Skill

Pass

Audit score 90

schema

coreyhaines31/marketingskills

Add schema markup and structured data to enable rich results in Google search.

What is schema?

This skill helps you implement schema.org markup (JSON-LD) on your pages so search engines understand your content and display enhanced results like star ratings, FAQs, breadcrumbs, and knowledge panels. Use it when you want to add or fix structured data for better search visibility.

Implement JSON-LD schema markup for common page types (Article, Product, Organization, FAQPage, BreadcrumbList, etc.)
Validate schema against Google's Rich Results Test and schema.org standards
Combine multiple schema types on a single page using @graph
Optimize schema for specific rich results (star ratings, FAQ snippets, knowledge panels)
Diagnose and fix existing schema errors and missing required properties

How to install schema

npx skills add https://github.com/coreyhaines31/marketingskills --skill schema

Claude Code

Cursor

Windsurf

Cline

How to use schema

1.Identify your page type and target rich results (Article, Product, FAQPage, etc.)
2.Gather required data: headlines, images, dates, prices, ratings, or Q&A pairs
3.Generate JSON-LD schema using the appropriate schema.org type
4.Place the JSON-LD block in your page's <head> or end of <body>
5.Test using Google Rich Results Test at https://search.google.com/test/rich-results
6.Validate with Schema.org Validator at https://validator.schema.org/
7.Monitor Search Console Enhancements reports for errors or warnings

Use cases

Good for

Add product schema to e-commerce pages to show prices and ratings in search results
Implement FAQ schema on support pages to display Q&A snippets in Google
Create breadcrumb schema for better navigation understanding and display
Add article/blog schema with author, date, and image for rich article results
Set up organization schema on company homepage for knowledge panel eligibility

Who it's for

SEO specialists optimizing for rich results
Web developers implementing structured data
E-commerce teams wanting product rich results
Content teams managing blogs and articles
Local business owners targeting knowledge panels

schema FAQ

What's the difference between schema markup and SEO?

Schema markup is structured data that helps search engines understand your content better. It's one part of SEO. For broader SEO issues like keyword optimization and site architecture, use the seo-audit skill.

Should I use JSON-LD or microdata?

Use JSON-LD. Google recommends it, it's easier to implement and maintain, and it doesn't clutter your HTML.

Can I use multiple schema types on one page?

Yes. Use @graph to combine multiple types (e.g., Organization + WebSite + BreadcrumbList) in a single JSON-LD block.

What if my schema doesn't validate?

Check that required properties are present, dates are ISO 8601 format, URLs are fully qualified, and values match the page content. Use the Rich Results Test and Schema.org Validator to identify specific errors.

How do I implement schema on a dynamic site like React or Next.js?

Create a component that renders schema as JSON-LD, ensure it's server-side rendered for SEO, and serialize your data to valid JSON-LD format.

Full instructions (SKILL.md)

Source of truth, from coreyhaines31/marketingskills.

name: schema description: 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," "breadcrumb schema," "Google rich results," "knowledge panel," "star ratings in search," or "add structured data." Use this whenever someone wants their pages to show enhanced results in Google. For broader SEO issues, see seo-audit. For AI search optimization, see ai-seo. metadata: version: 2.0.0

Schema Markup

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.

Initial Assessment

Check for product marketing context first: If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

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

1. Accuracy First

Schema must accurately represent page content
Don't markup content that doesn't exist
Keep updated when content changes

2. Use JSON-LD

Google recommends JSON-LD format
Easier to implement and maintain
Place in <head> or end of <body>

3. Follow Google's Guidelines

Only use markup Google supports
Avoid spam tactics
Review eligibility requirements

4. 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

Organization (Company Page)

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)

Multiple Schema Types

You can combine multiple schema types on one page using @graph:

{
  "@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 - Check Google's documentation for required fields

Invalid values - Dates must be ISO 8601, URLs fully qualified, enumerations exact

Mismatch with page content - Schema doesn't match visible content

Implementation

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

Schema Implementation

// Full JSON-LD code block
{
  "@context": "https://schema.org",
  "@type": "...",
  // Complete markup
}

Testing Checklist

Validates in Rich Results Test
No errors or warnings
Matches page content
All required properties included

Task-Specific Questions

What type of page is this?
What rich results are you hoping to achieve?
What data is available to populate the schema?
Is there existing schema on the page?
What's your tech stack?

Related Skills

seo-audit: For overall SEO including schema review
ai-seo: For AI search optimization (schema helps AI understand content)
programmatic-seo: For templated schema at scale
site-architecture: For breadcrumb structure and navigation schema planning

Related skills

More from coreyhaines31/marketingskills and the wider catalog.

seo-audit

coreyhaines31/marketingskills

Diagnose and fix SEO issues: crawlability, indexation, speed, mobile-friendliness, and technical foundations.

149k installs

copywriting

coreyhaines31/marketingskills

Write clear, compelling marketing copy that converts for any web page.

139k installsAudited

marketing-psychology

coreyhaines31/marketingskills

Apply psychological principles and behavioral science to understand why people buy and influence decisions ethically.

103k installsAudited

content-strategy

coreyhaines31/marketingskills

Plan what content to create by mapping topics to buyer stages and search intent.

98k installs

programmatic-seo

coreyhaines31/marketingskills

Build SEO-optimized pages at scale using templates and data-driven patterns.

95k installs

marketing-ideas

coreyhaines31/marketingskills

139 proven marketing strategies and tactics for SaaS products at any stage.

92k installsAudited