A single JSON-LD graph on each post carrying five linked nodes: Organization (with logo, description, areas served and a knowsAbout list), WebSite, Person (the author, linked to the organisation), BreadcrumbList, and Article with word count, publication and modification dates, an explicit audience of post-frame and pole barn builders, and a speakable specification naming the H2s and paragraphs an answer surface may read aloud.
Also called: schema markup · structured data · rich results · JSON-LD
- 1articleGraph(post) composes the five nodes with stable @ids anchored to the site origin.
- 2The Article node references the author and publisher by @id rather than repeating them.
- 3Word count is computed from the post body at render time.
- 4The graph is serialised into a single application/ld+json script on the page.
- 5Draft previews return noindex metadata instead, so an unpublished post never enters the graph.
The reasoning is explicit: "Search engines and AI answer engines both resolve a page to an ENTITY before they trust it. Article markup alone says 'this is a post'; it never says who wrote it, what company stands behind it, or what that company does — which is exactly what an assistant needs before it will name us in an answer rather than paraphrasing us anonymously." The stable ids are the mechanism: "they let a consumer collapse ten pages into one publisher instead of ten unrelated documents."
- Article markup alone gives a consumer no publisher identity.
- Ten pages read as ten unrelated documents rather than one publisher.
- The intended audience of an article had to be inferred.
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