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Schema + 结构化数据 ​

版本: v1.0 · 发布: 2026-04-23 上级: YMYL 专区相关: GEO GuideBook §3.3（GEO 视角）

§1 WellChina 页面 schema 类型决策树 ​

页面主 @type辅助 @type
首页WebSite + Organization-
/hospitals/[slug]Hospital（注意：不是 MedicalOrganization）MedicalSpecialty, MedicalProcedure
/procedures/[slug]MedicalWebPage + nested MedicalProcedurereviewedBy Physician
/cities/[slug]TouristDestination + Placenested Hospital[]
/guides/[slug]MedicalWebPage + ArticlereviewedBy, BreadcrumbList
/pricingArticle + nested PriceSpecification[]-
/compareItemList-
/contactContactPage-
/aboutAboutPage + Organization + Person[]（team）-
/reviewers/[slug]ProfilePage + Physician-

1.1 常见错误 ​

  • ❌ 用 MedicalBusiness / MedicalClinic 作为 WellChina 自己——这表示"我是诊所"。WellChina 是 Organization。
  • ❌ MedicalOrganization 等于说"我们是医疗机构"，与 ToS 里的 "information intermediary" 定义 冲突。
  • ✅ Hospital 用于医院详情页，是医院的 schema、不是 WellChina 的。

§2 核心三件套：reviewedBy + lastReviewed + datePublished ​

每个 YMYL 页都要挂这三个：

json
{
  "@type": "MedicalWebPage",
  "datePublished": "2026-03-15",
  "lastReviewed": "2026-04-20",
  "reviewedBy": { "@type": "Physician", "...": "..." }
}

这三个字段同时是：

  • YMYL Trust 信号（Google QRG）
  • GEO 引用锚点（GEO GuideBook §1.4）
  • 合规审计证据（有纠纷时证明内容有审校）

§3 完整 JSON-LD 样例 ​

3.1 Procedure 页面（/en/procedures/lasik-eye-surgery） ​

json
{
  "@context": "https://schema.org",
  "@type": "MedicalWebPage",
  "@id": "https://wellchina.top/en/procedures/lasik-eye-surgery#webpage",
  "url": "https://wellchina.top/en/procedures/lasik-eye-surgery",
  "name": "LASIK Eye Surgery in China — Costs, Hospitals, What to Expect",
  "description": "Overview of LASIK eye surgery options for foreign patients in China.",
  "inLanguage": "en",
  "datePublished": "2026-03-15",
  "lastReviewed": "2026-04-20",
  "reviewedBy": {
    "@type": "Physician",
    "@id": "https://wellchina.top/en/reviewers/dr-jane-wang#person",
    "name": "Jane Wang, MD",
    "honorificSuffix": "MD, FACS",
    "jobTitle": "Attending Ophthalmologist",
    "affiliation": {
      "@type": "Hospital",
      "name": "Shanghai EENT Hospital, Fudan University"
    },
    "hasCredential": [
      {
        "@type": "EducationalOccupationalCredential",
        "credentialCategory": "medical license",
        "recognizedBy": {
          "@type": "Organization",
          "name": "National Health Commission of the People's Republic of China"
        }
      }
    ],
    "sameAs": [
      "https://www.linkedin.com/in/jane-wang-md-example",
      "https://orcid.org/0000-0002-XXXX-XXXX"
    ]
  },
  "about": {
    "@type": "MedicalProcedure",
    "name": "LASIK Eye Surgery",
    "alternateName": ["Laser-Assisted In Situ Keratomileusis"],
    "procedureType": "https://schema.org/SurgicalProcedure",
    "bodyLocation": "Eyes",
    "preparation": "Stop wearing contact lenses 1-2 weeks prior; pre-op eye exam required.",
    "followup": "Follow-up visits at 1 day, 1 week, 1 month, 3 months post-op recommended.",
    "howPerformed": "Excimer laser reshapes corneal tissue after corneal flap creation."
  },
  "audience": {
    "@type": "MedicalAudience",
    "audienceType": "Patient"
  },
  "citation": [
    {
      "@type": "ScholarlyArticle",
      "name": "Long-Term Outcomes of LASIK: A Review",
      "url": "https://pubmed.ncbi.nlm.nih.gov/example"
    }
  ],
  "publisher": {
    "@type": "Organization",
    "@id": "https://wellchina.top/#organization",
    "name": "WellChina",
    "url": "https://wellchina.top",
    "logo": "https://wellchina.top/logo.png"
  }
}

3.2 Hospital 页面 ​

json
{
  "@context": "https://schema.org",
  "@type": "Hospital",
  "@id": "https://wellchina.top/en/hospitals/shanghai-eent-hospital#hospital",
  "name": "Shanghai EENT Hospital of Fudan University",
  "url": "https://wellchina.top/en/hospitals/shanghai-eent-hospital",
  "sameAs": [
    "https://en.wikipedia.org/wiki/EENT_Hospital_of_Fudan_University",
    "https://www.eenthospital.com"
  ],
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "83 Fenyang Rd",
    "addressLocality": "Shanghai",
    "postalCode": "200031",
    "addressCountry": "CN"
  },
  "medicalSpecialty": ["Ophthalmology", "Otolaryngology"],
  "availableService": [
    { "@type": "MedicalProcedure", "name": "LASIK Eye Surgery" },
    { "@type": "MedicalProcedure", "name": "Cataract Surgery" }
  ],
  "hasCredential": {
    "@type": "EducationalOccupationalCredential",
    "credentialCategory": "JCI Accreditation"
  }
}

3.3 Reviewer 独立页（/en/reviewers/dr-jane-wang） ​

json
{
  "@context": "https://schema.org",
  "@type": "ProfilePage",
  "mainEntity": {
    "@type": "Physician",
    "@id": "https://wellchina.top/en/reviewers/dr-jane-wang#person",
    "name": "Jane Wang, MD",
    "jobTitle": "Attending Ophthalmologist, Medical Reviewer at WellChina",
    "description": "Board-certified ophthalmologist with 12 years of clinical experience.",
    "knowsAbout": ["LASIK", "Cataract Surgery", "Refractive Error"],
    "sameAs": [
      "https://www.linkedin.com/in/jane-wang-md-example",
      "https://orcid.org/0000-0002-XXXX-XXXX"
    ]
  }
}

§4 FAQPage schema 的 2023-08 限制 ​

Google 2023-08 起 FAQ rich result 只对 well-known authoritative government and health websites 展示。

问答
WellChina 能用吗？技术上可以 markup，不会惩罚
会显示 rich result 吗？99% 不会（除非 Google 把我们判为 authoritative health site）
值得加吗？值得 — 作为 GEO 信号给 ChatGPT/Perplexity/AI Overviews 看，不指望 Google SERP 显示

结论：在 /guides/* 和 /procedures/* 的常见问题区打 FAQPage schema，作为 GEO 数据源。

§5 HowTo schema 同样受限 ​

2023-08 同一次更新，HowTo rich result 只对 desktop 显示，mobile 全下线。对 procedure step-by-step guides：可 markup，但不指望 rich result，仍有 GEO 价值。

§6 Review / AggregateRating 雷区 ​

Google 2019-12 起不展示 self-serving review。WellChina 如果在医院页打 AggregateRating 且评分基于自家用户评论：

  • 不会 rich result
  • FTC/CAP 都要求反欺诈（fabricated review 是违法）

建议：暂不打 AggregateRating。要做，必须链外部权威（JCI、Fudan ranking）。

§7 实施路径（连到 90 天路线图） ​

  • W1 · PR-2 schema JSON-LD 注入医院页 + 手术页
  • W1 · PR 里 reviewedBy 先留 "待定" 占位（实际 reviewer 招到后填实）
  • W4-W5 · Reviewer 签合同后回填 reviewedBy schema + 建立 ProfilePage
  • W6 · 全站 schema 审计（一次性扫全部 YMYL 页）
  • W7-W8 · Top 20 pages 填实 reviewedBy（与 review pipeline 同步）

§8 验证工具 ​

工具用途URL
Google Rich Results Testschema 正确性search.google.com/test/rich-results
Schema Markup Validator（Schema.org）严格 schema 合规validator.schema.org
aaron-seo-geo:generate-schema辅助生成skill
claude-seo:seo-schema检测 + 验证skill

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