Schema Mastery: Enhancing E-E-A-T Signals with Structured Data

SEOcharity - SEO For Paws September 2025 - Presentation deck focused on how to optimize your website's structured data for SEO and GEO.

Transcript

1. Schema Mastery: Enhancing E-E-A-T Signals Like Training a Pup Zach Chahalis @ZachChahalis /ZacharyChahalis
2. Zach Chahalis SEO Consultant for the past 15 years working with brands such as: Socials: @ZachChahalis (X) and /ZacharyChahalis (LI)
3. Meet Ruger My expressive doodle (You’ll see more of him later)
4. Does Schema Directly Impact E-E-A-T?
5. No – It’s A Transitional Layer
6. Schema Amplifies, Clarifies and Surfaces E-E-A-T Signals and Entities To Be Better Recognized
7. Ex. Emphasize local grounding and entities via schema with mentions and areaServed • Source: SchemaApp
8. But Does Schema Actually Impact Traditional Organic Performance?
9. Per Google – Schema Won’t Help You Rank Better Source: John Mueller
10. So Why Should You Care?
11. Schema Allows You To Gain Rich Results Helping to Improve CTR – Which Can Have A Downstream Effect Source: SchemaApp Reporting a 34% increase in CTR
12. And Google Leaks/Court Documents Showed That NavBoost/Glue Considers Engagement Signals Like GoodClicks and Last Longest Click
13. But What About LLMs and Generative Engine Search?
14. Testing Shows LLMs Can Understand Schema BUT Parsing It Is A Software Design Choice And They May Not Always Get It. Can Still Be Used For RAG Source: Dan Petrovic
15. So How Are Dogs Like Schema and E-E-A-T?
16. Schema Is Like Teaching A New Command
17. E-E-A-T is Akin to a Dog’s Temperament
18. Well-Trained Dogs (and Cute Ones) Get Rewarded
19. Schema Is Like Teaching A Dog A New Command
20. Author Mark- Up Are The Dog Trainers
21. Tie the Person mark-up to related entities such as social or Wikipedia Entries. Leverage fields The Emphasize Experience
22. Organization Is Like The Dog’s Home
23. Use Organization To Mark-Up Your Brand Entity Leverage knowsAbout, sameAs, and hasOfferCatalog
24. Reviews Are Belly Scratches
25. Leverage AggregateRating and Review
26. Product / Service Schema Are Treats and Toys
27. Include Offer, Brand, Price, Availability, return policy, etc.
28. Choose The Best Specific Schema Type For Your Needs Ex. LegalService vs. Organization
29. Just Because A Type Of Schema Doesn’t Get A Rich Result Doesn’t Mean It Isn’t Valuable Don’t Sleep On Things Like FAQ/Article
30. Schema Is Like Teaching A Dog A New Command
31. Pick Your Training Style
34. Let’s Look At An Actual (Non-Dog Example)
35. Let’s Look At An Actual (Non-Dog Example)
36. Scaling and Validating
37. Leverage A Template To Implement Schema At Scale
38. Consistency Is Key – Like Walking Your Dog Daily
39. Ensure That You’re Testing Your Schema
40. Validate With GSC Reporting
41. How Do Search Engines Reward Good Dogs
42. Receiving Rich Results Are Like Getting a Treat
43. Knowledge Pannels Are Like A Dog Show
44. Improved Search Engine Comprehension of Entities is a Well- Behaved Dog
45. Real Examples
46. Schema Done Well • Full Product Mark-Up Rollout • Reflects key entities: Product (game), seller (PlayHub), Publisher (game publisher), Reviews (experience tied to product), Price (game), and availability (game) • Received rich results for price, reviews, availability and shipping/return info • Experienced a 14% rise in CTR when implemented • Average ranking improved 3.7 positions over a six month period
47. Schema Gone Bad
48. Top Takeaways Identify -> The Schema types that work best for your type of website/content. Map out all schema fields that can be populated. Train -> Schema your structured data mark-up to support your site’s scale and depth. Test -> Validate that your schema works. Monitor GSC reporting for possible edge cases. Reward -> Measure impacts to CTR and traffic. Over a period of time, monitor your rankings (Remember – Navboost is a 13-month rolling average).
49. ZachChahalis /zacharychahalis Twitter/X: ZachChahalis LinkedIn: /zacharychahalis Thank You!