Schema Selection Framework

Overview

Choose and implement the structured data that actually helps engines and AI understand and trust a page.

Business problem

Schema is added by plugin defaults or omitted, so pages miss the machine-readable signals that aid understanding.

Decision supported

Which schema types to add to a given page and why.

Inputs & outputs

Step-by-step process

1. 1
   Classify the page

   Identify what the page is: article, product, FAQ, organisation, person.

2. 2
   Select types

   Choose the schema that genuinely describes it, not everything possible.

3. 3
   Describe entities

   Mark up the real entities and their relationships.

4. 4
   Validate

   Test the markup and keep it error-free.

Maturity model

1. L1
   None

   No structured data.

2. L2
   Default

   Plugin-default schema only.

3. L3
   Selected

   Schema chosen to fit each template.

4. L4
   Entity-rich

   Entities and relationships fully described.

KPIs

• Schema coverage by template
• Markup error rate
• Rich-result eligibility

Common mistakes

• Marking up content that is not on the page
• Ignoring validation errors
• Over-stuffing irrelevant types

SearchScore insight