After reviewing structured data across a range of client websites, these are the errors that come up most consistently. Not the most exotic — the most common. **1. Organisation schema on inner pages instead of (or as well as) the homepage** Organisation schema should be on your homepage. Some implementations add it to every page, which creates duplicate entity declarations. Others add it only to the "About" page, which is less authoritative than the homepage. Homepage only, or homepage plus contact page if you want a second instance. **2. `sameAs` pointing to profile pages rather than entity pages** `sameAs` should link to pages that represent your organisation as an entity — your LinkedIn company page, your Companies House record, your Wikidata entry if you have one. It should not link to your Twitter profile, your Facebook page, or your Instagram. Social profiles are not entity records. **3. `logo` pointing to a page rather than an image** The `logo` property should be a direct URL to an image file (PNG or SVG), not a URL to a page that contains your logo. Common mistake: linking to your homepage instead of to `/logo.png`. **4. `telephone` without country code** `+44 20 7946 0958` is correct. `020 7946 0958` is not. AI systems that are trying to match your phone number across sources need the country code to do the comparison reliably. **5. Missing `identifier` for verifiable credentials** If you have a Companies House number, FCA registration, SRA number, or other verifiable credential, it should be in your `identifier` array. This is the field where your AI Verified hash also goes. Leaving it empty is a missed opportunity. **The quick audit** Run your homepage through Google's Rich Results Test and the Schema Markup Validator. Fix the errors first, then the warnings. Then check your `sameAs` links manually — the validators don't check whether the URLs are actually entity pages.

The structured data errors we see most often in client audits