Low impact · weight 4 · worth up to 0.8 points of the total score
For a business people visit or call, LocalBusiness markup with a name, an address and a phone number is how Google connects the page to its map listing and local results. A page that lists a phone number but does not say whose it is leaves that to guesswork.
Add a LocalBusiness JSON-LD block (or the closest subtype, such as Dentist or Plumber) with name, address as a PostalAddress, and telephone, matching your Google Business Profile exactly.
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Open Graph tags are present
Open Graph decides what a link to this page looks like when someone shares it on Slack, WhatsApp, LinkedIn, or Facebook. Missing tags turn a share into a bare URL with no image, which measurably costs clicks.
Structured data has what rich results require
Markup only earns stars, prices, FAQs or breadcrumbs in search results when it carries the properties Google requires for that type: an Article needs a headline, an image and a publication date; a Product needs an offer with a price and currency, a review or a rating. Markup that is present but incomplete earns nothing.
hreflang alternates are absolute URLs
Google requires fully qualified URLs in hreflang annotations. Relative hrefs are ignored without any error, so the language targeting simply never happens and nobody notices.
The page's main topic is in its title and H1
The words a page repeats most are what it is about, as far as a reader skimming it can tell. When those words do not appear in the title and the main heading, the page promises one thing in search results and talks about another, and it ranks for neither.
