SEO Schema

Schema Markup Analysis & Generation

Detection

1. Scan page source for JSON-LD <script type="application/ld+json">
2. Check for Microdata (itemscope, itemprop)
3. Check for RDFa (typeof, property)
4. Always recommend JSON-LD as primary format (Google's stated preference)

Validation

• Check required properties per schema type
• Validate against Google's supported rich result types
• Test for common errors:
  • Missing @context
  • Invalid @type
  • Wrong data types
  • Placeholder text
  • Relative URLs (should be absolute)
  • Invalid date formats
• Flag deprecated types (see below)

Schema Type Status (as of June 2026)

Read ../seo/references/schema-types.md for the full list. Key rules:

ACTIVE (recommend freely):

Organization, LocalBusiness, SoftwareApplication, WebApplication, Product (with Certification markup as of April 2025), ProductGroup, Offer, Service, Article, BlogPosting, NewsArticle, Review, AggregateRating, BreadcrumbList, WebSite, WebPage, Person, ProfilePage, ContactPage, VideoObject, ImageObject, Event, JobPosting, Course, DiscussionForumPosting

VIDEO & SPECIALIZED (recommend freely):

BroadcastEvent, Clip, SeekToAction, SoftwareSourceCode

See schema/templates.json for ready-to-use JSON-LD templates for these types.

JSON-LD and JavaScript rendering: Per Google's December 2025 JS SEO guidance, structured data injected via JavaScript may face delayed processing. For time-sensitive markup (especially Product, Offer), include JSON-LD in the initial server-rendered HTML.

NO RICH RESULTS, KEEP IF USEFUL:

• FAQPage: Google retired FAQ rich results for ALL sites on May 7, 2026 (supersedes the Aug 2023 gov/health restriction). No Google SERP rich-result benefit; flag existing FAQPage at Info (not Critical) rather than removal. For genuine user Q&A pages, use QAPage.

DEPRECATED (never recommend):

• HowTo: Rich results removed September 2023
• SpecialAnnouncement: Deprecated July 31, 2025
• CourseInfo, EstimatedSalary, LearningVideo: Retired June 2025
• ClaimReview: Retired from rich results June 2025
• VehicleListing: Retired from rich results June 2025
• Practice Problem: Deprecation notice 2025-11-05; Search Console / Rich Results Test support removed 2026-01-06
• Book Actions: Deprecated/removed from Google rich results; do not recommend it for SERP features.
• Search Console / Rich Results Test / appearance-filter support for CourseInfo, EstimatedSalary, LearningVideo, SpecialAnnouncement, VehicleListing was removed 2025-09-09; Practice Problem support was removed 2026-01-06.

Supported for Dataset Search only:

• Dataset: Not discontinued; consumed by Google Dataset Search, with no Google Search rich-result surface. Don't advise removal as if it were killed.

Still supported (do not flag):

• QAPage (expanded comment-thread properties 2026-03-24), DiscussionForumPosting, Education Q&A (Quiz / eduQuestionType=Flashcard). For e-commerce, hasAdultConsideration (added 2026-05-20; value https://schema.org/SexualContentConsideration) is required for adult products. Product.category accepts Text, CategoryCode, or arrays mixing both.

Generation

When generating schema for a page:

1. Identify page type from content analysis
2. Select appropriate schema type(s)
3. Generate valid JSON-LD with all required + recommended properties
4. Include only truthful, verifiable data. Use placeholders clearly marked for user to fill
5. Validate output before presenting
6. For review markup, reject fake reviews and undisclosed incentivized reviews. An incentive must be clearly and prominently disclosed on the page.

Common Schema Templates

Organization

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "[Company Name]",
  "url": "[Website URL]",
  "logo": "[Logo URL]",
  "contactPoint": {
    "@type": "ContactPoint",
    "telephone": "[Phone]",
    "contactType": "customer service"
  },
  "sameAs": [
    "[Facebook URL]",
    "[LinkedIn URL]",
    "[Twitter URL]"
  ]
}

LocalBusiness

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "[Business Name]",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "[Street]",
    "addressLocality": "[City]",
    "addressRegion": "[State]",
    "postalCode": "[ZIP]",
    "addressCountry": "US"
  },
  "telephone": "[Phone]",
  "openingHours": "Mo-Fr 09:00-17:00",
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": "[Lat]",
    "longitude": "[Long]"
  }
}

Article/BlogPosting

{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "[Title]",
  "author": {
    "@type": "Person",
    "name": "[Author Name]"
  },
  "datePublished": "[YYYY-MM-DD]",
  "dateModified": "[YYYY-MM-DD]",
  "image": "[Image URL]",
  "publisher": {
    "@type": "Organization",
    "name": "[Publisher]",
    "logo": {
      "@type": "ImageObject",
      "url": "[Logo URL]"
    }
  }
}

Output

• SCHEMA-REPORT.md: detection and validation results
• generated-schema.json: ready-to-use JSON-LD snippets

Validation Results

Recommendations

• Missing schema opportunities
• Validation fixes needed
• Generated code for implementation

Error Handling