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Glossary

Structured data

Structured data is markup, usually JSON-LD in the page's HTML, that states in a fixed vocabulary what a page is about, such as a product, an article or a business.

Search engines can read it without guessing from the layout: the price of a product, the author of an article, the opening hours of a business. Google uses some types to show extra details with a result, such as ratings or prices.

It is not a ranking signal by itself, and Google does not promise to show extra details for any page that has it. It also has to match what is visible on the page; markup that describes something the visitor cannot see is a risk.

Most sites generate it from a template, so one missing field is usually missing on every page of that template.

In Lastmod

Lastmod's crawl reads the JSON-LD on the pages of a template and compares it with a page that is complete, then flags the missing fields. The free site check flags incomplete structured data on the homepage. Lastmod does not tell you whether Google will show a rich result.

Where Lastmod checks for it

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