Schema and structured data
What is schema markup and why does it matter?
Schema markup is structured data, usually JSON-LD, that labels what a page is so search engines and LLMs read it correctly instead of guessing. It defines your organization, articles, products, and people, and how they connect. Done once at the template level, it makes every page machine-readable; done badly, it sends conflicting signals.
Your pages render fine to a human, but the invisible code underneath tells Google and the LLMs something muddled, or three contradictory things at once. That confusion is why your rich results never show and your brand never gets read as one entity.
A JSON-LD audit reads every template, finds the duplicate and conflicting emissions, fixes the fractured author and organization URLs, then moves the correct markup into the template stack so every new page inherits it with no ongoing work.
What the schema work actually covers
Not marking up everything for its own sake. The structured-data layer that decides whether Google and the LLMs understand what your pages are, who is behind them, and how they connect, reconciled so there is one clean answer per page.
- Full JSON-LD audit. every template read for what it emits, what is missing, and what is malformed, against what Google and answer engines can actually use today.
- Duplicate and conflict reconciliation. the three plugins and the theme all emitting Organization or Article schema with different values, collapsed to one source of truth.
- Author-URL fracture fixes. the same person published under four different identifiers, stitched into one consistent author entity Google and LLMs can resolve.
- Entity and connection modelling. Organization, Person, Product, Article and the sameAs and links between them, so your brand reads as one connected thing, not scattered fragments.
- Template-level instruction doc. a precise spec your developer implements once, written so the markup lives in the template, not in every post.
- Health automation. the checks that catch a future plugin update silently breaking the markup, so it stays clean long after I am gone.
How a schema engagement runs
Audit first, then fix at the source. The win is almost never adding more markup, it is removing the conflicting copies and putting the right version where every page inherits it.
- Audit. a full read of the JSON-LD across every template, scored by what is breaking comprehension versus what is merely missing.
- Reconcile. the duplicate and contradictory emissions collapsed to one clean source, the author and organization identities unified.
- Template. the corrected markup specced into the template stack, so it is set up once and every new piece of content inherits it automatically.
- Hand over. the instruction doc plus the health automation that flags drift, so your team keeps the markup clean with zero ongoing effort.
When schema work is the right call
A site running on WordPress or a stack where an SEO plugin, the theme, and a page builder all emit their own schema, so the structured data quietly contradicts itself. A brand that wants to be a clean, resolvable entity for LLMs as much as for Google. A team that has watched its rich results disappear and cannot see why, because the cause is invisible in the rendered page.
It is the wrong call as a first move if your pages cannot be crawled or rendered in the first place, since perfect schema on a page Google never reaches changes nothing. In that case I will say so, and we start with the technical foundation. Schema is the highest-return work once crawling and rendering are sound, not before.
Common questions
- Will adding schema get me rich results and more clicks?
- Sometimes, but that is not the main reason to do it. Google has retired many rich results, and FAQ and HowTo markup no longer earn snippets. The durable value is comprehension: clean structured data tells Google and LLMs exactly what your page is and how your entity connects, which is what gets you understood and cited.
- My SEO plugin already adds schema. Why pay for this?
- Because the plugin, your theme, and any page builder often each emit their own schema with different values, and the conflict confuses crawlers more than no markup would. The work is reconciling those into one clean source at the template level, not adding another emitter to the pile.
- Does this need to be redone for every new page?
- No, and that is the point. The markup is set up once in your template stack, so every new post, product, or page inherits the corrected structured data automatically with zero ongoing work. You get an instruction doc and health automation so it stays clean after I hand over.
What you get back
- One clean sourceduplicate and conflicting markup collapsed to a single version per page
- Set once, inheritedthe corrected schema baked into your templates, so new content needs no extra work