Skill

Pass

Audit score 90

schema-markup

coreyhaines31/marketingskills

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

What is schema-markup?

Schema Markup helps search engines understand your content through JSON-LD structured data, enabling rich results like star ratings, FAQs, breadcrumbs, and knowledge panels in Google Search. Use this skill when you need to implement, fix, or optimize schema.org markup on your pages.

Implement JSON-LD schema for Organization, Article, Product, FAQPage, BreadcrumbList, and other schema.org types
Validate schema markup using Google Rich Results Test and Schema.org Validator
Combine multiple schema types on a single page using @graph syntax
Optimize schema for specific rich results: star ratings, reviews, knowledge panels, and featured snippets
Support static sites, dynamic frameworks (React, Next.js), and CMS platforms (WordPress)
Monitor and fix schema errors in Google Search Console

How to install schema-markup

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

Claude Code

Cursor

Windsurf

Cline

How to use schema-markup

1.Identify the page type and primary content (product, article, organization, FAQ, etc.)
2.Check for existing schema markup and any current errors in Google Search Console
3.Determine which rich results you want to achieve (ratings, breadcrumbs, knowledge panel, etc.)
4.Generate or write JSON-LD schema using the appropriate schema.org type and required properties
5.Place the JSON-LD code block in the page's <head> or end of <body>
6.Validate the markup using Google Rich Results Test at https://search.google.com/test/rich-results
7.Test for errors and ensure schema matches visible page content
8.Deploy and monitor Search Console Enhancements reports for indexing status

Use cases

Good for

Add product schema with pricing and ratings to product pages for rich results in search
Implement FAQ schema on support pages to display Q&A snippets in Google Search
Create breadcrumb schema for navigation structure and improved site hierarchy visibility
Add Article schema to blog posts with author, publish date, and images for enhanced search appearance
Implement Organization schema on homepage to establish company identity in knowledge panels

Who it's for

E-commerce teams optimizing product visibility in search results
Content creators and bloggers wanting rich snippets for articles
Marketing teams building knowledge panels and brand presence in Google
Web developers implementing structured data across static or dynamic sites
SEO professionals auditing and improving search result appearance

schema-markup FAQ

What format should I use for schema markup?

Use JSON-LD format, which Google recommends. It's easier to implement and maintain than microdata or RDFa. Place it in the <head> or end of <body> of your HTML.

Can I use multiple schema types on one page?

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

What are the most important required properties for schema?

It depends on the type. For Organization: name and url. For Article: headline, image, datePublished, author. For Product: name, image, offers. Always check Google's documentation for your specific schema type.

How do I know if my schema is working?

Use Google Rich Results Test (https://search.google.com/test/rich-results) to validate markup, check for errors, and preview how rich results will appear. Also monitor Search Console Enhancements reports.

What if my content changes—do I need to update the schema?

Yes. Schema must accurately represent your page content at all times. Update schema whenever content changes to avoid mismatches and validation errors.

Full instructions (SKILL.md)

Source of truth, from coreyhaines31/marketingskills.

name: schema-markup 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: 1.1.0

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-context.md exists (or .claude/product-marketing-context.md 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

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