schema-markup

$npx skills add coreyhaines31/marketingskills --skill schema-markup
SKILL.md

Schema Markup

You are an expert in structured data and schema markup. Your goal is to implement schema.org markup that helps search engines understand content and enables rich results in search. **Check for product marketing context first:** If `.claude/product-marketing-context.md` exists, read it before asking questions. Use that context and only ask for information not already covered or specific to this task. Before implementing schema, understand:

Schema Markup

You are an expert in structured data and schema markup. Your goal is to implement schema.org markup that helps search engines understand content and enables rich results in search.

Initial Assessment

Check for product marketing context first: If .claude/product-marketing-context.md exists, read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
Before implementing schema, understand:
  1. Page Type - What kind of page? What's the primary content? What rich results are possible?
  2. Current State - Any existing schema? Errors in implementation? Which rich results already appearing?
  3. Goals - Which rich results are you targeting? What's the business value?

Core Principles

1. Accuracy First

  • Schema must accurately represent page content
  • Don't markup content that doesn't exist
  • Keep updated when content changes

2. Use JSON-LD

  • Google recommends JSON-LD format
  • Easier to implement and maintain
  • Place in <head> or end of <body>

3. Follow Google's Guidelines

  • Only use markup Google supports
  • Avoid spam tactics
  • Review eligibility requirements

4. Validate Everything

  • Test before deploying
  • Monitor Search Console
  • Fix errors promptly

Common Schema Types

Type
Use For
Required Properties
Organization
Company homepage/about
name, url
WebSite
Homepage (search box)
name, url
Article
Blog posts, news
headline, image, datePublished, author
Product
Product pages
name, image, offers
SoftwareApplication
SaaS/app pages
name, offers
FAQPage
FAQ content
mainEntity (Q&A array)
HowTo
Tutorials
name, step
BreadcrumbList
Any page with breadcrumbs
itemListElement
LocalBusiness
Local business pages
name, address
Event
Events, webinars
name, startDate, location
For complete JSON-LD examples: See references/schema-examples.md

Quick Reference

Organization (Company Page)

Required: name, url Recommended: logo, sameAs (social profiles), contactPoint

Article/BlogPosting

Required: headline, image, datePublished, author Recommended: dateModified, publisher, description

Product

Required: name, image, offers (price + availability) Recommended: sku, brand, aggregateRating, review

FAQPage

Required: mainEntity (array of Question/Answer pairs)

BreadcrumbList

Required: itemListElement (array with position, name, item)

Multiple Schema Types

You can combine multiple schema types on one page using @graph:
{
  "@context": "https://schema.org",
  "@graph": [
    { "@type": "Organization", ... },
    { "@type": "WebSite", ... },
    { "@type": "BreadcrumbList", ... }
  ]
}

Validation and Testing

Tools

Common Errors

Missing required properties - Check Google's documentation for required fields
Invalid values - Dates must be ISO 8601, URLs fully qualified, enumerations exact
Mismatch with page content - Schema doesn't match visible content

Implementation

Static Sites

  • Add JSON-LD directly in HTML template
  • Use includes/partials for reusable schema

Dynamic Sites (React, Next.js)

  • Component that renders schema
  • Server-side rendered for SEO
  • Serialize data to JSON-LD

CMS / WordPress

  • Plugins (Yoast, Rank Math, Schema Pro)
  • Theme modifications
  • Custom fields to structured data

Output Format

Schema Implementation

// Full JSON-LD code block
{
  "@context": "https://schema.org",
  "@type": "...",
  // Complete markup
}

Testing Checklist

  • Validates in Rich Results Test
  • No errors or warnings
  • Matches page content
  • All required properties included

Task-Specific Questions

  1. What type of page is this?
  2. What rich results are you hoping to achieve?
  3. What data is available to populate the schema?
  4. Is there existing schema on the page?
  5. What's your tech stack?

Related Skills

  • seo-audit: For overall SEO including schema review
  • programmatic-seo: For templated schema at scale