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.

25 stars

byComeOnOliver

View on GitHub Installation ↓

Best use case

schema-markup is best used when you need a repeatable AI agent workflow instead of a one-off prompt.

Teams using schema-markup should expect a more consistent output, faster repeated execution, less prompt rewriting.

When to use this skill

You want a reusable workflow that can be run more than once with consistent structure.

When not to use this skill

You only need a quick one-off answer and do not need a reusable workflow.
You cannot install or maintain the underlying files, dependencies, or repository context.

Installation

Claude Code / Cursor / Codex

$curl -o ~/.claude/skills/schema-markup/SKILL.md --create-dirs "https://raw.githubusercontent.com/ComeOnOliver/skillshub/main/skills/aiskillstore/marketplace/coreyhaines31/schema-markup/SKILL.md"

Manual Installation

Download SKILL.md from GitHub
Place it in .claude/skills/schema-markup/SKILL.md inside your project
Restart your AI agent — it will auto-discover the skill

How schema-markup Compares

Feature / Agent	schema-markup	Standard Approach
Platform Support	Not specified	Limited / Varies
Context Awareness	High	Baseline
Installation Complexity	Unknown	N/A

Frequently Asked Questions

What does this skill do?

Where can I find the source code?

You can find the source code on GitHub using the link provided at the top of the page.

SKILL.md Source

# 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

Before implementing schema, understand:

1. **Page Type**
   - What kind of page is this?
   - What's the primary content?
   - What rich results are possible?

2. **Current State**
   - Any existing schema?
   - Errors in current implementation?
   - Which rich results are already appearing?

3. **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

### Organization
**Use for**: Company/brand homepage or about page

**Required properties**:
- name
- url

**Recommended properties**:
- logo
- sameAs (social profiles)
- contactPoint

```json
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Example Company",
  "url": "https://example.com",
  "logo": "https://example.com/logo.png",
  "sameAs": [
    "https://twitter.com/example",
    "https://linkedin.com/company/example",
    "https://facebook.com/example"
  ],
  "contactPoint": {
    "@type": "ContactPoint",
    "telephone": "+1-555-555-5555",
    "contactType": "customer service"
  }
}
```

### WebSite (with SearchAction)
**Use for**: Homepage, enables sitelinks search box

**Required properties**:
- name
- url

**For search box**:
- potentialAction with SearchAction

```json
{
  "@context": "https://schema.org",
  "@type": "WebSite",
  "name": "Example",
  "url": "https://example.com",
  "potentialAction": {
    "@type": "SearchAction",
    "target": {
      "@type": "EntryPoint",
      "urlTemplate": "https://example.com/search?q={search_term_string}"
    },
    "query-input": "required name=search_term_string"
  }
}
```

### Article / BlogPosting
**Use for**: Blog posts, news articles

**Required properties**:
- headline
- image
- datePublished
- author

**Recommended properties**:
- dateModified
- publisher
- description
- mainEntityOfPage

```json
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "How to Implement Schema Markup",
  "image": "https://example.com/image.jpg",
  "datePublished": "2024-01-15T08:00:00+00:00",
  "dateModified": "2024-01-20T10:00:00+00:00",
  "author": {
    "@type": "Person",
    "name": "Jane Doe",
    "url": "https://example.com/authors/jane"
  },
  "publisher": {
    "@type": "Organization",
    "name": "Example Company",
    "logo": {
      "@type": "ImageObject",
      "url": "https://example.com/logo.png"
    }
  },
  "description": "A complete guide to implementing schema markup...",
  "mainEntityOfPage": {
    "@type": "WebPage",
    "@id": "https://example.com/schema-guide"
  }
}
```

### Product
**Use for**: Product pages (e-commerce or SaaS)

**Required properties**:
- name
- image
- offers (with price and availability)

**Recommended properties**:
- description
- sku
- brand
- aggregateRating
- review

```json
{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Premium Widget",
  "image": "https://example.com/widget.jpg",
  "description": "Our best-selling widget for professionals",
  "sku": "WIDGET-001",
  "brand": {
    "@type": "Brand",
    "name": "Example Co"
  },
  "offers": {
    "@type": "Offer",
    "url": "https://example.com/products/widget",
    "priceCurrency": "USD",
    "price": "99.99",
    "availability": "https://schema.org/InStock",
    "priceValidUntil": "2024-12-31"
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.8",
    "reviewCount": "127"
  }
}
```

### SoftwareApplication
**Use for**: SaaS product pages, app landing pages

**Required properties**:
- name
- offers (or free indicator)

**Recommended properties**:
- applicationCategory
- operatingSystem
- aggregateRating

```json
{
  "@context": "https://schema.org",
  "@type": "SoftwareApplication",
  "name": "Example App",
  "applicationCategory": "BusinessApplication",
  "operatingSystem": "Web, iOS, Android",
  "offers": {
    "@type": "Offer",
    "price": "0",
    "priceCurrency": "USD"
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.6",
    "ratingCount": "1250"
  }
}
```

### FAQPage
**Use for**: Pages with frequently asked questions

**Required properties**:
- mainEntity (array of Question/Answer)

```json
{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "What is schema markup?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Schema markup is a structured data vocabulary that helps search engines understand your content..."
      }
    },
    {
      "@type": "Question",
      "name": "How do I implement schema?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "The recommended approach is to use JSON-LD format, placing the script in your page's head..."
      }
    }
  ]
}
```

### HowTo
**Use for**: Instructional content, tutorials

**Required properties**:
- name
- step (array of HowToStep)

**Recommended properties**:
- image
- totalTime
- estimatedCost
- supply/tool

```json
{
  "@context": "https://schema.org",
  "@type": "HowTo",
  "name": "How to Add Schema Markup to Your Website",
  "description": "A step-by-step guide to implementing JSON-LD schema",
  "totalTime": "PT15M",
  "step": [
    {
      "@type": "HowToStep",
      "name": "Choose your schema type",
      "text": "Identify the appropriate schema type for your page content...",
      "url": "https://example.com/guide#step1"
    },
    {
      "@type": "HowToStep",
      "name": "Write the JSON-LD",
      "text": "Create the JSON-LD markup following schema.org specifications...",
      "url": "https://example.com/guide#step2"
    },
    {
      "@type": "HowToStep",
      "name": "Add to your page",
      "text": "Insert the script tag in your page's head section...",
      "url": "https://example.com/guide#step3"
    }
  ]
}
```

### BreadcrumbList
**Use for**: Any page with breadcrumb navigation

```json
{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    {
      "@type": "ListItem",
      "position": 1,
      "name": "Home",
      "item": "https://example.com"
    },
    {
      "@type": "ListItem",
      "position": 2,
      "name": "Blog",
      "item": "https://example.com/blog"
    },
    {
      "@type": "ListItem",
      "position": 3,
      "name": "SEO Guide",
      "item": "https://example.com/blog/seo-guide"
    }
  ]
}
```

### LocalBusiness
**Use for**: Local business location pages

**Required properties**:
- name
- address
- (Various by business type)

```json
{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Example Coffee Shop",
  "image": "https://example.com/shop.jpg",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main Street",
    "addressLocality": "San Francisco",
    "addressRegion": "CA",
    "postalCode": "94102",
    "addressCountry": "US"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": "37.7749",
    "longitude": "-122.4194"
  },
  "telephone": "+1-555-555-5555",
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
      "opens": "08:00",
      "closes": "18:00"
    }
  ],
  "priceRange": "$$"
}
```

### Review / AggregateRating
**Use for**: Review pages or products with reviews

Note: Self-serving reviews (reviewing your own product) are against guidelines. Reviews must be from real customers.

```json
{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Example Product",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.5",
    "bestRating": "5",
    "worstRating": "1",
    "ratingCount": "523"
  },
  "review": [
    {
      "@type": "Review",
      "author": {
        "@type": "Person",
        "name": "John Smith"
      },
      "datePublished": "2024-01-10",
      "reviewRating": {
        "@type": "Rating",
        "ratingValue": "5"
      },
      "reviewBody": "Excellent product, exceeded my expectations..."
    }
  ]
}
```

### Event
**Use for**: Event pages, webinars, conferences

**Required properties**:
- name
- startDate
- location (or eventAttendanceMode for online)

```json
{
  "@context": "https://schema.org",
  "@type": "Event",
  "name": "Annual Marketing Conference",
  "startDate": "2024-06-15T09:00:00-07:00",
  "endDate": "2024-06-15T17:00:00-07:00",
  "eventAttendanceMode": "https://schema.org/OnlineEventAttendanceMode",
  "eventStatus": "https://schema.org/EventScheduled",
  "location": {
    "@type": "VirtualLocation",
    "url": "https://example.com/conference"
  },
  "image": "https://example.com/conference.jpg",
  "description": "Join us for our annual marketing conference...",
  "offers": {
    "@type": "Offer",
    "url": "https://example.com/conference/tickets",
    "price": "199",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock",
    "validFrom": "2024-01-01"
  },
  "performer": {
    "@type": "Organization",
    "name": "Example Company"
  },
  "organizer": {
    "@type": "Organization",
    "name": "Example Company",
    "url": "https://example.com"
  }
}
```

---

## Multiple Schema Types on One Page

You can (and often should) have multiple schema types:

```json
{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": "Organization",
      "@id": "https://example.com/#organization",
      "name": "Example Company",
      "url": "https://example.com"
    },
    {
      "@type": "WebSite",
      "@id": "https://example.com/#website",
      "url": "https://example.com",
      "name": "Example",
      "publisher": {
        "@id": "https://example.com/#organization"
      }
    },
    {
      "@type": "BreadcrumbList",
      "itemListElement": [...]
    }
  ]
}
```

---

## 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
- Different from schema.org minimum requirements

**Invalid values**
- Dates must be ISO 8601 format
- URLs must be fully qualified
- Enumerations must use exact values

**Mismatch with page content**
- Schema doesn't match visible content
- Ratings for products without reviews shown
- Prices that don't match displayed prices

---

## Implementation Patterns

### Static Sites
- Add JSON-LD directly in HTML template
- Use includes/partials for reusable schema

### Dynamic Sites (React, Next.js, etc.)
- Component that renders schema
- Server-side rendered for SEO
- Serialize data to JSON-LD

```jsx
// Next.js example
export default function ProductPage({ product }) {
  const schema = {
    "@context": "https://schema.org",
    "@type": "Product",
    name: product.name,
    // ... other properties
  };

  return (
    <>
      <Head>
        <script
          type="application/ld+json"
          dangerouslySetInnerHTML={{ __html: JSON.stringify(schema) }}
        />
      </Head>
      {/* Page content */}
    </>
  );
}
```

### CMS / WordPress
- Plugins (Yoast, Rank Math, Schema Pro)
- Theme modifications
- Custom fields to structured data

---

## Output Format

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

### Placement Instructions
Where to add the code and how

### Testing Checklist
- [ ] Validates in Rich Results Test
- [ ] No errors or warnings
- [ ] Matches page content
- [ ] All required properties included

---

## Questions to Ask

If you need more context:
1. What type of page is this?
2. What rich results are you hoping to achieve?
3. What data is available to populate the schema?
4. Is there existing schema on the page?
5. What's your tech stack for implementation?

---

## Related Skills

- **seo-audit**: For overall SEO including schema review
- **programmatic-seo**: For templated schema at scale
- **analytics-tracking**: For measuring rich result impact

Related Skills

validating-api-schemas

from ComeOnOliver/skillshub

Validate API schemas against OpenAPI, JSON Schema, and GraphQL specifications. Use when validating API schemas and contracts. Trigger with phrases like "validate API schema", "check OpenAPI spec", or "verify schema".

schema-validator

from ComeOnOliver/skillshub

Schema Validator - Auto-activating skill for Data Pipelines. Triggers on: schema validator, schema validator Part of the Data Pipelines skill category.

response-schema-generator

from ComeOnOliver/skillshub

Response Schema Generator - Auto-activating skill for API Development. Triggers on: response schema generator, response schema generator Part of the API Development skill category.

prisma-schema-helper

from ComeOnOliver/skillshub

Prisma Schema Helper - Auto-activating skill for Backend Development. Triggers on: prisma schema helper, prisma schema helper Part of the Backend Development skill category.

graphql-schema-generator

from ComeOnOliver/skillshub

Graphql Schema Generator - Auto-activating skill for API Development. Triggers on: graphql schema generator, graphql schema generator Part of the API Development skill category.

designing-database-schemas

from ComeOnOliver/skillshub

Process use when you need to work with database schema design. This skill provides schema design and migrations with comprehensive guidance and automation. Trigger with phrases like "design schema", "create migration", or "model database".

database-schema-visualizer

from ComeOnOliver/skillshub

Database Schema Visualizer - Auto-activating skill for Visual Content. Triggers on: database schema visualizer, database schema visualizer Part of the Visual Content skill category.

comparing-database-schemas

from ComeOnOliver/skillshub

This skill leverages the database-diff-tool plugin to compare database schemas, generate migration scripts, and provide rollback procedures. It is triggered when the user requests database schema comparisons, migration script generation, or database synchronization. Use this skill when asked to identify differences between database schemas (PostgreSQL or MySQL), create safe migration scripts with transaction safety, validate changes before deployment, or generate rollback procedures. The skill is activated by requests involving terms like "database diff", "schema comparison", "generate migration script", "database synchronization", or `/db-diff`.

electric-schema-shapes

from ComeOnOliver/skillshub

Design Postgres schema and Electric shape definitions together for a new feature. Covers single-table shape constraint, cross-table joins using multiple shapes, WHERE clause design for tenant isolation, column selection for bandwidth optimization, replica mode choice (default vs full for old_value), enum casting in WHERE clauses, and txid handshake setup with pg_current_xact_id() for optimistic writes. Load when designing database tables for use with Electric shapes.

apify-generate-output-schema

from ComeOnOliver/skillshub

Generate output schemas (dataset_schema.json, output_schema.json, key_value_store_schema.json) for an Apify Actor by analyzing its source code. Use when creating or updating Actor output schemas.

database-schema-design

from ComeOnOliver/skillshub

Design and optimize database schemas for SQL and NoSQL databases. Use when creating new databases, designing tables, defining relationships, indexing strategies, or database migrations. Handles PostgreSQL, MySQL, MongoDB, normalization, and performance optimization.

add-malli-schemas

from ComeOnOliver/skillshub

Efficiently add Malli schemas to API endpoints in the Metabase codebase with proper patterns, validation timing, and error handling