Inside the guide
Model the visible subject
Distinguish the real-world entity from the web page describing it. Choose types and properties that accurately represent the visible content. A more specific type inherits relevant properties, but that does not make every inherited property necessary or eligible for Google features.
Reuse identifiers, then validate meaning
Connect people, organizations, articles and pages with stable identifiers where they refer to the same entity. Check syntax and factual consistency against the rendered page. Valid markup is not independent proof of expertise or a promise of rich results.
Work through the guide
Use the downloadable guide for its complete examples, audit checks and reference list. Record the page or entity reviewed, the evidence available, unresolved questions, an action owner and a review date. Keep assumptions separate from observed findings.