# What structured data should a page use? > Select structured data that describes visible, verified page content, without treating schema markup as a ranking shortcut. Source: https://scayverstaging.1wp.site/resources/search-content-decisions/choose-structured-data-honestly/ ![Cardboard file boxes with papers are stacked in rows on a shelf against a light-colored wall.](https://scayverstaging.1wp.site/wp-content/uploads/2026/09/sg-resources-146827-hero.webp) Use structured data only when it accurately describes content visitors can see and a supported type fits the page. It cannot turn an unsupported claim into proof. [Talk to a Specialist](https://scayverstaging.1wp.site/talk-to-a-specialist/?form=book) [Every resource](https://scayverstaging.1wp.site/resources/) **Format** [Guide](https://scayverstaging.1wp.site/resources/type/guide/) **In this format** 92 ## Start with the page’s actual content. Markup can help search systems interpret eligible information, but it cannot force a rich result to appear. A service page, article, organization page, and breadcrumb trail have different information. Identify the page type and what facts are visible. Confirm names, dates, authors, addresses, ratings, and prices before considering any markup that mentions them. If the information is not on the page or cannot be verified, do not add it to hidden data. Google’s [structured-data policies](https://developers.google.com/search/docs/appearance/structured-data/sd-policies) require markup to represent the page faithfully and say valid markup does not guarantee a search feature. Its [AI features guidance](https://developers.google.com/search/docs/appearance/ai-features) also says there is no special schema needed for AI Overviews or AI Mode. Those facts should keep the project focused on useful content first. ## Choose a supported purpose. Breadcrumb markup may describe a real navigation trail. Article markup can describe an actual article. Organization details may help identify a real entity. A FAQ on the page does not automatically qualify for a visible FAQ result in every context. Review current feature documentation before implementing any type. Do not add a type because a competitor used it. Ask what the markup communicates and whether the site can maintain it when the page changes. A small accurate set is better than a large set of stale fields. ## Keep content and implementation connected. Structured data belongs to the page model, not a one-off copy block that editors cannot update. If a service name or location address changes, the visible text and markup must change together. The development team should test output against the actual rendered page. A syntax test alone cannot determine whether the claims are true. For a site with many pages, decide which fields are governed globally, which belong to a service, and which belong to a location. This reduces drift. [Technical SEO](https://scayverstaging.1wp.site/services/optimization/technical-seo/) can coordinate the data model, markup, and validation. ## Reject proof shortcuts. Do not invent review counts, star ratings, awards, office locations, or prices to fill schema fields. Do not mark up testimonials that lack source and permission. If a page has no eligible rich-result type, the honest answer may be to add no extra schema beyond what the site already uses. The visible page should still stand on its own. A visitor should understand the offer and next step without inspecting code or seeing a search feature. ## Keep the page model easy to update. Before adding markup to a template, ask how an editor will change the underlying fact. A service description may come from one governed field, while a location address may come from another. If the visible page and markup rely on separate manual entries, they can drift apart. Test a realistic update on one page and inspect both outputs. This is especially important when the same component appears across many services or locations. ## List the verified facts on one page first. Choose one important page. List the verified visible facts it contains, the supported schema types that might describe them, and who owns updates. Check the current feature documentation before development. If the list of facts is thin, strengthen the page answer before adding markup. [Talk to a Specialist](https://scayverstaging.1wp.site/talk-to-a-specialist/). [Explore the search and content decision guides](https://scayverstaging.1wp.site/resources/search-content-decisions/). Guides ## Guides beside What structured data should a page use?. 1. ### [Which page should answer a search question?](https://scayverstaging.1wp.site/resources/search-content-decisions/choose-a-page-for-a-search-question/) Search and content decisions · 3 min read 2. ### [Does this topic need a service page or a guide?](https://scayverstaging.1wp.site/resources/search-content-decisions/service-page-or-guide/) 3. ### [Can a low-volume question deserve its own page?](https://scayverstaging.1wp.site/resources/search-content-decisions/when-a-low-volume-question-deserves-a-page/) 4. ### [Which internal links actually help people?](https://scayverstaging.1wp.site/resources/search-content-decisions/plan-contextual-internal-links/) 5. ### [Technical SEO or content: which comes first?](https://scayverstaging.1wp.site/resources/search-content-decisions/technical-seo-or-content-first/) 6. ### [Does this location need its own page?](https://scayverstaging.1wp.site/resources/search-content-decisions/does-a-local-page-deserve-a-url/) 7. ### [Turn sales questions into content briefs](https://scayverstaging.1wp.site/resources/search-content-decisions/turn-sales-questions-into-content-briefs/) 8. ### [Should this idea become an article or a download?](https://scayverstaging.1wp.site/resources/search-content-decisions/article-or-downloadable-resource/) 9. ### [When should you refresh an evergreen page?](https://scayverstaging.1wp.site/resources/search-content-decisions/when-to-refresh-evergreen-content/) 10. ### [What firsthand evidence can strengthen your content?](https://scayverstaging.1wp.site/resources/search-content-decisions/collect-firsthand-content-evidence/) 11. ### [How do you build a service-led editorial calendar?](https://scayverstaging.1wp.site/resources/search-content-decisions/build-a-service-led-editorial-calendar/) 12. ### [How can you tell whether content is useful?](https://scayverstaging.1wp.site/resources/search-content-decisions/measure-content-usefulness/) 13. ### [Do you need a service-area or location page?](https://scayverstaging.1wp.site/resources/search-content-decisions/service-area-or-physical-location-page/) 14. ### [What evidence should a location page show?](https://scayverstaging.1wp.site/resources/search-content-decisions/what-location-evidence-to-show/) 15. ### [How do your Business Profile and site fit?](https://scayverstaging.1wp.site/resources/search-content-decisions/align-business-profile-and-website/) 16. ### [How should a site organize multiple locations?](https://scayverstaging.1wp.site/resources/search-content-decisions/structure-multiple-business-locations/) 17. ### [How can local questions improve your website copy?](https://scayverstaging.1wp.site/resources/search-content-decisions/use-local-customer-questions/) 18. ### [How should your website use customer reviews?](https://scayverstaging.1wp.site/resources/search-content-decisions/publish-customer-reviews-responsibly/) 19. ### [How do you write a useful answer-first section?](https://scayverstaging.1wp.site/resources/search-content-decisions/write-answer-first-sections/) 20. ### [How can you audit visibility in AI answers?](https://scayverstaging.1wp.site/resources/search-content-decisions/audit-ai-answer-visibility/) 21. ### [Is this content source good enough?](https://scayverstaging.1wp.site/resources/search-content-decisions/evaluate-content-source-quality/) 22. ### [What should a human check in AI-assisted content?](https://scayverstaging.1wp.site/resources/search-content-decisions/review-ai-assisted-content/) 23. ### [Do search and AI questions need separate pages?](https://scayverstaging.1wp.site/resources/search-content-decisions/one-page-for-search-and-ai-questions/) 24. ### [Do paid and organic visitors need separate pages?](https://scayverstaging.1wp.site/resources/search-content-decisions/paid-or-organic-landing-page/) 25. ### [What should happen after someone downloads a guide?](https://scayverstaging.1wp.site/resources/search-content-decisions/follow-up-after-a-guide-download/) 26. ### [Where should a social post send someone next?](https://scayverstaging.1wp.site/resources/search-content-decisions/connect-social-content-to-services/) 27. ### [Campaign link tracking without messy reports](https://scayverstaging.1wp.site/resources/search-content-decisions/track-campaign-links-cleanly/) 28. ### [Which website actions count as real progress?](https://scayverstaging.1wp.site/resources/search-content-decisions/choose-business-conversion-goals/) 29. ### [How should you report search progress to owners?](https://scayverstaging.1wp.site/resources/search-content-decisions/report-search-progress-to-owners/) No other guides in this group yet. Keep reading ## Read after What structured data should a page use?. The rest of the resources, newest first. - [2 July 2026 Customer Persona Worksheet](https://scayverstaging.1wp.site/resources/customer-persona-worksheet/) - [2 July 2026 The Social Content Sprint Playbook](https://scayverstaging.1wp.site/resources/the-social-content-sprint-playbook/) - [2 July 2026 AI Prompt Pack for Blog Post Outlines](https://scayverstaging.1wp.site/resources/ai-prompt-pack-for-blog-post-outlines/) - [2 July 2026 Email Welcome Sequence Template](https://scayverstaging.1wp.site/resources/email-welcome-sequence-template/) - [2 July 2026 Website Pre Handoff QA Checklist](https://scayverstaging.1wp.site/resources/website-pre-handoff-qa-checklist/) - [2 July 2026 The SEO Content Audit Guide](https://scayverstaging.1wp.site/resources/the-seo-content-audit-guide/) - [2 July 2026 Positioning Statement Worksheet](https://scayverstaging.1wp.site/resources/positioning-statement-worksheet/) - [2 July 2026 The Client Onboarding Playbook](https://scayverstaging.1wp.site/resources/the-client-onboarding-playbook/) - [2 July 2026 AI Prompt Pack for Ad Headline Variations](https://scayverstaging.1wp.site/resources/ai-prompt-pack-for-ad-headline-variations/) - [2 July 2026 The One Page Creative Brief Template](https://scayverstaging.1wp.site/resources/the-one-page-creative-brief-template/) - [2 July 2026 Brand Launch Readiness Checklist](https://scayverstaging.1wp.site/resources/brand-launch-readiness-checklist/) - [2 July 2026 The Landing Page Teardown Guide](https://scayverstaging.1wp.site/resources/the-landing-page-teardown-guide/)