Crystal Ball checks covered

JSONLD_MISSING, SCHEMA_TYPE_LIMITED

Guide detail

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Practical explanations and page-specific steps. Recommended for most readers.

Useful next pages

For related context, review invalid JSON-LD fixes, LocalBusiness schema guidance, and the broader schema and indexability guide.

What the flag means

Crystal Ball reports missing or limited JSON-LD when a page has little or no structured data. JSON-LD is a machine-readable format that can describe a page, business, article, product, breadcrumb trail, FAQ, or another relevant entity.

Missing JSON-LD is not automatically a defect. Add it when structured labels would clarify real, visible content for systems that support the vocabulary. Accurate markup can improve machine understanding, but it does not repair weak content or guarantee a special search result.

Common causes

Common causes include static sites built without schema, CMS themes that output only basic markup, unconfigured plugins, copied pages with no page-specific data, or organization markup that does not describe the page itself.

What to check next

Check whether the issue appears on one page or every page using the same template. Review recent content, theme, plugin, deployment, and server changes, then compare the live output with a known-good page.

How to fix it

Confirm the warning first and make a backup before editing the live site. If the change involves templates, code, DNS, redirects, or server settings, switch to Intermediate or ask for help before proceeding.

  • Custom HTML/static: Add JSON-LD inside a <script type="application/ld+json"> block in the page <head> or body. Start with Google's structured data introduction.
  • WordPress: Use a trusted SEO/schema plugin when possible. Yoast documents its Schema implementation and connected graph approach.
  • Shopify: Many themes include basic Product, Article, and Breadcrumb markup. For custom JSON-LD, edit theme code carefully or use a trusted app. Shopify developers can reference Liquid documentation.
  • Wix: Use SEO settings to add or customize structured data markup. Wix documents adding structured data markup.
  • Webflow: Add JSON-LD through page or site custom code, wrapped in a JSON-LD script tag. Webflow's Schema Flow integration guide explains page/head placement.

What JSON-LD means

JSON-LD stands for JavaScript Object Notation for Linked Data. In plain English, it is a data format for writing structured facts in a way machines can read without changing the visible page layout.

The @context value usually points to https://schema.org, which tells parsers which vocabulary the page is using. The @type value names the kind of thing being described, such as Article, WebPage, LocalBusiness, Product, or BreadcrumbList.

Think of it as a small JSON document embedded in the page. The best code is boring, accurate, and easy to validate. It should describe the same facts a user can confirm from the page, not hidden claims that only exist in the markup.

JSON-LD schema examples to consider

The right JSON-LD depends on the page. A service page may use Service, Organization, BreadcrumbList, and WebPage where each type accurately applies. A guide may use Article, BreadcrumbList, and WebPage. A product page should use Product only when its visible details support the same name, price, and availability.

Useful JSON-LD usually includes @context set to https://schema.org, an appropriate @type, a stable page URL, the visible page name, and facts that match the page. If you add business schema, include only accurate properties and choose the most appropriate business or organization type.

After adding JSON-LD markup, test the page with Google's Rich Results Test and Schema.org's validator. Not every schema type produces rich results, but validation still helps catch broken commas, incorrect data types, and copied markup that no longer matches the page.

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