Structured data should describe facts already supported by the website. Valid markup does not by itself guarantee a special search appearance.
Choose types that fit the page
Use organisation information for the business and article information for editorial content. Describe actual services without adding unsupported ratings or branches. Keep names and identifiers consistent across pages. A schema type being available does not mean Google offers a rich result for that type.
Keep markup aligned with visible content
Check titles, dates, authors and URLs against what visitors see. If a price or FAQ changes, update the corresponding data. Do not place hidden promotional claims in JSON-LD. Generate repeated business information from a maintained source to reduce contradictions across templates.
Validate syntax and eligibility separately
Use a structured-data validator for syntax and the relevant search test for supported features. Inspect the deployed HTML, not only a development sample. Review warnings in context and follow feature-specific requirements. Monitor errors after template changes; valid syntax is only one part of correct implementation.