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Describe the page and your brand with JSON-LD structured data

Structure Updated Oct 4, 2026

Description

This criterion checks that your page describes what it presents in a JSON-LD block using the schema.org vocabulary. iPand checks three points: at least one block is present; every block parses as JSON, with a schema.org @context and an @type for each item described; each recognized type carries its expected properties, for example name, url and logo for Organization.

iPand does not read Microdata or RDFa and does not validate the whole schema.org vocabulary.

Why it matters for AI engines

Structured data gives search engines explicit clues about the meaning of the page: who you are, what you sell, where to find you. Google states that no special markup is needed to appear in its AI features, but it asks that structured data match the visible text.

  • Organization data helps Google understand your business and tell it apart in its results.
  • Complete properties (address, phone number, price, author, date) avoid leaving these facts to be inferred from the text.
  • A block with broken JSON syntax cannot be read: it conveys nothing.

How to fix it

  1. 1 Choose the type that fits the page On the home page or the About page, describe your brand with Organization, or LocalBusiness for a shop or a venue open to the public. On a product page, use Product and Offer; on an article, Article or BlogPosting; on an event page, Event.
  2. 2 Add a JSON-LD block to the page Put the block in a <script type="application/ld+json"> tag, in the <head> or the <body>, with "@context": "https://schema.org" and an @type for each item described. Only describe what is visible on the page, as Google requires.
  3. 3 Complete the expected properties iPand expects, among others, name, url and logo for Organization; name, address, telephone and openingHoursSpecification for LocalBusiness; name plus offers, review or aggregateRating for Product; headline, datePublished and author for an article; name, startDate and location for Event. The analysis lists what is missing as Type.property, for example Organization.logo.
  4. 4 Validate the markup Paste the page address or the block’s code into the Schema.org validator, which checks syntax and vocabulary, then into Google’s Rich Results Test. Fix every error reported: a single unreadable block is enough to fail the syntax check.

Key takeaway

A valid, complete JSON-LD block tells search engines explicitly who you are and what the page presents, as long as it reflects the visible text. iPand checks its presence, syntax and expected properties every day.

Further reading