Check reference
Tell machines who is behind the page.
The Entity evidence pillar is three checks on the homepage's JSON-LD. Two of them are high severity, and a page with no structured data fails all three, losing 13 of the 90 points at once. The scanner reads every <script type="application/ld+json"> block in the served HTML, parses it as JSON, and walks every node, including nested objects and @graph arrays, to collect @type and sameAs values.
Valid JSON-LD is present
EntityHigh severity5 of 90 pointsid: schema
Repair shown in the report: Add valid JSON-LD for the organization and the page subject.
The rule. Passes when at least one JSON-LD block parses as JSON. The observed value reads, for example, "1 valid of 2 blocks", so a broken block shows even when another passes. Trailing commas, comments and unescaped quotes all break parsing.
Why it matters. Google marks JSON-LD as its recommended format and accepts any supported format as long as the markup is valid (Google, intro to structured data). Google can read JSON-LD injected by JavaScript, but the scanner reads the served HTML, and Google's own JavaScript guidance notes that not all bots can run JavaScript (Google, JavaScript SEO basics).
How to fix it. Render the block in the server response and run it through a JSON parser before you ship. One valid block that describes the organization and the page is enough to pass.
A primary entity type is declared
EntityHigh severity5 of 90 pointsid: entity-type
Repair shown in the report: Declare the primary Organization, Person, or business entity in JSON-LD.
The rule. Passes when any parsed node has an @type of exactly Organization, Corporation, LocalBusiness, OnlineBusiness or Person. Matching is exact and case-sensitive. A more specific type on its own, such as NGO or Restaurant, does not count, and neither does a prefixed form such as schema:Organization.
Why it matters. Google says Organization markup on your home page can help it understand your administrative details and disambiguate your organization in search results, including which logo it shows (Google, organization structured data). Schema.org lists Corporation, LocalBusiness and OnlineBusiness among the more specific types of Organization (schema.org/Organization).
How to fix it. Declare the entity that owns the site on the homepage. JSON-LD lets one node carry several types, so a nonprofit can write "@type": ["Organization", "NGO"] and keep its specific type (JSON-LD 1.1).
Entity identity links are declared
EntityMedium severity3 of 90 pointsid: same-as
Repair shown in the report: Add verified public identity URLs through sameAs on the primary entity.
The rule. Passes when any parsed node has a non-empty sameAs: a URL string, or an array with at least one entry. The scanner records that the links exist; it does not fetch them.
Why it matters. Schema.org defines sameAs as the "URL of a reference Web page that unambiguously indicates the item's identity", such as a Wikipedia page, a Wikidata entry or an official website (schema.org/sameAs). Google's organization documentation describes it as a page on another site with more information about your organization, such as a social or review profile, and accepts several URLs.
How to fix it. Add sameAs to the primary entity node with profiles you control. Mark up only what the page shows: Google's guidelines say not to mark up content that is hidden from readers, irrelevant or misleading (Google, general structured data guidelines).
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Example Co",
"url": "https://www.example.com/",
"logo": "https://www.example.com/logo.png",
"sameAs": ["https://profiles.example.net/example-co"]
}More check references
- Page access and indexing: Status code, HTTPS, noindex, canonical, viewport, language and HTML weight.
- Crawler access: How robots.txt is read for OAI-SearchBot, Claude-SearchBot, PerplexityBot and Googlebot.
- Discovery files: Whether robots.txt, sitemap.xml and llms.txt answer at the site root.
- Titles, descriptions and share metadata: Title and description length, Open Graph, X card and favicon.
- Headings, content and links: One H1, two H2 sections, 300 words, three internal links and image alt attributes.
- Retrieval chunk size: Whether every heading section fits in one 375-word retrieval chunk.
Related Suede guides
- How JSON-LD Helps AI Engines Understand Your Brand: Suede Signal on using JSON-LD to clarify brand identity and connect official profiles.
- Schema Markup Implementation Services: JSON-LD implemented around approved facts and verified against the published content.