Quick answer
NOTABIS reports incomplete structured data when a JSON-LD block cannot be decoded into an array, has no @context, or contains no object with an @type in the structures it inspects. This is a syntax and basic-shape check, not a complete Schema.org validator or a guarantee of a rich result. Make the JSON-LD describe the visible page accurately, then validate it with the relevant search documentation.
What the issue means
JSON-LD is a JSON script that gives machines structured context about page entities. A block can be valid JSON yet still lack the context or typed entity needed to explain what it represents. Arrays and @graph structures are common and can be valid when their nested objects contain the expected fields.
Why it matters for SEO
Well-formed structured data can help search systems understand a page and may make it eligible for certain search features when all other requirements are met. It does not create eligibility by itself, does not replace visible content, and does not guarantee a rich result or better ranking. Incomplete markup can be ignored or produce misleading entity signals.
How NOTABIS detects it
For each script[type="application/ld+json"], NOTABIS attempts JSON decoding. It creates schema-required-property when decoding does not produce an array, when the top-level value has no @context, or when its nested entity walk finds no @type, including through lists and @graph. The check is separate from invalid-jsonld, which covers JSON syntax errors.
It does not validate every Schema.org property, required fields for a particular type, value formats, visible-content alignment, or search-feature policy.
How to check it yourself
- Copy each JSON-LD block from the delivered HTML.
- Parse it as JSON and inspect the top-level object, arrays, and
@graph. - Confirm
@contextand at least one appropriate@typeare present. - Compare names, URLs, prices, dates, and other values with visible page content.
- Use Google's Rich Results Test or Schema.org tools for type-specific validation, then review warnings in context.
How to fix it
Generate valid JSON-LD from the page's actual entity data, include the correct context and type, and keep one coherent graph where appropriate. Remove stale or copied blocks, escape values correctly, and avoid marking up content that is not visible or true. Re-crawl the page and validate the intended type after deployment.
When this is intentional or does not need fixing
A page may have no structured data, and not every page needs a rich-result type. If a block is optional or experimental, remove it or document its purpose rather than adding invented properties. Keep any remaining markup accurate and parseable.
Related issues
Read invalid JSON-LD, valid JSON-LD, structured data and JSON-LD, Microdata, and RDFa. Google’s structured-data policies explain visibility, accuracy, and rich-result eligibility beyond this basic shape check.
Run a NOTABIS audit
Run a NOTABIS SEO audit to identify JSON-LD blocks with missing context or typed entities, then use a type-specific validator for deeper checks.