schema-presence

What this datapoint measures

Whether the brand’s pages carry Schema.org structured data, and the count and completeness of the Schema.org types present. This is the most foundational datapoint within V1.1: it asks whether the brand has done any structured-data work at all.

The datapoint counts the distinct Schema.org types declared across the brand’s pages and assesses completeness within each type. A brand declaring Organization with name, url, and logo is at the minimum useful state. A brand declaring Organization, Article, Product, Person, and BreadcrumbList with full property completeness across pages is at high state.

What high looks like

• Multiple Schema.org types present across the brand’s pages, appropriate to the brand’s content (Organization for the brand entity; Article for editorial content; Product for product pages; Person for staff or author pages; FAQ for question-and-answer pages)
• Properties within each type are completed substantively, not just minimally
• JSON-LD or microdata implementation is consistent and parseable
• Schema declarations match the page’s actual content (no false claims)
• Schema is present on every page type, not just the homepage

What low looks like

• Schema present on only some page types (typically homepage only, with all other pages bare)
• Schema declarations minimal — type declared but most properties empty
• Schema declarations inconsistent across similar page types
• Schema declarations contain errors (broken JSON-LD, invalid type declarations, properties using wrong data types)

What at floor looks like

A brand at floor on schema-presence has no Schema.org structured data at all on any page, or has structured data so malformed it cannot be parsed.

This is one of the most common starting states for brands at AS ≈ 0. Pre-AVO brands often have no structured data because traditional SEO did not require it. The path off floor is direct: implement Schema.org Organization on the homepage and on key entity pages as the first action, then expand to page-type-specific schemas (Article, Product, FAQ) as content audit identifies them.

What affects this datapoint

• Whether structured data is implemented at all
• The count of distinct Schema.org types used
• Property completeness within each type
• Validity of the JSON-LD or microdata syntax
• Consistency of implementation across pages of the same type
• Match between schema declarations and actual page content

OMG actions that influence this datapoint

Action	Influence
O-5 Core Structured Data Foundation	Direct, primary. This action’s central work is implementing Schema.org markup. Lifting schema-presence from floor is one of O-5’s primary outcomes.
O-3 Internal E-E-A-T & Authority Signals	Indirect. E-E-A-T signal implementation often involves Schema.org Person, Article, and Organization types with author and reviewer properties.
M-3 Dedicated FAQ & Knowledge Hubs	Indirect. FAQ schema is a sub-component of M-3 work and contributes to schema-presence.
M-7 Multimedia Content Optimization	Indirect. ImageObject, VideoObject, and similar schemas added through M-7 work expand schema-presence.

Multilingual considerations

Schema.org is fundamentally language-neutral — the markup itself uses English property names and structure regardless of content language. However, several properties carry language-specific values: name, description, inLanguage, availableLanguage. A brand operating in multiple languages must:

• Declare inLanguage accurately on each page (matching the page’s actual content language, including BCP 47 language codes for regional variants like zh-Hant for Traditional Chinese)
• Provide localized property values where the property is human-readable (e.g., name for products may differ across language sites)
• Use availableLanguage on Organization to declare which languages the brand operates in

Schema-presence measurement is consistent across languages — the markup is detected the same way regardless of content language. The datapoint does not fail or under-report on non-English content.

Common failure modes

• Schema implemented only in JSON-LD with the JSON itself broken (invalid syntax, unclosed brackets); the markup is invisible to crawlers
• Schema declarations using deprecated types or properties (Schema.org evolves; old implementations decay)
• Schema declarations duplicating the visible page content rather than describing the entity (e.g., declaring description as the page’s exact body text)
• Schema present on the homepage but not propagated to template pages, leaving most of the site bare
• Schema declarations claiming properties the page doesn’t actually have (false aggregateRating, false author claims)

Diagnostic interpretation

When schema-presence is at floor and other V1.1 datapoints are also at floor, the brand has not done any structured-data work and the path forward is O-5 (Core Structured Data Foundation).

When schema-presence is low but other V1.1 datapoints are higher, the brand has done some structured-data work but it is incomplete. The diagnostic question becomes: which page types have schema and which do not? The remedy is targeted O-5 work expanding to under-served page types.

When schema-presence is at floor but other V1.1 datapoints (especially semantic-html and meta-completeness) are higher, the brand has been writing semantically clean HTML and complete metadata but never added Schema.org. This is unusual but not anomalous — it indicates a technically careful brand that has not yet adopted structured data. O-5 work will lift this datapoint quickly.

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