Schema Markup
FreeOptimize your site's schema for better search results.
Free · Opens the source repo
What Schema Markup does
Schema Markup is a specialized skill designed for developers and designers looking to enhance their website's visibility in search engines through structured data. By implementing schema.org markup, this skill helps search engines better understand the content on your pages, which can lead to rich results in search results, such as star ratings, knowledge panels, and enhanced listings. This skill is particularly useful for those focused on SEO and wanting to leverage structured data to improve their site's performance in search engine results pages (SERPs).
The skill provides a structured approach to implementing schema markup, starting with an initial assessment that includes understanding the type of page, its current state regarding existing schema, and the specific goals for rich results. It emphasizes the importance of accuracy, ensuring that the markup accurately reflects the content on the page, and adheres to Google's guidelines to avoid penalties. The use of JSON-LD is recommended, as it is the preferred format for Google, making implementation straightforward and maintainable.
In addition to providing guidelines for common schema types such as Organization, Product, and FAQPage, the skill includes validation and testing tools to ensure that the implemented schema is error-free and aligns with the visible content. This proactive approach helps maintain the integrity of your structured data and maximizes the chances of achieving the desired rich results. With this skill, users can effectively manage their schema markup, ensuring it is up-to-date and correctly implemented.
Schema Markup is ideal for web developers, SEO specialists, and digital marketers who are looking to improve their website's search engine visibility through structured data. Whether you are working on a static site, a dynamic application, or a CMS like WordPress, this skill provides the necessary guidance and resources to optimize your schema markup effectively.
When to use it
Use this skill when you want to add or optimize schema markup on your website to enhance its search engine visibility.
When not to use it
This skill is not suitable for general SEO audits or broader SEO strategies that do not focus specifically on schema markup.
What you can build with it
E-commerce Product Pages
Implement structured data for product pages to display prices and availability in search results.
Blog Article Optimization
Use schema markup to enhance blog posts with rich snippets like author information and publication dates.
FAQ Section Implementation
Add FAQPage schema to your website to help search engines display your FAQ content directly in search results.
How to install Schema Markup
View source1. Install with the skills CLI
npx skills add coreyhaines31/marketingskills/schema --agent claude-code2. Or install it manually
Download the skill folder and drop it into ~/.claude/skills/ for all projects, or .claude/skills/ to scope it to one repo. Restart Claude Code so it picks up the new skill.
Anthropic's agentic coding CLI, and the reference implementation of Agent Skills. Drop a skill folder into ~/.claude/skills and Claude Code loads it automatically whenever a task matches the skill's description. Claude Code docs
Inside SKILL.md
Written by coreyhaines31Schema 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:
-
Page Type - What kind of page? What's the primary content? What rich results are possible?
-
Current State - Any existing schema? Errors in implementation? Which rich results already appearing?
-
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
- What type of page is this?
- What rich results are you hoping to achieve?
- What data is available to populate the schema?
- Is there existing schema on the page?
- 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
Frequently asked questions about Schema Markup
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