Schema Markup
Add or fix Schema.org JSON-LD on pages so rich results and AI search parsers can read your product, articles, and FAQs reliably.
Overview
Schema markup is an agent skill most often used in Launch (also Grow content) that implements and optimizes Schema.org JSON-LD for rich results and structured-data validation.
Install
npx skills add https://github.com/kostja94/marketing-skills --skill schema-markupWhat is this skill?
- Covers Schema.org JSON-LD for rich snippets, validators, and Generative Engine Optimization alignment
- Triggers on FAQ, Article, Organization, Product, HowTo, BreadcrumbList, JobPosting, and validation errors
- Scopes on-page SEO: type choice, placement, and engine support limits versus full Schema.org catalog
- Version 1.5.0 skill metadata with cross-links to SERP features and GEO skills when strategy exceeds markup
- Schema.org defines 800+ types; search engines support only a subset per skill scope note
- Skill metadata version 1.5.0
Adoption & trust: 927 installs on skills.sh; 586 GitHub stars; 3/3 security scanners passed (skills.sh audits).
What problem does it solve?
Your pages lack valid JSON-LD or throw schema validation errors, so search and AI systems cannot reliably interpret your content for rich results.
Who is it for?
Solo founders publishing landing pages, docs, blogs, or product detail URLs who need rich-result-ready structured data without hiring an SEO agency.
Skip if: Pure AI-search strategy with no on-page markup work—use generative-engine-optimization; or SERP feature research without implementation—use serp-features.
When should I use this skill?
User wants schema, structured data, JSON-LD, rich results, validator errors, or named types like FAQ, Article, Product, HowTo, JobPosting.
What do I get? / Deliverables
You ship corrected JSON-LD blocks per page type with types and fields aligned to supported rich-result eligibility and validation workflows.
- JSON-LD script blocks per URL or template
- Validation checklist against Rich Results and Schema Markup Validator workflows
Recommended Skills
Journey fit
Spans multiple journey phases - primary shelf plus alternate fits below.
Structured data is canonical at launch when pages must qualify for rich results and machine-readable SEO. On-page SEO subphase covers JSON-LD implementation, validation, and type selection per URL template.
Where it fits
Add SoftwareApplication and Organization JSON-LD on a new SaaS homepage before indexing push.
Implement BreadcrumbList and Article schema on docs so help pages qualify for enhanced listings.
Update FAQ schema after expanding pricing FAQ without breaking validator-required fields.
How it compares
On-page JSON-LD implementation skill, not a replacement for full GEO or SERP competitive research skills in the same repo.
Common Questions / FAQ
Who is schema markup for?
Indie builders and marketers using coding agents to add FAQ, Article, Product, and Organization JSON-LD on sites they ship themselves.
When should I use schema markup?
At Launch for new URL templates and SEO fixes; during Grow when refreshing articles or support content; whenever you hit missing structured data or validator errors on live pages.
Is schema markup safe to install?
The skill edits page markup and references external validators conceptually; review the Security Audits panel on this page and avoid pasting untrusted third-party snippets without review.
Workflow Chain
Then invoke: serp features, generative engine optimization
SKILL.md
READMESKILL.md - Schema Markup
# SEO On-Page: Schema / Structured Data Guides implementation of Schema.org structured data (JSON-LD) for rich snippets, enhanced search results, and Generative Engine Optimization (GEO). **When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output. ## Scope (On-Page SEO) - **Schema markup**: Schema.org types for rich results, AI search visibility, and machine-readable content - **Schema.org vs. search engines**: Schema.org defines 800+ types; each search engine supports only a subset for rich results ## Schema.org vs. Search Engine Support **Schema.org and Google Structured Data are not fully aligned.** Schema.org is an open vocabulary (800+ types); Google, Bing, and other engines each support only a curated subset for rich results. | Engine | Support | Notes | |--------|---------|-------| | **Google** | Subset only | Only types in [Google's search gallery](https://developers.google.com/search/docs/guides/search-gallery) generate rich results. Valid Schema.org markup not in Google's list won't produce enhanced snippets—even if technically correct. | | **Bing** | Subset; different | Supports JSON-LD, Microdata, RDFa, Open Graph. Some types (e.g., Product, Offer) have format-specific support. Check [Bing Webmaster docs](https://www.bing.com/webmasters/help/marking-up-your-site-with-structured-data-3a93e731). | | **Other engines** | Varies | Yandex, DuckDuckGo, AI search tools (Perplexity, etc.) may use Schema.org for understanding even when they don't display rich results. | **Practical implication**: Implement Schema.org markup for your content type. If Google doesn't show rich results for that type, Bing or AI systems may still use it. Always verify against [Google's developer docs](https://developers.google.com/search/docs) for Google-specific rich result eligibility. ## Rich Results: Google Support (2026) **High-impact types**: Product, Review snippets, Article/News, Video, Recipe, LocalBusiness, Event, Breadcrumb, Sitelinks searchbox, JobPosting. **Limited or context-dependent**: FAQ (government/health sites for many queries), Education Q&A, Course, SoftwareApplication, Speakable (news), DiscussionForumPosting. **Deprecated**: HowTo (fully removed for all devices as of Sep 2023), COVID data panels, some AMP-only formats, data-vocabulary.org. **Implementation**: JSON-LD preferred; include `@context`, `@type`, stable `@id`; ISO 8601 dates; match structured data to visible content. Validate with [Rich Results Test](https://search.google.com/test/rich-results). Rich results can increase CTR up to ~35% and improve AI citation. ## Schema ↔ SERP Features ↔ Rich Results (Strongly Related) **Schema, SERP features, and rich results are strongly related.** Schema is the **necessary condition** for most rich results. When targeting a SERP feature, implement the corresponding schema type. See **serp-features** for the full SERP feature list and optimization. ### Rich Results vs Featured Snippets - **Rich results**: Schema-power