Visibility Matters: Tips to Fix Missing Structured Data Markup

Missing structured data markup makes it difficult for visitors to find your website in a search. Learn how to stay visible with our tips!

Charmaine Griffin


Illustration of people surrounding a laptop working on structured data markup

The internet is a big place! When your structured data markup is missing, it’s easy for your website to get lost in the sea of search engine results. If there’s any chance of your site getting to the top of the heap, you have to make sure your site’s visibility and relevance are up to par. In this guide, we’ll take a deep dive into understanding structured data markup, what happens when it’s missing, and practical solutions to maintain visibility and increase your organic traffic. 

The Deal With Structured Data 

Structured data markup, or schema markup, is a format that provides information to search engines about the content on your web pages. It’s a way of organizing and labeling parts of a webpage. Using metadata, markups help search engines figure out what it is and why it’s important. 

For example, say you’re looking at a website with a cookie recipe (chocolate chip!). The structured data markup will help the search engine recognize that it’s a recipe. As a result, the display information about the page will be correct in search results. This helps search engines present correct and informative results and enhances the search experience.

Visibility and Traffic

Structured data markup is important in helping your website rank higher in search results. It improves visibility and click-through rates in search engine results pages (SERPs). This detailed information helps search engines understand your website better. Plus, your website is more likely to appear in special search features like rich snippets or knowledge panels. 

Common Challenges

While there are clear benefits to maintaining structured data markup, many websites still don’t do it effectively. Let’s explore some of the common challenges with missing structured data markup. These which can include reduced website visibility, user experience, and competitive advantage. 

Reduced Visibility

If your website is missing structure data markup, search engines might have a hard time understanding your content. As we mentioned in the example earlier, if someone is searching for your incredible chocolate chip cookie recipe and there’s no markup, they’ll miss out! Your recipe is less likely to have strong search engine visibility because search engines may not properly index and rank your pages.

Ineligible for Rich Snippets

Structured data markup allows websites to qualify for rich snippets, which are expanded search results displayed at the top of SERPs. Rich snippets lead to higher click-through rates. They give users a quick summary of what’s on your website right in the search results. Without structured data, websites are ineligible for rich snippets. This leads to missing out on valuable opportunities to attract users’ attention (so much for your famous cookie recipe).

Difficult for Users

Think about a time you recently searched for something, and you couldn’t find what you needed. It’s frustrating, right? When structured data markup is missing, search engines can’t present information in an organized and accessible way. It makes the search experience difficult because users can’t get a quick look at relevant details that explain what’s on your website. Since users may find locating the information they’re looking for challenging, they may stop their search altogether.

Competitive Disadvantage

You have to stand out if you want to be seen in the digital world. Just like you, other businesses and brands are looking to attract visitors. It’s important to use structured data markup to your advantage so you can gain a competitive edge. Websites that are missing structured data markup don’t stand out in searches, get fewer people visiting their site naturally, and offer less helpful search results that don’t engage users. 

Solutions for Missing Structured Data Markups 

Taking the steps to fix missing structure data markup takes a bit of organization and some attention to detail. It may seem like a big task, but we’ve got your back. Here are some simple ways to solve this issue and start improving your website: 

1. Check on It: Start by doing a thorough audit. You’ll want to check your website to know which pages and content need a structured data markup. This is where Clariti can help! Our filter tool allows you to search the drop-down menu for structured data – check out our tips for using this filter here.

2. Make the Best Choice: Check out Schema.org, a reference site that shares a vocabulary of tags that you can add to your HTML. Be sure to choose the correct labels that describe what’s on your website, and make sure your labels are consistent across all your pages and types of content. We suggest using a WordPress plugin like Yoast SEO because it automatically describes your pages by adding Schema.org markup. (A great choice if you are manually updating your HTML code.)

3. Add JSON-LD: JavaScript Object Notation for Linked Data (JSON-LD) is the preferred format for adding structured data markup. It adds structured data to web pages using a specific format that makes it easy for search engines to understand. JSON-LD helps websites tell search engines what their content is all about in a language that both computers and humans can understand. This can improve how a website appears in search results and make it more likely to be found by people looking for related information. (Google also recommends using it!)

4. Specialty Plugin Magic: Did you know you can use specialty plugins designed for specific types of content, like a recipe or review plugin? These plugins generate metadata automatically, which search engines can use to understand and rank your content more effectively. For example, a recipe plugin might create structured data that includes information like cooking time, ingredients, and instructions, while a review plugin could generate markup showing ratings and user comments. 

5. Test Your Markup: After adding structured data markup, it’s time to test! You’ll want to test and validate that your markup is running smoothly. This allows you to address any errors or warnings found during testing to make sure everything is in compliance with search engine guidelines. The Schema Markup Validator is also a free tool to test your site’s markup and pinpoint errors or missing fields. 

6. Keep an Eye on Things: Make sure you continuously monitor your website’s performance in search engine results. We recommend tracking metrics like click-through rates, impressions, and rich snippet appearances. Use data insights to make necessary changes to your structured data markup strategy as needed. You can also use tools like Rich Results Test to analyze individual pages and find missing markup. 

When you fix any missing structured data, you’ll make it easier for people to find your site when they search online. By using some of the strategies we shared to fix your missing structured data, your site will become a trusted source of information, and you’ll attract more visitors. 

So start getting those missing pieces in place and watch your site soar!

Avatar for Charmaine Griffin

About the Author

Charmaine, a full-time copywriter and blogger from Los Angeles, California, started her writing career in 2015 while teaching in South Korea. Her work has been featured in Huffington Post, Flaunt Magazine, LA Travel Magazine and more. She's also a proud pet parent to two adorable cats, and on weekends she's either at a new coffee shop or planning her next trip abroad.

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