This document discusses schema and rich snippets, noting that schema can be confusing to implement correctly for many clients. It breaks down schema implementation into standard elements like headers and footers, as well as site-specific elements like products. It provides tips for implementing schema correctly, such as having the full schema hierarchy open as a reference and properly scoping items. The document warns against issues to avoid, like placing item page markup on listing pages. It concludes by providing contact information for the author.