Structured data is one of the most powerful tools in modern SEO. By helping search engines understand your content more effectively, you enable rich results, such as star ratings, FAQs, product details, and event listings. Done right, structured data makes your search listings stand out and boosts click-through rates. Done incorrectly, it can hinder your site's performance or even trigger Google penalties.

This guide explains what structured data is, the most common mistakes businesses make, and how to fix and prevent them.

What Is Structured Data in SEO?

Structured data is a type of code, often added as schema markup, that provides search engines with extra details about your content.

For example:

An online shoe store can add markup showing product price, stock availability, and reviews.
A local café can use the “LocalBusiness” schema to display its address, phone number, and customer ratings.

Without structured data, a result may appear as a plain blue link. With it, the same result could display stars, pricing, and availability, giving users more reason to click.

Why Do Mistakes in Structured Data Matter?

Even small errors in structured data can have significant consequences:

Your content may fail to qualify for rich results.
Google may ignore or remove existing snippets.
In severe cases, you risk a manual penalty.

📌 Example: A Melbourne café incorrectly implemented review schema. Instead of gaining visibility, Google stripped their review snippets entirely, causing a noticeable traffic decline.

👉 Takeaway: Structured data is powerful, but only when implemented correctly. Accuracy is everything.

1. Using the Wrong Schema Type

Applying the wrong schema confuses search engines. For instance, marking a blog article with “Product” schema provides misleading signals.

📌 Example: A travel blog used “LocalBusiness” instead of “Article” schema, leading to validation errors and lost opportunities for featured snippets.

👉 Fix: Match schema types directly to the content (e.g., “Article” for blogs, “Product” for products, “Event” for concerts).

2. Adding Incomplete or Inaccurate Data

Your structured data must exactly match what users see on the page. Inconsistent information damages trust.

📌 Example: A Sydney e-commerce shop listed a laptop as “available” in schema markup while the page showed “sold out.” Google flagged the site for misleading content.

👉 Fix: Align schema with visible page details. If stock or pricing changes, update both the page and the markup.

3. Marking Up Hidden or Irrelevant Content

Google prohibits marking up content not visible to users. Doing so is considered manipulative.

📌 Example: A health blog added a hidden “FAQ” schema that wasn’t shown on the page. Instead of rich results, their site was flagged for spammy practices.

👉 Fix: Only mark up content that users can see and interact with.

4. Overusing Structured Data

More markup doesn’t equal better results. Excessive schema can look spammy and confuse Google.

📌 Example: A Brisbane marketing agency added dozens of FAQ items to one page, all marked up. Google flagged it for excessive use and downgraded its snippets.

👉 Fix: Use structured data strategically, focus on high-value elements like products, reviews, events, and FAQs.

Adding schema everywhere dilutes its effectiveness and may even signal manipulation. Instead, prioritise the pages and content types that deliver the most business value. For example, e-commerce sites should focus on products and reviews, while service businesses may benefit more from LocalBusiness and FAQ schema.

5. Not Validating Structured Data Properly

Even small syntax errors can break your structured data. A single misplaced comma or incorrect property can stop Google from reading your markup, costing you valuable rich results. Since the schema isn’t visible on-page, these issues often go unnoticed until snippets vanish or traffic drops.

📌 Example: A Perth events site added concert schema but skipped testing. The dates looked fine on-page, but Google couldn’t parse the markup, so no events appeared in search, costing them ticket sales.

👉 Fix: Always validate before publishing. Use tools like:

Google Rich Results Test (checks eligibility for rich snippets)
Schema.org Validator (highlights errors and missing fields)
Search Console Enhancements Report (monitors site-wide issues)

📌 Example: A Sydney retailer built validation into its publishing process, testing every product page before launch. This ensured pricing and reviews were displayed consistently in rich results, boosting click-through rates.

👉 Pro Tip: Re-test schema after updates or plugin changes, even small tweaks can break your markup.

How Can You Fix Structured Data Errors?

Fixing errors is often straightforward with the right tools:

Google Rich Results Test: Identifies eligibility for rich snippets.
Schema Markup Validator: Checks for syntax and compliance issues.
CMS Plugins (Yoast, Rank Math, etc.): Simplify markup for WordPress users, though outputs should still be verified manually.

📌 Example: A Sydney florist used Yoast SEO to add “Product” schema. A quick validation showed a missing field. Once fixed, their product snippets displayed price and availability, improving CTR.

What Are the Best Practices for Advanced Markup?

To stay compliant and competitive in 2025, follow these best practices:

Use schema types that perfectly match your content.
Keep details accurate and consistent with what’s on-page.
Validate schema regularly, especially after updates.
Avoid over-optimisation and spammy use.

📌 Example: An Adelaide plumber used the “LocalBusiness” schema with correct NAP (Name, Address, Phone) details and reviews. Within two months, their Google listing showed a knowledge panel with enhanced local visibility and increased call volume.

FAQ

How do I know if my structured data has errors?
Use Google’s Rich Results Test or Schema.org Validator. They’ll highlight errors and warnings in your markup.

Does structured data improve rankings directly?
No. It doesn’t increase rankings directly but improves visibility, click-through rates, and user engagement, all of which indirectly support SEO growth.

What happens if I misuse schema markup?
Google may ignore it, strip your rich results, or apply a manual penalty if misuse is severe.

Do I need coding knowledge to add structured data?
Not always. Many CMS platforms and plugins handle schema, but a basic understanding helps you spot and fix errors.

How often should I check my site’s structured data?
Validate markup whenever you add new content or update existing pages. For active websites, monthly checks are recommended.

Why Should Businesses Care About Structured Data in 2025?

Structured data isn’t just about technical SEO; it’s about visibility, trust, and user experience. Businesses that implement schema correctly gain richer, more engaging search listings, while those who misuse it risk invisibility or penalties.

For Australian businesses, structured data provides an edge in crowded markets. From cafés in Melbourne to e-commerce brands in Sydney, schema helps you stand out, build credibility, and attract more qualified clicks.

Done right, structured data ensures that your content is not only found, but chosen.

Are you using structured data the wrong way?