Structured data belongs where it describes the visible page content and the entities actually represented there. Decide which facts are sitewide and which are page-specific before adding markup, then validate the output rather than assuming a code snippet guarantees enhanced search presentation.
01
Match the markup to the page
An organization identity can be consistent across the website, while an article's author, headline and publication date describe that article. A profile page should identify its actual main subject. Do not place one person's biography markup on every unrelated service page. Google requires structured data to represent the page content accurately; supported feature requirements also differ by type.
02
Check how your site publishes code
A content system may already generate structured data through its template or plugin. Inspect the rendered page before adding another block. Use the platform's supported page-specific or global placement options carefully; the exact location depends on the implementation. For a hypothetical executive profile, update the existing Person entity and identifiers rather than creating conflicting versions with different job titles and websites.
- Inventory existing markup and identify which component produces each block.
- Keep entity identifiers and factual details consistent across related pages.
- Ensure the important marked-up facts are visible and accurate for visitors.
03
Validate meaning as well as syntax
Run the relevant structured-data checks and review errors, warnings and feature eligibility. A syntactically valid block can still describe the wrong thing. Test representative pages after template changes and monitor Search Console where applicable. Google does not guarantee rich results from valid markup, and AI search features do not require a special additional schema invented by a vendor.
Frequently asked questions
Is placing JSON-LD in the header enough?
Placement alone is not the goal. The markup must load correctly, describe the page accurately and meet the requirements for any supported search feature you are targeting.
Should every page have identical markup?
Only shared facts should remain consistent. Page-specific content needs appropriate values, and some pages do not fit a supported rich-result type at all.
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