Week 2: Foundation Building - Entity and Schema Basics

Your Week 1 audit revealed the gaps. Now you close them. Week 2 is about identity—telling AI platforms exactly who you are so they can confidently cite you later.

Most sites skip this step. They jump straight to content optimization, wondering why AI platforms don't cite them despite great content. The answer: AI systems won't cite entities they can't verify. Without schema markup, without a comprehensive About page, without consistent information across the web—you're a stranger asking for trust.

Week 2 changes that. By Day 14, AI platforms will have clear signals about your organization, your people, your expertise. That foundation makes everything in Weeks 3-4 possible.

Why Week 2 Matters: Entity First, Everything Else Second

AI platforms don't just index content—they verify sources. Before citing you, they ask: Who is this? Are they credible? Is this information consistent with what I know about them? Entity signals answer these questions. Without them, even excellent content gets passed over for sources the AI can verify.

Think of it this way: Week 1 showed you where you stand. Week 2 introduces you to the AI platforms. Week 3 will give them reasons to cite you. Skipping Week 2 is like trying to get quoted in the press without telling journalists who you are.

Day 8: Organization Schema Implementation

Organization schema tells AI platforms who your business is. Name, logo, contact information, founding date, areas of operation, social profiles. This is the single most important piece of structured data for entity establishment—and it belongs on every page of your site.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "@id": "[YOUR-DOMAIN]/#organization",
  "name": "[YOUR BUSINESS NAME]",
  "url": "[YOUR-DOMAIN]",
  "logo": "[YOUR-DOMAIN]/images/logo.png",
  "foundingDate": "[YYYY]",
  "description": "[2-3 SENTENCE DESCRIPTION]",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "[STREET]",
    "addressLocality": "[CITY]",
    "addressRegion": "[STATE]",
    "postalCode": "[ZIP]",
    "addressCountry": "[COUNTRY CODE]"
  },
  "contactPoint": {
    "@type": "ContactPoint",
    "telephone": "[PHONE]",
    "contactType": "customer service",
    "email": "[EMAIL]"
  },
  "sameAs": [
    "[LINKEDIN-URL]",
    "[TWITTER-URL]",
    "[FACEBOOK-URL]"
  ]
}
</script>

Day 9: Person Schema for Author Authority

Person schema connects content to verified humans. AI platforms heavily weight author credibility—content attributed to identifiable experts with credentials gets cited more than anonymous or generic "content team" bylines. Day 9 establishes your people as credible sources.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Person",
  "@id": "[YOUR-DOMAIN]/about/[AUTHOR-SLUG]/#person",
  "name": "[FULL NAME]",
  "jobTitle": "[JOB TITLE]",
  "description": "[2-3 SENTENCE EXPERTISE SUMMARY]",
  "image": "[YOUR-DOMAIN]/images/[AUTHOR-PHOTO].webp",
  "url": "[YOUR-DOMAIN]/about/[AUTHOR-SLUG]",
  "worksFor": {
    "@id": "[YOUR-DOMAIN]/#organization"
  },
  "sameAs": [
    "[LINKEDIN-PROFILE-URL]",
    "[TWITTER-PROFILE-URL]"
  ],
  "knowsAbout": [
    "[EXPERTISE-AREA-1]",
    "[EXPERTISE-AREA-2]",
    "[EXPERTISE-AREA-3]"
  ]
}
</script>

"Person schema lets machines know that your name represents a verifiable person with expertise and authority—essential for E-E-A-T signals that AI platforms increasingly weight."

Day 10-11: About Page Transformation

Your About page is your "Entity Home"—the central hub where AI platforms go to understand who you are. A placeholder About page with generic mission statements fails. A comprehensive About page with founding story, team credentials, contact information, and expertise areas succeeds.

Day 12-13: NAP Consistency Audit

NAP stands for Name, Address, Phone—the core business information that should be identical everywhere. When your website says "Founded 2015" but LinkedIn says "Founded 2014," AI platforms see conflicting data and lose confidence. Days 12-13 eliminate these inconsistencies.

Day 14: Testing and Validation

Day 14 validates everything you built in Week 2. Schema syntax errors, broken links, missing properties—catch them now before moving to content optimization. This is your quality check before Week 3.

Google Rich Results Test: https://search.google.com/test/rich-results
Schema.org Validator: https://validator.schema.org/
Structured Data Linter: http://linter.structured-data.org/

Week 2 Completion Checklist

Before moving to Week 3, confirm all Week 2 deliverables are complete. Missing any item weakens your entity foundation and reduces the effectiveness of content optimization.