The playbook
Schema Markup: Template and Field Guide
This schema markup template turns a broad task into a record another person can use. It captures URL, type, property, then connects that information to a decision. Copy the table into your working document or system and create a separate record for each item in scope.
Put the task in context
Select an appropriate type for facts the page actually presents. A product page, article, and local business page describe different entities. Validate both syntax and the applicable feature guidance. Valid markup alone does not guarantee a special search appearance.
Copyable worksheet
| Field | Entry instructions |
|---|---|
| URL | Record the URL associated with this page or query record. Use a stable reference so later updates can be matched. |
| type | Record the type associated with this page or query record. Keep the value specific enough for another owner to interpret. |
| property | Record the property associated with this page or query record. Keep the value specific enough for another owner to interpret. |
| evidence | Record the evidence associated with this page or query record. Keep the value specific enough for another owner to interpret. |
| Decision field | Entry instructions |
|---|---|
| Observed problem | Describe the actual condition and where it was observed. |
| Recommended action | State the smallest action that resolves the documented problem. |
| Evidence | Link to the record, observation, or test supporting the action. |
| Owner and next review | Name the accountable person and when the decision should be revisited. |
How to complete the worksheet
Begin with URL. Use the same reference throughout the record so notes are not attached to the wrong item. Then choose a supported type that matches the page. This establishes the information required before the worksheet becomes a request for action.
Next, populate properties with accurate visible information. Use the observed problem and evidence fields to explain why that step is needed. A useful entry describes an actual condition, such as inventing ratings or adding markup for hidden content, rather than a broad instruction to “improve performance.”
Finally, validate syntax and check eligibility guidance. Put mark up only supported facts and remove misleading properties in the action field only when it addresses the observed condition. If the problem is different, change the action. The template is a structure for judgment, not a reason to apply the same fix everywhere.
Illustrative completed decision
| Part | Illustrative entry |
|---|---|
| Problem | Inventing ratings or adding markup for hidden content |
| Action | Mark up only supported facts and remove misleading properties |
| First check | Choose a supported type that matches the page |
| Follow-up check | Validate syntax and check eligibility guidance |
| Outcome to define | valid relevant structured-data items |
Adapt the fields without losing meaning
You can add fields required by your team, but each should change a decision or preserve necessary context. Keep factual observations separate from recommendations. If type changes, record the new value and its effective date instead of silently rewriting the context of an earlier decision.
Use the record in a handoff
Ask the receiving owner to explain the next action using only the worksheet. Missing context becomes visible quickly during that exercise. Repair the record before applying the structure to a larger batch. Keep valid relevant structured-data items connected to the item so the team can later assess whether the action was useful.
Use query and landing-page context when comparing results. A page serving a broad informational query has a different job from a page answering a purchase question. Review whether the next step remains useful to the person arriving.
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