> schema-markup
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 data," "JSON-LD," "rich snippets," "schema.org," "FAQ schema," "product schema," "review schema," or "breadcrumb schema." For broader SEO issues, see seo-audit.
curl "https://skillshub.wtf/TerminalSkills/skills/schema-markup?format=md"Schema Markup
Overview
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.
Instructions
Initial Assessment
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
- Accuracy First - Schema must accurately represent page content. Don't markup content that doesn't exist. Keep updated when content changes.
- Use JSON-LD - Google recommends JSON-LD format. Easier to implement and maintain. Place in
<head>or end of<body>. - Follow Google's Guidelines - Only use markup Google supports. Avoid spam tactics. Review eligibility requirements.
- 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 for Key Types
Organization: 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).
Combining Multiple Schema Types
Use @graph to combine multiple schema types on one page:
{
"@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, invalid values (dates must be ISO 8601, URLs fully qualified), mismatch between schema and visible page content.
Implementation by Stack
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
Provide complete JSON-LD code blocks ready to paste, plus a testing checklist: validates in Rich Results Test, no errors or warnings, matches page content, all required properties included.
Examples
Example 1: Product Schema for a Shopify Store Product Page
User prompt: "Add schema markup to our product page for the 'CloudWalk Pro Running Shoe' on our Shopify store. It's $149.99, in stock, and has 4.6 stars from 238 reviews."
The agent will generate a complete Product JSON-LD block including:
- Product type with name, description, image, sku, brand
- Offers with price ($149.99), priceCurrency (USD), availability (InStock), url
- AggregateRating with ratingValue (4.6), reviewCount (238)
- BreadcrumbList for the category path (Home > Running > CloudWalk Pro Running Shoe)
- Implementation instructions specific to Shopify's theme.liquid or a schema app
- Validation steps using Google Rich Results Test
Example 2: FAQ Schema for a SaaS Pricing Page
User prompt: "We have 6 FAQ questions on our pricing page at dashmetrics.com/pricing. Add FAQ schema so they show up as rich results in Google."
The agent will generate a complete FAQPage JSON-LD block:
- FAQPage type with mainEntity array containing all 6 Question/Answer pairs
- Each question with acceptedAnswer containing the full answer text
- Combined with BreadcrumbList schema for the pricing page path using @graph
- Reminder that FAQ content in schema must exactly match the visible FAQ content on the page
- Implementation guidance for their stack (Next.js component, WordPress plugin, or raw HTML)
- Note about monitoring Search Console Enhancements report to verify rich results appear within 1-2 weeks
Guidelines
- Always check
.claude/product-marketing-context.mdbefore asking discovery questions - Always use JSON-LD format since Google explicitly recommends it over Microdata or RDFa
- Never add schema markup for content that does not exist on the visible page since Google penalizes mismatches
- Always include all required properties for each schema type before adding recommended properties
- Validate every schema implementation using the Google Rich Results Test before deploying to production
- When combining multiple schema types on a page, use the @graph pattern to keep them organized in a single script block
- Provide copy-paste-ready JSON-LD code blocks, not abstract descriptions of what to implement
- For dynamic sites, recommend server-side rendering of schema since client-rendered JSON-LD may not be reliably crawled
- Monitor Search Console Enhancements reports after deployment to catch validation errors early
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