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https://www.kraken.com

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· 5 checks — Internal links, mixed-content guards, Open Graph previews, and structured data rolled into one auditable list.
SCORE
81
GRADE
B
FIX
1
REVIEW
2
PASS
2
INFO
0
Checks
5
2 PASS 2 REVIEW 1 FIX
C
Open Graph
Action
Open Graph tags are partially configured — some improvements recommended.
REVIEW
Open Graph tags are partially configured — some improvements recommended.
Critical::
og:image is not reachable
The og:image URL could not be fetched. Social platforms won't be able to display it.
Got: https://assets-cms.kraken.com/images/51n36hrp/facade/fb7be0bec460a4c04256ee14d1e84bc4f53fac01-1600x900.png?w=2880&fit=min
Info::
Missing og:url
The og:url tag specifies the canonical URL for the shared content.
Info::
Missing og:type
The og:type tag helps social platforms categorize the content.
Info::
Missing og:site_name
The og:site_name tag displays the website name in social previews.
URL: https://assets-cms.kraken.com/images/51n36hrp/facade/fb7be0bec460a4c04256ee14d1e84bc4f53fac01-1600x900.png?w=2880&fit=min

The og:image URL could not be fetched. Social platforms won't be able to display it.

Why this matters

An unreachable og:image URL (404, DNS fail, slow timeout) means social platforms cache the failure and serve no image for hours.

Learn more ▾

Social platforms (Facebook, Twitter) cache OG metadata aggressively — including failed image fetches. A momentarily-broken og:image can leave your shares imageless for hours. Test og:image URLs in Facebook's Sharing Debugger to force re-cache after fixing.

Source: Open Graph Protocol / Facebook Sharing Debugger

The og:url tag specifies the canonical URL for the shared content.

Why this matters

Without og:url, social platforms infer the canonical URL — often picking a tracking-param variant that pollutes share counts.

Learn more ▾

og:url tells the social platform which URL to count this share against. Without it, platforms use the literal URL the user pasted (which may include utm_* parameters, ref codes, etc.). Setting og:url to the canonical form keeps share-count attribution clean.

Source: Open Graph Protocol

The og:type tag helps social platforms categorize the content.

Why this matters

Default og:type is 'website' but the right value (article, product, profile) unlocks richer metadata fields and higher engagement.

Learn more ▾

og:type controls which other og: fields a platform respects. og:type=article enables og:article:published_time, author, and section — surfaced in news cards. og:type=product enables price/availability fields surfaced by Pinterest and shopping integrations. Default 'website' silently disables those.

Source: Open Graph Protocol

The og:site_name tag displays the website name in social previews.

Why this matters

Without og:site_name, social cards omit the brand attribution — users see the post but not who published it.

Learn more ▾

og:site_name appears in the social card chrome (above the title in Facebook/LinkedIn previews). Without it, posts read as anonymous URLs. Set it to your brand name to get free attribution on every share.

Source: Open Graph Protocol

Preview

www.kraken.com

Kraken: Buy and sell crypto securely

Buy, sell, trade, and store your cryptocurrencies on Kraken, a regulated and secure crypto trading platform .

WWW.KRAKEN.COM

Kraken: Buy and sell crypto securely

Buy, sell, trade, and store your cryptocurrencies on Kraken, a regulated and secure crypto trading platform .

Kraken: Buy and sell crypto securely

www.kraken.com

www.kraken.com

Kraken: Buy and sell crypto securely

Buy, sell, trade, and store your cryptocurrencies on Kraken, a regulated and secure crypto trading platform .

C
Brand Presence
Action
Site-name consistency, favicon, social image, meta tags, schema, and contact signals
REVIEW

Brand Presence

Your brand name differs across channels — visitors see inconsistent identity.

C

64/100

Site name appears as

Page titleKraken: Buy and sell crypto securely
og:site_name—
twitter:site@krakenfx
Organization.name—

Inconsistent — names differ across channels

Brand assets

Favicon

15/15

covers multiple sizes + apple-touch-icon

Social share image

20/20

og:image + twitter:image set

Meta completeness

20/20

Organization schema

4/15

Organization schema present but missing all recommended fields

Contact info discoverable

0/10

no contact info discoverable

Findings

  • Brand name differs across channels — users see inconsistent identity
  • Organization schema missing logo — add a logo property pointing to a square PNG
  • Organization schema missing url — point it at the canonical homepage
  • Consider adding contactPoint — helps appear in "contact us" rich results
  • No discoverable contact info — trust signal is weak, legal risk is higher in regulated regions

How consistently your brand appears across channels — shared link previews, structured data, favicon, contact info.

A+
Mixed Content
No mixed content detected — all resources use HTTPS.
PASS
No mixed content detected — all resources use HTTPS.
Info::
No mixed content detected — all resources use HTTPS
A
Structured Data
1 JSON-LD block(s) found — structured data is well configured.
PASS
1 JSON-LD block(s) found — structured data is well configured.
Warning::
Missing required property "name" for Organization
The "name" property is required for the Organization schema type.
Info::
Missing recommended property "url" for Organization
Adding "url" can improve how search engines display your content.
Info::
Missing recommended property "logo" for Organization
Adding "logo" can improve how search engines display your content.
Info::
Missing recommended property "sameAs" for Organization
Adding "sameAs" can improve how search engines display your content.

The "name" property is required for the Organization schema type.

Why this matters

Schema markup missing required properties is silently rejected by Google — your structured data appears in source but never as a rich result.

Learn more ▾

Each schema.org type has required properties (Article needs headline + author + datePublished; Product needs name + offers; etc.). Missing them means Google's rich-result eligibility check fails. The Search Console Rich Results Test surfaces specific gaps. Fix the missing property; rich results re-appear within hours.

Source: Google Search Central / schema.org

Adding "url" can improve how search engines display your content.

Why this matters

Recommended schema properties unlock richer SERP layouts — without them you get the basic rich result instead of the enhanced one.

Learn more ▾

Recommended properties expand what Google can render. E.g., adding aggregateRating to Product unlocks star ratings; adding image to Article unlocks the image-card variant. Each recommended property is a direct SERP-real-estate gain.

Source: Google Search Central / schema.org

Adding "logo" can improve how search engines display your content.

Why this matters

Recommended schema properties unlock richer SERP layouts — without them you get the basic rich result instead of the enhanced one.

Learn more ▾

Recommended properties expand what Google can render. E.g., adding aggregateRating to Product unlocks star ratings; adding image to Article unlocks the image-card variant. Each recommended property is a direct SERP-real-estate gain.

Source: Google Search Central / schema.org

Adding "sameAs" can improve how search engines display your content.

Why this matters

Recommended schema properties unlock richer SERP layouts — without them you get the basic rich result instead of the enhanced one.

Learn more ▾

Recommended properties expand what Google can render. E.g., adding aggregateRating to Product unlocks star ratings; adding image to Article unlocks the image-card variant. Each recommended property is a direct SERP-real-estate gain.

Source: Google Search Central / schema.org

JSON-LD Blocks

Block 1 : Organization
2 properties Valid
Missing required property: name
{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": [
        "Organization",
        "FinancialService"
      ],
      "@id": "https://www.kraken.com/#organization",
      "name": "Kraken",
      "legalName": "Payward, Inc.",
      "foundingDate": "2011",
      "url": "https://www.kraken.com/",
      "description": "Kraken is a global cryptocurrency exchange offering spot trading, derivatives, staking, institutional custody, and fiat on-ramps.",
      "areaServed": "Worldwide",
      "founder": [
        {
          "@type": "Person",
          "name": "Thanh Luu"
        },
        {
          "@type": "Person",
          "name": "Michael Gronager"
        },
        {
          "@type": "Person",
          "name": "Jesse Powell"
        }
      ],
      "knowsAbout": [
        "Cryptocurrency trading",
        "Bitcoin",
        "Ethereum",
        "Crypto derivatives",
        "Digital asset custody",
        "Staking",
        "Institutional crypto services"
      ],
      "logo": {
        "@type": "ImageObject",
        "@id": "https://www.kraken.com/#logo",
        "url": "https://assets.kraken.com/marketing/static/kraken-logo.jpg",
        "contentUrl": "https://assets.kraken.com/marketing/static/kraken-logo.jpg",
        "width": 900,
        "height": 900,
        "caption": "Kraken"
      },
      "image": {
        "@id": "https://www.kraken.com/#logo"
      },
      "sameAs": [
        "https://www.facebook.com/KrakenFX",
        "https://twitter.com/krakenfx",
        "https://www.youtube.com/@KrakenCryptoExchange",
        "https://en.wikipedia.org/wiki/Kraken_(cryptocurrency_exchange)",
        "https://www.linkedin.com/company/krakenfx",
        "https://www.instagram.com/krakenfx/",
        "https://www.reddit.com/r/Kraken",
        "https://www.tiktok.com/@krakenfx",
        "https://t.me/kraken_exchange_official",
        "https://discord.com/invite/krakenexchange",
        "https://apps.apple.com/us/app/kraken-buy-crypto-bitcoin/id1481947260",
        "https://play.google.com/store/apps/details?id=com.kraken.invest.app&hl=en_US"
      ],
      "contactPoint": {
        "@type": "ContactPoint",
        "url": "https://support.kraken.com/forms",
        "contactType": "Customer Service"
      },
      "address": {
        "@type": "PostalAddress",
        "streetAddress": "1603 Capitol Ave Suite 517B",
        "addressLocality": "Cheyenne",
        "addressRegion": "WY",
        "postalCode": "82001",
        "addressCountry": "US"
      },
      "hasCertification": [
        {
          "@type": "Certification",
          "@id": "https://www.kraken.com/#cert-iso-27001",
          "name": "ISO/IEC 27001:2022",
          "description": "Information Security Management System (ISMS) certification.",
          "url": "https://www.kraken.com/features/security"
        },
        {
          "@type": "Certification",
          "@id": "https://www.kraken.com/#cert-soc2-type1",
          "name": "SOC 2 Type 1 examination (custody and funding services)",
          "description": "SOC 2 Type 1 examination completed for custody and funding services.",
          "url": "https://blog.kraken.com/news/kraken-completes-soc-2-type-i-for-custody-and-funding-services"
        }
      ]
    },
    {
      "@type": "Service",
      "@id": "https://www.kraken.com/#service-institutional-custody",
      "name": "Institutional-grade qualified custody offering",
      "provider": {
        "@id": "https://www.kraken.com/#organization"
      },
      "hasCertification": [
        {
          "@type": "Certification",
          "@id": "https://www.kraken.com/#cert-soc2-type2",
          "name": "SOC 2 Type 2 compliance examination (institutional-grade qualified custody offering)",
          "description": "SOC 2 Type 2 compliance examination for the institutional-grade qualified custody offering.",
          "url": "https://blog.kraken.com/product/security/soc-2-type-2"
        }
      ]
    },
    {
      "@type": "WebSite",
      "@id": "https://www.kraken.com/#website",
      "url": "https://www.kraken.com/",
      "name": "Kraken",
      "alternateName": "Kraken Exchange",
      "description": "Buy, sell, trade and learn about crypto on Kraken — the simple, powerful crypto platform that grows with you.",
      "publisher": {
        "@id": "https://www.kraken.com/#organization"
      },
      "potentialAction": {
        "@type": "SearchAction",
        "target": {
          "@type": "EntryPoint",
          "urlTemplate": "https://www.kraken.com/search?q={query}"
        },
        "query": "required"
      }
    },
    {
      "@type": "BreadcrumbList",
      "@id": "https://www.kraken.com/#breadcrumb",
      "itemListElement": [
        {
          "@type": "ListItem",
          "position": 1,
          "name": "Kraken.com",
          "item": "https://www.kraken.com/"
        }
      ]
    },
    {
      "@type": "WebPage",
      "@id": "https://www.kraken.com/#webpage",
      "url": "https://www.kraken.com/",
      "name": "Kraken: Buy and sell crypto securely ",
      "description": "Buy, sell, trade, and store your cryptocurrencies on Kraken, a regulated and secure crypto trading platform .",
      "isPartOf": {
        "@id": "https://www.kraken.com/#website"
      },
      "publisher": {
        "@id": "https://www.kraken.com/#organization"
      },
      "breadcrumb": {
        "@id": "https://www.kraken.com/#breadcrumb"
      }
    }
  ]
}
All checks on this page are automated. Results are estimates - run targeted manual reviews when the score affects a release decision.

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