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Intent-to-Schema Cheat Sheet for B2B Websites

A free cheat sheet matching 20 B2B page types to the schema each one needs, organized by search journey stage.

Which schema every B2B page type needs, matched to the journey stage that page serves. Free, no call, no catch.

Most B2B websites are built to satisfy a design review and a search engine, which was enough until AI systems started answering questions instead of listing links. This checklist covers what changed: the structural work that decides whether ChatGPT, Perplexity, Gemini, and AI Overviews can read your pages, quote them accurately, and name you as the source. Work through it against your live site rather than in the abstract, and you will finish with a short list of specific pages to fix rather than a vague sense that something is wrong. What is inside our SEO-nergy guide :

  • 20 B2B page types, each matched to its schema. Homepage, About, executive bio, pillar pages, how-to posts, service pages, case studies, comparison pages, FAQ and pricing. Organized by the journey stage the page serves rather than alphabetically, so you look up the page you are building.
  • The Brand Authority layer, handled first. Branded searches do not follow journey stages, so the homepage gets its own section as the canonical declaration of your business as an entity. Get that right before layering anything on top.
  • Two worked JSON-LD blocks you can adapt. A homepage Organization plus WebSite graph, and a service page, with a note on every placeholder telling you what to replace, what to omit, and why the @id values matter across pages.
  • The mistake that quietly splits your entity in two. Organization schema declared on both the homepage and the About page, with different details, is one of the most common B2B implementations and one of the most damaging.
  • Three ways to add schema in WordPress, and when each is right. An SEO plugin, a dedicated schema plugin, or raw JSON-LD, plus the two free validators to run before you publish anything.
  • The five content patterns AI systems actually cite, and the schema that supports each, so you know which pages deserve a thorough implementation and which ones will never be quoted no matter what you mark up.

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How and for whom it is useful

The cheat sheet is built for the person who has to decide what goes on one specific page this week. That is usually a marketing lead planning a redesign, an in-house marketer working through a content refresh, or an independent consultant who needs a defensible answer when a client asks why their pages never appear in AI answers.

Use it as a lookup rather than a read: find the page type you are about to build, take the schema listed against it, and copy the structure from the matching worked example.

It is designed to fill the Schema field on an Intent-to-Page Brief, which is where most people stall, because knowing that a page needs schema is easy and knowing which schema is not.

You do not need to be technical, and you do not need to implement everything at once. Start with the homepage, since every other page’s schema references it.

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