Do not start with schema
Good structured data starts with a clear page. If a name, service, author or location is vague in the visible content, markup cannot repair it.
Map the real entities and relationships first. Then add a machine-readable layer from the same content source.
Google recommends publishing fewer properties that are complete and accurate. More markup is not automatically better when visible content and JSON-LD do not match.
The most useful building blocks
For a service business, Organization, Person, WebSite, Service, CreativeWork, BlogPosting and BreadcrumbList are usually enough.
- Use stable @id references
- Mark up visible facts only
- Never invent reviews or results
- Validate after every content change
Maintenance creates the value
The best implementation is not the largest graph, but a model that stays correct automatically when a case, author or service changes.
Primary sources
The factual and technical claims in this article were checked against these sources.
