structured-data

Structured data is a claim to search engines about visible content. False or invisible claims (fake ratings, prices that are not shown) are worse than none: they invite penalties and destroy trust.

Activate when

• JSON-LD/microdata already exists (validate it), or a page is a real article, product, organization, local business, event, or breadcrumb trail where accurate markup helps.
• Not on pages that fit none of those, and not to "add schema" generically.

Inspect

1. Find markup: <script type="application/ld+json"> blocks, microdata (itemscope), RDFa; node scripts/inspect-metadata.mjs --url <site> --render reports JSON-LD types and parse failures per page (paths relative to this skill's folder).
2. Parse and shape: valid JSON; correct @context/@type; required and recommended properties for the type present; URLs absolute and on the production host (no localhost); dates ISO 8601; images resolve.
3. Match visible content: every marked-up fact appears on the page. Product price and availability equal the displayed values; Organization name/logo/sameAs match the real brand and profiles; Article headline/author/date match the page; FAQPage questions and answers are visible on the page; BreadcrumbList matches actual navigation.
4. Fake or unearned properties: aggregateRating/review with no real, visible, collected reviews; Offer prices not on the page; LocalBusiness address for a business with no premises; FAQPage on marketing filler.
5. Duplication and conflicts: several conflicting Organization blocks; markup on every page that describes only the home page.

Evidence that counts