Structured Data Analysis

Analysis of structured data, monitoring of opportunities and warnings with the seo spider.

Structured Data

As we mentioned earlier, structured data provide Search Engines with explicit clues about the meaning of pages and their components and can enable special features in Google results.

Implementing different types of structured data can help you get more prominent “rich snippets” with more detail that can deliver more traffic and consequently more conversions.

Through this insight you are able, using Screaming Frog, to verify and validate structured data against Schema.org specifications and Google requirements.

  • 1. Enable the structured data options under “Configuration > Spider > Extraction.”

The first thing to do will be to enable ‘JSON-LD’, ‘Microdata’, ‘RDFa’, ‘Schema.org Validation’ and ‘Google Rich Result Feature Validation’ from the Spider configurations.

The “Case-Sensitive” option is still optional for Google in understanding structured data but necessary for Schema.org.

Scan

Once you enable the structured data options all you have to do is start crawling, the Seo Spider will start extracting data from the pages and validating them.

  • 3. Analyze the data in the Structured data Tab.

The “Structured data” tab has 8 filters to help you see if your implementation of structured data has validation problems. Instead, the ‘Total Types’ and ‘Unique Types’ columns count the number of “itemtypes” that were discovered for each URL.

In addition to the top window, you can also consult the sidebar pane that gives you a summary of the data contained in each tab and filter, so you know where to click, without having to check each filter for data.

Structured Data Filters

Below are the filters and their functionality:

  • Contains Structured Data: lists all URLs that contain structured data.
  • Missing Structured Data: shows URLs that do not contain structured data.
  • Validation Errors: all URLs with validation errors based on Schema.org vocabulary, Google rich result, or both are displayed, depending on your configuration. The Seo Spider always classifies Schema.org problems as errors, rather than alerts. Google rich result feature validation will show errors for requested, missing, or problems with the implementation of requested properties.
  • Validation Warnings: shows all URLs that have validation warnings (“warnings”) with respect to “Google Rich Results”. The Seo Spider populates this filter considering only validation issues of “optional structured data.”
  • Parse Errors: the filter presents all URLs that contain structured data but could not be parsed correctly. This is often due to incorrect mark-up. If you are using Google’s preferred format, JSON-LD, then the JSON-LD Playground is an excellent tool to help debug parsing errors.
  • Microdata URLs: these are URLs that contain structured data in microdata format.
  • Microdata URLs | JSON-LD URLs | RDFa URLs: URLs containing structured data in JSON-LD, RDFa or microdata format are shown, respectively.
  • 4. View the “Structured Data Details” tab.

Once you have collected the data you can view all the details in the lower window of the Seo Spider; on the left side you will find the property values accompanied by icons indicating errors or warnings while on the right screen you will find details about the specific validation issues, the severity of the criticality and links from Schema.org to find the specifics and fix the problem.

Example of Google Product validation error

In the example below, you can see that lv.com has errors and validation warnings in the ‘Google Product’ structured data requirements. On the right you see how the site has 1 error among the mandatory elements and multiple warnings among the recommended data (with a warning).

Recommended properties, highlighted as warnings, can be implemented to add more information about the content (which can provide a better user experience) or simply ignored.

In the example below, HSBC has an error on the breadcrumb structured data implementation.

The problem states that the property ‘http://schema.org/item’ is required for ‘ListItem’.

Google’s breadcrumb guidelines state that the recommended properties should include item (the URL of the web page), name (the title of the breadcrumb), and location (of the breadcrumb in the path). HSBC is simply missing the item property and associated URL.

These are just a few examples of how to interpret the data populated by the Seo Spider. I recommend that you periodically review the official documentation, which is constantly being updated.

  • 5. Export of validation errors and warnings

Screaming Frog provides two reports dedicated to structured data.

The ‘Validation Errors & Warnings Summary’ report is particularly useful because it creates patterns for aggregating critical issues (rather than reporting each instance), shows the number of URLs affected by each pattern with respective sample URLs (similar to Search Console’s behavior in the Web Vitals section). An example of a report can be seen below.

The “Validation Errors & Warnings” report is a true mass export of every error and warning discovered along with the URL on which it is found. Very comprehensive but with large sites complicated to read.

Related Tab: Structured Data | Report

Structured Data Video

Seo Spider Tab