María Hormaetxea
Content manager and SEO expert
I’m the co-founder of Codedication, a technical SEO and web development studio specialising in making the content discoverable, understandable and AI-ready.
I’m also part of the team behind ValidGraph, a platform that validates JSON-LD structured data and analyses entity relationships to ensure a coherent structure for search engines and AI systems.
My work combines content strategy, structured data and editorial craft, and I bring a rare dual perspective to it: years spent creating and optimising content and years spent evaluating it as a Google Search Quality Rater.
On the technical side, I work across a range of CMS platforms, with particular expertise in WordPress. I have a high level of proficiency with page builders such as Gutenberg, Elementor, and WPBakery.
What I Write About
This collection brings together articles exploring schema markup and entity graphs, covering practical insights and perspectives on how structured data can help search engines and AI systems better understand content and entities.
What Google’s escaping change teaches us
Google has adjusted how it extracts JSON-LD from pages. That is where monitoring tools such as ValidGraph start to make sense.
Validating markup is not validating a graph
Rich Results Test, Search Console, Schema Markup Validator and JSON-LD Playground all check whether markup is valid. None of them checks whether it forms a coherent graph. Here is where that distinction actually matters.
Your schema markup is not a graph
Understand how to establish a trustworthy entity identity, validate your structured data, and help search engines and AI recognise it accurately.
Contact
- Email: maria@codedication.com
- LinkedIn: linkedin.com/in/mariahormaetxea
- Blog: https://validgraph.com/blog/