Markup describes the page

Structured data is a machine-readable copy of what the page already says. Google’s introduction to structured data is clear that the markup should match the visible content. If the page does not show a street address, the markup should not invent one. If the page does not show reviews, the markup should not add stars.

This is the same honesty as the local SEO checklist: one name, one phone, one service area.

Step 1: Publish Organization markup for the address you actually show

Add Organization markup for the name, the site URL, the logo, and the phone you already publish. That is the block this site uses for Moonbow: the name, a logo, a phone, an email, and the country, which is Mexico. There is no street in it, because the pages do not show one.

Google also documents structured data for a business with a public location. Use that only when the page shows the location. If you travel to customers and the Business Profile hides the address, do not add a shop address in the markup to look more established. The local business documentation is the reference, and it still has to match the page.

Step 2: Mark up only the questions and breadcrumbs a visitor can see

Breadcrumb markup should repeat the trail the visitor can click: Home, then the section, then the page. If the trail is not on the page, do not describe a trail that is not there.

Question-and-answer markup should repeat questions that are on the page, word for word, with the answer that sits under them. Google stopped showing FAQ rich results in Search on May 7, 2026, and later removed that documentation. Writing the questions is still useful for a person and for an answer engine. It will not bring back a Google dropdown. Do not add questions that exist only inside the script.

How-to markup, if you use it, should name the same steps as the headings. A guide that hides the steps in a script and not on the page is the wrong shape.

Step 3: Check the markup in a public testing tool

Paste the public URL into the Rich Results Test. Read what it understands and what it flags. Fix a missing comma or a field that contradicts the page.

A clean test means the markup parses. It does not mean the page will rank. It does not restore the FAQ rich result Google removed. Treat the test as a spellcheck, then go back to the visible sentence: the trade, the area, and the phone number.

The AI visibility service uses this kind of markup so an answer engine can quote a page. The markup is the label. The page is the thing being quoted.

Checklist

  • Organization names the business, the URL, and the phone that are on the page.
  • A street address appears in the markup only if the page shows it.
  • Breadcrumbs in the script match the breadcrumbs on the screen.
  • Every question in the script is a heading a visitor can read.
  • No stars, no review count, and no “best of” claim in the script.
  • The Rich Results Test has been run on the public URL.