Common Schema.org errors and how to fix them

Errors in Schema.org markup can cause Google to ignore structured data, omit rich snippets, and, in the worst case, apply penalties for manipulative markup. This article covers common errors and how to fix them.

Categories of errors

Schema.org errors can be divided into three groups:

Fix critical errors first, then warnings. Remove manipulative markup entirely.

JSON syntax errors

Trailing comma

JSON does not allow a comma after the last item in an object or array.

Error:

{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "Заголовок",
}

Fix:

{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "Заголовок"
}

Unescaped characters in strings

Quotation marks, line breaks, and backslashes inside strings must be escaped.

Error:

{
  "reviewBody": "Отличный товар! "Рекомендую" всем."
}

Fix:

{
  "reviewBody": "Отличный товар! \"Рекомендую\" всем."
}

Line breaks:

{
  "text": "Первый абзац.\nВторой абзац."
}

Invalid JSON

Validate JSON before implementing it. Common issues include:

• Keys without quotation marks.
• Single quotation marks instead of double quotation marks.
• Unclosed brackets or quotation marks.
• Comments (JSON does not support comments).

Tool: Schema Validator on reChecker will show syntax errors.

Markup structure errors

Missing required fields

Each Schema.org type has required properties. Missing them results in an error or warning.

Article — required fields:

• headline
• image
• datePublished
• dateModified (recommended)
• author
• publisher (with logo)

Product — required for rich snippets:

• name
• image
• offers (with price, priceCurrency, availability)

FAQPage — required fields:

• mainEntity (an array of Question items)
• Each Question: name, acceptedAnswer (with text)

Example error — Article without image:

{
  "@type": "Article",
  "headline": "Заголовок",
  "author": { "@type": "Person", "name": "Автор" }
}

Fix: add image with the full URL.

Incorrect data type

Error — price as a number:

{
  "price": 89990
}

Fix: price must be a string.

{
  "price": "89990"
}

Error — datePublished in the wrong format:

{
  "datePublished": "07.03.2026"
}

Fix: use ISO 8601.

{
  "datePublished": "2026-03-07T10:00:00+03:00"
}

Incorrect nesting

Error — publisher without logo:

{
  "publisher": {
    "@type": "Organization",
    "name": "Сайт"
  }
}

Fix: add a logo with dimensions.

{
  "publisher": {
    "@type": "Organization",
    "name": "Сайт",
    "logo": {
      "@type": "ImageObject",
      "url": "https://example.com/logo.png",
      "width": 600,
      "height": 60
    }
  }
}

Multiple conflicting entities

Error: two Product blocks on one page contain different data for the same product.

Fix: one product — one Product block. For variants (size, color), use an array in offers or separate pages.

Markup does not match the content

Rating does not match what is visible

Error: the markup's aggregateRating is 4.8, but the page displays 4.2 or has no rating.

Fix: the markup must accurately reflect the visible content. Update the markup or the content.

Questions and answers are not on the page

Error: FAQPage markup contains questions that are not in the visible content.

Fix: use FAQ markup only for content that is actually displayed on the page.

Nonexistent reviews

Error: Review markup contains fabricated reviews.

Fix: use only real user reviews. Fabricated reviews are manipulative and risk penalties.

Incorrect image URLs

Error: image points to a nonexistent or inaccessible URL.

Fix: use full absolute URLs. Check that the images are accessible.

Outdated and unsupported types

ItemList for carousels

Google has changed its requirements for carousels. Check the current documentation.

Outdated properties

Some properties are outdated in Schema.org. Use current ones, for example, dateModified instead of outdated equivalents.

Types not supported for rich snippets

Not all Schema.org types are supported by Google for rich snippets. Check the list of supported types.

Errors in specific types

Product

Article

FAQPage

HowTo

Tools for finding and fixing errors

Schema Validator on reChecker

Schema Validator checks JSON syntax and markup structure. Enter a page URL or markup code to get a list of errors and warnings.

Google Rich Results Test

Shows which rich snippets are supported and reports errors. It replaced the outdated Testing Tool.

Google Search Console

The “Enhancements” → “Structured data” section lists pages with errors and warnings. Fix them in order of priority.

Schema.org Validator

validator.schema.org checks whether markup conforms to the Schema.org vocabulary.

Step-by-step process for fixing errors

1. Compile a list of affected pages

Use a Search Console report or a crawler to export pages with markup.

2. Check each page

Enter the URL in Schema Validator or Rich Results Test. Record all errors and warnings.

3. Fix critical errors

JSON syntax, required fields, and incorrect data types. Without these fixes, the markup will not work.

4. Fix warnings

Recommended fields and best practices improve the chances of getting rich snippets.

5. Check that the markup matches the content

Compare the markup with the visible content. Make them consistent or remove manipulative markup.

6. Validate again after making fixes

Run the validator again. Request reindexing in Search Console.

Generating valid markup

To minimize errors when creating markup:

• Refer to JSON-LD examples.
• Use templates from Google's official documentation.

Errors when generating markup in a CMS

Many CMSs and plugins generate markup automatically. This often leads to common errors.

Duplicate markup

A plugin or template adds Article markup, and another block is added manually, duplicating the data. Solution: use a single markup source. Disable the duplicate plugin or remove the manual markup.

Incorrect URLs

The CMS generates relative URLs for image or canonical. Google requires absolute URLs. Check the settings for the site's base URL and protocol (https).

Outdated data

Automatic generation pulls data from CMS fields. If the publication date is not updated when edits are made, dateModified will be outdated. Set dateModified to update automatically when the content changes.

Conflicting types

Different plugins add different types. For example, one adds Organization and another adds LocalBusiness with different data. Standardize on one Organization or LocalBusiness block for the site.

Recommendation

Use JSON-LD examples as a starting point, fill in your page's data, and check the result with the Schema.org validator before adding it to a template or plugin.

Manipulative markup — what not to do

Google applies penalties for:

• Fabricated reviews and ratings.
• Markup for content that is not on the page.
• FAQs made up of keywords instead of real questions.
• Markup for hidden content.
• Misleading information (a different product or price).

Action: remove manipulative markup. Wait for reindexing. If you receive a manual penalty, submit a reconsideration request in Search Console.

Working with errors in Search Console

Interpreting reports

Search Console groups errors by type. For example: “Missing name field,” “Invalid price value.” Each error includes a list of affected pages. Fix the issue in the template or plugin to resolve it across all pages at once.

Errors vs. warnings

Errors mean the markup is not recognized or is recognized incorrectly. Fix these first. Warnings are recommendations for improvement. They do not block rich snippets but may reduce the chances of getting them.

Temporary issues

Sometimes Search Console shows errors because a page is temporarily unavailable or a crawl has failed. Check the page manually. If the error is gone, wait for the next crawl.

Frequently asked questions

How often should I check the markup?

Check it immediately after implementation. Then check it once a quarter or when warnings appear in Search Console.

Search Console shows errors, but Rich Results Test says “OK.” What should I do?

Search Console may show outdated data. Fix the errors and wait for the report to update (a few days).

Can I ignore warnings?

Warnings do not block markup, but they may reduce the chances of getting rich snippets. Fix them when possible.

What should I do if my CMS generates incorrect markup?

Update the plugin or template. If necessary, disable automatic generation and implement the markup manually or with custom code.

Conclusion

Schema.org errors can be divided into syntax, structural, and manipulative errors. Fix syntax errors and missing required fields first. Check that the markup matches the content. Use validators at every stage and avoid manipulation — use real data only.

Additional resources:

• JSON-LD examples: Article, Product, FAQ, HowTo, BreadcrumbList
• How to get rich snippets in Google with Schema.org