What each industry plugin asks

Beyond the checks every site is measured by. These do not move your score; they answer a different question: whether an agent could actually buy from you.

Suggested for 2 kinds of site

• An agent can tell what the product is

  Without a Product block in the served HTML, an agent reading this page finds a heading and some prose. It cannot tell there is anything for sale.

  We can write this

• An agent can read the price

  A price an agent cannot parse is a price it cannot compare, and a product it cannot compare is one it does not put forward.

  We can write this

• An agent can tell whether it can be bought

  Sending somebody to a sold-out page is the mistake an agent is punished hardest for, so most will not risk a product that does not say.

  We can write this

• An agent knows where to buy it

  The offer has to name its own URL. The page an agent arrived on is not always the page that sells the thing.

  We can write this

• An agent can match this product elsewhere

  A GTIN, MPN or SKU is what tells an agent your listing and the one on the next site are the same product. A name is not enough: yours reads “Silicone Case”, theirs reads “Case, Silicone (Black)”.

  We can write this

• An agent can work out the delivered cost

  Without shipping details the only number an agent has is the one before postage, so it either guesses your total or moves on to a shop that says.

  Only you can supply this

• An agent can see the returns policy

  Increasingly what an agent filters on before it recommends anything at all. It is a policy you decide, not a fact we can read off the page.

  Only you can supply this

• An agent can rank you against the alternatives

  How you place against the other three results an agent is holding. A product with no rating loses to one with a mediocre rating, because the agent has nothing to weigh.

  Only you can supply this

Beyond the checks every site is measured by. These do not move your score; they answer a different question: whether an agent answering somebody's question could cite you, and cite you correctly.

Suggested for 4 kinds of site

• An agent can tell this is a work, not just a page

  Without an Article block an agent has prose on a URL. Prose gets paraphrased; a work with an origin gets cited.

  We can write this

• An agent can say who wrote it

  An answer that names an author is one a reader can weigh. One that cannot name anybody tends not to name the source at all.

  We can write this

• An agent knows when it was published

  An undated page is a page an agent cannot place in time, and it will reach for one it can.

  We can write this

• An agent knows whether it still holds

  The one that decides whether something written two years ago is still quoted today. Without a modified date an agent treats the page as frozen at publication, and stale loses to current every time.

  We can write this

• An agent knows which URL to cite

  Without it a citation can land on a syndicated copy, an AMP page, or your own URL with somebody's tracking parameters attached, and the readers arrive there instead of here.

  We can write this

• An agent knows who stands behind it

  The name that appears beside the claim when an agent attributes it. Left out, the attribution is to a domain rather than to you.

  We can write this

• An agent knows whether it may read the whole thing

  Whether this is free to read is something only you can declare. An agent that assumes a paywalled piece is open summarises what it never saw; one that assumes a free piece is paid skips you entirely.

  Only you can supply this

Beyond the checks every site is measured by. These do not move your score; they answer a different question: whether an agent asked who could do this work could name you.

Suggested for 2 kinds of site

• An agent can say who this is

  Without a Person or Organization in the served HTML there is a page of work with nobody attached to it, and an agent has nothing to put a name to.

  We can write this

• An agent can say what you do

  “Who can build me an X” is matched against what you say you do, not against what you have made. Left unsaid, an agent has to infer it from prose and usually will not risk it.

  We can write this

• An agent knows you are the same person it saw elsewhere

  An agent that has seen your repository, your talk and this page is holding three strangers until something says they are one. It is the problem a product barcode solves, for a person.

  We can write this

• An agent can produce a way to reach you

  This is what finishes the job. An agent can recommend you all it likes; if it cannot hand over a way to get in touch, whoever asked has to start again.

  Only you can supply this

• An agent knows where you work

  “Remote”, “Montevideo”, “EU only” decide half the matches an agent makes. Publishing it is a choice about your own exposure, which is why it is yours and not ours.

  Only you can supply this

• An agent can see what you have earned

  Degrees, awards, the roles you have held. We will never generate one of these: a credential we wrote for you is a qualification we invented.

  Only you can supply this

Beyond the checks every site is measured by. These do not move your score, and they are deliberately not the ones the engine already makes about your tags. These are the questions a check on a single page cannot answer.

Offered to every site

• The image a preview would show actually resolves

  Declared and broken is worse than absent: the card renders empty everywhere it appears, and nothing on your own site ever tells you. Usually a relative path that only your own pages can resolve.

  Only you can supply this

• A share and a citation point at the same page

  When og:url and the canonical disagree, one page becomes two: shares accumulate against one and citations against the other, and every count that follows is halved.

  Only you can supply this

• A share is credited to an account

  Without twitter:site or twitter:creator the card carries your words under nobody's name, and whoever sees it has no account to follow.

  Only you can supply this

• The accounts you name are named in structured data

  A footer link is a link. sameAs is a claim that the account is yours, which is what lets an agent move from this page to the profile and know it is still you.

  Only you can supply this

Beyond the checks every site is measured by. These do not move your score; they answer a different question: whether an agent asked for a place like yours could send somebody through your door.

Suggested for 4 kinds of site

• An agent can say what kind of place this is

  Without a LocalBusiness in the served HTML, the place is prose. An agent looking for a dentist or a table nearby queries types, and a page without one is not in the answer.

  We can write this

• An agent knows where you are

  The fact the whole category turns on, and the one we will never write: an address we guessed sends a person to the wrong door, in person.

  Only you can supply this

• An agent knows when you are open

  Half of what anyone asks about a place is whether it is open now. Your hours are yours to declare; invented ones strand somebody outside a closed door.

  Only you can supply this

• An agent can produce a way to act

  A recommendation ends with a call, a booking or a message. If the block cannot hand one over, the person asking starts again somewhere else.

  Only you can supply this

• An agent can put you on a map

  Coordinates are the difference between somewhere in town and a pin a navigation app accepts.

  Only you can supply this

• An agent can see what there is to come for

  A menu, rooms, services, a price range: what your kind of place offers, declared. Which one depends on the place; that any is declared does not.

  Only you can supply this

Beyond the checks every site is measured by. These do not move your score; they answer a different question: whether an agent asked how to use you, or what you cost, finds a door instead of a wall.

Suggested for 2 kinds of site

• An agent can say what this is

  A SoftwareApplication with a name is the difference between your product and a hero paragraph. It is what a question about you gets matched against.

  We can write this

• An agent can reach your documentation

  Nearly every answer about your product walks through this one door. It is navigation, not markup: no block we generate can add it.

  Only you can supply this

• An agent can answer what this costs

  Among the first questions anyone asks, and the one lie worse than silence. We check that you declare it; we will never write a price for you.

  Only you can supply this

• An agent can see what changed

  Models answer from memories of your product. A dated changelog is how an agent corrects for the version that no longer exists.

  Only you can supply this

• An agent can hand off to a person

  The answer that is not enough needs somewhere to go, and support is the door conversations end through.

  Only you can supply this

Beyond the checks every site is measured by. These do not move your score; they answer a different question: whether an agent repeating your name means you, and whether asking to contact you lands at the right door.

Suggested for 5 kinds of site

• An agent can say who this is

  An Organization node with a name makes you an entity an agent can refer to, rather than a banner it has to read.

  We can write this

• An agent can say who you legally are

  What separates you from a lookalike wearing your colours. Never generated: a legal identity we inferred would be a claim about your legal existence.

  Only you can supply this

• An agent can route a person to the right door

  Asking an agent to contact you should not resolve to a marketing inbox when the question was about fraud. A typed contact point says which door is which.

  Only you can supply this

• An agent knows which accounts are yours

  Every profile wearing your name is a candidate; sameAs is the declaration that settles it, and what makes impersonation cheap to detect.

  We can write this

• An agent can put a face beside the name

  Knowledge panels and answer cards look for a declared logo, and guess when there is none.

  We can write this

• An agent can read who you are in full

  The page that says it completely, reachable from the front door. Navigation, not markup: no block can add it.

  Only you can supply this

Beyond the checks every site is measured by. These do not move your score; they answer a different question: whether an agent querying for what you list (a job, a flat, a seat, a car) would find yours at all.

Suggested for 7 kinds of site

• An agent can say what this listing is

  A typed listing is in the result set; a rendered card is not, however good it looks. Types are what queries are made of.

  We can write this

• An agent can read the fields its kind is queried by

  A job without an employer, an event without a date, a flat without an address is not findable as what it is. These are the offer's own terms, and only you can state them.

  Only you can supply this

• An agent can read what it costs or pays

  Price and salary are the filters most queries carry. A value we invented would be your offer rewritten by us, so we check for yours and write nothing.

  Only you can supply this

• An agent can tell it still exists

  Listings expire. Where its kind carries dates, they must parse: 03/04/25 is two different days depending on who reads it.

  Only you can supply this

• An agent cites this copy, not a syndicated one

  Portals syndicate listings. Without a canonical, an agent cites whichever copy it met first, and the readers land there instead of here.

  We can write this