Search schema playbook
Turn schema orchestration into a compounding moat.
Orchestrate entities
We map every product, persona, and proof point, then sync schema to content systems so rankings mirror revenue.
Build the baseline
- Inventory every URL and identify the primary intent.
- Decide which entity deserves the canonical slot.
- Document the connections between entities, FAQs, and supporting proof.
Ship schema like a release train
Treat schema as a product backlog: every sprint adds new entity nodes, FAQs, and how-to steps. Use a simple roadmap:
| Sprint | Focus | Impact |
|---|---|---|
| 1 | Product entities | Clarifies offers |
| 2 | Persona + pain schemas | Mirrors ICP language |
| 3 | Proof nodes | Boosts trust + rankings |
Measure visibility
Embed telemetry to compare impressions and conversions for schema-backed pages vs. legacy ones. Highlight early wins to keep stakeholders invested.
“Entity SEO is less about keywords and more about being the best documented authority in your category.”
Keep humans in the loop
AI can draft schema recommendations, but editors should approve every update. Pair the automation with a checklist so nothing ships without human review.