Structure for the future: Schema, entities and search impact with Nick Pustay | Ep. 19

On this episode of Performance SEO Unpacked, host Ruchi Pardal sits down with Nick Pustay, Head of SEO at Scholastic, to tackle one of the most pressing topics in modern search: schema markup and entity optimization in the age of AI Overviews.

With schema evolving from a “nice-to-have” to a “must-have,” Nick offers a real-world look at what it takes to roll out structured data across 16 business units at scale. From navigating legacy CMS systems to choosing between global and local implementations, Nick shares practical strategies and challenges from the enterprise SEO frontlines.

This conversation gets tactical—covering organization schema, product vs. book schema, Google’s recent deprecations, and the unseen benefits of strategic collaboration. Plus, Nick offers a “digital archaeology” mindset that every enterprise SEO should consider when facing technical blockers or shifting SERP dynamics.

👤 Guest Bio

Nick Pustay is Head of SEO at Scholastic, where he oversees SEO strategy and implementation across 16 different business units. His expertise spans schema markups, entity optimization, and large-scale technical SEO.

📌 What We Cover

• Why schema markup is now a requirement, not an option, due to AI Overviews
• How structured data supports content discoverability and rich results
• The challenge of applying schema across 16 different business units
• The role of collaboration in enterprise SEO and stakeholder alignment
• Real-world example: Google dropping book schema in June 2025—and what it means
• Why product schema may be the better long-term choice over deprecated types
• The future of long-form content, prompt-based experiences, and schema’s role
• Technical challenges of legacy CMS platforms in implementing modern SEO needs
• Tips for customizing schema beyond Google’s rich result testing tools
• “Digital Indiana Jones” mindset for uncovering overlooked SEO opportunities

🔗 Resources Mentioned

• Product-Led SEO by Eli Schwartz
• A Tangled Web (book referenced by Nick for understanding browser security)

Resources:

👉 ResultFirst: Visit for more SEO tips and strategies.

👉 Connect with Ruchi Pardal on LinkedIn for a conversation about SEO.

If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to Performance SEO Unpacked for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers! Let's keep the conversation going—connect with us on LinkedIn and join the community of enterprise SEO enthusiasts.