The Sydney Morning Herald
(https://www.smh.com.au) 📸 Data Snapshot: May 16, 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 well-established through the use of specific named journalists and expert contributors like ‘Peter Hartcher’ (Political and international editor) and ‘Andrew Johns’ (League columnist). Schema identity is strong, utilizing NewsMediaOrganization and Organization types with appropriate publisher metadata. There are no significant authority gaps; however, the lack of sameAs links to individual journalist LinkedIn or professional profiles within the provided structured data is a minor missed opportunity for technical authority mapping.
There is no disconnect between claims and performance because the site does not make bold marketing performance claims (‘we are the best’); instead, it demonstrates capability through the volume and specificity of its reporting. The ‘Signal’ (we provide news) is the ‘Substance’ (the news itself). Bold editorial assertions are labeled as ‘Opinion’ or ‘Perspective’, maintaining a clear distinction from hard news reporting.
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": "WebPage",
"name": "Australian Breaking News Headlines & World News Online | SMH.com.au",
"publisher": {
"@type": "Organization",
"logo": {
"@type": "ImageObject",
"height": "628",
"url": "https://www.smh.com.au/assets/smh.png",
"width": "1200"
},
"name": "The Sydney Morning Herald"
},
"thumbnailUrl": "https://www.smh.com.au/assets/smh.png",
"isAccessibleForFree": false,
"hasPart": {
"@type": "WebPageElement",
"isAccessibleForFree": false,
"cssSelector": ".paywall"
},
"isPartOf": {
"@type": [
"CreativeWork",
"Product"
],
"name": "The Sydney Morning Herald",
"productID": "smh.com.au:webonly"
}
}
/topic/nrl-2026-6i10/
{
"@context": "https://schema.org",
"@type": "WebPage",
"name": "Topic | NRL 2026 | The Sydney Morning Herald",
"publisher": {
"@type": "NewsMediaOrganization",
"logo": {
"@type": "ImageObject",
"height": 628,
"url": "https://www.smh.com.au/metro-assets/assets/static/smh.png",
"width": 1200
},
"name": "The Sydney Morning Herald"
},
"thumbnailUrl": "https://www.smh.com.au/metro-assets/assets/static/smh.png",
"isAccessibleForFree": false,
"isPartOf": {
"@type": [
"CreativeWork",
"Product"
],
"name": "The Sydney Morning Herald",
"productID": "smh.com.au:webonly"
}
}
/sport/nrl/
{
"@context": "http://schema.org",
"@type": "WebPage",
"name": "NRL | Team and Player News, Live Coverage, Results, Fixtures, Tips and Analysis | The Sydney Morning Herald",
"publisher": {
"@type": "Organization",
"logo": {
"@type": "ImageObject",
"height": "628",
"url": "https://www.smh.com.au/assets/smh.png",
"width": "1200"
},
"name": "The Sydney Morning Herald"
},
"thumbnailUrl": "https://www.smh.com.au/assets/smh.png",
"isAccessibleForFree": false,
"hasPart": {
"@type": "WebPageElement",
"isAccessibleForFree": false,
"cssSelector": ".paywall"
},
"isPartOf": {
"@type": [
"CreativeWork",
"Product"
],
"name": "The Sydney Morning Herald",
"productID": "smh.com.au:webonly"
}
}
/sydney-news/
{
"@context": "http://schema.org",
"@type": "WebPage",
"name": "Sydney | Local News, Weather, Traffic, Guides & Opinion | The Sydney Morning Herald",
"publisher": {
"@type": "Organization",
"logo": {
"@type": "ImageObject",
"height": "628",
"url": "https://www.smh.com.au/assets/smh.png",
"width": "1200"
},
"name": "The Sydney Morning Herald"
},
"thumbnailUrl": "https://www.smh.com.au/assets/smh.png",
"isAccessibleForFree": false,
"hasPart": {
"@type": "WebPageElement",
"isAccessibleForFree": false,
"cssSelector": ".paywall"
},
"isPartOf": {
"@type": [
"CreativeWork",
"Product"
],
"name": "The Sydney Morning Herald",
"productID": "smh.com.au:webonly"
}
}
/politics/
{
"@context": "http://schema.org",
"@type": "WebPage",
"name": "Politics | Federal State & International Politics Breaking News & Analysis | The Sydney Morning Herald",
"publisher": {
"@type": "Organization",
"logo": {
"@type": "ImageObject",
"height": "628",
"url": "https://www.smh.com.au/assets/smh.png",
"width": "1200"
},
"name": "The Sydney Morning Herald"
},
"thumbnailUrl": "https://www.smh.com.au/assets/smh.png",
"isAccessibleForFree": false,
"hasPart": {
"@type": "WebPageElement",
"isAccessibleForFree": false,
"cssSelector": ".paywall"
},
"isPartOf": {
"@type": [
"CreativeWork",
"Product"
],
"name": "The Sydney Morning Herald",
"productID": "smh.com.au:webonly"
}
}
/business/
{
"@context": "http://schema.org",
"@type": "WebPage",
"name": "Business | Economy, Finance & ASX Market News | The Sydney Morning Herald",
"publisher": {
"@type": "Organization",
"logo": {
"@type": "ImageObject",
"height": "628",
"url": "https://www.smh.com.au/assets/smh.png",
"width": "1200"
},
"name": "The Sydney Morning Herald"
},
"thumbnailUrl": "https://www.smh.com.au/assets/smh.png",
"isAccessibleForFree": false,
"hasPart": {
"@type": "WebPageElement",
"isAccessibleForFree": false,
"cssSelector": ".paywall"
},
"isPartOf": {
"@type": [
"CreativeWork",
"Product"
],
"name": "The Sydney Morning Herald",
"productID": "smh.com.au:webonly"
}
}
🛡️ Trust Signals — external proof links that back the declared identity
| Page | Reviews | Proof links |
|---|---|---|
| / (home) | 107 | 1 |
| /topic/nrl-2026-6i10/ | 3 | 1 |
| /sport/nrl/ | 13 | 1 |
| /sydney-news/ | 13 | 1 |
| /politics/ | 13 | 1 |
| /business/ | 62 | 1 |
This page presents a snapshot of public data from The Sydney Morning Herald, captured on May 16, 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 The Sydney Morning Herald: 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://www.smh.com.au to view the most current version of its content and see directly what this company is about and what it offers.