Why this matters
Schema should confirm visible facts, not create new claims
Schema markup helps search engines and AI answer engines understand business entities, services, pages, and proof. But structured data becomes risky when it contains hours, prices, ratings, guarantees, locations, or credentials that are not visible, current, or approved on the page.
This worksheet is a practical preflight for owners, marketers, and web teams. It does not promise rankings. It helps make website facts clearer, source-backed, and easier to audit.
Copy/paste artifact
Schema markup worksheet
Page URL:
Page type: [homepage / service page / location page / FAQ / product / article / contact]
Primary entity name:
Business legal/display name:
Phone/email/contact URL:
Address or service area:
Hours / availability:
SameAs/profile links:
Primary services/offers on this page:
Approved proof points visible on the page:
Policies visible on the page:
Do-not-mark-up list: [claims, prices, reviews, ratings, locations, hours, awards, or guarantees that are not approved]
Recommended schema types to consider:
- Organization or LocalBusiness: only if name, contact, location/service-area, and profile links are verified.
- Service: only for services actually described on the page.
- FAQPage: only for Q&A text visible to users.
- Article or BlogPosting: only for educational content pages.
- BreadcrumbList: only if page hierarchy is clear.
- Review/AggregateRating: only if platform policy, customer permission, and visible review proof support it.AI drafting prompt
Draft JSON-LD from approved notes only
You are helping prepare schema markup notes for a small-business website.
Use only the source facts below. Do not invent addresses, prices, ratings, reviews, service areas, credentials, awards, guarantees, hours, policies, or availability.
If a field is missing or not visible on the page, write [NEEDS HUMAN CHECK] instead of filling it.
Source facts:
- Page URL:
- Visible page title:
- Business name:
- Contact details:
- Address/service area:
- Hours/availability:
- Services/offers:
- FAQ questions and answers visible on the page:
- Proof points visible on the page:
- SameAs/profile links:
- Do-not-mark-up list:
Return:
1. Suggested schema types.
2. A field-by-field checklist.
3. Draft JSON-LD only for fields supported by the source facts.
4. Human-review flags before publishing.Human review rule: verify every generated field against visible page content, business records, platform policies, and legal/compliance constraints before publishing.
Stop rules
Do not publish schema until these are true
- The markup matches visible page content or a clearly linked source page.
- Reviews, ratings, testimonials, and awards have permission and policy support.
- Prices, service areas, hours, booking rules, refund policies, warranties, and guarantees are current.
- No medical, legal, financial, safety, or regulated-service claim was invented by AI.
- A human owner knows who will update the schema when facts change.
Next step
Connect schema to the full AI-search audit
After this schema pass, run the 15-minute AI search visibility audit and compare the schema to your source citation log.
For the complete framework, worksheets, and implementation checklists, see SEO After AI.