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:

1. Page type: Article, Product, FAQ, Organization, etc.
2. Content: What entities to describe
3. 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

• Schema type recommendation
• JSON-LD structure
• Required vs. optional properties
• Validation steps
• References: Schema.org, Google Structured Data

Related Skills

• seo-on-page-metadata: Metadata complements schema
• seo-technical-indexing: Google Indexing API for JobPosting, BroadcastEvent