Check your schema, and build what your page is missing

Schema markup is a block of code that tells search engines what a page is about in terms they can act on: this is a business, this is its phone number, this page is part of that site.

Search engines read the words on your page too, but they have to infer meaning from them. Schema removes the inference. It is the difference between a machine guessing that 01634 000000 is probably a phone number and being told that it is.

It is written as JSON-LD, sits in a script tag in the head, and is invisible to anyone reading the page.

Not directly. Google has said repeatedly that structured data is not a ranking factor on its own, and that is worth taking at face value.

What it does affect is how your result looks and whether you are eligible for the richer treatments: review stars, FAQ dropdowns, breadcrumbs in place of a raw URL. Those change how many people click a result that was going to appear anyway.

It also matters more than it used to for AI answers. Assistants summarising a page lean on explicit facts, and schema is the most explicit form your facts can take.

Because a postal address cannot be read reliably from a page, and marking up an address that turns out to be wrong is worse than having no address at all.

The only things the tool fills in for you are ones your page states unambiguously: the phone number in a tap-to-call link and the email in an email link. Everything else comes from you, and nothing is added that you did not type.

Schema is a set of claims made to search engines on your behalf. Claims that are not true are the one thing worth being careful about.

In the head of the page, or anywhere in the body. Google reads it from either, and most content management systems have a field for it.

On Wix, it goes in Settings then Custom Code, or per page under SEO Settings, Advanced, Structured Data Markup. On WordPress it is usually a header snippet plugin, though many SEO plugins output their own schema already.

Check what is already there before you paste. Two Organization blocks with different details is a common and avoidable mess, which is why this tool checks what the page already declares first and never generates a type that is already there.

The business (Organization or LocalBusiness) and WebSite blocks belong on every page and should be identical everywhere. A breadcrumb is per page and should describe that page specifically; on the homepage it has nothing to show.

The @id values are what tie them together. Keeping them consistent across the site is what lets a search engine see one business with many pages rather than many businesses.

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