Name: schema-markup
Availability: InStock
Author: coreyhaines31

When the user wants to add, fix, or optimize schema markup and structured data on their site. Also use when the user mentions "schema markup," "structured…

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.

Initial Assessment

Check for product marketing context first:
If .agents/product-marketing-context.md exists (or .claude/product-marketing-context.md in older setups), 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:

Page Type - What kind of page? What's the primary content? What rich results are possible?

Current State - Any existing schema? Errors in implementation? Which rich results already appearing?

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

Google Rich Results Test: https://search.google.com/test/rich-results

Schema.org Validator: https://validator.schema.org/

Search Console: Enhancements reports

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

What type of page is this?

What rich results are you hoping to achieve?

What data is available to populate the schema?

Is there existing schema on the page?

What's your tech stack?

Related Skills

seo-audit: For overall SEO including schema review

ai-seo: For AI search optimization (schema helps AI understand content)

programmatic-seo: For templated schema at scale

site-architecture: For breadcrumb structure and navigation schema planning