· ~6 min
Structured data and entities: prove who you are
Valid JSON-LD, matching types, and Organization sameAs plus @id.
After the crawler has the body, it still needs to know which organization and page type this is. That mostly comes from application/ld+json. Markup that exists only after script rendering and is missing in View Source does not count.
Parse first
At least one valid JSON-LD block. Parse failures (trailing commas, comments, single quotes) fail the whole item. Max 10. Rich types do not help if the syntax is broken.
Key types
Among Organization, WebSite, Article, Product, BreadcrumbList, and BlogPosting, hitting four earns the full 8 for type coverage. Homepages usually start with Organization and WebSite. Articles add Article or BlogPosting; quote or product pages add Product; hierarchies add BreadcrumbList. Names, prices, and dates in markup must match visible text—do not invent invisible fields for score.
Q&A is a separate 5 points
FAQPage or QAPage adds 5. Add them only when the page truly has Q&A. A brand homepage without FAQ is expected to miss this; do not invent fake questions.
Four entity checks
- Declare Organization.
- sameAs with at least two links to encyclopedia, official social, business registry, or your other official sites.
- A stable @id that survives redesigns.
- Both name and url, aligned with the page’s canonical host.
These four total 7 points inside the structured-data 30. sameAs connects the on-page name to an off-site entity better than stuffing more keywords.