Is JSON-LD better than Microdata?

Yes, Google and other engines prefer JSON-LD because it is easier to maintain and separates the data from the visual HTML.

Does adding schema guarantee a rich snippet?

No, it makes you eligible, but the search engine ultimately decides whether to display it based on quality and relevance.

How to fix No structured data (AEO)

This finding occurs when a page lacks machine-readable schema.org markup, making it difficult for Answer Engines to extract specific facts. Without it, you are relying solely on unstructured text.

What is wrong

The problem is a lack of JSON-LD or Microdata that explicitly defines what the page is. For example, a recipe page without 'Recipe' schema or a product page without 'Product' schema forces search engines to guess the content's purpose.

You can identify this by testing your URL in a schema validator; a failing result shows no detected entities. This lack of data prevents the page from appearing in rich results and AI-driven citations.

Why it matters

Answer Engine Optimisation (AEO) relies on entities. Engines like Perplexity or Google's SGE use structured data to verify facts like prices, authors, dates, and specifications. Without it, your content is less likely to be used as a source for direct answers.

Structured data also enables Rich Snippets—such as star ratings or price ranges—which significantly improve click-through rates from traditional search results.

How to fix it

1. Identify the primary entity

Determine the main purpose of the page. Is it an Article, a LocalBusiness, a Product, or an FAQ? Select the most specific schema.org type that matches your content.

2. Generate JSON-LD markup

Create a JSON-LD script containing the required properties (e.g., name, description, image, and author). Use an online generator or a plugin to ensure the syntax is correct.

3. Embed the code

Place the generated JSON-LD script within the <head> or at the bottom of the <body> of your HTML. Ensure each page has a unique script reflecting its specific content.

Platform notes

Most modern CMS platforms offer plugins to automate this. For WordPress, plugins like Schema Pro or dedicated blocks in Yoast SEO can automatically generate the correct markup based on your content type.

Common questions

Is JSON-LD better than Microdata?: Yes, Google and other engines prefer JSON-LD because it is easier to maintain and separates the data from the visual HTML.
Does adding schema guarantee a rich snippet?: No, it makes you eligible, but the search engine ultimately decides whether to display it based on quality and relevance.