Does Structured Data Markup influence EEAT?

In the answer to the question “Does Structured Data Markup influence EEAT?” Jarno van Driel, a 15+ year Structured Data and Semantic SEO veteran, delves into the intersection of, and misconceptions about Schema Markup and EEAT. A story intended to be an eye-opener for everybody, no matter your level of experience in SEO.

A talk about the sense and nonsense of the Structured Data Markup behind a 7.500-word Short story with the same title, published in early 2024, and its relation to EEAT. Markup that most likely forms the biggest single-page Knowledge Graph ever built for people and machines - worldwide.

Jarno van Driel, an early adopter of Linked Open Data, and a long-time participant in schema.org, unpacks how the alignment of content and markup can elevate your credibility and Search performance while simultaneously debunking some of the myths surrounding schema.org annotations and its consumption by Google.

Key takeaways:
- Even though there is merit, Schema Markup isn’t the fairy dust many believe it is,
- EEAT entails a whole lot more than just the 4 concepts, starting with Transparency,
- EEAT is about satisfying people, not machines.

Transcript

2. NO!
3. “ Google uses the Entity Home as the source of information about an entity from the entity and then corroborates that data with information about the entity found on the web in a process they call reconciliation. ”
4. image source: woojr.com
8. image source: Gemini
10. ★ 7.500 words ★ 7.500 triple statements ★ 650 named entities ★ Tons of food for thought TThe untold story behind
11. image source: fairfaxcounty.gov
12. name Jarno van Driel
13. birthDate name Jarno van Driel January 22 1975
14. birthDate name birthPlace, homeLocation, workLocation Jarno van Driel January 22 1975 Rotterdam, Netherlands
15. birthDate name birthPlace, homeLocation, workLocation diagnosis Jarno van Driel January 22 1975 Rotterdam, Netherlands Half a hand, Dyslexia
16. birthDate name birthPlace, homeLocation, workLocation diagnosis knowsLanguage Jarno van Driel January 22 1975 Rotterdam, Netherlands Dutch, Portuguese, English Half a hand, Dyslexia
17. birthDate name birthPlace, homeLocation, workLocation diagnosis knowsLanguage alumniOf Jarno van Driel January 22 1975 Rotterdam, Netherlands Dutch, Portuguese, English School of Life Half a hand, Dyslexia
18. birthDate name knowsAbout birthPlace, homeLocation, workLocation diagnosis knowsLanguage alumniOf Jarno van Driel January 22 1975 Rotterdam, Netherlands Dutch, Portuguese, English School of Life Semantic Web Half a hand, Dyslexia
19. birthDate name knowsAbout birthPlace, homeLocation, workLocation diagnosis knowsLanguage alumniOf schema: Person schema: Text schema: DateTime schema: City schema: Medical Condition schema: Text schema: Educational Organization schema: Thing
20. SO YOU KNOW ABOUT MARKUP EH? PLEASE, DO TELL image source: theconversation.com
21. Transparency It’s a me, Jarno image source: metrovoice.net T
22. image source: Gemini
23. image source: istockphoto.com
28. link to €€€ page link to Google Maps link to call them by phone opening hours link to contact form link to €€€ page link to UK Company House Nr. ID page link to LEIRegister number ID page link to DUNS number ID page UK VAT ID (org. offers no ID page) names of the managing directors data privacy statement data privacy officer NAP information links to email data privacy officers
29. duns gtin has Certification iso6523 Code leiCode naics taxID vatID global Location Number
30. E Expertise image source: disneyfineart.com
31. image source: classyschema.org E Expertise
32. <meta name="keywords" content="SEO, Search Engine Optimization, Technical SEO, Technical Site Audit, Screaming Frog, Sitebulb, AHREFS, SemRush, Yoast, Link Building, PBN networks, Manual Penalties, Algorithmic Penalties, Content Marketing, Content Optimization, Content Audits, Content Analyzation, Topical Authority, Structured Data, Schema Markup, Rich Snippets, Rich Results, Email Marketing, Outreach, Google, Bing, Yahoo, Yandex, Baidu, Social Media Marketing, Tik Tok, Twitter, X, LinkedIn, Instagram, YouTube, Facebook, Bluesky, Mastodon, Threads, Reddit, Tumblr, Hive, Telegram, Substack, CRO, Conversion Rate Optimization, A/B testing, Marketplaces, GMC, Google Merchant Center, Product Feeds, Amazon, Ebay, WordPress, Drupal, Joomla, Duda, Shopify, WooCommerce, Magento, Prestashop, BigCommerce" />
33. { "@context": "https://schema.org", "@type": "Person", "name": "B. Ogus", "jobTitle": "Top international, fortune 500, knows it all SEO executive", "knowsAbout": ["SEO","Search Engine Optimization", "Technical SEO", "Technical Site Audit", "Screaming Frog", "Sitebulb", "AHREFS", "SemRush", "Yoast", "Link Building", "PBN networks", "Manual Penalties", "Algorithmic Penalties", "Content Marketing", "Content Optimization", "Content Audits", "Topical Authority", "Structured Data", "Schema Markup", "Rich Snippets", "Rich Results", "Email Marketing", "Outreach", "Google", "Bing", "Yahoo", "Yandex", "Baidu", "Social Media Marketing", "Tik Tok", "Twitter", "X", "LinkedIn", "Instagram", "YouTube", "Facebook", "Bluesky", "Mastodon", "Threads", "Reddit", "Tumblr", "Hive", "Telegram", "Substack", "CRO", "Conversion Rate Optimization", "A/B testing", "Marketplaces", "GMC", "Google Merchant Center", "Product Feeds", "Amazon", "Ebay", "Drupal", "WordPress", "Joomla", "Duda","Shopify", "WooCommerce", "Magento", "BigCommerce"], "worksFor": { "@type": "CollegeOrUniversity" "name: "Neverland School of Business and Economics"
34. image source: dreamstime.com
35. image source: teletubbies.fandom.com
36. { "@context": "https://schema.org", "@type": "Article", "headline": "Top 50 international SEO specialists 2025", "author": "B. Ogus", "mentions": [{ "@type": "Thing", "name": "SEO", "alternateName": "Search Engine Optimization", "sameAs": "https://en.wikipedia.org/wiki/Search_engine_optimization" }, { "@type": "Thing", "name": "Technical SEO", "alternateName": "Technical Search Engine Optimization", "sameAs": "https://ahrefs.com/seo/glossary/technical-seo" }, { "@type": "Thing", "name": "Link Building", "sameAs": "https://en.wikipedia.org/wiki/Link_building" }, { "@type": "Thing",
37. image source: freepik.com
38. ~95% 98%➚ image source: Dall-E 3
39. image source: Dall-E 3
40. affiliation alumni alumniOf relevant Link reviewed By significant Link about award citation knows About memberOf mentions skills specialty sponsor has Occupation keywords knows
41. image source: pngtree.com
42. EExperience image source: digitalspy.com
43. image source: classyschema.org EExperience
44. { "@context": "https://schema.org", "@type": "Person", "name": "Jarno van Driel", "hasOccupation": { "@type": "Occupation", "name": "Technical SEO Specialist", "occupationalCategory": "13-1161.01", "sameAs": [ "https://rocketcontent.ai/what-is-a-technical-seo-specialist/" ] } }
45. { "@context": "https://schema.org", "@type": "Person", "name": "Jarno van Driel", "hasOccupation": { "@type": "Role", "startDate": "2003", "endDate": "2012", "hasOccupation": { "@type": "Occupation", "name": "Front-End Developer", "occupationalCategory": "15-1254.00", "sameAs": [ "https://www.techopedia.com/definition/29569/front-end-developer" ] } } }
46. image source: giphy.com
47. { "@context": "https://schema.org", "@type": "Person", "name": "Jarno van Driel", "hasOccupation": { "@type": "Role", "startDate": "2003", "endDate": "2012", "hasOccupation": { "@type": "Occupation", "name": "Front-End Developer", "occupationalCategory": "15-1254.00", "sameAs": [ "https://www.techopedia.com/definition/29569/front-end-developer" ] } } }
48. image source: Gemini
51. +
52. screenshots provided by: Dan Taylor @ SALT.agency
54. image source: arts.unimelb.edu.au
57. { "@context": "https://schema.org", "@type": ["Product","SurgicalProcedure"], "name": Brazilian Butt Lift", "aggregateRating": { "@type":"AggregateRating", "ratingValue":10, "reviewCount":41, "bestRating":10, "worstRating":1 }, "offers": [{ "@type": "AggregateOffer", "url":"https://www.cosmeticsurg.net/procedures/brazilian-butt-lift/", "priceCurrency":"USD", "lowPrice":"11000", "highPrice":"12500" }, { "@type": "Offer", "seller": { "@id": {"https://www.cosmeticsurg.net/about-the-practice/office/#mainEntity"},
58. A Authoritativeness image source: reddit.com
59. image source: commons.wikimedia.org
60. image source: x.com
61. image source: orinocotribune.com
62. image source: risepolevault.com
63. image source: imgflip.com Authoritativeness WHO CARES?
64. N Notability Being worthy of being noticed by others. “
65. image source: classyschema.org N Notability image source: classyschema.org
66. image source: vinylsingles.nl They are big and I is small and that is not fair, oh no!
68. image source: nu.nl image source: Gemini
69. { "@context": "https://schema.org", "@type": "Person", "name": "Jarno van Driel", "knows": [{ "@type": "Person", "@id": "https://www.schemaapp.com/author/martha/#Person", "name": "Martha van Berkel", "url": "https://www.schemaapp.com/author/martha/", "sameAs": "https://x.com/marthavanberkel" }, { "@type": "Person", "@id": "https://www.schemaapp.com/author/vberkel/#Person", "name": "Mark van Berkel", "url": "https://www.schemaapp.com/author/vberkel/", "sameAs": "https://x.com/vberkely" }, { "@type": "Person", "@id": "http://data.wordlift.io/wl0216/entity/andrea_volpini", "name": "Andrea Volpini", "url": "https://wordlift.io/blog/en/entity/andrea-volpini/",
70. TTrustworthiness image source: youtube.com/@RossCreations
71. TTrustworthiness
72. image source: philosophersguild.com
75. { "@context": "https://schema.org", "@type": "SearchResultsPage", "name": "\"jarno van Driel\" \"schema.org\" - Google Search", "description": "(for me: 1110 results)", "url": "https://www.google.com/search?q=%22jarn "about": [{ "@id": "https://invisiblegraph.com/jarno-van-d "@type": "Person", "name": "Jarno van Driel" }, { "@type": "DefinedTermSet", "name": "schema.org", "url": "https://schema.org", "sameAs": [ "https://lists.w3.org/Archives/Public/public-vocabs/", "https://lists.w3.org/Archives/Public/public-schemaorg/", "https://github.com/schemaorg/schemaorg", "https://www.w3.org/community/schemaorg/" ] }], #PEOPLEFIRST
76. EEffort image source: dreamstime.com
79. image source: vecteezy.com
80. image source: sanity.io/structured-content-101
81. ellessmedia.com/csi
82. invisiblegraph.com/does-structured-data-markup-influence-eeat