Search engine optimization (SEO) is essential for almost every kind of website, but its finer points remain something of a specialty. Even today SEO is often treated as something that can be tacked on after the fact. It can up to a point, but it really shouldn’t be. Search engines get smarter every day and there are ways for websites to be smarter too. The foundations of SEO are the same as they’ve always been: great content clearly labeled will win the day sooner or later — regardless of how many people try to game the system.

https://www.smashingmagazine.com/2020/04/structured-data-design-process/