invalid @context in Structured Data

Google only recognises Schema.org vocabulary when @context is "https://schema.org" (or the legacy http variant).

Why it matters

Google only recognises Schema.org vocabulary when @context is "https://schema.org" (or the legacy http variant). Invalid values cause the entire block to be ignored.

Schedule a fix in your next sprint. Warnings won't block your site but they consistently leave performance on the table. Estimated SEO impact: high — direct effect on rankings or impressions.

How to fix

• Set @context to "https://schema.org"
• Remove "www." or other hostname variants
• Avoid bare "schema.org" (missing scheme)

Common causes

If the rule is firing across many pages, the root cause is almost always one of these:

• Schema fields filled with placeholder values during template development that survived to production.
• Required nested fields silently dropped when the upstream API response shape changes.
• Multiple schema types declared on one page where a single canonical type is expected.
• Mismatched values between visible HTML and JSON-LD trigger Google's "manipulative" filter.

Anti-patterns to avoid

Even with the best intentions, these "fixes" make the issue worse — recognise them so you don't ship them:

• Marking up content that doesn't actually exist on the page.
• Different visible price vs schema price.
• Declaring a Product schema for a category listing page.

How atlookup detects this

Our crawler renders each page with a real headless browser, then extracts every JSON-LD / microdata block and validates required + recommended properties against Schema.org and Google's Rich Results guidelines. Pages where the rule fires for invalid @context in structured data are flagged on the report.

If you'd like to see this rule fire on your own site, run a free 60-second audit — every page is reported with the exact lines that triggered it.

Tools to verify the fix

Once you've applied the fix, double-check with these external validators:

• Rich Results Test — Google's ground-truth validator for schema eligibility.
• Schema.org validator — Catches malformed JSON-LD before Google does.

Frequently asked questions

Related issues