GUIDE
Structured data for an expert and service website
Structured data describes the page and the entities it contains in a machine-readable form. Start with the information visitors can verify: the person, the organisation, the service and the published content.
Decide what the page represents
The homepage introduces the website and its main subject. An about page describes the expert. A service page describes an offering, and a guide explains a topic. Choose the types that describe those roles.
For example, the profile can use ProfilePage with a Person as its main entity. A service page can connect WebPage and Service. A published guide can connect WebPage and Article. Ordinary legal pages can remain WebPage.
Give the entities stable identities
A stable @id identifies an entity across the graph. Reuse the same Person for the expert profile and articles by that person. Connect the website publisher and employer according to their actual roles.
Keep the person’s identity consistent across language versions while each page has its own language and URL. A translated biography describes the same person. The website and a single page need distinct identities.
Match the visible information
Use the name, role, biography and verified profile links that the website actually presents. Add education, qualifications or organisations only when supported and relevant. Check that an update to the visible profile is reflected in the graph.
For services, describe the scope and provider accurately. For articles, use the actual author and publication and modification dates. A rating, price, review or event requires genuine supporting content and the appropriate context.
Connect the page with its context
A page can be part of the website and link to its main entity. Breadcrumbs describe the visible navigation hierarchy. An article connects to its author and the page on which it appears. A service connects to the real provider and contact route.
The internal linking guide covers the visible routes between pages. Schema supplements that navigation and content with explicit relationships.
Keep language and canonical URLs aligned
Give each translated page its own canonical URL and language value. Use the final published address in the page node, mainEntityOfPage references and breadcrumbs. Keep the shared person and organisation identifiers stable.
When changing the homepage or a slug, inspect canonical tags, hreflang, the sitemap and structured data together. Multilingual SEO explains how equivalent pages relate to one another.
Use one coordinated implementation
When an SEO plugin produces the main graph, extend that graph through the supported integration points. Check whether another plugin or the theme also outputs competing definitions. Assign one responsibility for each entity.
Test the resulting source for valid JSON and consistent references. Use Schema.org validation for vocabulary and Google’s Rich Results Test for Google-supported features. Review the visible content as part of the check, then repeat it after a template or plugin change.
Apply schema within a broader review
Record missing entities, broken references and mismatched details with the page that needs changing. Prioritise the profile, core services, guides and contact information.
Technical SEO checks the implementation with the page structure. GEO and AI search work also considers how company information, expertise and useful answers fit together.
Sources
YOUR NEXT STEP
Get help with your technical SEO question.
Share the affected page and what you have noticed. We can work through crawling, indexing, site structure or performance.