# Schema Markup > Use when implementing, auditing, or validating structured data (schema markup) on a website. Triggers on "structured data", "schema.org", "JSON-LD", "rich results", "rich snippets", "FAQ schema", "Product schema", "schema errors in Search Console", or "why no rich results". NOT for general SEO audits — use `seo-audit`. For AI-search citation optimisation, use `aeo`. - Skill: `tmj-90/schema-markup` (Agent Skill) - Install (CLI): `npx skillmds@latest add tmj-90/schema-markup` - Raw SKILL.md: https://api.skillmd.com/api/skills/tmj-90/schema-markup/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - Author: tmj-90 (https://skillmd.com/u/tmj-90) - Updated: 2026-09-17 - Page: https://skillmd.com/skills/tmj-90/schema-markup --- # Implement structured data that earns rich results JSON-LD is the recommended format (Google's preference). Schema.org types are the vocabulary. Rich results in Google and citations in AI search engines are the outcomes. ## High-value schema types (implement these first) | Type | Rich result earned | Required fields | |------|--------------------|----------------| | `Organization` | Knowledge panel, sitelinks search | `name`, `url`, `logo` | | `WebSite` | Sitelinks search box | `url`, `potentialAction` (SearchAction) | | `FAQPage` | FAQ dropdowns in SERP | `mainEntity` → `Question` → `acceptedAnswer` | | `Article` | Top stories, rich snippet | `headline`, `author`, `datePublished`, `image` | | `Product` | Product snippet with price/rating | `name`, `offers`, `aggregateRating` | | `HowTo` | How-to steps in SERP | `name`, `step` array | | `BreadcrumbList` | Breadcrumb in SERP URL | `itemListElement` array | | `LocalBusiness` | Local pack, knowledge panel | `name`, `address`, `telephone` | ## JSON-LD placement Prefer `` as a ` ``` ## Common mistakes that block rich results - **Content mismatch** — schema claims a `price` or `rating` that doesn't appear on the page. Google requires visible content to match. - **Missing required fields** — check Google's required/recommended fields per type at developers.google.com/search/docs/appearance. - **Incorrect `datePublished` format** — must be ISO 8601 (`2026-06-17T09:00:00+00:00`). - **Markup on 404/noindex pages** — Google won't process structured data on non-indexable pages. - **Multiple conflicting types** — use `@graph` array to combine without conflict. ## Steps 1. **Audit existing markup.** Paste page source into Google Rich Results Test; review Search Console → Enhancements for errors. Identify what's present, what's broken, what's missing. 2. **Prioritise by page type.** Homepage → Organization + WebSite. Blog posts → Article. FAQs → FAQPage. Product pages → Product. All inner pages → BreadcrumbList. 3. **Implement in JSON-LD.** Populate all required fields; add recommended fields for richer results. Confirm all schema claims match visible page content. 4. **Validate.** Run through Google Rich Results Test (schema.googleapis.com/v1/richResults); fix any `errors` (not just `warnings`). 5. **Monitor.** After deployment, check Search Console → Enhancements in 48–72 hours for indexation of new schema. 6. **Record evidence.** Screenshot Rich Results Test passing; note which enhancements are expected. ## Review checklist - **JSON-LD in ``** — not inline or in body. - **All required fields present** — per Google's type documentation. - **Content matches page** — every schema claim visible on the rendered page. - **Rich Results Test passes** — zero errors (warnings acceptable). - **BreadcrumbList on all inner pages** — not just the homepage. - **Search Console errors cleared** — no existing structured data errors before adding new. ## Rules - Schema that describes content not visible on the page is spam — Google may penalise it. - Fix Search Console errors on existing schema before adding new types. - Never use Microdata or RDFa — JSON-LD only (maintainable and Google's preference).