://www.example.com/services/" },
    { "@type": "ListItem", "position": 3, "name": "Roof repair" }
  ]
}
</script>

The last item (the current page) may omit item. The names must match the visible breadcrumb.

Platform steps

Webflow

1. Build the breadcrumb in the Designer and add the matching JSON-LD in the page or collection template custom code.

Verify the fix

1. The Rich Results Test shows Breadcrumbs as valid.
2. Run again on the GEO audit in Audits.

Automation

Automatable with WordPress admin access via the SEO plugin.

Product schema

How we detect it

The GEO audit runs this check only on pages that look like product pages (add-to-cart text, “in stock”, prices or itemprop="price"). It passes when Product schema has offers. Missing = Warning.

Why it matters

Google Shopping results and AI shopping answers read price, stock and reviews from Product markup.

Common causes

• WooCommerce schema is removed by a theme or plugin conflict.
• Shopify theme outputs Product without offers (or not at all).
• A page builder product page with no schema.

Fix: basic

1. WooCommerce: WooCommerce outputs Product schema with offers by default. Yoast WooCommerce SEO or Rank Math (Titles & Meta › Products › Schema Type: WooCommerce Product) enrich it. Remove plugins that disable it.
2. Fill in price, stock status, SKU and brand on each product.
3. Shopify: current Shopify themes output Product schema; check that your theme does (search the product section for application/ld+json).

Fix: expert

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Slate roof tile, natural grey",
  "image": ["https://www.example.com/img/slate-tile.webp"],
  "sku": "SLT-200",
  "brand": { "@type": "Brand", "name": "Example Roofing" },
  "offers": {
    "@type": "Offer",
    "url": "https://www.example.com/products/slate-tile/",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock",
    "itemCondition": "https://schema.org/NewCondition"
  },
  "aggregateRating": { "@type": "AggregateRating", "ratingValue": "4.8", "reviewCount": "37" }
}
</script>

Then add the property price inside offers, with the real amount as a string (for example 25.00), next to priceCurrency. Only include aggregateRating if those reviews are shown on the page.

Platform steps

Shopify

1. In the product section, Shopify’s structured_data filter outputs complete Product schema:

<script type="application/ld+json">
  {{ product | structured_data }}
</script>

Verify the fix

1. The Rich Results Test shows Product snippets / Merchant listings as valid.
2. Run again on the GEO audit in Audits.

Automation

Automatable with WordPress admin or Shopify theme access.

HowTo schema

How we detect it

The GEO audit runs this check only when the page has a numbered list of 3 or more steps and step-like wording (“how to”, “step 1”). It passes with HowTo schema. Missing = Warning.

Why it matters

Google no longer shows HowTo rich results, but marked-up steps are easy for AI assistants to repeat in order. A clear numbered list also passes the intent of the check.

Common causes

• Steps are written as paragraphs or a list without markup.

Fix: basic

1. Keep the steps in a numbered list with one action per step.
2. Yoast (block editor): use the Yoast How-to block, which adds HowTo schema.
3. Rank Math: use the HowTo by Rank Math block.

Fix: expert

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "HowTo",
  "name": "How to check your gutters for blockages",
  "step": [
    { "@type": "HowToStep", "name": "Make it safe", "text": "Set a ladder on firm ground and ask someone to hold it." },
    { "@type": "HowToStep", "name": "Clear debris", "text": "Remove leaves by hand, starting near the downpipe." },
    { "@type": "HowToStep", "name": "Flush", "text": "Run water from the far end and check it drains freely." }
  ]
}
</script>

Platform steps

Webflow and Wix

1. Paste the block in the page’s custom head code (see the procedure at the top).

Verify the fix

1. The Schema Markup Validator shows HowTo with each step.
2. Run again on the GEO audit in Audits.

Automation

Automatable with WordPress admin access via editor blocks; the steps themselves need writing.

LocalBusiness schema

How we detect it

The Local SEO audit looks for LocalBusiness or one of its sub-types (Plumber, Dentist, Restaurant, LegalService, RoofingContractor and others). Missing = Critical.

Why it matters

It tells Google the business type, address, phone and hours in a format it can read, and links the site to the Business Profile.

Common causes

• Only Organization schema is present.
• The SEO plugin’s local settings were never filled in (Yoast Local SEO is a separate add-on).

Fix: basic

1. Rank Math: Rank Math SEO › Titles & Meta › Local SEO › Person or Company: Company, choose the Business Type, fill Address, Geo Coordinates, Phone, Opening Hours. Save.
2. Yoast: the Yoast Local SEO add-on adds Yoast SEO › Local SEO with business type, address, coordinates, phone and hours.
3. No plugin: use the snippet below on the home page and the contact page.

Fix: expert

A complete LocalBusiness block that also passes the next four checks (all sub-types: schema.org/LocalBusiness):

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "RoofingContractor",
  "@id": "https://www.example.com/#business",
  "name": "Example Roofing Ltd",
  "url": "https://www.example.com/",
  "logo": "https://www.example.com/img/logo-512.png",
  "image": "https://www.example.com/img/team.webp",
  "telephone": "+1-555-555-0100",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "12 Market Street",
    "addressLocality": "Springfield",
    "addressRegion": "IL",
    "postalCode": "62701",
    "addressCountry": "US"
  },
  "geo": { "@type": "GeoCoordinates", "latitude": 39.7990, "longitude": -89.6440 },
  "openingHoursSpecification": [
    { "@type": "OpeningHoursSpecification", "dayOfWeek": ["Monday","Tuesday","Wednesday","Thursday","Friday"], "opens": "08:00", "closes": "18:00" },
    { "@type": "OpeningHoursSpecification", "dayOfWeek": "Saturday", "opens": "09:00", "closes": "13:00" }
  ],
  "sameAs": [
    "https://maps.app.goo.gl/your-profile-link",
    "https://www.facebook.com/exampleroofing",
    "https://www.yelp.com/biz/example-roofing-springfield"
  ]
}
</script>

Replace every value with the client’s real details, written exactly as on the Google Business Profile. The phone shown is a fictional placeholder.

Platform steps

Shopify

1. Paste the block in theme.liquid inside {% if template == 'index' %} … {% endif %} so it shows on the home page, or on the contact page template.

Verify the fix

1. The Schema Markup Validator shows the LocalBusiness type with address, geo, hours and sameAs.
2. Run again on the Local SEO audit in Audits. LocalBusiness schema should pass.

Automation

Automatable with WordPress admin access via Rank Math or Yoast Local SEO, or theme access elsewhere.

Address and geo in schema

How we detect it

Passes when the LocalBusiness schema has a street address (PostalAddress with streetAddress) and GeoCoordinates with latitude and longitude.

Why it matters

Coordinates connect the page to an exact point on the map.

Common causes

• The address is filled in but coordinates are left empty.

Fix: basic

1. Find the coordinates: open Google Maps, right-click the business pin and click the coordinates at the top of the menu to copy them.
2. Paste them into the plugin’s Geo Coordinates field (Rank Math Titles & Meta › Local SEO) or into the snippet’s geo block.

Fix: expert

"address": { "@type": "PostalAddress", "streetAddress": "12 Market Street", "addressLocality": "Springfield", "addressRegion": "IL", "postalCode": "62701", "addressCountry": "US" },
"geo": { "@type": "GeoCoordinates", "latitude": 39.7990, "longitude": -89.6440 }

Platform steps

WordPress

1. Yoast Local SEO: Yoast SEO › Local SEO › Business info › fill the address, then Calculate coordinates (or enter them manually).

Verify the fix

1. Run again on the Local SEO audit in Audits.

Automation

Automatable with WordPress admin access via the SEO plugin.

Opening hours in schema

How we detect it

Passes when the LocalBusiness schema has openingHoursSpecification or openingHours.

Why it matters

Google can show the hours directly in results, and they must match the Business Profile.

Common causes

• Hours are shown on the page but not in the schema.

Fix: basic

1. Fill Opening Hours in Rank Math Titles & Meta › Local SEO or Yoast Local SEO Opening hours.
2. Use the same hours as on the Google Business Profile, including special closing days.

Fix: expert

Use the openingHoursSpecification array from the LocalBusiness snippet above. For 24-hour businesses: "opens": "00:00", "closes": "23:59".

Platform steps

Wix

1. Wix Local Business settings (Wix dashboard › Settings › Business Info) feed Wix’s own schema; fill the hours there.

Verify the fix

1. Run again on the Local SEO audit in Audits.

Automation

Automatable with WordPress admin access via the SEO plugin.

sameAs profiles

How we detect it

Passes when the LocalBusiness schema has at least one sameAs URL.

Why it matters

sameAs connects the website to the business’s other listings, confirming they are the same entity.

Common causes

• Social profile fields in the SEO plugin are empty.

Fix: basic

1. Yoast: Yoast SEO › Settings › Site representation › Other profiles, add each profile URL.
2. Rank Math: Rank Math SEO › Titles & Meta › Social Meta, plus Local SEO profile fields.
3. Include the Google Business Profile link (in Business Profile manager or on the profile in Google: Share › copy link), Facebook, LinkedIn, Yelp and trade directories.

Fix: expert

"sameAs": ["https://maps.app.goo.gl/your-profile-link", "https://www.facebook.com/exampleroofing", "https://www.linkedin.com/company/exampleroofing"]

Platform steps

Shopify

1. Shopify’s social links (Shopify admin › Online Store › Themes › Customize › Theme settings › Social media) don’t always reach schema; add sameAs to your JSON-LD block.

Verify the fix

1. Run again on the Local SEO audit in Audits. sameAs profiles should show the number of profiles.

Automation

Automatable with WordPress admin access via the SEO plugin.

Phone in schema

How we detect it

Passes when the LocalBusiness schema has telephone.

Why it matters

The phone in the schema should match the Business Profile and the number on the page, which supports the local listing.

Common causes

• The phone field in the local SEO settings is empty.

Fix: basic

1. Enter the main phone number in international format (with the country code) in the plugin’s local settings, or in the snippet’s telephone.

Fix: expert

"telephone": "+1-555-555-0100"

Use the same number as on the page and the Business Profile (see Fix: Local SEO › Phone number is the same everywhere).

Platform steps

WordPress

1. Rank Math: Titles & Meta › Local SEO › Phone, choose the type Customer Service or Sales.

Verify the fix

1. Run again on the Local SEO audit in Audits.

Automation

Automatable with WordPress admin access via the SEO plugin.

Review / rating markup

How we detect it

The Local SEO audit passes this check when the page has AggregateRating or Review markup (or an object with aggregateRating or review). The GEO check Reviews and testimonials also passes with rating markup.

Why it matters

Rating markup lets search engines read the stars and review count. Note Google does not show star rich results for a business’s reviews of itself on its own LocalBusiness or Organization pages; product and service review markup on the right page types can show stars.

Common causes

• Reviews are embedded as an image or an iframe widget, so there is no markup on the page.

Fix: basic

1. Show 3 to 5 real reviews as text on the page.
2. Use a review plugin that outputs schema (for example Site Reviews or WP Customer Reviews in WordPress), or add the snippet below.
3. Only mark up reviews that are visible on the page and come from real customers.

Fix: expert

"aggregateRating": { "@type": "AggregateRating", "ratingValue": "4.9", "reviewCount": "128" },
"review": [
  {
    "@type": "Review",
    "author": { "@type": "Person", "name": "Sam P." },
    "reviewRating": { "@type": "Rating", "ratingValue": "5" },
    "reviewBody": "Fixed our leak the same day and left everything tidy."
  }
]

Add these properties inside the LocalBusiness (or Product) object.

Platform steps

Shopify

1. Product reviews apps (Shopify Product Reviews successors, Judge.me, Okendo) add AggregateRating to Product schema; switch on their rich snippets option.

Verify the fix

1. The Schema Markup Validator shows the rating inside the business or product object.
2. Run again on the Local SEO audit in Audits.

Automation

Assisted: markup is automatable with WordPress admin or theme access; the reviews must be real and visible.

Open Graph and X (Twitter) card tags

How we detect it

Social tags are not scored in the audit. Use this section when a client asks why links shared on Facebook, LinkedIn, WhatsApp or X show the wrong title or image.

Why it matters

Open Graph tags control the title, description and image of shared links. A good preview gets more clicks from social and messaging apps, and AI tools also read og: tags.

Common causes

• No og:image, so platforms pick a random image or none.
• The image is too small or blocked by a firewall.
• Platforms cached an old preview.

Fix: basic

1. Yoast: edit the page › Yoast SEO › Social › set the Social image, title and description. Site default image: Yoast SEO › Settings › Site basics (or Social sharing).
2. Rank Math: edit the page › Rank Math › Social › Facebook and X tabs.
3. Shopify: Shopify admin › Online Store › Preferences › Social sharing image (Shopify help); per product, the first product image is used.
4. Webflow: in the Webflow dashboard › Designer › Page settings › Open Graph settings. Wix: in the Wix dashboard › Pages & Menu › … › SEO basics › Social share.
5. Use an image of 1200 × 630 pixels, under 1 MB, JPG or PNG.

Fix: expert

<meta property="og:type" content="website">
<meta property="og:title" content="Roof repairs in Springfield | Example Roofing">
<meta property="og:description" content="Same-week roof repairs and inspections across Springfield.">
<meta property="og:url" content="https://www.example.com/roof-repairs-springfield/">
<meta property="og:image" content="https://www.example.com/img/og-roof-repairs-1200x630.jpg">
<meta property="og:image:width" content="1200">
<meta property="og:image:height" content="630">
<meta name="twitter:card" content="summary_large_image">

Platform steps

Cloudflare

1. If previews are blank, social crawlers may be blocked. In the Cloudflare dashboard › your site › Security › Bots, Cloudflare allows verified bots (facebookexternalhit, LinkedInBot, Twitterbot) by default; check custom WAF rules don’t block them.

Verify the fix

1. Paste the URL into the Facebook Sharing Debugger and click Scrape Again, and into LinkedIn’s Post Inspector, to refresh their cache.

Automation

Automatable with WordPress admin access via the SEO plugin, or theme access elsewhere.

Common questions

Related articles

• Fix: GEO audit checks — answers, trust and AI crawlers
• Fix: Local SEO audit checks — NAP, location pages and map
• Check AI visibility in ChatGPT, Gemini and Perplexity
• Run an SEO audit

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