Using PURL.org/GoodRelations for Schema Markup

[SproutDigital]

Hello awesome MOZ community!

Our agency uses JSON-LD for our local business schema markup. We validate our markup using Google's Structured Data Testing Tool. All good!

Recently, I discovered a competing agency using our similar JSON-LD markup (that's ok) and "http://purl.org/goodrelations" markup.

The latter appears to be–potentially–black hat SEO. Why? According to MOZ, "there is no conclusive evidence that this markup improves rankings."

BUT, the purl.org markup has provided an opportunity for "keyword stuffing". Using purl.org markup, the agency has stuffed/used 66 of the same keywords into the validated markup.

I would love to get feedback from the MOZ community. Can schema markup–of any kind–be used to "keyword stuff"? If so, why aren't sites getting penalized for this? Is this practice flying under the elusive algorithm radars?

Thanks! Your feedback, insight, and snarky remarks are welcome

Cheers!