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akachandan1akachandan1/proofstack/skills/marketing-skills/schema-markup/SKILL.md

schema-markup

Skill0 starsChanged 6 months agoMITView on GitHub

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.

We split this skill into the rules it gives an agent

9 rules. 0 are common, 7 are distinctive, and 2 are very specific to this project.

  • 0

    Common

    Most of the 33 edited versions we read keep these.

  • 7

    Distinctive

    This author's own choices. Worth a look.

  • 2

    Very specific

    Tied to their project's names, files or tools. Probably skip.

  • Common
  • Distinctive
  • Very specific
  1. Very specific:

    If .agents/product-marketing-context.md exists (or .claude/product-marketing-context.md in older setups), read it before asking questions.

    line 15
  2. Distinctive:

    Before implementing schema, understand:

    line 17
  3. Distinctive:

    Don't markup content that doesn't exist

    line 31
  4. Distinctive:

    Keep updated when content changes

    line 32
  5. Very specific:

    Place in <head> or end of <body>

    line 37
  6. Distinctive:

    Only use markup Google supports

    line 40
  7. Distinctive:

    Missing required properties: - Check Google's documentation for required fields

    line 118
  8. Distinctive:

    Add JSON-LD directly in HTML template

    line 129
  9. Distinctive:

    Use includes/partials for reusable schema

    line 130

“Common” is measured: kept by at least 6 in 10 of the 33 edited versions of this file we could read. “Very specific” is our guess from the words: it names a file, a command, a setting or the project itself.

Keep what fits and drop the rest. Your version, ready for your agents.
Files
SKILL.md

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:

  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

TypeUse ForRequired Properties
OrganizationCompany homepage/aboutname, url
WebSiteHomepage (search box)name, url
ArticleBlog posts, newsheadline, image, datePublished, author
ProductProduct pagesname, image, offers
SoftwareApplicationSaaS/app pagesname, offers
FAQPageFAQ contentmainEntity (Q&A array)
HowToTutorialsname, step
BreadcrumbListAny page with breadcrumbsitemListElement
LocalBusinessLocal business pagesname, address
EventEvents, webinarsname, 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

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

  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

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