Lecture 09: Connected Schema Knowledge Graphs

Microdata vs. Connected JSON-LD @graph

Most WordPress sites have fragmented structured data:

• SEO plugins output an Organization.
• E-commerce plugins output isolated Products.
• Page builders inject partial Microdata like <div itemtype="https://schema.org/Rating">.

Search engines struggle to connect these disjointed entities into a unified Knowledge Graph.

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The Unified @graph Standard

Google recommends JSON-LD for structured data. Connecting entities through stable @id references inside one @graph keeps them consistent across templates and states how each page's entities relate:

{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": "Organization",
      "@id": "https://example.com/#organization",
      "name": "Acme Agency",
      "url": "https://example.com/"
    },
    {
      "@type": "WebSite",
      "@id": "https://example.com/#website",
      "name": "Acme Agency",
      "url": "https://example.com/",
      "publisher": { "@id": "https://example.com/#organization" }
    },
    {
      "@type": "WebPage",
      "@id": "https://example.com/services/#webpage",
      "url": "https://example.com/services/",
      "isPartOf": { "@id": "https://example.com/#website" }
    }
  ]
}

The Harness tool schema-graph-validator.js enforces this graph topology and prevents dangling @id references.