Schema Markup
Add or fix JSON-LD and schema.org markup so Google can show rich results and knowledge panels for product, FAQ, and review pages.
Overview
Schema Markup is an agent skill for the Launch phase that implements accurate schema.org JSON-LD so pages can qualify for Google rich results and clearer crawl understanding.
Install
npx skills add https://github.com/coreyhaines31/marketingskills --skill schema-markupWhat is this skill?
- Assesses page type, existing schema errors, and target rich-result types before implementation
- Follows accuracy-first schema.org principles aligned with Google rich-result policies
- Covers FAQ, product, review, and breadcrumb patterns plus JSON-LD implementation guidance
- Reads `.agents/product-marketing-context.md` when present to avoid redundant questions
- Pairs with seo-audit for full-site SEO and ai-seo for AI-search visibility
- Initial assessment covers page type, current schema state, and goals in 3 areas
- Skill metadata version 1.1.0
Adoption & trust: 55.7k installs on skills.sh; 32.4k GitHub stars; 3/3 security scanners passed (skills.sh audits).
What problem does it solve?
Your site renders fine for humans but search engines miss entity context, so you get plain blue links instead of FAQs, ratings, or product details in SERPs.
Who is it for?
Solo founders shipping marketing sites, docs, or storefronts who need FAQ, product, review, or breadcrumb schema without breaking Google guidelines.
Skip if: Teams that only need a full technical SEO crawl audit with no schema focus—use seo-audit instead—or pages with no stable URL structure yet.
When should I use this skill?
User wants to add, fix, or optimize schema markup, JSON-LD, rich snippets, or mentions FAQ/product/review/breadcrumb schema.
What do I get? / Deliverables
You get validated structured data matched to page content and a clear list of rich-result types you can monitor in Search Console.
- JSON-LD blocks or template patches
- Rich-result targeting notes
- Accuracy checklist against on-page content
Recommended Skills
Journey fit
Structured data is a launch-time SEO deliverable that directly affects how pages appear in organic search after ship. Schema markup sits under SEO subphase because it targets Google rich results, crawl understanding, and technical search visibility—not paid distribution.
How it compares
Use for JSON-LD and rich-snippet eligibility, not as a replacement for a full seo-audit or ai-seo answer-engine strategy.
Common Questions / FAQ
Who is schema-markup for?
Indie builders and small marketing teams who own a site in Claude Code or Cursor and need structured data that matches what is actually on the page.
When should I use schema-markup?
During Launch SEO when adding FAQ, product, review, or breadcrumb JSON-LD, fixing Search Console rich-result errors, or when you want star ratings and enhanced snippets in Google.
Is schema-markup safe to install?
It is editorial guidance only—review the Security Audits panel on this Prism page and inspect the skill source before letting an agent edit production HTML or CMS templates.
SKILL.md
READMESKILL.md - Schema Markup
# 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 | 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 ---