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 analysis
programmatic-seo - For scaled implementation
page-cro - For page optimization

schema-markup