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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.
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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," or "breadcrumb schema." For broader SEO issues, see seo-audit.
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:
Page Type
What kind of page is this?
What's the primary content?
What rich results are possible?
Current State
Any existing schema?
Errors in current implementation?
Which rich results are 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
Organization Use for : Company/brand homepage or about page
logo
sameAs (social profiles)
contactPoint
{
"@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
potentialAction with SearchAction
{
"@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
headline
image
datePublished
author
dateModified
publisher
description
mainEntityOfPage
{
"@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)
name
image
offers (with price and availability)
description
sku
brand
aggregateRating
review
{
"@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
name
offers (or free indicator)
applicationCategory
operatingSystem
aggregateRating
{
"@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
mainEntity (array of Question/Answer)
{
"@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
name
step (array of HowToStep)
image
totalTime
estimatedCost
supply/tool
{
"@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
{
"@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
name
address
(Various by business type)
{
"@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.
{
"@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
name
startDate
location (or eventAttendanceMode for online)
{
"@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:
{
"@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
Common Errors Missing required properties
Check Google's documentation for required fields
Different from schema.org minimum requirements
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
export default function ProductPage ({ product } ) {
const schema = {
"@context" : "https://schema.org" ,
"@type" : "Product" ,
name : product.name ,
};
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
{
"@context" : "https://schema.org" ,
"@type" : "..." ,
}
Placement Instructions Where to add the code and how
Testing Checklist
Questions to Ask If you need more context:
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 for implementation?
Related Skills
seo-audit : For overall SEO including schema reviewprogrammatic-seo : For templated schema at scaleanalytics-tracking : For measuring rich result impact 