Structured Data Must Match Visible Evidence
Structured data (schema markup) should reflect the visible content on your page, not create hidden claims that aren't supported by what users can see. This guide explains how to implement schema ethically and effectively.
The evidence principle
Every claim in your schema markup should be supported by visible content on the page. If your schema says you have a 4.9-star rating, that rating should be visible on the page. If your schema lists 15 services, those services should be described on the page.
What not to do
- Hidden claims: Schema markup that makes claims not visible on the page
- Fake reviews: Schema markup with review data that doesn't match actual reviews
- Rich result chasing: Adding schema only to get rich snippets, without supporting content
- Outdated markup: Schema that hasn't been updated when page content changes
What to do
Add schema markup that explicitly defines what's already visible on your page. Keep it updated when content changes. Use it to help machines understand your content, not to make claims you can't support.
- References
- Google Search Central
- Schema.org Documentation
Google AI Overview Documentation
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