This free tool reads the structured data on your page, the hidden code that tells Google and AI assistants what your business is. It checks that every block actually parses, lists what you have, flags what is missing for a local business, and tells you in plain English what each gap costs you.
Checks one page at a time. Try your home page first, then a service page.
Structured data is a block of code sitting in your page that no visitor will ever see. It exists to tell machines, plainly and without ambiguity, what your business is called, where it works, when it is open and what it sells. Everything else on your page is written for humans and has to be interpreted. This part is written for software and is simply read.
The trouble is that it fails silently. If there is a stray comma or a comment left in the block, it stops being valid and gets thrown away. No error appears in your browser. Nothing looks wrong on the page. Your web designer will not spot it, because it renders exactly the same either way. Sites carry broken markup for years and nobody finds out.
That matters more now than it used to. When someone asks an AI assistant for a plumber in their town, the assistant is working from what it can read, and structured data is the cleanest thing to read on any page. A business that has stated its details clearly gets quoted. One that left it to inference often does not.
It is a block of hidden code on your page, usually JSON-LD, that spells out what your business is in a format machines read directly. Instead of Google guessing your opening hours from a sentence, you state them. It is the difference between hoping to be understood and saying it plainly.
Because it fails silently. Invalid JSON-LD produces no visible error anywhere. The page renders normally, nothing looks wrong, and Google simply discards the block. Sites carry broken markup for years without knowing, which is why a checker is the only way to catch it.
Google does not allow a business to declare its own average review score, because there is nothing stopping anyone typing in five stars. Self-serving review markup is not eligible for star ratings in search results, so it gains you nothing, and it can attract a manual penalty against the whole site.
Yes. Google requires that any question in your FAQ markup is also visible to the visitor, in the same words. Marking up questions that are not on the page breaks the rules and usually gets the whole block ignored. This tool compares the two counts and tells you if they disagree.
No. It reads your page and tells you what is wrong in plain English, including the exact parse error where there is one. Making the change means editing your site or asking whoever built it. If you would rather it was just handled, that is what the Website Health Check is for.
Structured data is one part of it. These free tools cover the others.