Should the facts in my structured data also be in the page text?
Yes. Say the price, the date, the author and the address in the words of the page as well as in the markup. Some AI fetchers read the text and skip the markup entirely, so a fact that lives only in the markup may never reach them.
What it actually is
Picture handing a courier a parcel and a separate slip of instructions. Some couriers read the slip; some only look at the parcel. Structured data is the slip. If the address is on the slip and nowhere on the parcel, the couriers that ignore slips never find the door. The check reads your structured data for its key facts, then looks for each one in the page text.
Why it matters
In controlled tests, some of the AI systems that fetch pages live answered none of the questions whose answer sat only in a page's JSON-LD, while the same facts written into the page text came through for every system tested. Others do read JSON-LD, so this is not universal, and the cost of covering both is a sentence. Google's own guidance asks the same of you: markup should describe what visitors can see.
What good looks like
A product page that states its name and price in the words of the page and carries the same values in its markup. An article that shows its author and date on screen. A business page that prints its address and phone number as text. Markup and page say the same thing, because one was generated from the other.
Being honest about it
The evidence is split, so this is a small signal and it never fails a page: it only warns. Fetchers differ, they change, and one test found a fact extracted from markup alone. We flag it because the fix is nearly free and the silence when it goes wrong is complete — nobody tells you an assistant got your price from somewhere else. Our matching is forgiving of formatting, and it can still miss an unusual way of writing a date or a price.
Where most sites go wrong
The usual cause is a theme or plugin that writes markup from database fields while the visible template shows something different or nothing at all: a price held in a custom field that the page design never prints, or a publish date generated for search engines and hidden from readers. The second cause is drift, where the page is edited by hand and the markup is not.
On the web
In October 2026, 57% of the sites we scanned passed the “Schema facts also appear in the page text” check.
| Result | Share of sites |
|---|---|
| Pass | 57% |
| Worth a look | 43% |
| To fix | 0% |
| Couldn't judge | 0% |
Next.js sites pass it most often, at 63%. WordPress sites pass it least often, at 36%.
Goes with
- Sites that pass this are 5 times as likely to pass the “A2A Agent Card” check too.
- Sites that pass this are 4 times as likely to pass the “Auth.md agent registration” check too.
- Sites that pass this are 3.5 times as likely to pass the “API catalog” check too.
Not enough history yet.
Based on the sites Bot Appétit has scanned: ones people chose to scan, plus lists we scan for research. Not a random sample of the web.
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