Why bad schema is worse than none, with Stake's Head of SEO Peter Macinković

Structured data is often treated as a labelling job, but Stake's Head of SEO Peter Macinković sees it as a way to describe relationships between entities. In this Odys podcast interview he explains how schema works on a site with thousands of casino games and fixtures, and which mistakes he sees.

In this episode

• He says schema should state context explicitly instead of leaving Google to guess; treating it as a labelling task misses how the knowledge graph connects things (2:30, 5:01).

• The common mistake is chasing rich results: adding FAQ markup to a category page can turn commercial intent into informational intent and hurt ranking (5:31, 6:00, 6:30).

• For fixtures with a lifespan of a day or a week, he uses sports event markup, saying that even position five can earn the same click rate as position one (8:00, 8:30).

• He builds Organization, WebSite and WebPage blocks that reference each other by @id and reuses them everywhere, calling it technically the most important schema on every page (9:01, 9:31, 10:00).

• He calls subjectOf the most underrated property, linking external articles to a page, and says Stake stays number one for online gambling without targeting it (11:00, 12:00, 12:32).

• Schema is generated per page type, about 12 or 13 on Stake, with manual JSON merged through @id and tested in Screaming Frog and for failure states (14:01, 15:00, 15:32, 18:32).

Interview from Odys Podcast: The High Stakes Growth Show by Odys, published on YouTube.