Google Structured Data Skill

Implement Schema.org structured data markup for Google Search rich results. This skill provides JSON-LD templates, required/recommended properties, and best practices for all major structured data types.

When to Use This Skill

Trigger this skill when:

Adding structured data to web pages for SEO
Implementing JSON-LD markup for rich results
Creating Schema.org markup for articles, products, events, FAQs, recipes, videos, or local businesses
Generating structured data dynamically with JavaScript or Google Tag Manager
Debugging structured data issues
Optimizing search appearance in Google Search, News, or Discover

Quick Reference

Supported Formats

JSON-LD (Recommended) - Embedded in <script type="application/ld+json">
Microdata - Inline HTML attributes
RDFa - Semantic HTML attributes

Core Principles

Mark up visible content only - Don't mark up hidden content
Be accurate - Markup must represent actual page content
Be specific - Use the most specific Schema.org type
Include all required properties - Each type has mandatory fields
Test before deploying - Use Rich Results Test tool

Common Structured Data Types

1. Article (NewsArticle, BlogPosting)

Use for: News articles, blog posts, sports articles

Required: None (all recommended)

Recommended Properties:

headline - Article title (keep concise)
image - Representative images (16x9, 4x3, 1x1 ratios; min 50K pixels)
datePublished - ISO 8601 with timezone
dateModified - Last modification date
author - Person or Organization with name and URL

{
  "@context": "https://schema.org",
  "@type": "NewsArticle",
  "headline": "Article Title Here",
  "image": [
    "https://example.com/photos/1x1/photo.jpg",
    "https://example.com/photos/4x3/photo.jpg",
    "https://example.com/photos/16x9/photo.jpg"
  ],
  "datePublished": "2024-01-05T08:00:00+08:00",
  "dateModified": "2024-02-05T09:20:00+08:00",
  "author": [{
    "@type": "Person",
    "name": "Jane Doe",
    "url": "https://example.com/profile/janedoe123"
  }]
}

2. Product

Use for: E-commerce product pages, product reviews

Required Properties:

name - Product name

Recommended Properties:

image - Product images
description - Product description
brand - Brand name
offers - Price, availability, currency
aggregateRating - Average rating
review - Individual reviews

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Executive Anvil",
  "image": "https://example.com/anvil.jpg",
  "description": "Sleek and deadly executive anvil.",
  "brand": {
    "@type": "Brand",
    "name": "ACME"
  },
  "offers": {
    "@type": "Offer",
    "url": "https://example.com/anvil",
    "priceCurrency": "USD",
    "price": 119.99,
    "availability": "https://schema.org/InStock",
    "priceValidUntil": "2025-12-31"
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": 4.4,
    "reviewCount": 89
  }
}

3. LocalBusiness

Use for: Physical business locations, restaurants, stores

Required Properties:

name - Business name
address - Full postal address

Recommended Properties:

telephone - With country code
openingHoursSpecification - Business hours
geo - Latitude/longitude (min 5 decimal places)
url - Location-specific URL
priceRange - "$" to "$$$$" or price range
servesCuisine - For restaurants
menu - Menu URL for food establishments

{
  "@context": "https://schema.org",
  "@type": "Restaurant",
  "name": "Dave's Steak House",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "148 W 51st St",
    "addressLocality": "New York",
    "addressRegion": "NY",
    "postalCode": "10019",
    "addressCountry": "US"
  },
  "telephone": "+12122459600",
  "url": "https://www.example.com/restaurant-locations/manhattan",
  "servesCuisine": "American",
  "priceRange": "$$$",
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 40.761293,
    "longitude": -73.982294
  },
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
      "opens": "11:30",
      "closes": "22:00"
    },
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Saturday"],
      "opens": "16:00",
      "closes": "23:00"
    }
  ],
  "menu": "https://www.example.com/menu"
}

4. FAQPage

Use for: FAQ pages on authoritative sites (government, health)

Required Properties:

mainEntity - Array of Question objects

Question Required Properties:

name - Full question text
acceptedAnswer - Answer object with text property

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "What is the return policy?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "<p>You can return items within 30 days of purchase.</p>"
      }
    },
    {
      "@type": "Question",
      "name": "How do I track my order?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "<p>Use the tracking link in your confirmation email.</p>"
      }
    }
  ]
}

Allowed HTML in answers: <h1>-<h6>, <br>, <ol>, <ul>, <li>, <a>, <p>, <div>, <b>, <strong>, <i>, <em>

5. Event

Use for: Concerts, conferences, festivals, sports events

Required Properties:

name - Event title (no venue names or promotions)
startDate - ISO 8601 with timezone offset
location - Place with name and full address

Recommended Properties:

description - Event details
endDate - When event concludes
eventStatus - EventScheduled, EventCancelled, EventPostponed, EventRescheduled
image - High-res images (1920px width, 16x9/4x3/1x1)
offers - Ticket info with price, currency, availability, URL
organizer - Hosting organization
performer - Artists or participants

{
  "@context": "https://schema.org",
  "@type": "Event",
  "name": "The Adventures of Kira and Morrison",
  "startDate": "2025-07-21T19:00-05:00",
  "endDate": "2025-07-21T23:00-05:00",
  "eventStatus": "https://schema.org/EventScheduled",
  "location": {
    "@type": "Place",
    "name": "Snickerpark Stadium",
    "address": {
      "@type": "PostalAddress",
      "streetAddress": "100 West Snickerpark Dr",
      "addressLocality": "Snickertown",
      "postalCode": "19019",
      "addressRegion": "PA",
      "addressCountry": "US"
    }
  },
  "image": [
    "https://example.com/photos/1x1/photo.jpg",
    "https://example.com/photos/4x3/photo.jpg",
    "https://example.com/photos/16x9/photo.jpg"
  ],
  "description": "The Adventures of Kira and Morrison is coming to Snickertown.",
  "offers": {
    "@type": "Offer",
    "url": "https://www.example.com/event_offer/12345",
    "price": 30,
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock",
    "validFrom": "2024-05-21T12:00"
  },
  "performer": {
    "@type": "PerformingGroup",
    "name": "Kira and Morrison"
  },
  "organizer": {
    "@type": "Organization",
    "name": "Kira and Morrison Music",
    "url": "https://kiraandmorrisonmusic.com"
  }
}

6. BreadcrumbList

Use for: Site navigation hierarchy

Required Properties:

itemListElement - Array of ListItem objects

ListItem Required Properties:

position - Sequential number starting at 1
name - Breadcrumb title
item - URL (optional for final item)

{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    {
      "@type": "ListItem",
      "position": 1,
      "name": "Books",
      "item": "https://example.com/books"
    },
    {
      "@type": "ListItem",
      "position": 2,
      "name": "Science Fiction",
      "item": "https://example.com/books/sciencefiction"
    },
    {
      "@type": "ListItem",
      "position": 3,
      "name": "Award Winners"
    }
  ]
}

7. VideoObject

Use for: Video content, livestreams, tutorials

Required Properties:

name - Unique video title
thumbnailUrl - Multiple thumbnail URLs
uploadDate - ISO 8601 with timezone

Recommended Properties:

contentUrl - Direct video file URL
description - Unique description
duration - ISO 8601 (e.g., PT1M54S)
embedUrl - Video player URL
hasPart - Clip objects for key moments
publication - BroadcastEvent for LIVE badge

{
  "@context": "https://schema.org",
  "@type": "VideoObject",
  "name": "How to Make Banana Bread",
  "description": "Learn to bake delicious banana bread in 30 minutes.",
  "thumbnailUrl": [
    "https://example.com/photos/1x1/photo.jpg",
    "https://example.com/photos/4x3/photo.jpg"
  ],
  "uploadDate": "2024-03-31T08:00:00+08:00",
  "duration": "PT15M30S",
  "contentUrl": "https://example.com/video/banana-bread.mp4",
  "embedUrl": "https://example.com/embed/banana-bread",
  "hasPart": [
    {
      "@type": "Clip",
      "name": "Mixing Ingredients",
      "startOffset": 30,
      "endOffset": 120,
      "url": "https://example.com/video?t=30"
    },
    {
      "@type": "Clip",
      "name": "Baking Process",
      "startOffset": 120,
      "endOffset": 600,
      "url": "https://example.com/video?t=120"
    }
  ]
}

8. Recipe

Use for: Cooking recipes, food preparation guides

Required Properties:

name - Dish name
image - Multiple images (16x9, 4x3, 1x1; min 50K pixels)

Recommended Properties:

author - Recipe creator
aggregateRating - Average rating
prepTime, cookTime, totalTime - ISO 8601 durations
recipeYield - Servings (required if nutrition specified)
recipeCategory - Meal type (dinner, dessert)
recipeCuisine - Regional origin
recipeIngredient - Array of ingredients
recipeInstructions - HowToStep array
nutrition.calories - Calorie count

{
  "@context": "https://schema.org/",
  "@type": "Recipe",
  "name": "Non-Alcoholic Pina Colada",
  "image": [
    "https://example.com/photos/1x1/photo.jpg",
    "https://example.com/photos/4x3/photo.jpg",
    "https://example.com/photos/16x9/photo.jpg"
  ],
  "author": {
    "@type": "Person",
    "name": "Mary Stone"
  },
  "datePublished": "2024-03-10",
  "description": "This non-alcoholic pina colada is everyone's favorite!",
  "recipeCuisine": "American",
  "prepTime": "PT1M",
  "cookTime": "PT2M",
  "totalTime": "PT3M",
  "keywords": "non-alcoholic, tropical, summer",
  "recipeYield": "4 servings",
  "recipeCategory": "Drink",
  "nutrition": {
    "@type": "NutritionInformation",
    "calories": "120 calories"
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": 5,
    "ratingCount": 18
  },
  "recipeIngredient": [
    "400ml of pineapple juice",
    "100ml cream of coconut",
    "ice"
  ],
  "recipeInstructions": [
    {
      "@type": "HowToStep",
      "name": "Blend",
      "text": "Blend 400ml of pineapple juice and 100ml cream of coconut until smooth.",
      "url": "https://example.com/recipe#step1",
      "image": "https://example.com/photos/step1.jpg"
    },
    {
      "@type": "HowToStep",
      "name": "Fill",
      "text": "Fill a glass with ice.",
      "url": "https://example.com/recipe#step2"
    },
    {
      "@type": "HowToStep",
      "name": "Pour",
      "text": "Pour the pineapple juice and coconut mixture over ice.",
      "url": "https://example.com/recipe#step3"
    }
  ],
  "video": {
    "@type": "VideoObject",
    "name": "How to Make Pina Colada",
    "description": "Watch how to make this refreshing drink.",
    "thumbnailUrl": "https://example.com/video-thumb.jpg",
    "contentUrl": "https://example.com/video.mp4",
    "uploadDate": "2024-03-10T08:00:00+00:00",
    "duration": "PT3M"
  }
}

Multiple Items on a Page

Nesting Approach

{
  "@context": "https://schema.org/",
  "@type": "Recipe",
  "name": "Banana Bread",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": 4.7,
    "ratingCount": 123
  },
  "video": {
    "@type": "VideoObject",
    "name": "How To Make Banana Bread"
  }
}

Array Approach

[
  {
    "@context": "https://schema.org/",
    "@type": "Recipe",
    "name": "Banana Bread"
  },
  {
    "@context": "https://schema.org",
    "@type": "BreadcrumbList",
    "itemListElement": [...]
  }
]

Dynamic Generation with JavaScript

For SPAs, dynamic content, or CMS integrations, structured data can be generated client-side using JavaScript.

Method 1: Google Tag Manager (GTM)

Best for: Sites already using GTM, marketing teams managing structured data

Setup:

Install GTM on your site
Add a Custom HTML tag to your container
Insert structured data block with GTM variables
Publish the container
Test with Rich Results Test (URL mode)

GTM Example with Variables:

<script type="application/ld+json">
{
  "@context": "https://schema.org/",
  "@type": "Recipe",
  "name": "{{recipe_name}}",
  "image": ["{{recipe_image}}"],
  "author": {
    "@type": "Person",
    "name": "{{recipe_author}}"
  },
  "datePublished": "{{recipe_date}}",
  "description": "{{recipe_description}}"
}
</script>

GTM Variable Setup:

Create Data Layer variables or Custom JavaScript variables
Extract values from page elements or data layer
Reduces duplication between page content and markup

Method 2: Custom JavaScript

Best for: SPAs, API-driven content, custom implementations

Basic DOM Injection:

// Create and inject structured data
function injectStructuredData(data) {
  const script = document.createElement('script');
  script.setAttribute('type', 'application/ld+json');
  script.textContent = JSON.stringify(data);
  document.head.appendChild(script);
}

// Example: Article structured data
const articleData = {
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": document.querySelector('h1').textContent,
  "image": document.querySelector('article img')?.src,
  "datePublished": document.querySelector('time')?.getAttribute('datetime'),
  "author": {
    "@type": "Person",
    "name": document.querySelector('.author-name')?.textContent
  }
};

injectStructuredData(articleData);

API-Driven Generation:

// Fetch data from API and inject structured data
fetch('https://api.example.com/recipes/123')
  .then(response => response.json())
  .then(recipe => {
    const structuredData = {
      "@context": "https://schema.org/",
      "@type": "Recipe",
      "name": recipe.title,
      "image": recipe.images,
      "author": {
        "@type": "Person",
        "name": recipe.author.name
      },
      "datePublished": recipe.publishedAt,
      "description": recipe.summary,
      "recipeIngredient": recipe.ingredients,
      "recipeInstructions": recipe.steps.map((step, i) => ({
        "@type": "HowToStep",
        "position": i + 1,
        "text": step.instruction
      }))
    };

    const script = document.createElement('script');
    script.setAttribute('type', 'application/ld+json');
    script.textContent = JSON.stringify(structuredData);
    document.head.appendChild(script);
  });

React/Next.js Example:

import Head from 'next/head';

function ProductPage({ product }) {
  const structuredData = {
    "@context": "https://schema.org",
    "@type": "Product",
    "name": product.name,
    "image": product.images,
    "description": product.description,
    "brand": {
      "@type": "Brand",
      "name": product.brand
    },
    "offers": {
      "@type": "Offer",
      "url": `https://example.com/products/${product.slug}`,
      "priceCurrency": "USD",
      "price": product.price,
      "availability": product.inStock
        ? "https://schema.org/InStock"
        : "https://schema.org/OutOfStock"
    }
  };

  return (
    <>
      <Head>
        <script
          type="application/ld+json"
          dangerouslySetInnerHTML={{ __html: JSON.stringify(structuredData) }}
        />
      </Head>
      {/* Page content */}
    </>
  );
}

Method 3: Server-Side Rendering (Recommended)

For frameworks supporting SSR (Next.js, Nuxt, etc.), include structured data in the rendered HTML output for best reliability.

// Next.js getServerSideProps example
export async function getServerSideProps({ params }) {
  const product = await fetchProduct(params.id);

  return {
    props: {
      product,
      structuredData: {
        "@context": "https://schema.org",
        "@type": "Product",
        "name": product.name,
        // ... complete structured data
      }
    }
  };
}

JavaScript Generation: Important Considerations

Testing Requirements:

Always use URL input in Rich Results Test (not code input)
Code input has JavaScript limitations
Test the actual rendered page, not source code

Product Markup Warning: Dynamically-generated Product markup can:

Reduce shopping crawl frequency
Affect reliability for fast-changing content (price, availability)
Require sufficient server resources for increased Google traffic

Best Practices:

Use GTM variables to extract data from page (avoid duplication)
Ensure JavaScript executes before Google renders
Test with Mobile-Friendly Test to verify rendering
Consider SSR for critical structured data
Monitor Search Console for rendering issues

Implementation Checklist

Before Deployment

Use JSON-LD format (recommended)
Include all required properties for type
Add recommended properties for quality
Use most specific Schema.org type
Markup matches visible page content
Images are crawlable and indexable
Dates use ISO 8601 with timezone
URLs are fully qualified

Testing

Validate with Rich Results Test
Check Schema.org validator
Test with URL Inspection tool in Search Console
Verify no manual actions in Search Console

After Deployment

Submit sitemap for recrawling
Monitor Rich Results report in Search Console
Allow several days for indexing
Track performance changes

Common Mistakes to Avoid

Marking up invisible content - Only mark up content users can see
Misleading markup - Content must match what's marked up
Missing required properties - Each type has mandatory fields
Wrong timezone format - Always include UTC offset
Using midnight (00:00:00) - Only if event actually starts at midnight
Low-quality images - Use high-res images meeting size requirements
Blocking Googlebot - Don't use robots.txt or noindex on structured data pages
Duplicate markup inconsistency - All versions of a page need identical markup
Using deprecated formats - Don't use data-vocabulary.org

Validation Tools

Rich Results Test: https://search.google.com/test/rich-results
Schema.org Validator: https://validator.schema.org/
Search Console URL Inspection: Test live URLs
Search Console Rich Results Report: Monitor status

Resources

Notes

Rich results are not guaranteed even with correct markup
Google's algorithms determine when to show rich results
Violations can result in manual actions (loss of rich result eligibility)
Keep markup updated when page content changes
Test after any significant changes

Source: Google Search Central Documentation Last Updated: January 2026 Version: 1.1

Changelog

1.1: Added JavaScript generation section (GTM, custom JS, React/Next.js, SSR)
1.0: Initial release with 8 structured data types