FA
Start with visible facts
The markup should match what a person can verify on the page. Correct the author, organization, dates and URLs before adding properties. A schema-valid statement can still be factually wrong.
Choose a type for its actual purpose
Person, Organization and Article can describe their respective entities. Follow current feature-specific documentation for eligibility. FAQPage, QAPage and speakable have different purposes and are not interchangeable AI-citation switches.
Preserve identity without exact-word rules
Keep employer, role and dates consistent across pages. Use canonical identifiers and relevant sameAs links where appropriate. Natural paraphrases and translations do not by themselves create conflicting people.
Validate syntax and meaning
Check JSON syntax, identifiers, visible-content alignment and current platform guidance. A valid document is not proof that a search engine will index, display or cite it. Do not publish ratings or credentials in schema without supporting evidence.
Measure separately
Google’s Generative AI performance report provides AI-feature impressions; it is not a causal test of schema. If evaluating a markup change, record what changed and compare outcomes while considering other changes and ordinary variability.
Sources and scope
Practitioner analysis by Fernando Angulo. Proposed examples are not measured outcomes.