Structured data errors are reported in two places that disagree with each other, which is the first thing to understand before spending time on them. Not every reported problem is worth fixing, and the reports do not tell you which.
Errors versus warnings
- Errors mean a required property is missing or invalid. The markup is not eligible for the enhancement it was meant to produce.
- Warnings mean a recommended property is absent. The markup still works; it may be less complete than it could be.
Errors are worth fixing. Warnings are worth reviewing and frequently not worth acting on — a recommended property you genuinely do not have is better left absent than invented.
Why the tools disagree
The Rich Results Test checks eligibility for specific Google features. The Schema Markup Validator checks conformance to the schema.org vocabulary. A page can be valid schema and ineligible for a rich result, or eligible while carrying vocabulary warnings.
Use the Rich Results Test when you want an enhancement to appear. Use the validator when you care about the markup being correct in general. Chasing a clean result in both is usually wasted effort.
The errors that actually occur
Missing required properties
A Product without price or availability, a Review without a rating, a FAQ without answers. The fix is supplying the property — or removing the markup if the page genuinely does not have that information.
Markup describing content that is not on the page
The one that carries real risk. Marking up a rating the visitor cannot see is a guidelines violation, not a shortcut. Structured data must describe what is actually there.
Wrong types
Prices as text with a currency symbol embedded, dates in a non-standard format, ratings as strings. These are usually template problems affecting every page at once.
Conflicting duplicate blocks
A theme and a plugin each emitting markup for the same entity. Conflicting blocks are typically ignored entirely, so the page ends up with no usable markup despite having two sets. Check what is already being emitted before adding your own.
Markup in the wrong place
Injected into the body by script after load, where it may not be picked up. JSON-LD in the head is the reliable position.
Working through a report
- Fix errors on templates rather than on individual pages — one template fault produces thousands of reported URLs.
- Check whether the property is genuinely absent or merely mis-formatted.
- Confirm the marked-up content is visible on the page.
- Look for a second source of markup before adding anything.
- Ignore warnings for properties you do not have.
Frequently asked questions
Will errors hurt my rankings?
Invalid markup is generally ignored rather than penalised, so the cost is a missed enhancement. Markup that misrepresents the page is treated differently and can attract a manual action.
Why did my rich results disappear?
Eligibility is not entitlement. Enhancements can stop showing without any change on your side, and a new error is worth ruling out first.
Should I fix every warning?
No. Add recommended properties you actually have and leave the rest.
Which type should I use?
The one matching what the page is. See schema markup and organisation schema.
Consulting CTA
For a structured data review across your templates, book an SEO consultation.