Schema is a mirror, not a paint job
If the JSON-LD says you are open 24 hours and the page says 10–7, you taught Google to distrust you. AEO requires matching claims.
Visible HTML first, markup second. If a FAQ lives only in schema, it is a lie.
One graph, one plugin
Consolidate to a single JSON-LD graph. Duplicate @id nodes for the same Organization are how NAPs fork.
Organization and LocalBusiness for Indian NAP
Legal name, address in Chennai (or true service area), phone, GSTIN if you publish it, sameAs to real profiles. Match GBP. This is entity hygiene for SEO, AEO, and GEO.
Multi-location: one LocalBusiness per real location, not twenty fake suburbs.
sameAs is not a directory spray
LinkedIn, GBP, YouTube, a real association page. Skip 200 spam profiles. Models corroborate the short list.
FAQPage: still worth it without SERP ornaments
Mark up the questions on the page. Keep answers short enough to speak. Link to a deeper URL instead of pasting the whole guide into one acceptedAnswer.
Google limited FAQ rich results; extraction and sitelinks still benefit from clear Q&A HTML even when stars do not show.
Where to put FAQs
On the service URL that should rank, not 90 FAQs on Home. Home can have five company questions. The rest belong with the offer.
Speakable: limited spec, useful writing
SpeakableSpecification lets you flag CSS selectors or xPaths for voice. Support is inconsistent. Do not buy a “speakable SEO” product.
Do write speakable *style*: one idea, one sentence, no 80-word clauses, numbers in words or digits consistently. Voice assistants already lift featured snippets; clean sentences help that path.
Tamil and English speakable units
Do not mark a Tamil sentence as speakable if the rest of the block is English mash. Language consistency avoids garbled audio.
HowTo, Article, and Person
HowTo: real steps with tools and time. Article: headline, datePublished, dateModified, author. Person: the human who stands behind medical/legal/financial pages. E-E-A-T.
Skip HowTo on a pricing page. Skip Person if the bio 404s.
What not to mark up
Fake reviews, breadcrumbs that do not exist in the UI, VideoObject for a file that is not there, JobPosting for roles you closed, and Product schema on a service brochure without a real offer.
These errors are common in Indian plugin defaults. Turn them off.
AggregateRating is a loaded gun
If you have on-page, moderated reviews, maybe. If the number came from the founder’s optimism, never. GBP is the safer review surface.
Implementation on WordPress vs Next.js
WordPress: one SEO plugin, disable the other’s schema, validate a sample URL. Next.js: JSON-LD in the layout for Organization, per-page FAQ from the CMS fields — not hardcoded on 40 pages that will drift.
Dynamic Business Website + SEO (₹50,000 + ₹15,000/mo) is when the theme cannot emit clean graphs. Landing Page ₹7,500 can include a tight FAQ for one offer.
Validate like a sceptic
Rich Results Test, URL Inspection, and view-source. If the FAQ HTML is empty until React hydrates, fix render, not the plugin settings.
Schema’s job in GEO and llms.txt
Schema helps define the entity; llms.txt can point to canonical explainers. Neither replaces the prose. llms.txt, GEO.
Keep Organization name identical across schema, llms.txt, and the homepage H1 family.
Do not schema-spam every blog with LocalBusiness
The company is LocalBusiness. A thought-leadership article is Article. Mixing types on every URL dilutes the graph.
Measurement: rich results vs answers
Search Console enhancements reports catch invalid schema. AEO success is still PAA/snippet/voice and clearer GBP Q&A — not a green plugin traffic light.
When rich results vanish after a Google change, do not delete good FAQs. The HTML still works.
Log what you marked up
A simple sheet: URL, types, last validated. Prevents the next freelancer from adding a second graph.
Brevia’s schema pass from Chennai
We inventory existing JSON-LD, kill duplicates, align NAP with GBP, mark real FAQs, add Person where E-E-A-T needs it, and skip vanity types. Part of monthly SEO at ₹15,000/mo.
Consultation · contact. Related comparison: SEO vs AEO vs GEO.
A 30-day schema outcome
Valid graph, matching FAQs on two money URLs, no fake stars, Organization consistent with Maps. Snippet wins if they come are extra — not the invoice line.
Ready to automate one painful workflow?
Tell us your stack — n8n, Make, Zapier, WhatsApp, or Playwright. Chennai HQ · India delivery · reply within one business day.