# Memstack SEO Schema Markup

> Use this skill when the user says 'add schema', 'schema markup', 'JSON-LD', 'structured data', 'rich results', 'rich snippets', or is adding or fixing schema.org structured data for better search result appearance. Do NOT use for meta tag optimization or full SEO audits.

- Skill: `cwinvestments/memstack-seo-schema-markup` (Agent Skill, multi-file: 2 files)
- Install (CLI): `npx skillmds@latest add cwinvestments/memstack-seo-schema-markup`
- Raw SKILL.md: https://api.skillmd.com/api/skills/cwinvestments/memstack-seo-schema-markup/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- License: Proprietary, MemStack™ Pro by CW Affiliate Investments LLC. See 
- Author: cwinvestments (https://skillmd.com/u/cwinvestments)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/cwinvestments/memstack-seo-schema-markup

---


# 📊 Schema Markup: Generating structured data for rich results...
*Identifies applicable schema types, generates valid JSON-LD blocks, and verifies against Google's Rich Results requirements, ready to paste into page head.*

## Activation

When this skill activates, output:

`📊 Schema Markup, Analyzing pages for schema opportunities...`

Then execute the protocol below.

| Context | Status |
|---------|--------|
| User says "add schema" or "schema markup" or "JSON-LD" | ACTIVE |
| User says "structured data" or "rich results" or "rich snippets" | ACTIVE |
| Adding or fixing schema.org data on any page | ACTIVE |
| Doing a full SEO audit (broader scope) | DORMANT: use site-audit |
| Optimizing meta tags (not schema) | DORMANT: use meta-tag-optimizer |

### Anti-patterns

| Trap | Reality Check |
|------|---------------|
| "Schema is optional" | Pages with schema get rich results. Pages without get plain blue links. Rich results get 2-3x more clicks. |
| "Add every schema type" | Only add schema that matches actual page content. Irrelevant schema triggers manual actions from Google. |
| "Microdata is fine" | Google recommends JSON-LD. It's cleaner, easier to maintain, and separated from HTML. Use JSON-LD only. |
| "Copy schema from another site" | Schema must reflect YOUR content. Copying schema with different data violates Google's guidelines. |
| "Schema guarantees rich results" | Schema makes you eligible. Google decides whether to show rich results based on quality and relevance. |

## Protocol

For ready-to-paste JSON-LD templates covering all 10 common schema types (FAQPage, WebPage, Article, SoftwareApplication, Organization, Product, HowTo, BreadcrumbList, LocalBusiness, SpeakableSpecification) plus a combined `@graph` bundle, see [`references/schema-templates.md`](./references/schema-templates.md). The step-by-step generation logic below still applies. The reference file is a copy-paste library, not a replacement for the per-page-type mapping in Step 1.

### Step 1: Identify Applicable Schema Types

Map each page type to the correct schema:

```bash
# Scan for page types
find app/ pages/ -name "page.tsx" -o -name "*.tsx" 2>/dev/null | grep -v node_modules | grep -v "_\|layout\|loading\|error"

# Check for existing schema
grep -rn "application/ld+json\|schema.org" --include="*.tsx" --include="*.jsx" --include="*.html" . | grep -v node_modules
```

**Schema type mapping:**

| Page Type | Primary Schema | Additional Schema | Rich Result |
|-----------|---------------|-------------------|-------------|
| Homepage | `Organization` + `WebSite` | `SearchAction` | Sitelinks search box |
| About | `Organization` | `Person` (for founders) | Knowledge panel |
| Product/Pricing | `Product` | `Offer`, `AggregateRating` | Product rich results (price, rating) |
| Blog post | `Article` | `Person` (author), `ImageObject` | Article rich results |
| FAQ page | `FAQPage` | none | FAQ dropdowns in SERP |
| How-to guide | `HowTo` | `HowToStep` | How-to rich results |
| Contact/Local | `LocalBusiness` | `PostalAddress`, `GeoCoordinates` | Local pack |
| SaaS/Software | `SoftwareApplication` | `Offer` | Software rich results |
| Event page | `Event` | `Place`, `Offer` | Event rich results |
| Recipe | `Recipe` | `NutritionInformation` | Recipe card |
| All pages | `BreadcrumbList` | none | Breadcrumb trail |

### Step 2: Generate Organization Schema

For the homepage or site-wide layout:

```json
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "[Company Name]",
  "url": "https://[domain]",
  "logo": "https://[domain]/logo.png",
  "description": "[One-sentence company description]",
  "foundingDate": "[YYYY]",
  "sameAs": [
    "https://twitter.com/[handle]",
    "https://github.com/[org]",
    "https://linkedin.com/company/[name]"
  ],
  "contactPoint": {
    "@type": "ContactPoint",
    "contactType": "customer support",
    "email": "[support@domain.com]"
  }
}
```

### Step 3: Generate WebSite + SearchAction Schema

Enables the sitelinks search box in Google:

```json
{
  "@context": "https://schema.org",
  "@type": "WebSite",
  "name": "[Site Name]",
  "url": "https://[domain]",
  "potentialAction": {
    "@type": "SearchAction",
    "target": {
      "@type": "EntryPoint",
      "urlTemplate": "https://[domain]/search?q={search_term_string}"
    },
    "query-input": "required name=search_term_string"
  }
}
```

**Note:** Only add `SearchAction` if your site has a working search page at the specified URL.

### Step 4: Generate Article Schema

For blog posts and articles:

```json
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "[Post Title: max 110 chars]",
  "description": "[Post description: max 155 chars]",
  "image": "https://[domain]/blog/[slug]/hero.jpg",
  "datePublished": "[YYYY-MM-DDT00:00:00Z]",
  "dateModified": "[YYYY-MM-DDT00:00:00Z]",
  "author": {
    "@type": "Person",
    "name": "[Author Name]",
    "url": "https://[domain]/about"
  },
  "publisher": {
    "@type": "Organization",
    "name": "[Company Name]",
    "logo": {
      "@type": "ImageObject",
      "url": "https://[domain]/logo.png"
    }
  },
  "mainEntityOfPage": {
    "@type": "WebPage",
    "@id": "https://[domain]/blog/[slug]"
  }
}
```

**Required fields for Article rich results:**
- `headline` (max 110 chars)
- `image` (at least one, must be crawlable)
- `datePublished`
- `author.name`

### Step 5: Generate Product / SoftwareApplication Schema

For product or pricing pages:

```json
{
  "@context": "https://schema.org",
  "@type": "SoftwareApplication",
  "name": "[Product Name]",
  "applicationCategory": "[BusinessApplication / DeveloperApplication / etc.]",
  "operatingSystem": "Web",
  "description": "[Product description]",
  "url": "https://[domain]",
  "offers": {
    "@type": "AggregateOffer",
    "lowPrice": "[lowest tier price]",
    "highPrice": "[highest tier price]",
    "priceCurrency": "USD",
    "offerCount": "[number of tiers]"
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "[X.X]",
    "ratingCount": "[count]",
    "bestRating": "5"
  }
}
```

**Only include `aggregateRating` if you have real reviews.** Fake ratings violate Google's guidelines and risk manual action.

### Step 6: Generate FAQ Schema

For FAQ pages or sections:

```json
{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "[Question text]",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "[Answer text: can include basic HTML: links, bold, lists]"
      }
    },
    {
      "@type": "Question",
      "name": "[Question text]",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "[Answer text]"
      }
    }
  ]
}
```

**FAQ schema rules:**
- Only use on pages that are primarily FAQ content
- Questions and answers must be visible on the page (not hidden behind JS)
- Don't use FAQ schema for support tickets or user-generated Q&A
- Google may show 2-4 FAQ results directly in the SERP

### Step 7: Generate Breadcrumb Schema

For all pages with navigation hierarchy:

```json
{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    {
      "@type": "ListItem",
      "position": 1,
      "name": "Home",
      "item": "https://[domain]"
    },
    {
      "@type": "ListItem",
      "position": 2,
      "name": "Blog",
      "item": "https://[domain]/blog"
    },
    {
      "@type": "ListItem",
      "position": 3,
      "name": "[Post Title]",
      "item": "https://[domain]/blog/[slug]"
    }
  ]
}
```

**Breadcrumb rules:**
- Position starts at 1 (home) and increments
- Last item can omit `item` (current page)
- Must match visible breadcrumb navigation on the page

### Step 8: Verify and Validate

Check all generated schema for correctness:

**Validation checklist:**

| Check | How | Pass Criteria |
|-------|-----|--------------|
| Valid JSON | JSON.parse() | No syntax errors |
| Required fields | Compare to Google's requirements | All required fields present |
| URLs are absolute | Check all `url` and `@id` fields | Start with `https://` |
| Dates are ISO 8601 | Check `datePublished`, `dateModified` | Format: `YYYY-MM-DDT00:00:00Z` |
| Images are crawlable | URLs are accessible, not behind auth | Returns 200 |
| Content matches page | Schema data matches visible content | No mismatches |
| No duplicate types | One schema per type per page | No conflicts |

**Testing tools:**
- Google Rich Results Test: `https://search.google.com/test/rich-results`
- Schema.org Validator: `https://validator.schema.org/`
- Google Search Console: Enhancements section for schema coverage

**Implementation in Next.js:**

Add JSON-LD as a script tag in your page component or layout. Use `JSON.stringify()` on a developer-defined schema object and inject it via a `<script type="application/ld+json">` element. This is safe because the data is controlled by the developer, not user input.

### Step 9: Output Schema Blocks

```
📊 Schema Markup: Complete

Pages analyzed: [count]
Schema blocks generated: [count]

Schema by page:
  / (homepage)     → Organization, WebSite + SearchAction, BreadcrumbList
  /pricing         → SoftwareApplication + Offer, BreadcrumbList
  /blog/[slug]     → Article, BreadcrumbList
  /faq             → FAQPage, BreadcrumbList
  /contact         → LocalBusiness, BreadcrumbList

Rich result eligibility:
  ✅ Sitelinks search box (WebSite + SearchAction)
  ✅ Article rich results (Article schema)
  ✅ FAQ dropdowns (FAQPage schema)
  ✅ Software/product info (SoftwareApplication)
  ✅ Breadcrumb trail (BreadcrumbList)

Next steps:
1. Add generated JSON-LD to each page
2. Test with Google Rich Results Test
3. Deploy and monitor in Search Console → Enhancements
4. Rich results may take days to weeks to appear after indexing
```

## Level History

- **Lv.1**: Base: Schema type identification by page type, JSON-LD generation (Organization, WebSite, Article, SoftwareApplication, FAQPage, BreadcrumbList), Google Rich Results verification checklist, ready-to-paste code blocks. (Origin: MemStack Pro v3.2, Mar 2026)