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," or "breadcrumb schema." For broader SEO issues, see seo-audit.
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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.
Before implementing schema, understand:
1. **Page Type**
- What kind of page is this?
- What's the primary content?
- What rich results are possible?
2. **Current State**
- Any existing schema?
- Errors in current implementation?
- Which rich results are already appearing?
3. **Goals**
- Which rich results are you targeting?
- What's the business value?
---
---
**Use for**: Company/brand homepage or about page
**Required properties**:
**Recommended properties**:
```json
{
"@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"
}
}
```
**Use for**: Homepage, enables sitelinks search box
**Required properties**:
**For search box**:
```json
{
"@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"
}
}
```
**Use for**: Blog posts, news articles
**Required properties**:
**Recommended properties**:
```json
{
"@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"
}
}
```
**Use for**: Product pages (e-commerce or SaaS)
**Required properties**:
**Recommended properties**:
```json
{
"@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"
}
}
```
**Use for**: SaaS product pages, app landing pages
**Required properties**:
**Recommended properties**:
```json
{
"@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"
}
}
```
**Use for**: Pages with frequently asked questions
**Required properties**:
```json
{
"@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..."
}
}
]
}
```
**Use for**: Instructional content, tutorials
**Required properties**:
**Recommended properties**:
```json
{
"@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"
}
]
}
```
**Use for**: Any page with breadcrumb navigation
```json
{
"@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"
}
]
}
```
**Use for**: Local business location pages
**Required properties**:
```json
{
"@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": "$$"
}
```
**Use for**: Review pages or products with reviews
Note: Self-serving reviews (reviewing your own product) are against guidelines. Reviews must be from real customers.
```json
{
"@context": "https://schema.org",
"@type": "Product",
"name": "Example Product",
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.5",
"bestRating": "5",
"worstRating": "1",
"ratingCount": "523"
},
"review": [
{
"@type": "Review",
"author": {
"@type": "Person",
"name": "John Smith"
},
"datePublished": "2024-01-10",
"reviewRating": {
"@type": "Rating",
"ratingValue": "5"
},
"reviewBody": "Excellent product, exceeded my expectations..."
}
]
}
```
**Use for**: Event pages, webinars, conferences
**Required properties**:
```json
{
"@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"
}
}
```
---
You can (and often should) have multiple schema types:
```json
{
"@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": [...]
}
]
}
```
---
**Missing required properties**
**Invalid values**
**Mismatch with page content**
---
```jsx
// Next.js example
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 */}
</>
);
}
```
---
```json
// Full JSON-LD code block
{
"@context": "https://schema.org",
"@type": "...",
// Complete markup
}
```
Where to add the code and how
---
If you need more context:
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 for implementation?
---
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# Download SKILL.md from killerskills.ai/api/skills/schema-markup/raw