# SEO Schema Markup > 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." - Skill: `heyramzi/seo-schema-markup` (Agent Skill, multi-file: 2 files) - Install (CLI): `npx skillmds@latest add heyramzi/seo-schema-markup` - Raw SKILL.md: https://api.skillmd.com/api/skills/heyramzi/seo-schema-markup/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - Author: heyramzi (https://skillmd.com/u/heyramzi) - Updated: 2026-09-17 - Page: https://skillmd.com/skills/heyramzi/seo-schema-markup --- # Schema Markup Implement schema.org markup that helps search engines understand content and enables rich results. ## What to establish about the page If `.claude/product-marketing-context.md` exists, read first. Only ask for what's not covered. 1. **Page Type** - what kind of page, primary content, what rich results are possible 2. **Current State** - existing schema, implementation errors, rich results already appearing 3. **Goals** - which rich results are targeted, business value 4. **Data & Stack** - what data is available to populate the schema, tech stack (static, React/Next.js, CMS) --- ## 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 `` or end of `` ### 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. Its effect on AI citations is contested, so do not sell it as one SE Ranking measured a 30-40% AI Overviews lift for pages carrying Article, FAQPage, HowTo or Product schema; Ahrefs found no confirmed link and treats schema as general hygiene. Both readings agree it does not hurt, and Perplexity does favour FAQ pages because they hand it an already-extracted question and answer. Justify a schema backlog on rich-result eligibility, which is measurable, and take any AI-visibility gain as a bonus. The evidence on both sides is owned by `programmatic-seo`, in its `references/geo-signals.md`. --- ## 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](references/schema-examples.md) --- ## Recommended Properties Beyond the required properties in the table above: | Type | Recommended | | --- | --- | | Organization | logo, sameAs (social profiles), contactPoint | | Article/BlogPosting | dateModified, publisher, description | | Product | sku, brand, aggregateRating, review | --- ## 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 --- ## Related Skills - **programmatic-seo**: For templated schema at scale