SEO On-Page: Schema / Structured Data
Guides implementation of Schema.org structured data (JSON-LD) for rich snippets and enhanced search results.
When invoking: On first use, if helpful, open with 1×? sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.
Scope (On-Page SEO)
- Schema markup: Schema.org types (Recipe, Product, Article, Event, LocalBusiness, etc.) for rich results
Initial Assessment
Check for product marketing context first: If .claude/product-marketing-context.md or .cursor/product-marketing-context.md exists, read it for product type and content.
Identify:
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Page type: Article, Product, FAQ, Organization, etc.
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Content: What entities to describe
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Goal: Rich snippets, Knowledge Panel, etc.
Common Schema Types
Type Use case
Organization Site-wide, company info
WebSite Site-wide, search action
Article Blog posts, news
Product E-commerce product pages
FAQPage FAQ sections
BreadcrumbList Breadcrumb navigation
LocalBusiness Local business pages
Best Practices
Principle Guideline
Accuracy Data must match visible page content
Completeness Include all required properties
JSON-LD Preferred format; place in <script type="application/ld+json">
Validation Test with Rich Results Test
Implementation
Next.js (metadata)
export const metadata = { other: { 'script:ld+json': JSON.stringify({ "@context": "https://schema.org", "@type": "Article", "headline": "...", "author": { "@type": "Person", "name": "..." }, "datePublished": "2024-01-01" }), }, };
HTML (generic)
<script type="application/ld+json"> { "@context": "https://schema.org", "@type": "Article", "headline": "..." } </script>
Output Format
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Schema type recommendation
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JSON-LD structure
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Required vs. optional properties
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Validation steps
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References: Schema.org, Google Structured Data
Related Skills
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seo-on-page-metadata: Metadata complements schema
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seo-technical-indexing: Google Indexing API for JobPosting, BroadcastEvent