Schema

Name: Schema
Author: dirnbauer

dirnbauer/webconsulting-skills

6 installs
33 repo stars
Updated July 27, 2026
dirnbauer/webconsulting-skills

This is a copy of schema by coreyhaines31 - installs and ranking accrue to the original listing.

Helps with ai & agent building tasks.

About

schema is a Claude Code skill for ai & agent building. It helps solo builders move faster with AI-assisted coding.

schema
AI & Agent Building
AI-coding skill

Schema by the numbers

6 all-time installs (skills.sh)
Data as of Jul 29, 2026 (Skillselion catalog sync)

npx skills add https://github.com/dirnbauer/webconsulting-skills --skill schema

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Installs	6
repo stars	★ 33
Last updated	July 27, 2026
Repository	dirnbauer/webconsulting-skills ↗

What it does

Helps with ai & agent building tasks.

Files

SKILL.mdMarkdownGitHub ↗

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

---

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

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

// 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

---

Credits & Attribution

This skill is based on the excellent work by [Corey Haines](https://coreyhaines.com/).

Original repository: https://github.com/coreyhaines31/marketingskills

Copyright (c) Corey Haines - Marketing frameworks and best practices (MIT License)

Special thanks to Corey Haines for their generous open-source contributions, which helped shape this skill collection. Adapted by webconsulting.at for this skill collection

{
  "skill_name": "schema",
  "evals": [
    {
      "id": 1,
      "prompt": "Add schema markup to our SaaS product's homepage. We're a project management tool called TaskFlow. We need Organization schema and any other relevant types.",
      "expected_output": "Should check for product-marketing.md first. Should implement Organization schema in JSON-LD format with all required and recommended properties (name, url, logo, description, sameAs for social profiles). Should recommend additional schema types for a SaaS homepage: WebSite (with SearchAction if applicable), SoftwareApplication or Product. Should use @graph for multiple schema types on one page. Should provide the complete JSON-LD code ready to implement. Should recommend validation with Google's Rich Results Test and Schema.org validator.",
      "assertions": [
        "Checks for product-marketing.md",
        "Implements Organization schema in JSON-LD",
        "Includes required and recommended properties",
        "Recommends additional relevant schema types",
        "Uses @graph for multiple types",
        "Provides complete JSON-LD code",
        "Recommends validation tools"
      ],
      "files": []
    },
    {
      "id": 2,
      "prompt": "We have a FAQ page with 20 questions about our product. How do I add FAQ schema to get the rich results in Google?",
      "expected_output": "Should implement FAQPage schema in JSON-LD format. Should show the correct structure: FAQPage as mainEntity containing Question items, each with acceptedAnswer. Should provide a complete code example with 2-3 sample questions. Should explain that FAQ schema can enable rich results showing questions/answers directly in search. Should note Google's guidelines for FAQ schema (factual answers, not promotional). Should recommend validation approach.",
      "assertions": [
        "Implements FAQPage schema in JSON-LD",
        "Shows correct nested structure (FAQPage > Question > Answer)",
        "Provides complete code example",
        "Explains rich result benefits",
        "Notes Google's FAQ schema guidelines",
        "Recommends validation"
      ],
      "files": []
    },
    {
      "id": 3,
      "prompt": "add schema to our blog posts. we publish articles about marketing tips.",
      "expected_output": "Should trigger on casual phrasing. Should implement Article (or BlogPosting) schema in JSON-LD. Should include required properties: headline, author (as Person with name and url), datePublished, dateModified, image, publisher (as Organization). Should recommend BreadcrumbList schema alongside the article schema. Should provide template code that can be reused across blog posts. Should address how to populate dynamic fields (date, author, headline) from the CMS.",
      "assertions": [
        "Triggers on casual phrasing",
        "Implements Article or BlogPosting schema",
        "Includes author, datePublished, image, publisher",
        "Recommends BreadcrumbList alongside",
        "Provides reusable template code",
        "Addresses CMS integration for dynamic fields"
      ],
      "files": []
    },
    {
      "id": 4,
      "prompt": "We're an e-commerce site selling physical products. What schema markup do we need for our product pages?",
      "expected_output": "Should implement Product schema with full properties: name, description, image, brand, sku, offers (with price, priceCurrency, availability, url). Should recommend AggregateRating if they have reviews, and Review schema for individual reviews. Should include BreadcrumbList for navigation. Should address common e-commerce schema types: Product, Offer, AggregateRating, Review. Should provide complete JSON-LD code. Should note that Product schema can enable rich results (price, availability, ratings in search).",
      "assertions": [
        "Implements Product schema with full properties",
        "Includes Offer with price, availability",
        "Recommends AggregateRating and Review schema",
        "Includes BreadcrumbList",
        "Provides complete JSON-LD code",
        "Notes rich result benefits for products"
      ],
      "files": []
    },
    {
      "id": 5,
      "prompt": "We added schema markup to our site but it's not showing rich results in Google. Can you help debug?",
      "expected_output": "Should provide a systematic debugging approach: first validate with Google Rich Results Test and Schema.org validator (syntax errors), then check for common issues (incorrect nesting, missing required properties, JSON-LD placement errors). Should explain that valid schema doesn't guarantee rich results — Google chooses when to show them. Should recommend checking Search Console for structured data reports and errors. Should address common debugging scenarios: schema not detected, warnings vs errors, eligible vs displayed.",
      "assertions": [
        "Recommends validation tools for debugging",
        "Checks for common schema errors",
        "Explains valid schema doesn't guarantee rich results",
        "Recommends Search Console structured data reports",
        "Addresses warnings vs errors distinction",
        "Provides systematic debugging approach"
      ],
      "files": []
    },
    {
      "id": 6,
      "prompt": "Our organic search traffic dropped after a site redesign. Can you do a technical SEO audit?",
      "expected_output": "Should recognize this is a technical SEO audit request, not a schema markup task. Should defer to or cross-reference the seo-audit skill, which handles comprehensive technical SEO audits. Schema markup is one component of SEO but doesn't address the broader technical issues (redirects, crawlability, indexation) that likely caused the traffic drop.",
      "assertions": [
        "Recognizes this as a technical SEO audit request",
        "References or defers to seo-audit skill",
        "Does not attempt full SEO audit using schema markup patterns"
      ],
      "files": []
    }
  ]
}

Schema Markup Examples

Complete JSON-LD examples for common schema types.

Organization
WebSite (with SearchAction)
Article / BlogPosting
Product
SoftwareApplication
FAQPage
HowTo
BreadcrumbList
LocalBusiness
Event
Multiple Schema Types
Implementation Example (Next.js)

Organization

For company/brand homepage or about page.

{
  "@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)

For homepage, enables sitelinks search box.

{
  "@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

For blog posts and news articles.

{
  "@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

For product pages (e-commerce or SaaS).

{
  "@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

For SaaS product pages and app landing pages.

{
  "@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

For pages with frequently asked questions.

{
  "@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

For instructional content and tutorials.

{
  "@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

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

For local business location pages.

{
  "@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": "$$"
}

---

Event

For event pages, webinars, conferences.

{
  "@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

Combine multiple schema types using @graph.

{
  "@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": [...]
    }
  ]
}

---

Implementation Example (Next.js)

export default function ProductPage({ product }) {
  const schema = {
    "@context": "https://schema.org",
    "@type": "Product",
    name: product.name,
    // ... other properties
  };

  return (
    <>
      <Head>
        <script
          type="application/ld+json"
          dangerouslySetInnerHTML={{ __html: JSON.stringify(schema) }}
        />
      </Head>
      {/* Page content */}
    </>
  );
}