Structured Data

Learning Objectives

By the end of this lesson, you will:

Generate JSON-LD for Avery (Person), Portfolio Pulse (WebSite), and highlighted case studies (CreativeWork).
Embed structured data without breaking caching or templating.
Record update cadence and validation steps.

Why It Matters

Structured data improves search visibility, eligibility for rich results, and feeds knowledge panels. It also documents relationships between Avery, clients, and work.

JSON-LD Example

<script type="application/ld+json">
   {
      "@context": "https://schema.org",
      "@type": "Person",
      "name": "Avery Rivera",
      "url": "https://avery.dev",
      "jobTitle": "Principal Product Designer",
      "image": "https://avery.dev/images/avery-rivera.jpg",
      "sameAs": [
         "https://www.linkedin.com/in/avery",
         "https://dribbble.com/avery",
         "https://github.com/avery"
      ],
      "worksFor": {
         "@type": "Organization",
         "name": "Rivera Studio"
      }
   }
</script>

Add separate script blocks for WebSite and CreativeWork case studies.

Documentation

Create docs/structured-data.md capturing:

Entities covered and their JSON-LD blocks
Source of each field (data inventory, social profiles)
Refresh cadence (e.g., quarterly check for new case studies)
Validation steps using Google Rich Results Test and Schema.org validator

✅ Best Practices

1. Use Absolute URLs

Why: Schema parsers expect fully qualified links.

2. Keep Data DRY

Why: Duplicate unsynced data rots quickly.

Reference existing docs (data sources, media inventory) to populate fields.

❌ Common Mistakes

1. Embedding HTML in JSON-LD

Problem: Invalid JSON leads to parser errors.

2. Forgetting to Escape Quotes

Problem: Breaks the <script> block when templating.

Fix: Use JSON formatters or template helpers when available.

🔍 Portfolio Pulse Action Items

Author Person, WebSite, and at least one CreativeWork JSON-LD script.
Insert scripts near the end of <head> or before closing <body> per tooling constraints.
Document snippets and sources in docs/structured-data.md.
Capture validation results in docs/validation-log.md with links to Rich Results tests.

✅ Validation Checklist

JSON-LD passes Google Rich Results Test with zero errors.
Structured data documentation updated with fields and cadence.
Scripts use absolute URLs and reference current data.
Stakeholder approval recorded for public client mentions.

Structured Data

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