Describe what is actually there
Structured data can describe the organization behind a site, a service, an article, or a breadcrumb trail. It should agree with the visible page. It cannot replace a useful explanation of the business.
Use the right type, and validate it
Choose types and properties that fit the page. Keep identifiers and canonical URLs consistent. Test the markup and check whether a particular search feature supports that type. Valid markup does not guarantee a rich result.
Do not invent evidence
Never manufacture review counts, ratings, prices, awards, addresses, or author credentials for schema. There is no special AI schema that guarantees a citation. Good markup is accurate documentation of the content already present.
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A structure built around what people need to know.
A purposeful page structure