You’re Using Schema Markup WRONG — Peter Macinkovic (Stake) Explains Why скачать в хорошем качестве

You’re Using Schema Markup WRONG — Peter Macinkovic (Stake) Explains Why

Schema markup is one of the most misunderstood — and most misused — parts of SEO. In this episode of Odys Podcast, Peter Macinkovic, Head of SEO at Stake, explains why most SEOs are using schema markup wrong, why chasing rich results often backfires, and how structured data actually works inside Google’s understanding of websites, entities, and relationships. This conversation goes far beyond “how-to” schema tutorials. Instead, Peter breaks down schema markup as a system, not a hack — and shows how it influences indexing speed, rankings, site links, and long-term SEO stability, especially in highly competitive and volatile industries. If you think schema markup is just about stars, FAQs, or rich results, this episode will change how you approach structured data entirely. 🔥 KEY TOPICS COVERED: Schema Markup & Structured Data: Why most schema markup implementations fail Schema markup vs traditional SEO tactics Why schema is NOT about rich results How Google uses structured data to understand context and relationships Entity SEO & Google’s Knowledge Graph: How schema markup connects pages, entities, and concepts Why entity relationships outperform keyword optimization How brands become synonymous with keywords without targeting them The role of schema in Google’s knowledge graph Indexing, Rankings & SERP Real Estate: How schema markup improves indexing speed Why schema helps Google understand time-sensitive pages How proper schema leads to site links and increased SERP real estate Why site links often outperform rich results for CTR Common Schema Markup Mistakes: Chasing FAQ & HowTo schema at the expense of rankings Mislabeling pages and destroying search intent Treating schema like keyword stuffing Over-optimizing for short-term CTR instead of long-term SEO systems Scalable Schema Strategy: How to design schema markup for thousands of pages Page-type based schema systems JSON-LD best practices for scalable SEO Testing, validation, and failure states in schema implementations ⏱️Timestamps: 0:00 introduction 2:35 why schema is crucial for igaming websites 3:50 how schema markup differs from traditional keyword optimization 6:13 the fundamental mistake most people make with schema 8:06 the rich results trap - when FAQ schema destroys your rankings 10:52 most beneficial schema types for igaming sites 13:26 the reusable schema system - organization, website, and webpage triangle 14:58 underrated schema property - subject of vs about schema 17:21 schema strategy for casino game collection pages 20:29 how to generate schema at scale for thousands of pages 23:44 using airtable to create manual schema enhancements 25:27 the schema testing and validation process 26:42 handling schema failures and edge cases 29:05 schema approach for new sites vs existing sites 31:48 prioritizing pages for schema markup implementation 33:42 measurable gains from schema - event schema rich results case study 35:35 how site links became stake's competitive advantage 37:32 handling schema across different regulatory jurisdictions 38:55 pitching schema to c-suite - the systems design perspective 40:51 the one metric to use for schema roi - indexability 43:00 why seos should focus on site links instead of chasing rich results 45:28 final advice - don't do your best, do my best 🎯 WHO THIS EPISODE IS FOR: This episode is for: SEO professionals and technical SEOs Advanced SEO practitioners and consultants iGaming SEOs, affiliate SEOs, and in-house operator teams Founders, Heads of Growth, and SEO leads Anyone responsible for organic visibility in competitive markets 🚀 HOW YOU’LL BENEFIT: Understand how schema markup really works inside Google Stop wasting time on schema tactics that don’t move rankings Learn how to use structured data to improve indexing and SERP presence Gain a systems-level framework you can apply to any website Avoid schema mistakes that quietly kill performance 👤 ABOUT PETER MACINKOVIC: Peter Macinkovic is the Head of SEO at Stake, one of the most dominant brands in online gambling and iGaming SEO, and Kick, the streaming platform. He specializes in large-scale SEO systems, entity-based optimization, and structured data strategies that perform in highly competitive, high-churn environments. 📺 SUBSCRIBE to Odys Podcast 🔔 Turn on notifications for weekly expert conversations on SEO, digital strategy, and business growth #SchemaMarkup #StructuredData #TechnicalSEO #SEO #AdvancedSEO #EntitySEO #SemanticSEO