Structure for the Future: Schema, Entities, and Search Impact with Nick Pustay

Is schema just markup? Or the foundation of modern SEO? Nick Pustay, Head of SEO at Scholastic, unpacks how structured data and entities drive real search impact, especially at scale. From powering rich results to future-proofing for AI search, Nick shares proven strategies from top media brands, blending tech, content, and structure into one powerful SEO playbook.

TIMESTAMPS

Time Topic

00:00

Introduction by Ruchi Pardal and Overview of Episode Topic

00:36

Meet Nick Pustay, Head of SEO at Scholastic

01:11

Importance of Schema Markup in Modern SEO

02:18

Schema as a Value Add for Content

03:03

Challenges of Implementing Schema Across Multiple Websites

04:06

Strategic Priorities in Enterprise SEO

05:30

Collaboration Between Teams and Business Units

07:01

Adapting to Changes in Google’s Schema Guidelines

09:57

Switching to Product Schema for Better Results

12:00

Must-Do for Schema Markups and Entity Optimization

14:03

Long-Tail Keywords and AI Search Optimization

16:02

Overcoming Technical SEO Challenges in Legacy Platforms

23:05

Wrap-Up and Conclusion

Apple

Spotify

“Schema isn't just for search engines. It's how you teach machines to really get your content.” — Nick Pustay, Head of SEO at Scholastic.

WHAT YOU’LL LEARN

Explore how structured data and entity-based SEO are reshaping the future of search. Learn why schema markup is no longer optional and how it influences everything from rankings to AI-driven search results. Also, get insights into how entities help Google understand real meaning beyond just keywords and why machine-readable content is now central to both SEO and user experience. You’ll hear practical insights on balancing structured data with editorial freedom, what most SEOs overlook about JSON-LD, and how to build scalable strategies that make your content work harder behind the scenes.

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