R-14 Structured data must represent only visible, real content

Why it matters

Markup that describes things a visitor cannot see misleads users and breaks the trust that structured data depends on. Google's structured data guidance for Organization, ProfilePage and LocalBusiness expects markup to reflect real, visible information. Treating schema as a trick to win rich results or AI visibility invites the very problems it was meant to avoid.

How to implement

1. Compare each schema block with what the page actually shows and remove anything that is not visible.
2. Feed product price and availability into the page and the markup from one source of truth.
3. Delete any fake rating, review, offer or entity from the markup.
4. Run the Rich Results Test and fix the errors it reports.

Checklist

• Keep schema and visible content in parity.
• Take product price and availability from the same source of truth.
• Do not use fake ratings or reviews.
• Validate with the Rich Results Test.

How to audit

• Compare schema values with the visible page content.
• Confirm that product price and availability come from the same source as the page.
• Check that no rating, review, offer or entity in the markup is invented.
• Review Rich Results Test output for each template.

Related controls

• R-09 Interactive UI must be understood through semantic HTML and accessibility trees P2
• R-15 Organization, ProfilePage and sameAs must represent the real entity identity P2
• R-16 Product and LocalBusiness schema and the commerce feed must share one source of truth P1
• R-17 Custom AI chunking, llms.txt or 'AI schema' must not be treated as core SEO P1

Myth guards that reference this control

• “Adding special GEO or AI schema brings citations”
• “FAQ schema earns AI citations”

Sources

• [G14] Organization structured data
• [G15] ProfilePage structured data
• [G16] LocalBusiness structured data