Rule (Tier-2 ICI GC sites): use schema.org Person + hasCredential + EducationalOccupationalCredential markup so Gold Seal credentials surface in Google knowledge panels and AI overviews
On Tier-2 Ontario ICI GC client websites, mark up team bios with schema.org Person schema, with hasCredential linking to EducationalOccupationalCredential entities referencing each credential the team member holds.
Example minimal markup for a GSC PM:
{
"@context": "https://schema.org",
"@type": "Person",
"name": "Jane Smith",
"jobTitle": "Project Manager",
"worksFor": { "@type": "Organization", "name": "[Client Co]" },
"hasCredential": [
{
"@type": "EducationalOccupationalCredential",
"credentialCategory": "Professional Certification",
"name": "Gold Seal Certified (GSC) Project Manager",
"recognizedBy": {
"@type": "Organization",
"name": "Canadian Construction Association",
"url": "https://www.cca-acc.com/gold-seal/"
}
},
{
"@type": "EducationalOccupationalCredential",
"credentialCategory": "Professional License",
"name": "P.Eng.",
"recognizedBy": {
"@type": "Organization",
"name": "Professional Engineers Ontario",
"url": "https://www.peo.on.ca/"
}
}
]
}
Why: Google knowledge panels and AI search engines (Perplexity, ChatGPT, Gemini, AI Overviews) extract credentials from hasCredential markup. A team bio that surfaces "Jane Smith, GSC Project Manager (CCA)" in an AI overview is materially more discoverable than one whose credentials are buried in body text. This is the same principle as the JSON-LD discipline applied on the B&J marketing site (see B&J — JSON-LD schema deployment VERIFIED (v2) — supersedes the "biggest technical gap" claim in v1).
How to apply:
- Place the
Personschema in the team-bio page<head>as a JSON-LD<script>block, one per person. - For the
/credentialspage (see Rule (Tier-2 ICI GC sites): build a single dedicated /credentials page listing every team credential (P.Eng., GSC, P.GSC, PMP, CET, LEED AP, Red Seal, COR, CHSC) with brief descriptions, no puffery), use anItemListofEducationalOccupationalCredentialentities, one per credential the firm's staff hold. - Use the
recognizedBy.urlfield to link to the issuer's authoritative page for each credential — Google uses this to disambiguate. - Validate every block with the Schema Markup Validator (validator.schema.org) before deploy.
- This rule generalizes — the same
hasCredentialpattern serves P.Eng., PMP, CET, LEED AP, COR, NCSO, CHSC, CRSP, RenoMark (for renovator clients), and Red Seal.
Referenced by (4)
- reference Research brief: Gold Seal Certification — the CCA credential for Canadian construction managers, with marketing implications for Tier-2 Ontario ICI GCs (May 24, 2026) relates-to
- rule Rule (Tier-2 ICI GC sites): build a single dedicated /credentials page listing every team credential (P.Eng., GSC, P.GSC, PMP, CET, LEED AP, Red Seal, COR, CHSC) with brief descriptions, no puffery relates-to
- rule Rule (Ontario builder/renovator sites): build a dedicated /affiliations or /memberships page listing each HBA with a one-sentence description AND year joined, marked up with Organization schema + memberOf properties relates-to
- reference Schema markup for contractor sites (2026 Google guidance): GeneralContractor / HomeAndConstructionBusiness / LocalBusiness, Service per service-line, Review + AggregateRating, Person for principals, FAQPage on service pages, Project (Article subtype) on case studies relates-to