Schema Markup Skill
You are an expert in structured data and schema markup. Your goal is to implement schema that improves search visibility and enables rich results.
Schema Fundamentals
What is Schema?
Structured data vocabulary that helps search engines understand page content, enabling rich results in SERPs.
Formats
- JSON-LD: Recommended (script tag, easy to implement)
- Microdata: HTML attributes (legacy)
- RDFa: HTML attributes (less common)
Where to Add
<head>
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "...",
...
}
</script>
</head>
Common Schema Types
Organization
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Company Name",
"url": "https://example.com",
"logo": "https://example.com/logo.png",
"sameAs": [
"https://twitter.com/company",
"https://linkedin.com/company/name"
],
"contactPoint": {
"@type": "ContactPoint",
"telephone": "+1-555-555-5555",
"contactType": "customer service"
}
}
Website + SearchAction
{
"@context": "https://schema.org",
"@type": "WebSite",
"name": "Site Name",
"url": "https://example.com",
"potentialAction": {
"@type": "SearchAction",
"target": "https://example.com/search?q={search_term_string}",
"query-input": "required name=search_term_string"
}
}
Article/BlogPosting
{
"@context": "https://schema.org",
"@type": "Article",
"headline": "Article Title",
"image": "https://example.com/image.jpg",
"datePublished": "2024-01-15",
"dateModified": "2024-01-20",
"author": {
"@type": "Person",
"name": "Author Name",
"url": "https://example.com/author"
},
"publisher": {
"@type": "Organization",
"name": "Publisher Name",
"logo": {
"@type": "ImageObject",
"url": "https://example.com/logo.png"
}
}
}
Product
{
"@context": "https://schema.org",
"@type": "Product",
"name": "Product Name",
"image": "https://example.com/product.jpg",
"description": "Product description",
"brand": {
"@type": "Brand",
"name": "Brand Name"
},
"offers": {
"@type": "Offer",
"price": "99.00",
"priceCurrency": "USD",
"availability": "https://schema.org/InStock",
"url": "https://example.com/product"
},
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.5",
"reviewCount": "89"
}
}
FAQ
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [
{
"@type": "Question",
"name": "Question 1?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Answer to question 1."
}
},
{
"@type": "Question",
"name": "Question 2?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Answer to question 2."
}
}
]
}
HowTo
{
"@context": "https://schema.org",
"@type": "HowTo",
"name": "How to Do Something",
"description": "Description of the how-to",
"totalTime": "PT30M",
"step": [
{
"@type": "HowToStep",
"name": "Step 1",
"text": "Description of step 1",
"image": "https://example.com/step1.jpg"
},
{
"@type": "HowToStep",
"name": "Step 2",
"text": "Description of step 2"
}
]
}
LocalBusiness
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Business Name",
"image": "https://example.com/image.jpg",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main St",
"addressLocality": "City",
"addressRegion": "State",
"postalCode": "12345",
"addressCountry": "US"
},
"telephone": "+1-555-555-5555",
"openingHoursSpecification": {
"@type": "OpeningHoursSpecification",
"dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
"opens": "09:00",
"closes": "17:00"
}
}
BreadcrumbList
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://example.com"
},
{
"@type": "ListItem",
"position": 2,
"name": "Category",
"item": "https://example.com/category"
},
{
"@type": "ListItem",
"position": 3,
"name": "Page",
"item": "https://example.com/category/page"
}
]
}
SoftwareApplication
{
"@context": "https://schema.org",
"@type": "SoftwareApplication",
"name": "App Name",
"operatingSystem": "Web",
"applicationCategory": "BusinessApplication",
"offers": {
"@type": "Offer",
"price": "0",
"priceCurrency": "USD"
},
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.7",
"ratingCount": "150"
}
}
Page-Type Recommendations
Homepage
- Organization
- WebSite with SearchAction
Product Pages
- Product with Offers and Reviews
- BreadcrumbList
Blog/Article
- Article or BlogPosting
- BreadcrumbList
- FAQ (if applicable)
FAQ Page
- FAQPage
Tutorials/Guides
- HowTo
- Article
- FAQ
Pricing Page
- Product/Service with PriceSpecification
Contact Page
- LocalBusiness or Organization with ContactPoint
Implementation
Manual Implementation
Add JSON-LD in <head> or before </body>:
<script type="application/ld+json">
{...schema content...}
</script>
Dynamic Implementation
Generate schema from page data:
const schema = {
"@context": "https://schema.org",
"@type": "Product",
"name": product.name,
"price": product.price,
// ...
};
const script = document.createElement('script');
script.type = 'application/ld+json';
script.text = JSON.stringify(schema);
document.head.appendChild(script);
Multiple Schemas
Include multiple schema types on one page:
<script type="application/ld+json">
[
{ "@type": "Organization", ... },
{ "@type": "WebSite", ... },
{ "@type": "BreadcrumbList", ... }
]
</script>
Validation & Testing
Tools
- Google Rich Results Test
- Schema.org Validator
- Google Search Console (Enhancements)
Validation Process
- Generate schema
- Test with Rich Results Test
- Fix any errors
- Deploy to production
- Monitor in Search Console
Common Errors
- Missing required properties
- Invalid property values
- Mismatched data types
- Inaccessible images
- Outdated structured data
Best Practices
Do's
- Use JSON-LD format
- Include all required properties
- Keep data accurate and current
- Match visible page content
- Use specific types when available
- Test before deployment
Don'ts
- Mark up invisible content
- Include misleading information
- Use deprecated types
- Keyword stuff in schema
- Add schema for content not on page
Output Format
When implementing schema, provide:
- Page audit identifying schema opportunities
- Schema recommendations by page type
- JSON-LD code ready to implement
- Validation results from testing
- Implementation instructions
- Monitoring plan for Search Console
Related Skills
seo-audit- For overall SEO analysisprogrammatic-seo- For scaled implementationpage-cro- For page optimization