Schema Markup Implementation
Schema emitted once at the template layer, validated against Google's actual parser — product, article, FAQ, local, organization — instead of three plugins each guessing half of it.
Schema markup is the clearest example of "easy to add, easy to add badly." The web is full of JSON-LD that validates in a testing tool and still earns nothing: properties Google ignores, types Google deprecated, required properties missing, or three plugins emitting competing Organization blocks on the same page. Rich results come from correct, complete, single-source markup on pages that deserve it.
This work implements schema at the template layer — one source of truth, the right type per template (product, article, FAQ, local business, breadcrumbs), every required property, recommended properties where the data exists, and nothing invented. Validated at emission and re-validated after every deploy, because schema drifts silently as templates and plugins change.
The honest limits: schema makes machines understand what is already true — it does not create eligibility for content that does not qualify, and Google explicitly does not pay for markup nobody reads. The deliverable includes which rich results each template is actually eligible for, and which schema ideas are decoration and get skipped.
What the engagement covers
- Schema inventory: what is emitted today, per template, including every plugin's contribution
- Single-source implementation at the template layer — plugin duels resolved and removed
- Correct types per template: product, offer, article, FAQ, LocalBusiness, breadcrumb, organization
- Required and recommended properties complete; data-driven (prices, stock, dates) wired live
- Validation at emission plus a post-deploy re-check protocol your team can repeat
- Rich-result eligibility map: which templates qualify for what, honestly
Honest limits
What this is deliberately not.
Not this: Marking up content that does not exist — fake FAQ blocks and invented reviews are a violation, refused
Not this: Schema for schema's sake — types with no rich-result path are skipped, not padded
Not this: Plugin stacking to "cover everything" — one authoritative source is the deliverable
Not this: Promising rich snippets — Google decides display, always; eligibility is the honest ceiling
Questions · Schema markup
Asked before building.
Scoped honestly against technical-fix pricing, schema work runs $500–$2,500 depending on template count and how much live data (prices, stock, dates) gets wired versus hard-coded. Small marketing sites with organization, breadcrumb and FAQ schema sit at the bottom; WooCommerce or Shopify stores with full product and offer schema sit toward the top. Fixed quote after the inventory.
Partly, and the inventory says exactly which half. Plugins cover common cases reasonably — and then collide: two plugins emitting Organization markup with different names, a theme's hardcoded schema fighting the plugin's. The deliverable is one authoritative source per template, which often means removing more markup than it adds.
Eligibility is the honest deliverable — Google alone decides display, and it changes its mind seasonally. The implementation maximizes eligibility correctly (complete properties, valid types, real data) and the eligibility map shows which templates qualify for which results today. Promising display would be promising Google's decisions, which nobody honest does.
Because templates, plugins and data drift: a plugin update changes output, a new theme section emits a duplicate block, a price field goes empty and invalidates the offer. That is why the delivery includes a repeatable post-deploy validation step, not a one-time green checkmark and goodbye.
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