Search Console structured data errors, and how to fix each one.
Find the exact message from your Merchant listings, Product snippets, Review snippets, or Breadcrumbs report. Each guide says whether it blocks your rich result, gives the JSON-LD fix, and shows where the fix goes on Shopify, WooCommerce, Wix, Squarespace, and BigCommerce.
Listed under Why items are invalid. The item can't show as a rich result, such as a price or stars, until you fix it.
Listed under Improve item appearance. The item can still show as a rich result. Fix it when you have time.
Neither kind takes the page off Google. A page with a structured data problem stays indexed and can show as a plain result.
Find your message
Every message these guides cover, as Search Console writes it, by report.
Merchant listings
Shopping > Merchant listings. Product pages where shoppers can buy. Needs a name, an image, and a price above zero.
| Search Console message | Severity | Guide |
|---|---|---|
| Missing field "image" | Critical | Merchant listings: missing fields |
| Missing field "name" | Critical | Merchant listings: missing fields |
| Missing field "price" (in "offers") | Critical | Merchant listings: missing fields |
| Missing field "description" | Non-critical | Merchant listings: missing fields |
| Missing field "shippingDetails" (in "offers") | Non-critical | Missing field "shippingDetails" |
| Missing field "hasMerchantReturnPolicy" (in "offers") | Non-critical | Missing field "hasMerchantReturnPolicy" |
| No global identifier provided (e.g., gtin, brand) | Non-critical | No global identifier provided |
| Invalid object type for field "brand" | Non-critical | Invalid object type for field "brand" |
Product snippets
Shopping > Product snippets. Product pages that show a price, rating, or review in results, including review sites that don't sell.
| Search Console message | Severity | Guide |
|---|---|---|
| Either "offers", "review", or "aggregateRating" should be specified | Critical | Either "offers", "review", or "aggregateRating" |
| Missing field "review" | Non-critical | Product snippets: missing fields |
| Missing field "aggregateRating" | Non-critical | Product snippets: missing fields |
| Missing field "offerCount" (in "offers") | Non-critical | Product snippets: missing fields |
| Missing field "priceValidUntil" (in "offers") | Non-critical | Missing field "priceValidUntil" |
| Invalid object type for field "brand" | Non-critical | Invalid object type for field "brand" |
Review snippets
Enhancements > Review snippets. Star ratings and reviews on products, recipes, local businesses, and other supported types.
| Search Console message | Severity | Guide |
|---|---|---|
| Invalid object type for field "itemReviewed" | Critical | Review snippets errors |
| Missing reviewed item name | Critical | Review snippets errors |
| Either "ratingCount" or "reviewCount" should be specified | Critical | Review snippets errors |
| Rating is missing required best and/or worst values | Critical | Review snippets errors |
| Invalid object type for field "<parent_node>" | Critical | Invalid object type for field "<parent_node>" |
Breadcrumbs
Enhancements > Breadcrumbs. The trail of parent pages Google can show above your result on desktop.
| Search Console message | Severity | Guide |
|---|---|---|
| Invalid object type for field "<parent_node>" | Critical | Invalid object type for field "<parent_node>" |
| Missing field "itemListElement" | Critical | Breadcrumbs: missing fields |
| Missing field "item" (in "itemListElement") | Critical | Breadcrumbs: missing fields |
| Either "name" or "item.name" should be specified (in "itemListElement") | Critical | Breadcrumbs: missing fields |
Unparsable structured data
Unparsable structured data report. Markup with a syntax error, so Google can't tell what type it was meant to be. The report shows in the menu only when Google finds some.
| Search Console message | Severity | Guide |
|---|---|---|
| Parsing error: Missing ',' or '}' | Critical | Unparsable structured data |
| Parsing error: Missing ':' | Critical | Unparsable structured data |
| Bad escape sequence in string | Critical | Unparsable structured data |
| Invalid top level element | Critical | Unparsable structured data |
| Duplicate unique property | Critical | Unparsable structured data |
| Invalid JSON document | Critical | Unparsable structured data |
All guides
- Merchant listings: missing fieldsA missing name, image, or offer price is critical: those products can't show as merchant listings until you fix it. A missing description, shippingDetails, hasMerchantReturnPolicy, or GTIN is non-critical and can wait.
- Missing field "shippingDetails"This is a non-critical issue in the Merchant listings report, so your products can still show with their prices. Add shipping details if you want Google to show your shipping cost and delivery time too.
- Missing field "hasMerchantReturnPolicy"Google wants your return policy, and your product markup doesn't include it. It's a non-critical issue, so your products still qualify for merchant listings. Adding the policy lets Google show your return window and cost next to them.
- No global identifier providedGoogle wants a product ID that is the same everywhere the product is sold, such as the barcode number. It's a non-critical issue: add the GTIN if your products have one, and leave the warning if they don't.
- Either "offers", "review", or "aggregateRating"Google found Product markup with no price, no review, and no rating, so that product can't get a rich result. Give the markup an offer, or remove the stray Product block that shouldn't be there.
- Product snippets: missing fieldsMost Product snippets warnings are non-critical. Missing field "review" or "aggregateRating" usually means the page has a price but no ratings, and Google's own docs say that can trigger a warning you can leave.
- Missing field "priceValidUntil"Yes, unless the product is on sale with an end date. The warning is non-critical. Watch for the opposite problem: a priceValidUntil date in the past can stop your product's rich result from showing.
- Invalid object type for field "brand"Your product markup gives brand the wrong type, often Thing. Change it to Brand with a name. It's a non-critical issue, so it doesn't block your product's rich result while you fix it.
- Review snippets errorsA Review snippets error means Google won't show stars for that item. Each one has a small fix: a supported type, a rating count, a name for the reviewed item, or the rating scale.
- Invalid object type for field "<parent_node>"Google's help doesn't explain <parent_node>. Reports from site owners point to one pattern: the wrong type is on the object the markup hangs from, not on a named field. Test the live page first, then check the types below.
- Breadcrumbs: missing fieldsEach Breadcrumbs "Missing field" error is a gap in your BreadcrumbList: an empty list, a crumb with no address, or a crumb with no name. It stops the breadcrumb trail from showing, not the page.
- Unparsable structured dataGoogle found structured data with a syntax error, so it couldn't read that markup at all. Every item in this report is critical. When many pages share an error, a template is usually the cause.
Organization and Article markup have no report
Search Console has no rich result report for Organization or Article markup. Google reads Organization data on your home page or About page for your logo and business details. It reads Article data, with the author and dates, to understand posts. A syntax error in either still shows in the Unparsable structured data report.
On paid plans, CrawlCoach checks your home page for Organization data that lists your official profiles, checks your articles for Article data, a date, and an author, and flags any JSON-LD block that won't parse. It doesn't check product, review, or breadcrumb fields. See plans and prices.
See which of your pages Google left out
Rich results only show for pages in Google's index. CrawlCoach shows which of your pages Google left out, and the fix for each.
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