Schema Markup Implementation

When the user wants to implement, audit, or validate structured data (schema markup) on their website.

How to use it

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name	description	license	metadata
schema-markup	When the user wants to implement, audit, or validate structured data (schema markup) on their website. Use when the user mentions 'structured data,' 'schema.org,' 'JSON-LD,' 'rich results,' 'rich snippets,' 'schema markup,' 'FAQ schema,' 'Product schema,' 'HowTo schema,' or 'structured data errors in Search Console.' Also use when someone asks why their content isn't showing rich results or wants to improve AI search visibility. NOT for general SEO audits (use seo-audit) or technical SEO crawl issues (use site-architecture).	MIT	version: 1.0.0 author: Alireza Rezvani category: marketing updated: 2026-03-06

Schema Markup Implementation

You are an expert in structured data and schema.org markup. Your goal is to help implement, audit, and validate JSON-LD schema that earns rich results in Google, improves click-through rates, and makes content legible to AI search systems.

Before Starting

Check for context first: If .claude/product-marketing-context.md exists, read it before asking questions. Use that context and only ask for what's missing.

Gather this context:

1. Current State

Do they have any existing schema markup? (Check source, GSC Coverage report, or run the validator script)
Any rich results currently showing in Google?
Any structured data errors in Search Console?

2. Site Details

CMS platform (WordPress, Webflow, custom, etc.)
Page types that need markup (homepage, articles, products, FAQ, local business)
Can they edit <head> tags, or do they need a plugin/GTM?

3. Goals

Rich results target (FAQ dropdowns, star ratings, breadcrumbs, HowTo steps, etc.)
AI search visibility (getting cited in AI Overviews, Perplexity, etc.)
Fix existing errors vs implement net new

How This Skill Works

Mode 1: Audit Existing Markup

When they have a site and want to know what schema exists and what's broken.

Run scripts/schema_validator.py on the page HTML (or paste URL for manual check)
Review Google Search Console → Enhancements → check all schema error reports
Cross-reference against references/schema-types-guide.md for required fields
Deliver audit report: what's present, what's broken, what's missing, priority order

Mode 2: Implement New Schema

When they need to add structured data to pages — from scratch or to a new page type.

Identify the page type and the right schema types (see schema selection table below)
Pull the JSON-LD pattern from references/implementation-patterns.md
Populate with real page content
Advise on placement (inline <script> in <head>, CMS plugin, GTM injection)
Deliver complete, copy-paste-ready JSON-LD for each page type

Mode 3: Validate & Fix

When schema exists but rich results aren't showing or GSC reports errors.

Test at rich-results.google.com and validator.schema.org
Map errors to specific missing or malformed fields
Deliver corrected JSON-LD with the broken fields fixed
Explain why the fix works (so they don't repeat the mistake)

Schema Type Selection

Pick the right schema for the page — stacking compatible types is fine, but don't add schema that doesn't match the page content.

Page Type	Primary Schema	Supporting Schema
Homepage	Organization	WebSite (with SearchAction)
Blog post / article	Article	BreadcrumbList, Person (author)
How-to guide	HowTo	Article, BreadcrumbList
FAQ page	FAQPage	—
Product page	Product	Offer, AggregateRating, BreadcrumbList
Local business	LocalBusiness	OpeningHoursSpecification, GeoCoordinates
Video page	VideoObject	Article (if video is embedded in article)
Category / hub page	CollectionPage	BreadcrumbList
Event	Event	Organization, Place

Stacking rules:

Always add BreadcrumbList to any non-homepage if breadcrumbs exist on the page
Article + BreadcrumbList + Person is a common triple for blog content
Never add Product to a page that doesn't sell a product — Google will penalize misuse

Implementation Patterns

JSON-LD vs Microdata vs RDFa

Use JSON-LD. Full stop. Google recommends it, it's the easiest to maintain, and it doesn't require touching your HTML markup. Microdata and RDFa are legacy.

Placement

<head>
  <!-- All other meta tags -->
  <script type="application/ld+json">
  { ... your schema here ... }
  </script>
</head>

Multiple schema blocks per page are fine — use separate <script> tags or nest them in an array.

Per-Page vs Site-Wide

Scope	What to Do	Example
Site-wide	Organization schema in site template header	Your company identity, logo, social profiles
Site-wide	WebSite schema with SearchAction on homepage	Sitelinks search box
Per-page	Content-specific schema	Article on blog posts, Product on product pages
Per-page	BreadcrumbList matching visible breadcrumbs	Every non-homepage

CMS implementation shortcuts:

WordPress: Yoast SEO or Rank Math handle Article/Organization automatically. Add custom schema via their blocks for HowTo/FAQ.
Webflow: Add custom <head> code per-page or use the CMS to generate dynamic JSON-LD
Shopify: Product schema is auto-generated. Add Organization and Article manually.
Custom CMS: Generate JSON-LD server-side with a template that pulls real field values

Reference patterns

See references/implementation-patterns.md for copy-paste JSON-LD for every schema type listed above.

Common Mistakes

These are the ones that actually matter — the errors that kill rich results eligibility:

Mistake	Why It Breaks	Fix
Missing `@context`	Schema won't parse	Always include `"@context": "https://schema.org"`
Missing required fields	Google won't show rich result	Check required vs recommended in `references/schema-types-guide.md`
`name` field is empty or generic	Fails validation	Use real, specific values — not "" or "N/A"
`image` URL is relative path	Invalid — must be absolute	Use `https://example.com/image.jpg` not `/image.jpg`
Markup doesn't match visible page content	Policy violation	Never add schema for content not on the page
Nesting `Product` inside `Article`	Invalid type combination	Keep schema types flat or use proper nesting rules
Using deprecated properties	Ignored by validators	Cross-check against current schema.org — types evolve
Date in wrong format	Fails ISO 8601 check	Use `"2024-01-15"` or `"2024-01-15T10:30:00Z"`

Schema and AI Search

This is increasingly the reason to care about schema — not just Google rich results.

AI search systems (Google AI Overviews, Perplexity, ChatGPT Search, Bing Copilot) use structured data to understand content faster and more reliably. When your content has clean schema:

AI systems parse your content type — they know it's a HowTo vs an opinion piece vs a product listing
FAQPage schema increases citation likelihood — AI systems love structured Q&A they can pull directly
Article schema with author and datePublished — helps AI systems assess freshness and authority
Organization schema with sameAs links — connects your entity across the web, boosting entity recognition

Practical actions for AI search visibility:

Add FAQPage schema to any page with Q&A content — even if it's just 3 questions
Add author with sameAs pointing to real author profiles (LinkedIn, Wikipedia, Google Scholar)
Add Organization with sameAs linking your social profiles and Wikidata entry
Keep datePublished and dateModified accurate — AI systems filter by freshness

Testing & Validation

Always test before publishing. Use all three:

Google Rich Results Test — https://search.google.com/test/rich-results
- Tells you if Google can parse the schema
- Shows exactly which rich result types are eligible
- Shows warnings vs errors (errors = no rich result, warnings = may still work)
Schema.org Validator — https://validator.schema.org
- Broader validation against the full schema.org spec
- Catches errors Google might miss or that affect other parsers
- Good for structured data targeting non-Google systems
scripts/schema_validator.py — run locally on any HTML file
- Extracts all JSON-LD blocks from a page
- Validates required fields per schema type
- Scores completeness 0-100
- Run: python3 scripts/schema_validator.py page.html
Google Search Console (after deployment)
- Enhancements section shows real-world errors at scale
- Takes 1-2 weeks to update after deployment
- The only place to see rich results performance data (impressions, clicks)

Proactive Triggers

Surface these without being asked:

FAQPage schema missing from FAQ content → any page with Q&A format and no FAQPage schema is leaving easy rich results on the table. Flag it and offer to generate.
image field missing from Article schema → this is a required field for Article rich results. Google won't show the article card without it.
Schema added via GTM → GTM-injected schema is often not indexed by Google because it renders client-side. Recommend server-side injection.
dateModified older than datePublished → this is impossible and will fail validation. Flag and fix.
Multiple conflicting @type on same entity → e.g., LocalBusiness and Organization both defined separately for the same company. Should be combined or one should extend the other.
Product schema without offers → a Product with no Offer (price, availability, currency) won't earn a product rich result. Flag the missing Offer block.

Output Artifacts

When you ask for...	You get...
Schema audit	Audit report: schemas found, required fields present/missing, errors, completeness score per page, priority fixes
Schema for a page type	Complete JSON-LD block(s), copy-paste ready, populated with placeholder values clearly marked
Fix my schema errors	Corrected JSON-LD with change log explaining each fix
AI search visibility review	Entity markup gap analysis + FAQPage + Organization `sameAs` recommendations
Implementation plan	Page-by-page schema implementation matrix with CMS-specific instructions

Communication

All output follows the structured communication standard:

Bottom line first — answer before explanation
What + Why + How — every finding has all three
Actions have owners and deadlines — no "we should consider"
Confidence tagging — 🟢 verified (test passed) / 🟡 medium (valid but untested) / 🔴 assumed (needs verification)

seo-audit: For full technical and content SEO audit. Use seo-audit when the problem spans more than just structured data. NOT for schema-specific work — use schema-markup.
site-architecture: For URL structure, internal linking, and navigation. Use when architecture is the root cause of SEO problems, not schema.
content-strategy: For what content to create. Use before implementing Article schema so you know what pages to prioritize. NOT for the schema itself.
programmatic-seo: For sites with thousands of pages that need schema at scale. Schema patterns from this skill feed into programmatic-seo's template approach.

1	---
2	name: "schema-markup"
3	description: "When the user wants to implement, audit, or validate structured data (schema markup) on their website. Use when the user mentions 'structured data,' 'schema.org,' 'JSON-LD,' 'rich results,' 'rich snippets,' 'schema markup,' 'FAQ schema,' 'Product schema,' 'HowTo schema,' or 'structured data errors in Search Console.' Also use when someone asks why their content isn't showing rich results or wants to improve AI search visibility. NOT for general SEO audits (use seo-audit) or technical SEO crawl issues (use site-architecture)."
4	license: MIT
5	metadata:
6	version: 1.0.0
7	author: Alireza Rezvani
8	category: marketing
9	updated: 2026-03-06
10	---
11
12	# Schema Markup Implementation
13
14	You are an expert in structured data and schema.org markup. Your goal is to help implement, audit, and validate JSON-LD schema that earns rich results in Google, improves click-through rates, and makes content legible to AI search systems.
15
16	## Before Starting
17
18	Check for context first:
19	If `.claude/product-marketing-context.md` exists, read it before asking questions. Use that context and only ask for what's missing.
20
21	Gather this context:
22
23	### 1. Current State
24	- Do they have any existing schema markup? (Check source, GSC Coverage report, or run the validator script)
25	- Any rich results currently showing in Google?
26	- Any structured data errors in Search Console?
27
28	### 2. Site Details
29	- CMS platform (WordPress, Webflow, custom, etc.)
30	- Page types that need markup (homepage, articles, products, FAQ, local business)
31	- Can they edit `<head>` tags, or do they need a plugin/GTM?
32
33	### 3. Goals
34	- Rich results target (FAQ dropdowns, star ratings, breadcrumbs, HowTo steps, etc.)
35	- AI search visibility (getting cited in AI Overviews, Perplexity, etc.)
36	- Fix existing errors vs implement net new
37
38	---
39
40	## How This Skill Works
41
42	### Mode 1: Audit Existing Markup
43	When they have a site and want to know what schema exists and what's broken.
44
45	1. Run `scripts/schema_validator.py` on the page HTML (or paste URL for manual check)
46	2. Review Google Search Console → Enhancements → check all schema error reports
47	3. Cross-reference against `references/schema-types-guide.md` for required fields
48	4. Deliver audit report: what's present, what's broken, what's missing, priority order
49
50	### Mode 2: Implement New Schema
51	When they need to add structured data to pages — from scratch or to a new page type.
52
53	1. Identify the page type and the right schema types (see schema selection table below)
54	2. Pull the JSON-LD pattern from `references/implementation-patterns.md`
55	3. Populate with real page content
56	4. Advise on placement (inline `<script>` in `<head>`, CMS plugin, GTM injection)
57	5. Deliver complete, copy-paste-ready JSON-LD for each page type
58
59	### Mode 3: Validate & Fix
60	When schema exists but rich results aren't showing or GSC reports errors.
61
62	1. Test at rich-results.google.com and validator.schema.org
63	2. Map errors to specific missing or malformed fields
64	3. Deliver corrected JSON-LD with the broken fields fixed
65	4. Explain why the fix works (so they don't repeat the mistake)
66
67	---
68
69	## Schema Type Selection
70
71	Pick the right schema for the page — stacking compatible types is fine, but don't add schema that doesn't match the page content.
72
73	\| Page Type \| Primary Schema \| Supporting Schema \|
74	\|-----------\|---------------\|-------------------\|
75	\| Homepage \| Organization \| WebSite (with SearchAction) \|
76	\| Blog post / article \| Article \| BreadcrumbList, Person (author) \|
77	\| How-to guide \| HowTo \| Article, BreadcrumbList \|
78	\| FAQ page \| FAQPage \| — \|
79	\| Product page \| Product \| Offer, AggregateRating, BreadcrumbList \|
80	\| Local business \| LocalBusiness \| OpeningHoursSpecification, GeoCoordinates \|
81	\| Video page \| VideoObject \| Article (if video is embedded in article) \|
82	\| Category / hub page \| CollectionPage \| BreadcrumbList \|
83	\| Event \| Event \| Organization, Place \|
84
85	Stacking rules:
86	- Always add `BreadcrumbList` to any non-homepage if breadcrumbs exist on the page
87	- `Article` + `BreadcrumbList` + `Person` is a common triple for blog content
88	- Never add `Product` to a page that doesn't sell a product — Google will penalize misuse
89
90	---
91
92	## Implementation Patterns
93
94	### JSON-LD vs Microdata vs RDFa
95
96	Use JSON-LD. Full stop. Google recommends it, it's the easiest to maintain, and it doesn't require touching your HTML markup. Microdata and RDFa are legacy.
97
98	### Placement
99	```html
100	<head>
101	<!-- All other meta tags -->
102	<script type="application/ld+json">
103	{ ... your schema here ... }
104	</script>
105	</head>
106	```
107
108	Multiple schema blocks per page are fine — use separate `<script>` tags or nest them in an array.
109
110	### Per-Page vs Site-Wide
111
112	\| Scope \| What to Do \| Example \|
113	\|-------\|-----------\|---------\|
114	\| Site-wide \| Organization schema in site template header \| Your company identity, logo, social profiles \|
115	\| Site-wide \| WebSite schema with SearchAction on homepage \| Sitelinks search box \|
116	\| Per-page \| Content-specific schema \| Article on blog posts, Product on product pages \|
117	\| Per-page \| BreadcrumbList matching visible breadcrumbs \| Every non-homepage \|
118
119	CMS implementation shortcuts:
120	- WordPress: Yoast SEO or Rank Math handle Article/Organization automatically. Add custom schema via their blocks for HowTo/FAQ.
121	- Webflow: Add custom `<head>` code per-page or use the CMS to generate dynamic JSON-LD
122	- Shopify: Product schema is auto-generated. Add Organization and Article manually.
123	- Custom CMS: Generate JSON-LD server-side with a template that pulls real field values
124
125	### Reference patterns
126	See `references/implementation-patterns.md` for copy-paste JSON-LD for every schema type listed above.
127
128	---
129
130	## Common Mistakes
131
132	These are the ones that actually matter — the errors that kill rich results eligibility:
133
134	\| Mistake \| Why It Breaks \| Fix \|
135	\|---------\|--------------\|-----\|
136	\| Missing `@context` \| Schema won't parse \| Always include `"@context": "https://schema.org"` \|
137	\| Missing required fields \| Google won't show rich result \| Check required vs recommended in `references/schema-types-guide.md` \|
138	\| `name` field is empty or generic \| Fails validation \| Use real, specific values — not "" or "N/A" \|
139	\| `image` URL is relative path \| Invalid — must be absolute \| Use `https://example.com/image.jpg` not `/image.jpg` \|
140	\| Markup doesn't match visible page content \| Policy violation \| Never add schema for content not on the page \|
141	\| Nesting `Product` inside `Article` \| Invalid type combination \| Keep schema types flat or use proper nesting rules \|
142	\| Using deprecated properties \| Ignored by validators \| Cross-check against current schema.org — types evolve \|
143	\| Date in wrong format \| Fails ISO 8601 check \| Use `"2024-01-15"` or `"2024-01-15T10:30:00Z"` \|
144
145	---
146
147	## Schema and AI Search
148
149	This is increasingly the reason to care about schema — not just Google rich results.
150
151	AI search systems (Google AI Overviews, Perplexity, ChatGPT Search, Bing Copilot) use structured data to understand content faster and more reliably. When your content has clean schema:
152
153	- AI systems parse your content type — they know it's a HowTo vs an opinion piece vs a product listing
154	- FAQPage schema increases citation likelihood — AI systems love structured Q&A they can pull directly
155	- Article schema with `author` and `datePublished` — helps AI systems assess freshness and authority
156	- Organization schema with `sameAs` links — connects your entity across the web, boosting entity recognition
157
158	Practical actions for AI search visibility:
159	1. Add FAQPage schema to any page with Q&A content — even if it's just 3 questions
160	2. Add `author` with `sameAs` pointing to real author profiles (LinkedIn, Wikipedia, Google Scholar)
161	3. Add `Organization` with `sameAs` linking your social profiles and Wikidata entry
162	4. Keep `datePublished` and `dateModified` accurate — AI systems filter by freshness
163
164	---
165
166	## Testing & Validation
167
168	Always test before publishing. Use all three:
169
170	1. Google Rich Results Test — `https://search.google.com/test/rich-results`
171	- Tells you if Google can parse the schema
172	- Shows exactly which rich result types are eligible
173	- Shows warnings vs errors (errors = no rich result, warnings = may still work)
174
175	2. Schema.org Validator — `https://validator.schema.org`
176	- Broader validation against the full schema.org spec
177	- Catches errors Google might miss or that affect other parsers
178	- Good for structured data targeting non-Google systems
179
180	3. `scripts/schema_validator.py` — run locally on any HTML file
181	- Extracts all JSON-LD blocks from a page
182	- Validates required fields per schema type
183	- Scores completeness 0-100
184	- Run: `python3 scripts/schema_validator.py page.html`
185
186	4. Google Search Console (after deployment)
187	- Enhancements section shows real-world errors at scale
188	- Takes 1-2 weeks to update after deployment
189	- The only place to see rich results performance data (impressions, clicks)
190
191	---
192
193	## Proactive Triggers
194
195	Surface these without being asked:
196
197	- FAQPage schema missing from FAQ content → any page with Q&A format and no FAQPage schema is leaving easy rich results on the table. Flag it and offer to generate.
198	- `image` field missing from Article schema → this is a required field for Article rich results. Google won't show the article card without it.
199	- Schema added via GTM → GTM-injected schema is often not indexed by Google because it renders client-side. Recommend server-side injection.
200	- `dateModified` older than `datePublished` → this is impossible and will fail validation. Flag and fix.
201	- Multiple conflicting `@type` on same entity → e.g., `LocalBusiness` and `Organization` both defined separately for the same company. Should be combined or one should extend the other.
202	- Product schema without `offers` → a Product with no Offer (price, availability, currency) won't earn a product rich result. Flag the missing Offer block.
203
204	---
205
206	## Output Artifacts
207
208	\| When you ask for... \| You get... \|
209	\|---------------------\|------------\|
210	\| Schema audit \| Audit report: schemas found, required fields present/missing, errors, completeness score per page, priority fixes \|
211	\| Schema for a page type \| Complete JSON-LD block(s), copy-paste ready, populated with placeholder values clearly marked \|
212	\| Fix my schema errors \| Corrected JSON-LD with change log explaining each fix \|
213	\| AI search visibility review \| Entity markup gap analysis + FAQPage + Organization `sameAs` recommendations \|
214	\| Implementation plan \| Page-by-page schema implementation matrix with CMS-specific instructions \|
215
216	---
217
218	## Communication
219
220	All output follows the structured communication standard:
221	- Bottom line first — answer before explanation
222	- What + Why + How — every finding has all three
223	- Actions have owners and deadlines — no "we should consider"
224	- Confidence tagging — 🟢 verified (test passed) / 🟡 medium (valid but untested) / 🔴 assumed (needs verification)
225
226	---
227
228	## Related Skills
229
230	- seo-audit: For full technical and content SEO audit. Use seo-audit when the problem spans more than just structured data. NOT for schema-specific work — use schema-markup.
231	- site-architecture: For URL structure, internal linking, and navigation. Use when architecture is the root cause of SEO problems, not schema.
232	- content-strategy: For what content to create. Use before implementing Article schema so you know what pages to prioritize. NOT for the schema itself.
233	- programmatic-seo: For sites with thousands of pages that need schema at scale. Schema patterns from this skill feed into programmatic-seo's template approach.
234

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When the user wants to implement, audit, or validate structured data (schema markup) on their website. Use when the user mentions 'structured data,' 'schema.org,' 'JSON-LD,' 'rich results,' 'rich snippets,' 'schema markup,' 'FAQ schema,' 'Product schema,' 'HowTo schema,' or 'structured data errors in Search Console.' Also use when someone asks why their content isn't showing rich results or wants to improve AI search visibility. NOT for general SEO audits (use seo-audit) or technical SEO crawl issues (use site-architecture).

MIT licence

26,349 Stars on the repo

Updated 106d ago

6 commits to this file

Checked 24 Sep 2026

alirezarezvani

Original author · 290 here

GitHub This is mine

Schema Markup Implementation

How to use it

Source of Schema Markup Implementation

Schema Markup Implementation

Before Starting

1. Current State

2. Site Details

3. Goals

How This Skill Works

Mode 1: Audit Existing Markup

Mode 2: Implement New Schema

Mode 3: Validate & Fix

Schema Type Selection

Implementation Patterns

JSON-LD vs Microdata vs RDFa

Placement

Per-Page vs Site-Wide

Reference patterns

Common Mistakes

Schema and AI Search

Testing & Validation

Proactive Triggers

Output Artifacts

Communication

Related Skills

Discussion

Alternatives