Hubspot Schema Testing Guide for Structured Data Success

If you manage SEO or content in Hubspot, understanding how to test and troubleshoot structured data is essential for winning more visibility in search results and rich snippets.

This guide walks you through how to work with schema markup, validate it using Google’s current tools, and apply a Hubspot-style workflow to keep everything accurate and error-free.

What Is Structured Data and Why It Matters in Hubspot Workflows

Structured data is a standardized way of marking up your content so search engines can better understand pages. It is commonly implemented using JSON-LD, Microdata, or RDFa formats.

When you apply structured data correctly, you unlock features such as:

• Rich results (stars, prices, FAQs, events)
• Knowledge panels and enhanced brand presence
• Improved relevance for voice assistants
• Clearer content context for search engines

In a Hubspot-style marketing stack, schema helps connect your content strategy with technical SEO, making blog posts, landing pages, and product pages easier for search engines to classify.

From Google Structured Data Testing Tool to Rich Results Test

The original Google Structured Data Testing Tool, referenced in the Hubspot blog article on structured data tools, has been replaced for most practical SEO tasks by newer validation tools.

You now have two main options:

• Google Rich Results Test – focuses on schema types eligible for rich results.
• Schema.org Validator – checks a broader range of vocabularies and technical validity.

Modern SEO teams often combine both tools to replicate and improve on the workflow once associated with the older structured data testing tool.

How to Test Structured Data for Hubspot Pages

Whether you host content directly on Hubspot or integrate it with another CMS, you can follow a consistent process to test your schema markup.

Step 1: Collect Your Page URLs

Start by compiling a list of URLs that are important to your organic strategy, such as:

• High-traffic blog posts
• Conversion-focused landing pages
• Product or service pages
• FAQ and how-to articles

Prioritize pages that already receive impressions or clicks from search, as improvements to structured data here can have an immediate impact.

Step 2: Use the Rich Results Test on Hubspot Content

Open the Google Rich Results Test and follow these steps:

1. Paste the URL of your page.
2. Click Test URL.
3. Wait for the tool to crawl and analyze the markup.
4. Review any detected rich result types such as FAQ, Article, Breadcrumb, and Product.

Pay close attention to the list of errors and warnings. Errors usually mean the rich result will not display, while warnings indicate optional but recommended fields are missing.

Step 3: Validate Code Snippets Before Publishing

When building templates, modules, or custom HTML snippets to use in Hubspot, it is wise to validate your JSON-LD code before adding it to live pages.

Use these steps:

1. Copy your JSON-LD or Microdata markup.
2. Open the Schema.org Validator in a new tab.
3. Choose the option to test a code snippet.
4. Paste your code and run the validation.

This pre-deployment check reduces the chance of rolling out broken schema across multiple Hubspot templates or page types.

Common Structured Data Types Used with Hubspot Content

Certain schema types are especially relevant to inbound marketing, content strategy, and CRM-driven funnels.

Article and BlogPosting Schema

For educational content and blog posts, you will typically use:

• @type": "Article" or "BlogPosting"
• Properties like headline, author, datePublished, image, and publisher

Implementing this consistently across your library of blog articles helps search engines understand your editorial content and can support better appearance in news or article carousels.

FAQPage Schema for Lead-Gen Pages

FAQ schema is ideal for landing pages, solution overviews, or support content created around a Hubspot-powered funnel.

Core elements include:

• @type": "FAQPage" at the top level
• An array of Question and Answer pairs

When used correctly and validated through the Rich Results Test, FAQ markup can generate expanded results in search, giving prospects answers directly on the SERP and increasing your brand footprint.

Organization and LocalBusiness Schema

Brand-related markup helps connect your website to your broader entity signals:

• @type": "Organization" or "LocalBusiness"
• Key properties: name, url, logo, sameAs for social profiles, and contact details

Combining this with consistent NAP data and CRM records supports better brand recognition and alignment between your Hubspot contact data and public web presence.

Fixing Errors Found in Structured Data Tests

After running tests, you will usually see three categories of feedback: valid, warning, and error. Addressing these systematically is part of a robust technical SEO process.

Typical Error Types

• Missing required fields – such as name or acceptedAnswer.
• Invalid field values – wrong data type or format, for example an incorrect date string.
• Incorrect nesting – placing properties outside their expected parent type.

When errors appear, identify which template, module, or script generated the markup so you can fix it once rather than on every individual page.

Recommended Fix Workflow for Hubspot-Based Sites

1. Locate the template or module that outputs the schema.
2. Adjust field mappings so each schema property pulls from the correct content field.
3. Retest using the Schema.org Validator and Rich Results Test.
4. Deploy updates and confirm that live URLs pass validation.

This process ensures your structured data remains in sync with your content model and CRM data, which is especially important if you power landing pages and blogs from the same system.

Maintaining Structured Data Quality Over Time

Testing structured data once is not enough. Search guidelines, schema types, and your website structure all evolve, particularly when you roll out new Hubspot campaigns or redesigns.

Set a Regular Review Schedule

Include structured data checks in your ongoing technical SEO audits. For example:

• Quarterly reviews of all core templates
• Monthly scans of new content types
• Ad hoc checks before launching major campaigns

Document which schema types you use, where they are implemented, and which tools you rely on for validation.

Align With Analytics and CRM Insights

Because your marketing and sales data often flow into a CRM and automation platform, consider how schema changes correlate with:

• Impression and click-through rate trends in search
• Lead volume from organic channels
• Engagement on key educational resources

When structured data is well maintained, you will usually see more accurate reporting in search tools and a clearer link between content investments and pipeline performance.

Next Steps and Helpful Resources

To deepen your technical SEO workflow and build strategies that align with structured data best practices, you can explore additional guidance and consulting resources. One place to start is Consultevo, which focuses on advanced SEO and data-driven optimization.

For continuous learning, keep an eye on official documentation for schema vocabulary and Google search developer resources, and use the process described above to validate, deploy, and monitor schema across all of your content and landing pages.