Library · Schema and entities
Schema and entities
In one sentence
Findings are short case studies written from real measurements — a robots.txt that answered 200 with a challenge page, a site whose GPTBot traffic came from one address wearing seven crawler names, a homepage that was two percent readable text, a contact email that bounced for one published character — each with the bytes that showed it; a business found with a defect is named only after its owner has been contacted.
Structured data that parses, and structured data that is true.
2026-11-025 min
Rich Results Test vs Schema Markup Validator vs CrawlCheck
Three free structured-data tools answer three questions: Google rich-result eligibility, schema.org validity, and whether the markup describes one business that matches the page.
ENTITY_COLLISION2.8%ENTITY_NO_COORDINATES5.7%NAP_UNDECLARED_LISTING4.3%+1
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2026-11-026 min
What is entity SEO? What machines must resolve to cite you
Being read is not being identified. If a system cannot tell you apart from a similar business two towns over, it names the wrong one or nobody, and both look the same from your side.
ENTITY_COLLISION2.8%ENTITY_NO_COORDINATES5.7%
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2026-11-02 · Case studies6 min
A newspaper’s schema coordinates put it in China
One missing minus sign. The address in the same schema block names a US city; the longitude below it points at northern China, and a range check calls it valid.
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2026-11-02 · Corrections4 min
Lazy-load placeholders: why image checks miss your photos
A lazy-load plugin puts a placeholder in src and the real URL one attribute over. Tools that read src see no photographs. Ours did: 14 placeholders, zero WebP files, on a page of 13 WebP photos.
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2026-11-026 min
JSON-LD @id errors: what breaks and how to fix it
Six identifier defects no vocabulary validator reports: blank nodes, path @ids that 404, Unicode normalisation, raw IDN hosts, encoding drift and rival roots. Plus the duplicate that is not a defect.
ENTITY_COLLISION2.8%
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2026-11-02 · Case studies4 min
areaServed vs service area pages: 20 towns declared, 1 page
Four home-service sites we operate declare 19–23 service areas each in structured data. Three of them have real landing pages for one or seven. A coverage claim lives in two files, and the pages are the ones a search engine can land on.
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2026-11-02 · Case studies4 min
Brand schema for multi-location businesses: link both ways
One site we operate declared twelve businesses under one brand. Read on their own, the locations named no parent at all. The fix, with a copy-paste JSON-LD example.
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2026-11-026 min
LocalBusiness schema for service-area businesses: example
Google requires two properties. The rest is where local records break: coordinates with the wrong sign, a name that differs from the listings, two nodes claiming one phone. A node to copy, and the four checks that read it.
ENTITY_NO_COORDINATES5.7%GEO_COUNTRY_MISMATCH0.5%ENTITY_COLLISION2.8%+1
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