Alex,
This may not help, but see Chapter 19, Translating Graphics and Equations, and Appendix A, Conversion Tables, in the Developer reference.
In my case, the conversion table assigns the Graphic element to a graphic object by putting G: (capital G and colon) in the first column of the conversion table and Graphic (the name of the element) in the second column, nothing in the third column. There is no need to assign the href of the graphic to an attribute; Frame stores the location of the graphic internally in its representation of the Graphic element.
Note however, that I do not export the structured document to XML or do XML round-tripping. If you need to do that, you need to find a way to assign the location to an attribute. I do not do that.
Chapter 19 seems to say that IF you name your attributes according to a default set, then Frame will assign the properties of the graphic to these attributes when you export to XML. For example, the attribute that holds the location of the graphic file is named entity, not href. So, maybe changing the name of your attribute to entity may do the trick, if you are exporting to XML.
I HAVE DONE, however, imported an XML file into structured Frame. In this case, the graphic elements each has an attribute named entity that holds the location of the graphic file. The import works fine, EVEN THOUGH, my EDD does not define the Graphic element as having an attribute named entity.
I admit that this is not a complete answer to your question, but I hope it helps.
Van