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https://scmp.com

Content

· 5 checks — Internal links, mixed-content guards, Open Graph previews, and structured data rolled into one auditable list.
SCORE
85
GRADE
B
FIX
1
REVIEW
1
PASS
3
INFO
0
Checks
5
3 PASS 1 REVIEW 1 FIX
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

69/100

Site name appears as

Page titleSouth China Morning Post
og:site_nameSouth China Morning Post
twitter:site@SCMPNews
Organization.nameSouth China Morning Post

Inconsistent — names differ across channels

Brand assets

Favicon

15/15

covers multiple sizes + apple-touch-icon

Social share image

14/20

og:image set; twitter:image missing

Meta completeness

20/20

Organization schema

15/15

has name, logo + url

Contact info discoverable

0/10

no contact info discoverable

Findings

  • Brand name differs across channels — users see inconsistent identity
  • Add twitter:image — Twitter falls back to og:image only when it's larger than 300×157
  • 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
Open Graph
Open Graph tags are well configured for social sharing.
PASS
Open Graph tags are well configured for social sharing.
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-v2.i-scmp.com/production/_next/static/media/default-image.d95a029f.png
Info::
og:title is long (79 characters)
Titles over 60 characters may be truncated in social sharing previews.
Got: 79 chars Expected: 25–60 chars
URL: https://assets-v2.i-scmp.com/production/_next/static/media/default-image.d95a029f.png

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

URL: 79 chars

Titles over 60 characters may be truncated in social sharing previews.

Expected: 25–60 chars
Why this matters

og:title borderline-too-long — Facebook/LinkedIn may truncate. Aim for ~60-70 characters max.

Source: Open Graph Protocol

Preview

scmp.com

Breaking China, Asia, HK News, Opinions and Insights | South China Morning Post

News, opinions, infographics and videos on China issues: geopolitics, diplomacy, economy, technology and lifestyle.

Preview quality · Twitter/X B · 80/100

Title will be truncated (79 chars / 70 max)

  • twitter:card — summary
  • twitter:title — falling back from og:title
  • twitter:description — falling back from og:description
  • twitter:image — falling back from og:image

  • Title will be truncated on Twitter/X (79 chars, max 70)

    → Shorten the title to ≤70 characters

SCMP.COM

Breaking China, Asia, HK News, Opinions and Insights | South China Morning Post

News, opinions, infographics and videos on China issues: geopolitics, diplomacy, economy, technology and lifestyle.

Preview quality · Facebook A+ · 95/100

Title will be truncated (79 chars / 60 max)

  • og:title — Breaking China, Asia, HK News, Opinions and Insights | South China Morning Post
  • og:description — News, opinions, infographics and videos on China issues: geopolitics, diplomacy, economy, technology and lifestyle.
  • og:image — https://assets-v2.i-scmp.com/production/_next/static/media/default-image.d95a029f.png
  • og:type — website
  • og:url — https://www.scmp.com/
  • og:site_name — South China Morning Post

  • Title will be truncated on Facebook (79 chars, max 60)

    → Shorten og:title to ≤60 characters

Breaking China, Asia, HK News, Opinions and Insights | South China Morning Post

scmp.com

Preview quality · LinkedIn A+ · 100/100
  • og:title — Breaking China, Asia, HK News, Opinions and Insights | South China Morning Post
  • og:description — News, opinions, infographics and videos on China issues: geopolitics, diplomacy, economy, technology and lifestyle.
  • og:image — https://assets-v2.i-scmp.com/production/_next/static/media/default-image.d95a029f.png

scmp.com

Breaking China, Asia, HK News, Opinions and Insights | South China Morning Post

News, opinions, infographics and videos on China issues: geopolitics, diplomacy, economy, technology and lifestyle.

Preview quality · Slack A+ · 100/100
  • og:title — Breaking China, Asia, HK News, Opinions and Insights | South China Morning Post
  • og:description — News, opinions, infographics and videos on China issues: geopolitics, diplomacy, economy, technology and lifestyle.
  • og:image — https://assets-v2.i-scmp.com/production/_next/static/media/default-image.d95a029f.png

Social preview quality

Averaged across Twitter/X, Facebook, LinkedIn, and Slack.

A · 93/100
FieldTwitter/XFacebookLinkedInSlack
og:title
og:description
og:image
og:type
og:url
og:site_name
twitter:card———
twitter:title⚠———
twitter:description⚠———
twitter:image⚠———
A+
Structured Data
25 JSON-LD block(s) found — structured data is well configured.
PASS
25 JSON-LD block(s) found — structured data is well configured.
Info::
Missing recommended property "description" for WebSite
Adding "description" can improve how search engines display your content.
Info::
Custom type "NewsMediaOrganization" — unable to validate specific properties
Info::
22 blocks of custom type "ImageObject" — unable to validate specific properties
Info::
25 JSON-LD blocks found

Adding "description" 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
8 properties Valid
{
  "@context": "https://schema.org",
  "@id": "https://www.scmp.com#organization",
  "@type": "Organization",
  "contactPoint": {
    "@type": "ContactPoint",
    "contactType": "customer support",
    "telephone": "+852-2680-8888"
  },
  "logo": "https://assets-v2.i-scmp.com/production/icons/scmp-icon-512x512.png",
  "name": "South China Morning Post",
  "sameAs": [
    "https://www.facebook.com/southchinamorningpost/",
    "https://twitter.com/SCMPNews",
    "https://www.youtube.com/southchinamorningpost",
    "https://www.linkedin.com/company/south-china-morning-post",
    "https://www.instagram.com/scmpnews",
    "https://plus.google.com/b/109548181662196012156/+SouthChinaMorningPostSCMP"
  ],
  "url": "https://www.scmp.com"
}
Block 2 : NewsMediaOrganization
16 properties Valid
{
  "@context": "https://schema.org",
  "@type": "NewsMediaOrganization",
  "address": "19/F Tower One, Times Square, 1 Matheson Street, Causeway Bay, Hong Kong",
  "correctionsPolicy": "https://www.scmp.com/policies-and-standards",
  "description": "First published in 1903, South China Morning Post is Hong Kong's premier English language newspaper and has the city's most affluent and influential readership. With a reputation for authoritative, influential and independent reporting on Hong Kong and China. The newspaper is supported with its online publication scmp.com and its Sunday edition, Sunday Morning Post.",
  "diversityPolicy": "https://www.scmp.com/policies-and-standards",
  "ethicsPolicy": "https://www.scmp.com/policies-and-standards",
  "foundingDate": "1903-11-06",
  "logo": "https://assets-v2.i-scmp.com/production/icons/scmp-icon-512x512.png",
  "masthead": "https://www.scmp.com/policies-and-standards",
  "name": "South China Morning Post",
  "sameAs": [
    "https://en.wikipedia.org/wiki/South_China_Morning_Post",
    "https://www.facebook.com/scmp",
    "https://x.com/SCMPNews",
    "https://www.instagram.com/scmpnews",
    "https://www.youtube.com/southchinamorningpost",
    "https://www.linkedin.com/company/south-china-morning-post"
  ],
  "telephone": "+852-2680-8888",
  "unnamedSourcesPolicy": "https://www.scmp.com/policies-and-standards",
  "url": "https://www.scmp.com",
  "verificationFactCheckingPolicy": "https://www.scmp.com/policies-and-standards"
}
Block 3 : WebSite
5 properties Valid
{
  "@context": "https://schema.org",
  "@type": "WebSite",
  "name": "South China Morning Post",
  "potentialAction": {
    "@type": "SearchAction",
    "query-input": "required name=search_term_string",
    "target": {
      "@type": "EntryPoint",
      "urlTemplate": "https://www.scmp.com/search/{search_term_string}"
    }
  },
  "url": "https://www.scmp.com"
}
Block 4 : ImageObject
3 properties Valid
{
  "@context": "https://schema.org",
  "@type": "ImageObject",
  "url": "https://cdn.i-scmp.com/sites/default/files/d8/images/canvas/2026/04/15/89120dba-3fd0-4ad1-b22c-6283832ea326_89fad403.jpg"
}
Block 5 : ImageObject
3 properties Valid
{
  "@context": "https://schema.org",
  "@type": "ImageObject",
  "url": "https://cdn.i-scmp.com/sites/default/files/d8/images/canvas/2026/04/15/257a41a4-1ffe-4341-aab4-4039882601e1_966b4187.jpg"
}
Block 6 : ImageObject
3 properties Valid
{
  "@context": "https://schema.org",
  "@type": "ImageObject",
  "url": "https://cdn.i-scmp.com/sites/default/files/d8/images/canvas/2026/04/15/b71f09d8-9e6c-4602-8f8a-763947623a16_5decd7e4.jpg"
}
Block 7 : ImageObject
3 properties Valid
{
  "@context": "https://schema.org",
  "@type": "ImageObject",
  "url": "https://cdn.i-scmp.com/sites/default/files/d8/images/canvas/2026/03/30/df1817d3-3999-43b1-b177-1a7b22fdec0e_1b29380f.jpg"
}
Block 8 : ImageObject
3 properties Valid
{
  "@context": "https://schema.org",
  "@type": "ImageObject",
  "url": "https://cdn.i-scmp.com/sites/default/files/d8/images/canvas/2026/04/15/b0c52eae-4dde-4543-b120-bf5f471516b4_4fc3da33.jpg"
}
Block 9 : ImageObject
3 properties Valid
{
  "@context": "https://schema.org",
  "@type": "ImageObject",
  "url": "https://cdn.i-scmp.com/sites/default/files/d8/images/canvas/2026/04/15/2adc7384-1403-441b-9cae-343bbae0375e_011343e8.jpg"
}
Block 10 : ImageObject
3 properties Valid
{
  "@context": "https://schema.org",
  "@type": "ImageObject",
  "url": "https://cdn.i-scmp.com/sites/default/files/d8/images/canvas/2026/04/16/831cab92-31c1-4458-9116-c031e3a3a73e_ddf7e847.jpg"
}
Block 11 : ImageObject
3 properties Valid
{
  "@context": "https://schema.org",
  "@type": "ImageObject",
  "url": "https://cdn.i-scmp.com/sites/default/files/d8/images/canvas/2026/04/14/9131c02b-f9b2-4f7e-88be-20b9f32dcd1d_82e6096a.jpg"
}
Block 12 : ImageObject
3 properties Valid
{
  "@context": "https://schema.org",
  "@type": "ImageObject",
  "url": "https://cdn.i-scmp.com/sites/default/files/d8/images/canvas/2026/04/15/c32aea8a-1eff-4c3a-be7c-1774ea807696_4c2a3cd4.jpg"
}
Block 13 : ImageObject
3 properties Valid
{
  "@context": "https://schema.org",
  "@type": "ImageObject",
  "url": "https://img.i-scmp.com/cdn-cgi/image/fit=contain,width=40,format=auto/sites/default/files/styles/300x300/public/d8/images/author/pic/2024/01/18/headshot-gb.jpg?itok=8zAnuW-M&v=1705547277"
}
Block 14 : ImageObject
3 properties Valid
{
  "@context": "https://schema.org",
  "@type": "ImageObject",
  "url": "https://img.i-scmp.com/cdn-cgi/image/fit=contain,width=40,format=auto/sites/default/files/styles/300x300/public/d8/images/author/pic/2022/10/13/Photo Murialdo Bruno James Spellman.jpg?itok=5nUWNo0M&v=1665627818"
}
Block 15 : ImageObject
3 properties Valid
{
  "@context": "https://schema.org",
  "@type": "ImageObject",
  "url": "https://img.i-scmp.com/cdn-cgi/image/fit=contain,width=40,format=auto/sites/default/files/styles/300x300/public/d8/images/author/pic/2024/01/28/Jeffrey-Wu.jpg?itok=AJTV2D9N&v=1721958088"
}
Block 16 : ImageObject
3 properties Valid
{
  "@context": "https://schema.org",
  "@type": "ImageObject",
  "url": "https://img.i-scmp.com/cdn-cgi/image/fit=contain,width=40,format=auto/sites/default/files/styles/300x300/public/alex-lo.png?itok=BFXprYPK"
}
Block 17 : ImageObject
3 properties Valid
{
  "@context": "https://schema.org",
  "@type": "ImageObject",
  "url": "https://img.i-scmp.com/cdn-cgi/image/fit=contain,width=40,format=auto/sites/default/files/styles/300x300/public/images/author/pic/2019/02/21/scmp_letters.png?itok=FRph0Rew"
}
Block 18 : ImageObject
3 properties Valid
{
  "@context": "https://schema.org",
  "@type": "ImageObject",
  "url": "https://cdn.i-scmp.com/sites/default/files/d8/galleries/2026/04/16/Harry1604.jpg"
}
Block 19 : ImageObject
3 properties Valid
{
  "@context": "https://schema.org",
  "@type": "ImageObject",
  "url": "https://cdn.i-scmp.com/sites/default/files/d8/images/canvas/2026/04/08/76c528e5-c43e-4c84-9908-6bd361ffc2a3_9a36c26b.jpg"
}
Block 20 : ImageObject
3 properties Valid
{
  "@context": "https://schema.org",
  "@type": "ImageObject",
  "url": "https://cdn.i-scmp.com/sites/default/files/d8/images/canvas/2026/04/12/79a3335a-b640-4b74-aa0d-44ff605292f7_de46a195.jpg"
}
Block 21 : ImageObject
3 properties Valid
{
  "@context": "https://schema.org",
  "@type": "ImageObject",
  "url": "https://cdn.i-scmp.com/sites/default/files/d8/images/canvas/2026/03/24/563989b2-4e0f-4c5b-8882-75f8dc2e2059_6dfac9b5.jpg"
}
Block 22 : ImageObject
3 properties Valid
{
  "@context": "https://schema.org",
  "@type": "ImageObject",
  "url": "https://cdn.i-scmp.com/sites/default/files/d8/images/canvas/2026/04/14/13695d0d-9339-46b7-9c61-62b613fa02ec_d4c5391a.jpg"
}
Block 23 : ImageObject
3 properties Valid
{
  "@context": "https://schema.org",
  "@type": "ImageObject",
  "url": "https://cdn.i-scmp.com/sites/default/files/d8/images/canvas/2026/04/15/90194b5e-7384-48b0-bfdd-f51a3a8bc0f7_89e5e493.jpg"
}
Block 24 : ImageObject
3 properties Valid
{
  "@context": "https://schema.org",
  "@type": "ImageObject",
  "url": "https://cdn.i-scmp.com/sites/default/files/d8/images/canvas/2026/04/14/bb27e40f-b228-407d-a8ea-bbaa7d8d58d5_7454235b.jpg"
}
Block 25 : ImageObject
3 properties Valid
{
  "@context": "https://schema.org",
  "@type": "ImageObject",
  "url": "https://cdn.i-scmp.com/sites/default/files/d8/images/canvas/2026/04/08/76c528e5-c43e-4c84-9908-6bd361ffc2a3_9a36c26b.jpg"
}
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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