Schema Markup & JSON-LD: A Practical Guide for Business Websites
How to use structured data accurately for organizations, people, services, articles and websites without creating misleading markup.
Use structured data to describe real content
Structured data works best when it represents information people can already see on the page. Start with the entity or page type that best matches the content instead of adding markup simply because a type exists.
For a personal portfolio, Person, WebSite, WebPage, and BlogPosting can form a useful foundation when their fields are accurate.
Keep entity relationships consistent
Use stable URLs and identifiers to connect a website, the person behind it and individual articles. Consistent naming helps machines interpret how the pages relate to one another.
Avoid inventing properties or values that the page does not actually support.
Validate and maintain the markup
Structured data should be checked after major template changes. A schema block that was correct six months ago can become stale when page content or routes change.
Treat JSON-LD as part of the site content model, not as a one-time SEO patch.