What structured data actually enables
Search engines can often understand ordinary page content well enough, but structured data removes ambiguity and unlocks specific presentation features - product rich results with price/availability/rating, FAQ accordions shown directly in search results, breadcrumb trails in the result snippet, and more. None of it is guaranteed to appear (search engines decide when to use it), but without the markup, those features generally aren't available at all.
Why it needs attention during a migration
Structured data isn't something every platform generates automatically, and platforms that do generate it don't all do so identically - product schema, FAQ schema, and breadcrumb schema each need to reflect what's genuinely on the page. A migration is a common point where structured data either gets dropped entirely (the new theme/template doesn't include it) or becomes inaccurate (marked-up data that no longer matches the visible page content, which search engines can penalize rather than reward).
Only markup what's genuinely true
The most important rule with structured data is that it should describe something real and visible on the page - FAQPage markup only where an FAQ is actually shown, Review/rating markup only for reviews that actually exist, Product markup with a real price and real availability. Markup that doesn't match the visible page is against search engines' own guidelines and can lead to structured data being ignored or the page being penalized, not just "not helping."
Frequently asked questions
Does structured data guarantee rich results in search?
No - it makes rich results possible, but search engines decide independently whether to display them, based on relevance and their own quality checks. There's no way to guarantee a specific rich result will appear.
Will my new platform add structured data automatically?
Some platforms generate basic structured data (like Product markup) by default; others need it added explicitly through a theme or app. We check what the new platform provides out of the box and fill in gaps rather than assuming it's handled.
Can adding structured data hurt my SEO?
Only if it's inaccurate or manipulative - markup that doesn't match the actual page content violates search engine guidelines. Accurate structured data that reflects real page content doesn't carry that risk.
What's the most common structured data mistake during a migration?
Losing it entirely when the new theme or template doesn't carry over what the old platform had, or leaving outdated markup live that no longer matches the redesigned page - both are things we check in migration QA.