Fired Earth
(https://firedearth.com) 📸 Data Snapshot: May 30, 2026Inspect the JSON-LD. Is there an Organization or Person schema, and does it carry sameAs links to real external profiles (LinkedIn, socials)? Missing schema or no identity declaration signals an anonymous entity.
Authority is established through association with external designers (Nina Campbell, Bert & May), but there are technical gaps in the digital footprint. While these figures are mentioned in H5 tags, the schema_json lacks Person schema or sameAs links to verify these professional partnerships or the founders’ expertise. The technical implementation of the heading hierarchy is clean, but the absence of granular expert schema for the ‘Artisan Makers’ mentioned in the text prevents a perfect authority score. The brand relies on ‘Heritage’ (40 years claim) as a proxy for authority without providing individual team credentials.
The brand makes broad performance claims regarding its status as ‘the most trusted name in wall tiles’ and its use of ‘specialist producers across the world’ without providing a portfolio of named projects. There are no ‘before and after’ case studies or links to specific architectural projects that demonstrate the tiles in a ‘real home’ beyond staged product photography. While SKU density is high, the claim of ‘matching your culinary creativity’ is a vague marketing assertion that remains unsubstantiated by actual user outcomes. The disconnect is minor but present, as the site proves it sells products but not that it ‘transforms’ spaces.
Identity & Authority is read from the structured data first: whether the site declares who it is in machine-readable schema, with verifiable identity links. Below is the schema captured per page, then the external proof links that support (or fail to support) that identity.
🔗 Identity & Technical Layer — schema JSON-LD: identity chains, entity gaps
Homepage schema
[
{
"@context": "http://schema.org",
"@type": "Organization",
"name": "Fired Earth",
"logo": "https://www.firedearth.com/cdn/shop/files/FiredEarth.svg?v=1740405537&width=214",
"sameAs": [
"",
"https://www.facebook.com/FiredEarth",
"https://www.pinterest.com/firedearth/",
"https://www.instagram.com/firedearthuk/",
"https://www.tiktok.com/@firedearthuk",
"",
"",
"",
""
],
"url": "https://www.firedearth.com"
},
{
"@context": "http://schema.org",
"@type": "WebSite",
"name": "Fired Earth",
"potentialAction": {
"@type": "SearchAction",
"target": "https://www.firedearth.com/search?q={search_term_string}",
"query-input": "required name=search_term_string"
},
"url": "https://www.firedearth.com"
}
]
/collections/floor-tiles/
[
{
"@context": "http://schema.org",
"@type": "Organization",
"name": "Fired Earth",
"logo": "https://www.firedearth.com/cdn/shop/files/FiredEarth.svg?v=1740405537&width=214",
"sameAs": [
"",
"https://www.facebook.com/FiredEarth",
"https://www.pinterest.com/firedearth/",
"https://www.instagram.com/firedearthuk/",
"https://www.tiktok.com/@firedearthuk",
"",
"",
"",
""
],
"url": "https://www.firedearth.com"
},
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://www.firedearth.com/"
},
{
"@type": "ListItem",
"position": 2,
"name": "Floor Tiles"
}
]
}
]
/collections/kitchen-tiles/
[
{
"@context": "http://schema.org",
"@type": "Organization",
"name": "Fired Earth",
"logo": "https://www.firedearth.com/cdn/shop/files/FiredEarth.svg?v=1740405537&width=214",
"sameAs": [
"",
"https://www.facebook.com/FiredEarth",
"https://www.pinterest.com/firedearth/",
"https://www.instagram.com/firedearthuk/",
"https://www.tiktok.com/@firedearthuk",
"",
"",
"",
""
],
"url": "https://www.firedearth.com"
},
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://www.firedearth.com/"
},
{
"@type": "ListItem",
"position": 2,
"name": "Kitchen Tiles"
}
]
}
]
/collections/wall-tiles/
[
{
"@context": "http://schema.org",
"@type": "Organization",
"name": "Fired Earth",
"logo": "https://www.firedearth.com/cdn/shop/files/FiredEarth.svg?v=1740405537&width=214",
"sameAs": [
"",
"https://www.facebook.com/FiredEarth",
"https://www.pinterest.com/firedearth/",
"https://www.instagram.com/firedearthuk/",
"https://www.tiktok.com/@firedearthuk",
"",
"",
"",
""
],
"url": "https://www.firedearth.com"
},
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://www.firedearth.com/"
},
{
"@type": "ListItem",
"position": 2,
"name": "Wall Tiles"
}
]
},
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [
{
"@type": "Question",
"name": "What are wall tiles and how do they differ from floor tiles?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Wall tiles are ceramic, porcelain or natural stone tiles made for vertical surfaces. They're typically lighter and finished for visual appeal rather than underfoot durability. Some porcelain tiles work on both walls and floors, so it's always worth checking the product specification before you commit."
}
},
{
"@type": "Question",
"name": "What are the best wall tiles for a bathroom?",
"acceptedAnswer": {
"@type": "Answer",
"text": "The best wall tiles for a bathroom are ones with a water-resistant, non-porous finish. Glazed ceramic and porcelain are both excellent choices. Our bathroom wall tile collections combine practicality with considered design: from soft neutrals to bold patterned tiles, all holding up well in humid conditions."
}
},
{
"@type": "Question",
"name": "Are wall tiles suitable for a kitchen splashback?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Wall tiles are an ideal choice for a kitchen splashback. Glazed ceramic and porcelain are heat-resistant, easy to clean and hardwearing. Pick a finish that works with your cabinetry and our team can help you get the balance of practicality and character right."
}
},
{
"@type": "Question",
"name": "How do I calculate how many wall tiles I need?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Measure the height and width of each wall area in metres and multiply to get the square meterage. Then add 10 to 15 per cent for cuts and wastage. Not sure where to start? Our online guidance can walk you through it."
}
},
{
"@type": "Question",
"name": "What is the difference between ceramic and porcelain wall tiles?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Ceramic and porcelain wall tiles are both fired clay, but porcelain is denser, less porous and more hardwearing. Ceramic is lighter and easier to cut, making it a practical wall tile choice. Porcelain suits both walls and floors. Our product descriptions tell you which applies to each tile in our collection."
}
}
]
}
]
🛡️ Trust Signals — external proof links that back the declared identity
| Page | Reviews | Proof links |
|---|---|---|
| / (home) | 0 | 3 |
| /collections/floor-tiles/ | 0 | 3 |
| /collections/kitchen-tiles/ | 0 | 3 |
| /collections/wall-tiles/ | 0 | 3 |
This page presents a snapshot of public data from Fired Earth, captured on May 30, 2026, to show how machine logic reads Identity & Authority signals into an AI reputation evaluation.
Purpose: This data is presented under “Fair Use” for the purpose of independent signal analysis, allowing readers to see the raw signals behind the reputation score.
Notice to Fired Earth: This analysis is part of a non-adversarial audit conducted by 1 Euro SEO. The results are intended as professional feedback to help improve any website’s machine-readability and authority signals. The evaluation is free, and any company can request a fresh audit at any time.
Any company can use the insights for free and improve its voice. When a company has updated its content, it can always submit a new audit request, which will be reflected in a new current score.
To all users: You are encouraged to visit the live site at https://firedearth.com to view the most current version of its content and see directly what this company is about and what it offers.