* Without this, the section name gets mangled when the language was a
sub-string of the section. For example, under 'en', a section named
"fragment" changes to "fragmt".
* json-schema: init
* sameAs can be set through .Site.Params.schema.sameAs
* if it is not specified but social-icons exsists, we use social-icons for sameAs vars
* .Site.Params.schema.sameAs overrides social-icons
* publisherType can be changed via .Site.Params.schema.publisherType