Outline (draft — not for publication)
- Lead — Structured data helps machines interpret pages; it does not invent trust.
- Useful types — Organisation, WebSite, Article, Breadcrumb, FAQ (when FAQs are visible), Service when appropriate.
- Cannot — guarantee rich results, rankings or AI citations; fix weak content.
- Abuse patterns — hidden FAQ, fake reviews, stuffing unrelated types.
- Practical process — write the content first; mark up what exists; validate.
- NZ org tip — keep entity name and service area consistent with public facts.
Notes
- Link to SEO content model doc when published.
FAQ
Should every page have as many schema types as possible?
No. Only add schema that matches visible content. Fake review or FAQ markup is harmful.