INSTRUCTOR-LED TRAINING SCRIPT - COURSE 3, MODULE 4: ADVANCED SCHEMA IMPLEMENTATION Planning schema implementation across your web presence.
SCHEMA BY PAGE TYPE: • Homepage: Organization/LocalBusiness, WebSite • Location pages: LocalBusiness + address details • Service pages: Service, FAQPage, HowTo • About pages: AboutPage, Person • Contact: ContactPage, LocalBusiness NESTED RELATIONSHIPS: IMPLEMENTATION APPROACHES: 1.
CMS plugins: Automated, limited customization 2.
Tag Manager: Flexible, marketing can manage 3.
Direct code: Full control, requires dev 4.
Hybrid: Base via CMS, advanced via Tag Manager For large sites, generate schema dynamically.
DATA SOURCES: • CMS/database for business info • PIM for product data • Location management for addresses • Scheduling system for hours TEMPLATE APPROACH: Create schema templates with dynamic placeholders that populate from your data sources.
QUALITY ASSURANCE: • Automated validation in deployment • Search Console monitoring • Periodic audits • Google Rich Results Test Time to build real schema for your organization.
EXERCISE 1 - LocalBusiness (15 min): Using the template on page 18, create complete LocalBusiness schema for one location: • All NAP fields • Opening hours • Geo coordinates • areaServed • sameAs EXERCISE 2 - FAQPage (15 min): Create FAQPage schema for 5 common questions about your business.
EXERCISE 3 - Validation (10 min): Test your schema with Google Rich Results Test.
Fix any errors.
GROUP REVIEW (5 min): Share challenges and solutions.
You've now built production-ready schema!
After lunch, we focus on content strategy.