Homepages that lose all structured data after a platform switch, by new platform
| New platform | Lost all structured data | Sites with structured data before | Gained some (of sites with none before) |
|---|---|---|---|
| Webflow | 48.8% | 125 | 27.5% of 40 |
| Nuxt | 44.8% | 143 | 26.4% of 87 |
| Drupal | 44.2% | 86 | 2.5% of 40 |
| Next.js | 38.7% | 1,050 | 28.4% of 454 |
| Magento | 33.9% | 59 | 44.1% of 34 |
| Shopify | 9.2% | 1,129 | 74.9% of 403 |
| WooCommerce | 6.7% | 119 | 83.9% of 62 |
| WordPress | 4.5% | 246 | 76.7% of 270 |
| All switchers | 24.7% | 3,119 | 53.3% of 1,472 |
Source: PageSpeed Matters, Sept 2026. Homepages only, one month before vs one month after the switch; the all-switchers row includes platforms not listed separately.
Summary
Structured data tells search engines what a page is about: the organization behind it, the site name, the breadcrumb trail, the products on sale. It is often added by a plugin, a theme or an app rather than written by hand, which makes it easy to lose when a site moves to a new platform.
We checked homepages before and after a platform switch. Of 3,119 top 1M homepages with structured data the month before the switch, 24.7% had none the month after. The platform a site moves to, and the one it leaves, explain far more of that loss than how popular the site is.
What we measured
We used HTTP Archive's monthly crawls of the top 1M sites from September 2024 to September 2026 to find platform switches. A site counts as a switcher when it ran on one platform for 3 or more months and then on a different platform for 3 or more months.
For each switcher we compared the structured data types found on the homepage one month before the switch with one month after. A homepage counts as losing all structured data when it had at least one type before and none after. A single type counts as lost when its name no longer appears on the homepage after the switch. Switches between WordPress and WooCommerce were excluded, as they usually reflect a change in detection rather than a real move.
This is a homepage study. Inner pages such as product, article and category pages can behave differently, and these results should not be read as covering them.
A quarter of switchers lost all homepage structured data
Of the 3,119 top 1M homepages that had any structured data the month before a platform switch, 24.7% had none at all the month after. That is a complete loss, not a missing field or two: the homepage went from some markup to no markup.
Site popularity makes no difference. 25.1% of 350 Top 100K homepages lost all structured data, against 24.6% of 2,769 ranked lower. Larger sites with bigger teams lose markup at the same rate as everyone else, which suggests the problem sits in the migration process rather than in resources.
24.7%
Share of top 1M homepages with structured data the month before a platform switch that had none the month after.
Results split sharply by new platform
Moves to JavaScript frameworks, Webflow and Drupal lost all homepage structured data most often. 48.8% of 125 sites that moved to Webflow lost it, along with 44.8% of 143 that moved to Nuxt, 44.2% of 86 that moved to Drupal and 38.7% of 1,050 that moved to Next.js.
Moves to Shopify (9.2% of 1,129) and WordPress (4.5% of 246) rarely lost it. The likely reason is defaults: Shopify themes and WordPress SEO plugins usually output basic markup without extra work, while a custom build on a framework only has the markup someone writes into it.
Migration also adds markup. 53.3% of 1,472 homepages with no structured data before the switch had some after. Moves to Shopify were the largest group, with 74.9% of 403 homepages gaining markup, and moves to WooCommerce (83.9% of 62) and WordPress (76.7% of 270) gained it at similar or higher rates.
Sites leaving WordPress lose it far more often
The platform a site leaves matters as much as the one it joins. Sites leaving WordPress lost all homepage structured data 43.8% of the time, across 877 sites. Sites leaving Magento lost it only 8.2% of the time (392 sites), and sites leaving Salesforce Commerce Cloud 6.2% (97 sites).
A WordPress site often gets its structured data from an SEO plugin without anyone on the team configuring it. When the site moves elsewhere, that markup is likely easy to overlook, because nobody set it up in the first place.
Specific types go missing far more often
Losing everything is the extreme case. Individual types disappear much more often than structured data as a whole. Product markup disappeared from 81.3% of 171 homepages that had it. WebPage went missing from 73.8% of 1,667 and BreadcrumbList from 72.5% of 1,267.
Organization markup held up best, but 32.1% of 2,053 homepages that had it still lost it. WebSite went missing on 37.6%, SearchAction on 45.7% and FAQPage on 50.4%.
So even when a homepage still carries some markup after the switch, it often carries different markup. A site can keep its Organization block and quietly lose its breadcrumbs.
What this means for your site
Audit structured data before the switch, not after. Run the old homepage and your key templates through the Rich Results Test or the Schema Markup Validator and record every type you find. That list becomes part of the launch checklist.
- Check which markup comes from a plugin, theme or app, since that markup will not move on its own.
- On a framework build, write the markup into the templates and test it on the staging site.
- After launch, test the same pages again and compare the types against your list.
- Watch the enhancement reports in Search Console for the following weeks to catch drops on inner pages too.
Sources
- HTTP Archive monthly crawls of the top 1M sites, September 2024 to September 2026
- Google Search Central, introduction to structured data: https://developers.google.com/search/docs/appearance/structured-data/intro-structured-data
- Schema.org vocabulary: https://schema.org/
Embed this research
Paste this on your site to embed the chart. It links back to the source automatically.
<iframe id="psm-migration-schema-loss" src="https://www.pagespeedmatters.com/embed/data-studies/migration-schema-loss" width="100%" height="600" style="width:100%;border:1px solid #E2E3E1;border-radius:12px" loading="lazy" title="Migration Schema Loss 2026: 24.7% Drop Structured Data - PageSpeed Matters"></iframe>
<script>window.addEventListener("message",function(e){if(e&&e.data&&e.data.psmEmbed==="migration-schema-loss"&&e.data.height){var f=document.getElementById("psm-migration-schema-loss");if(f){f.style.height=e.data.height+"px";}}});</script>
<p style="font:14px/1.5 system-ui,sans-serif">Source: <a href="https://www.pagespeedmatters.com/resources/data-studies/migration-schema-loss">Migration Schema Loss 2026: 24.7% Drop Structured Data - PageSpeed Matters</a></p>
Frequently asked questions
Do websites lose structured data when they migrate?
Often. Of 3,119 top 1M homepages with structured data the month before a platform switch, 24.7% had none the month after, and individual types such as BreadcrumbList (72.5%) went missing far more often.
Which platform migrations lose schema markup most often?
Moves to Webflow (48.8%), Nuxt (44.8%), Drupal (44.2%) and Next.js (38.7%) lost all homepage structured data most often. Moves to Shopify (9.2%) and WordPress (4.5%) rarely did.
Can a migration add structured data?
Yes. 53.3% of 1,472 homepages with no structured data before a switch had some after, including 74.9% of 403 homepages that moved to Shopify.
How do I check structured data before and after a migration?
Run the old homepage and key templates through the Rich Results Test or the Schema Markup Validator and record every type, then test the same pages on the new site at launch and compare.
Structured data is easy to rebuild on the new platform when it is listed before the switch and tested at launch. Need help with this? See our SEO migration services.