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Tool mentioned in the podcast: https://validator.schema.org/


Machines don’t reward guesses; they reward clarity. We walk through a practical, four‑step framework to make search engines and LLMs understand your brand, your people, and your offers without ambiguity. The focus is on schema markup that scales: JSON‑LD for clean implementation, @id for stable references, and a connected entity graph that links Organisation, Website, Person, Product, and Service into one coherent map of your business.

We start by establishing a sitewide identity with Organisation and Website markup, then strengthen it with authoritative sameAs profiles so your name is matched to the right entity in the knowledge graph. From there, we embed authorship into Article schema and connect each writer back to the brand via affiliation, with optional knowsAbout fields to highlight topical expertise and support EEAT. Next, we mark up Products and Services with properties that mirror visible content, reinforcing trust and unlocking eligibility for rich results. Finally, we tie it all together using @id URLs as canonical anchors so every reference points to a single, durable source of truth.

Along the way, we share common pitfalls to avoid, why isolated page labels leave performance on the table, and how a connected schema strategy helps search engines attribute content, surface it confidently, and reduce confusion with lookalike brands. We also cover essential tooling: the Schema Markup Validator for structure and the Rich Results Test for feature eligibility, plus pointers to research resources for deeper implementation.

If you want your authority recognised by both users and machines, this is your blueprint to ship. Subscribe for more hands‑on SEO strategy, share this with a teammate who owns structured data, and leave a review telling us which schema type you’ll implement first.

SEO Is Not That Hard is hosted by Edd Dawson and brought to you by KeywordsPeopleUse.com

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"Werq" Kevin MacLeod (incompetech.com)
Licensed under Creative Commons: By Attribution 4.0 License
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