Migrate Article Schema to FinancialProduct on DeFi Protocol Pages

Step 1: Identify all protocol pages on your site

Run a site crawl with Screaming Frog (free up to 500 URLs) or use Google Search Console's Pages report. Filter for URLs that describe a single DeFi protocol: typically /protocols/{name}/, /defi/{name}/, or your homepage if you ARE the protocol. Document the list. You'll need it for batch migration.

Step 2: Audit current schema on those pages

Open Schema.org Validator (validator.schema.org) and paste in each protocol page URL. Note which schema types are emitted. Most likely findings: Article from Yoast/RankMath, plus BreadcrumbList from your CMS, possibly Organization. The Article entry is what you're replacing.

Step 3: Override your CMS's default Article schema

If you're on WordPress with Yoast or RankMath, both have hooks to override schema. Add this to your theme's functions.php to remove Article schema on protocol pages:

<?php
add_filter('rank_math/json_ld', function($data, $jsonld) {
    if (is_singular('protocol')) {  // adjust to your post type
        unset($data['richSnippet']);
    }
    return $data;
}, 10, 2);

// For Yoast equivalent:
add_filter('wpseo_schema_graph_pieces', function($pieces, $context) {
    if (is_singular('protocol')) {
        return array_filter($pieces, function($piece) {
            return !($piece instanceof \Yoast\WP\SEO\Generators\Schema\Article);
        });
    }
    return $pieces;
}, 11, 2);

Step 4: Inject FinancialProduct schema via custom JSON-LD

Add a custom JSON-LD block to your protocol page template. For WordPress, use a custom field or ACF (Advanced Custom Fields) to store per-protocol data, then render in the head. The graph approach lets you stack FinancialProduct + BreadcrumbList + FAQPage cleanly. Use the "After state" example above as your template.

Step 5: Add FAQPage schema with 5+ questions

On the same protocol page, add FAQPage schema with the explicit trust and how-it-works questions. AI engines extract these heavily for retrieval. Stack with FinancialProduct via shared @graph wrapper.

{
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "Is Aave safe to use?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Aave has been audited 12+ times..."
      }
    }
  ]
}

Step 6: Validate against three validators

Run the migrated page through Schema.org Validator (catches syntax), Google Rich Results Test (catches eligibility), and Bing Markup Validator (stricter parsing, important because ChatGPT uses Bing for retrieval). Pass all three before deploying. Schema.org first because syntax errors block everything else.

Step 7: Deploy and monitor in Search Console

Push to production. Submit the updated URL in GSC URL Inspection tool to request re-indexation. Monitor the "Enhancements" tab in Search Console over the next 7-14 days. New rich result types should appear (FAQ, Sitelinks). Track organic traffic on the page over 30/60/90 days for ranking lift.

Pitfall

Forgetting to remove the old Article schema

If you add FinancialProduct without removing Article, both emit. Google deduplicates poorly when conflicting schema types describe the same entity. Always strip the old one first.

Pitfall

Missing required properties

FinancialProduct requires name and description at minimum. Validators will flag missing required fields. Fill them all.

Pitfall

Using string for feeStructure

feeStructure should be PriceSpecification or QuantitativeValue, not a plain string. Plain strings fail validation.

Pitfall

Skipping the @graph wrapper

Using top-level @type when stacking multiple entities creates messy schema. Always use @graph: [...] when you have FinancialProduct + BreadcrumbList + FAQPage on the same page.

Pitfall

Not testing on mobile-rendered HTML

If your site uses CSR, run validation on the actual rendered DOM via Puppeteer, not the initial HTML. Schema in script tags should still work but test it.

Related playbooks

• Migrate Organization To Cryptoexchange
• Add Speakable To Faq
• Build Proof Of Reserves Page

Pillar guides

• Token Schema Guide
• Defi Seo Guide
• Crypto Seo Guide

Audit modules

• Token Schema Audit
• Ai Visibility Audit