domains / marketing / schema-markup / schema-markup

schema-markup

Skill card

combined

The three copies overlap on core schema.org/JSON-LD guidance but each contains material steps the others lack. The LeoYeAI/openclaw-marketing-skills copy adds a product-marketing-context pre-read and a tech-stack-specific implementation section (static, React/Next.js, CMS/WordPress). The LeoYeAI/openclaw-master-skills copy provides extensive inline JSON-LD examples for each schema type. The sickn33/agentic-awesome-skills copy introduces a mandatory 'Schema Eligibility & Impact Index' scoring phase with eligibility bands that gates implementation, plus stricter policy constraints (e.g., FAQPage/HowTo eligibility, 'Do Not Implement' stop condition). Crowning one copy would hide these real alternatives.

Repositories

Other copies

Combined skill

---
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," "breadcrumb schema," "Google rich results," "knowledge panel," "star ratings in search," or "add structured data."
---

# 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.

## Phase 0: Schema Eligibility & Impact Index (Required)

Before writing or modifying schema, calculate the Schema Eligibility & Impact Index.

### Scoring Categories & Weights

| Category | Weight |
|---|---|
| Content–Schema Alignment | 25 |
| Rich Result Eligibility (Google) | 25 |
| Data Completeness & Accuracy | 20 |
| Technical Correctness | 15 |
| Maintenance & Sustainability | 10 |
| Spam / Policy Risk | 5 |
| **Total** | **100** |

### Scoring Guidance

For each category, allot points within the weight band using these anchors:
- 0–15% of band: Schema describes none of the visible content.
- 16–40% of band: Partial alignment.
- 41–80% of band: Strong alignment.
- 81–100% of band: Exemplary.

### Eligibility Bands

| Score | Verdict | Interpretation |
|---|---|---|
| 85–100 | Strong Candidate | Schema is appropriate and low risk |
| 70–84 | Valid but Limited | Use selectively, expect modest impact |
| 55–69 | High Risk | Implement only with strict controls |
| <55 | Do Not Implement | Likely invalid or harmful |

If verdict is Do Not Implement, stop and explain why.

## Phase 1: Page & Goal Assessment

Proceed only if score ≥ 70.

**Check for product marketing context first:**
If `.agents/product-marketing-context.md` exists, read it before asking questions. Use that context and only ask for information not already covered.

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

### 5. Minimal, Purposeful Markup
- Add only schema that serves a clear purpose
- Avoid redundant or decorative markup

## 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 |

### Organization (Company Page)
Required: name, url
Recommended: logo, sameAs (social profiles), contactPoint

### WebSite (with SearchAction)
Required: name, url
For search box: potentialAction with SearchAction

### Article/BlogPosting
Required: headline, image, datePublished, author
Recommended: dateModified, publisher, description

### Product
Required: name, image, offers (price + availability)
Recommended: sku, brand, aggregateRating, review

### SoftwareApplication
Required: name, offers
Recommended: applicationCategory, operatingSystem, aggregateRating

### FAQPage
Required: mainEntity (array of Question/Answer pairs)
Use only when questions and answers are visible and not promotional.

### HowTo
Required: name, step (array of HowToStep)
Use only for genuine step-by-step instructional content.

### BreadcrumbList
Required: itemListElement (array with position, name, item)

### LocalBusiness
Required: name, address

### Review / AggregateRating
Use only for real, visible reviews. Avoid self-serving reviews.

## 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

## 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
```json
// 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
- **programmatic-seo**: For templated schema at scale
- **site-architecture**: For breadcrumb structure and navigation schema planning