# SEO Schema Structured Data > Expert guide for Schema.org structured data and JSON-LD implementation. Use when creating schema markup, validating structured data, implementing rich results (FAQ, HowTo, Product, Article, LocalBusiness, Breadcrumb, Organization, etc.), troubleshooting rich snippet eligibility, or understanding Google's structured data requirements. - Skill: `autom8minds/seo-schema-structured-data` (Agent Skill, multi-file: 5 files) - Install (CLI): `npx skillmds@latest add autom8minds/seo-schema-structured-data` - Raw SKILL.md: https://api.skillmd.com/api/skills/autom8minds/seo-schema-structured-data/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - Author: autom8minds (https://skillmd.com/u/autom8minds) - Updated: 2026-09-17 - Page: https://skillmd.com/skills/autom8minds/seo-schema-structured-data --- # Schema.org Structured Data & JSON-LD --- ## JSON-LD Fundamentals JSON-LD (JavaScript Object Notation for Linked Data) is Google's recommended format for structured data. It is injected via a ` ``` ### Core Keywords | Keyword | Purpose | Example | |---------|---------|---------| | `@context` | Declares the vocabulary (always `https://schema.org`) | `"@context": "https://schema.org"` | | `@type` | Specifies the entity type | `"@type": "Article"` | | `@id` | Unique identifier for an entity (enables cross-referencing) | `"@id": "https://example.com/#organization"` | | `@graph` | Contains multiple entities in a single JSON-LD block | `"@graph": [{ ... }, { ... }]` | ### Nesting Entities Entities can be nested directly or referenced by `@id`: ```json { "@context": "https://schema.org", "@type": "Article", "author": { "@type": "Person", "name": "Jane Smith", "@id": "https://example.com/#jane" }, "publisher": { "@id": "https://example.com/#organization" } } ``` ### Arrays Use arrays when a property has multiple values: ```json { "@type": "Article", "author": [ { "@type": "Person", "name": "Jane Smith" }, { "@type": "Person", "name": "John Doe" } ] } ``` ### The @graph Pattern (Multi-Entity Pages) Use `@graph` to describe multiple entities on a single page (e.g., Organization + WebPage + BreadcrumbList): ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Organization", "@id": "https://example.com/#organization", "name": "Example Corp", "url": "https://example.com" }, { "@type": "WebPage", "@id": "https://example.com/about/#webpage", "url": "https://example.com/about/", "name": "About Us", "isPartOf": { "@id": "https://example.com/#website" } }, { "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://example.com/" }, { "@type": "ListItem", "position": 2, "name": "About" } ] } ] } ``` --- ## Google-Supported Schema Types The following types are recognized by Google and can trigger rich results. Each section lists required (R) and recommended (Rec) properties. --- ### Article (NewsArticle, BlogPosting) Triggers: article rich result with headline, image, date in search. | Property | Status | Notes | |----------|--------|-------| | `headline` | R | Max 110 characters | | `image` | R | At least 696px wide; multiple images recommended | | `datePublished` | R | ISO 8601 format | | `dateModified` | Rec | ISO 8601 format | | `author` | R | Person or Organization with `name` and `url` | | `publisher` | Rec | Organization with `name` and `logo` | | `description` | Rec | Short summary of the article | | `mainEntityOfPage` | Rec | URL of the page | **MCP Tool:** Use `extract_schema` on any article URL to see its current structured data, then `generate_schema` with type `Article` to produce compliant markup. --- ### Product (with Offer, AggregateRating) Triggers: product rich result with price, availability, rating stars. | Property | Status | Notes | |----------|--------|-------| | `name` | R | Product name | | `image` | R | At least one image | | `description` | Rec | Product description | | `sku` | Rec | Stock-keeping unit | | `brand` | Rec | Brand name | | `offers` | R | Offer or AggregateOffer | | `offers.price` | R | Numeric price | | `offers.priceCurrency` | R | ISO 4217 currency code | | `offers.availability` | R | ItemAvailability enum (e.g., `https://schema.org/InStock`) | | `offers.url` | Rec | URL to buy | | `aggregateRating` | Rec | AggregateRating with `ratingValue` and `reviewCount` | | `review` | Rec | Individual Review objects | **Nesting pattern:** `AggregateRating` and `Offer` nest inside `Product`: ```json { "@type": "Product", "name": "Widget", "offers": { "@type": "Offer", "price": "29.99", "priceCurrency": "USD", "availability": "https://schema.org/InStock" }, "aggregateRating": { "@type": "AggregateRating", "ratingValue": "4.5", "reviewCount": "120" } } ``` --- ### FAQPage (with Question / Answer) Triggers: expandable FAQ accordion in search results. | Property | Status | Notes | |----------|--------|-------| | `mainEntity` | R | Array of Question objects | | `Question.name` | R | The question text | | `Question.acceptedAnswer` | R | Answer object | | `Answer.text` | R | The answer text (HTML allowed) | **Rules:** - Only use FAQPage for pages where the primary content is a list of questions and answers. - Each question and answer must be visible on the page. - Do not use for forums or single-question pages (use QAPage instead). --- ### HowTo (with HowToStep) Triggers: step-by-step rich result or carousel. | Property | Status | Notes | |----------|--------|-------| | `name` | R | Title of the how-to | | `step` | R | Array of HowToStep objects | | `step.name` | R | Step title | | `step.text` | R | Step instructions | | `step.image` | Rec | Image for each step | | `step.url` | Rec | URL anchor to step on page | | `totalTime` | Rec | ISO 8601 duration (e.g., `PT30M`) | | `estimatedCost` | Rec | MonetaryAmount object | | `supply` | Rec | HowToSupply items needed | | `tool` | Rec | HowToTool items needed | --- ### LocalBusiness (and Subtypes) Triggers: local knowledge panel, map pack eligibility data. Subtypes: `Restaurant`, `Dentist`, `LegalService`, `RealEstateAgent`, `MedicalBusiness`, etc. | Property | Status | Notes | |----------|--------|-------| | `name` | R | Business name | | `address` | R | PostalAddress object | | `telephone` | Rec | Phone number | | `openingHoursSpecification` | Rec | Array of hours | | `geo` | Rec | GeoCoordinates (lat/long) | | `url` | Rec | Website URL | | `image` | Rec | Business photo | | `priceRange` | Rec | e.g., `$$` or `$10-50` | | `servesCuisine` | Rec | For Restaurant subtype | | `aggregateRating` | Rec | AggregateRating | | `review` | Rec | Review objects | --- ### Organization Triggers: knowledge panel data, logo in search results. | Property | Status | Notes | |----------|--------|-------| | `name` | R | Organization name | | `url` | R | Website URL | | `logo` | R | ImageObject or URL (min 112x112px, square preferred) | | `sameAs` | Rec | Array of social profile URLs | | `contactPoint` | Rec | ContactPoint object | | `address` | Rec | PostalAddress | | `description` | Rec | Short description | | `foundingDate` | Rec | ISO 8601 date | --- ### BreadcrumbList Triggers: breadcrumb trail in search results replacing the URL. | Property | Status | Notes | |----------|--------|-------| | `itemListElement` | R | Array of ListItem objects | | `ListItem.position` | R | Integer (1-indexed) | | `ListItem.name` | R | Breadcrumb label | | `ListItem.item` | R* | URL (*omit on last item) | --- ### WebSite (with SearchAction for Sitelinks Search Box) Triggers: sitelinks search box on branded queries. | Property | Status | Notes | |----------|--------|-------| | `url` | R | Homepage URL | | `name` | Rec | Site name | | `potentialAction` | R | SearchAction object | | `SearchAction.target` | R | URL template with `{search_term_string}` | | `SearchAction.query-input` | R | `"required name=search_term_string"` | ```json { "@type": "WebSite", "url": "https://example.com/", "potentialAction": { "@type": "SearchAction", "target": "https://example.com/search?q={search_term_string}", "query-input": "required name=search_term_string" } } ``` --- ### Event Triggers: event rich result with date, location, ticket info. | Property | Status | Notes | |----------|--------|-------| | `name` | R | Event name | | `startDate` | R | ISO 8601 datetime | | `location` | R | Place or VirtualLocation | | `location.name` | R | Venue name | | `location.address` | R | PostalAddress | | `endDate` | Rec | ISO 8601 datetime | | `description` | Rec | Event description | | `image` | Rec | Event image | | `offers` | Rec | Offer with price/url/availability | | `performer` | Rec | Person or Organization | | `organizer` | Rec | Person or Organization | | `eventStatus` | Rec | EventScheduled, EventCancelled, EventPostponed, etc. | | `eventAttendanceMode` | Rec | OfflineEventAttendanceMode, OnlineEventAttendanceMode, MixedEventAttendanceMode | --- ### Recipe Triggers: recipe rich result with image, rating, cook time. | Property | Status | Notes | |----------|--------|-------| | `name` | R | Recipe name | | `image` | R | Multiple images at different aspect ratios | | `author` | R | Person or Organization | | `datePublished` | Rec | ISO 8601 | | `description` | Rec | Short description | | `prepTime` | Rec | ISO 8601 duration | | `cookTime` | Rec | ISO 8601 duration | | `totalTime` | Rec | ISO 8601 duration | | `recipeYield` | Rec | e.g., `"4 servings"` | | `recipeIngredient` | Rec | Array of strings | | `recipeInstructions` | R | Array of HowToStep objects | | `nutrition` | Rec | NutritionInformation (calories) | | `aggregateRating` | Rec | AggregateRating | | `video` | Rec | VideoObject | --- ### VideoObject Triggers: video rich result with thumbnail, duration, upload date. | Property | Status | Notes | |----------|--------|-------| | `name` | R | Video title | | `description` | R | Video description | | `thumbnailUrl` | R | Thumbnail image URL | | `uploadDate` | R | ISO 8601 date | | `contentUrl` | Rec | Direct URL to video file | | `embedUrl` | Rec | Embed URL | | `duration` | Rec | ISO 8601 duration | | `interactionStatistic` | Rec | View count | --- ### Course Triggers: course rich result in search and Google for Education. | Property | Status | Notes | |----------|--------|-------| | `name` | R | Course title | | `description` | R | Course description | | `provider` | R | Organization offering the course | | `offers` | Rec | Offer with price | | `courseCode` | Rec | Identifier | | `hasCourseInstance` | Rec | CourseInstance with schedule | --- ### SoftwareApplication Triggers: software rich result with rating, price, OS. | Property | Status | Notes | |----------|--------|-------| | `name` | R | App name | | `operatingSystem` | Rec | e.g., `"Windows 10"`, `"Android"` | | `applicationCategory` | Rec | e.g., `"GameApplication"`, `"BusinessApplication"` | | `offers` | R | Offer with price (use `"0"` for free) | | `aggregateRating` | Rec | AggregateRating | | `review` | Rec | Review objects | --- ### Review Triggers: review snippet with star rating. | Property | Status | Notes | |----------|--------|-------| | `itemReviewed` | R | The entity being reviewed (Product, LocalBusiness, etc.) | | `author` | R | Person who wrote the review | | `reviewRating` | R | Rating object with `ratingValue` | | `reviewRating.bestRating` | Rec | Maximum rating value | | `reviewRating.worstRating` | Rec | Minimum rating value | | `datePublished` | Rec | ISO 8601 date | | `reviewBody` | Rec | Full text of the review | --- ## Dynamic Schema Generation Patterns When building pages programmatically, generate schema from your data models: ### Server-Side Rendering (Next.js example) ```jsx export default function ProductPage({ product }) { const schema = { "@context": "https://schema.org", "@type": "Product", "name": product.title, "image": product.images, "description": product.description, "sku": product.sku, "brand": { "@type": "Brand", "name": product.brand }, "offers": { "@type": "Offer", "price": product.price, "priceCurrency": "USD", "availability": product.inStock ? "https://schema.org/InStock" : "https://schema.org/OutOfStock" } }; return ( <>