Business data, SEO systems, schema systems, review data, FAQ data, location data, and reusable content models should generally belong in plugins, not the theme.
The theme may output clean markup and support narrow presentation-related metadata, but it should not become the long-term storage layer for business or SEO data.
HoverCraft should avoid becoming a content modeling system. If data needs to survive theme changes, sync across tools, power search, or feed structured SEO output, it should usually live outside the theme.
Theme-level structured output should stay narrow and presentation-related. When in doubt, prefer plugin ownership for durable structured data.