skills/schema/SKILL.md

---
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:

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

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

| 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](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`:

```json
{
  "@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
```json
// 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

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?

---

## 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
Initial release: 14 marketing skills for Claude Code 2026-01-15 11:41:29 -08:00			`---`
feat: v2.0 skill renames and CRO consolidation (#291 ) 2026-05-13 22:05:15 -07:00			`name: schema`
feat: optimize all 32 skill descriptions for better triggering 2026-03-04 13:02:05 -08:00			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.
fix: move version from top-level to metadata in all SKILL.md frontmatter 2026-02-15 09:43:44 +00:00			`metadata:`
feat: v2.0 skill renames and CRO consolidation (#291 ) 2026-05-13 22:05:15 -07:00			`version: 2.0.0`
Initial release: 14 marketing skills for Claude Code 2026-01-15 11:41:29 -08:00			`---`

			`# 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`

Add product-marketing-context skill and update all skills to reference it 2026-01-26 16:00:38 -08:00			`Check for product marketing context first:`
feat: v2.0 skill renames and CRO consolidation (#291 ) 2026-05-13 22:05:15 -07:00			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.
Add product-marketing-context skill and update all skills to reference it 2026-01-26 16:00:38 -08:00
Initial release: 14 marketing skills for Claude Code 2026-01-15 11:41:29 -08:00			`Before implementing schema, understand:`

Optimize skill files for AI agent use with progressive disclosure 2026-01-26 16:39:45 -08:00			`1. Page Type - What kind of page? What's the primary content? What rich results are possible?`
Initial release: 14 marketing skills for Claude Code 2026-01-15 11:41:29 -08:00
Optimize skill files for AI agent use with progressive disclosure 2026-01-26 16:39:45 -08:00			`2. Current State - Any existing schema? Errors in implementation? Which rich results already appearing?`
Initial release: 14 marketing skills for Claude Code 2026-01-15 11:41:29 -08:00
Optimize skill files for AI agent use with progressive disclosure 2026-01-26 16:39:45 -08:00			`3. Goals - Which rich results are you targeting? What's the business value?`
Initial release: 14 marketing skills for Claude Code 2026-01-15 11:41:29 -08:00
			`---`

			`## 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`

Optimize skill files for AI agent use with progressive disclosure 2026-01-26 16:39:45 -08:00			`\| 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](references/schema-examples.md)`
Initial release: 14 marketing skills for Claude Code 2026-01-15 11:41:29 -08:00
Optimize skill files for AI agent use with progressive disclosure 2026-01-26 16:39:45 -08:00			`---`
Initial release: 14 marketing skills for Claude Code 2026-01-15 11:41:29 -08:00
Optimize skill files for AI agent use with progressive disclosure 2026-01-26 16:39:45 -08:00			`## Quick Reference`
Initial release: 14 marketing skills for Claude Code 2026-01-15 11:41:29 -08:00
Optimize skill files for AI agent use with progressive disclosure 2026-01-26 16:39:45 -08:00			`### Organization (Company Page)`
			`Required: name, url`
			`Recommended: logo, sameAs (social profiles), contactPoint`
Initial release: 14 marketing skills for Claude Code 2026-01-15 11:41:29 -08:00
Optimize skill files for AI agent use with progressive disclosure 2026-01-26 16:39:45 -08:00			`### Article/BlogPosting`
			`Required: headline, image, datePublished, author`
			`Recommended: dateModified, publisher, description`
Initial release: 14 marketing skills for Claude Code 2026-01-15 11:41:29 -08:00
			`### Product`
Optimize skill files for AI agent use with progressive disclosure 2026-01-26 16:39:45 -08:00			`Required: name, image, offers (price + availability)`
			`Recommended: sku, brand, aggregateRating, review`
Initial release: 14 marketing skills for Claude Code 2026-01-15 11:41:29 -08:00
			`### FAQPage`
Optimize skill files for AI agent use with progressive disclosure 2026-01-26 16:39:45 -08:00			`Required: mainEntity (array of Question/Answer pairs)`
Initial release: 14 marketing skills for Claude Code 2026-01-15 11:41:29 -08:00
			`### BreadcrumbList`
Optimize skill files for AI agent use with progressive disclosure 2026-01-26 16:39:45 -08:00			`Required: itemListElement (array with position, name, item)`
Initial release: 14 marketing skills for Claude Code 2026-01-15 11:41:29 -08:00
			`---`

Optimize skill files for AI agent use with progressive disclosure 2026-01-26 16:39:45 -08:00			`## Multiple Schema Types`
Initial release: 14 marketing skills for Claude Code 2026-01-15 11:41:29 -08:00
Optimize skill files for AI agent use with progressive disclosure 2026-01-26 16:39:45 -08:00			You can combine multiple schema types on one page using `@graph`:
Initial release: 14 marketing skills for Claude Code 2026-01-15 11:41:29 -08:00
			```json
			`{`
			`"@context": "https://schema.org",`
			`"@graph": [`
Optimize skill files for AI agent use with progressive disclosure 2026-01-26 16:39:45 -08:00			`{ "@type": "Organization", ... },`
			`{ "@type": "WebSite", ... },`
			`{ "@type": "BreadcrumbList", ... }`
Initial release: 14 marketing skills for Claude Code 2026-01-15 11:41:29 -08:00			`]`
			`}`
			```

			`---`

			`## 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`

Optimize skill files for AI agent use with progressive disclosure 2026-01-26 16:39:45 -08:00			`Missing required properties - Check Google's documentation for required fields`
Initial release: 14 marketing skills for Claude Code 2026-01-15 11:41:29 -08:00
Optimize skill files for AI agent use with progressive disclosure 2026-01-26 16:39:45 -08:00			`Invalid values - Dates must be ISO 8601, URLs fully qualified, enumerations exact`
Initial release: 14 marketing skills for Claude Code 2026-01-15 11:41:29 -08:00
Optimize skill files for AI agent use with progressive disclosure 2026-01-26 16:39:45 -08:00			`Mismatch with page content - Schema doesn't match visible content`
Initial release: 14 marketing skills for Claude Code 2026-01-15 11:41:29 -08:00
			`---`

Optimize skill files for AI agent use with progressive disclosure 2026-01-26 16:39:45 -08:00			`## Implementation`
Initial release: 14 marketing skills for Claude Code 2026-01-15 11:41:29 -08:00
			`### Static Sites`
			`- Add JSON-LD directly in HTML template`
			`- Use includes/partials for reusable schema`

Optimize skill files for AI agent use with progressive disclosure 2026-01-26 16:39:45 -08:00			`### Dynamic Sites (React, Next.js)`
Initial release: 14 marketing skills for Claude Code 2026-01-15 11:41:29 -08:00			`- 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`
			```json
			`// 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`

			`---`

Rename Questions to Ask -> Task-Specific Questions, remove redundant questions 2026-01-26 16:12:12 -08:00			`## Task-Specific Questions`
Initial release: 14 marketing skills for Claude Code 2026-01-15 11:41:29 -08:00
			`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?`
Optimize skill files for AI agent use with progressive disclosure 2026-01-26 16:39:45 -08:00			`5. What's your tech stack?`
Initial release: 14 marketing skills for Claude Code 2026-01-15 11:41:29 -08:00
			`---`

			`## Related Skills`

			`- seo-audit: For overall SEO including schema review`
feat: add ai-seo skill for AI search optimization (AEO, GEO, LLMO) 2026-02-18 17:06:09 -08:00			`- ai-seo: For AI search optimization (schema helps AI understand content)`
Initial release: 14 marketing skills for Claude Code 2026-01-15 11:41:29 -08:00			`- programmatic-seo: For templated schema at scale`
feat: add site-architecture skill for website structure planning 2026-02-21 03:29:50 -08:00			`- site-architecture: For breadcrumb structure and navigation schema planning`