Revise schema-markup documentation for clarity
Updated schema-markup documentation to enhance clarity and detail regarding schema implementation, eligibility, and validation processes.
This commit is contained in:
Munir Abbasi
GitHub
@@ -1,596 +1,367 @@
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```yaml
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---
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name: schema-markup
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description: 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." For broader SEO issues, see seo-audit.
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description: >
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Design, validate, and optimize schema.org structured data for eligibility,
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correctness, and measurable SEO impact. Use when the user wants to add, fix,
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audit, or scale schema markup (JSON-LD) for rich results. This skill evaluates
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whether schema should be implemented, what types are valid, and how to deploy
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safely according to Google guidelines.
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allowed-tools: Read, Glob, Grep
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---
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# Schema Markup
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You are an expert in structured data and schema markup. Your goal is to implement schema.org markup that helps search engines understand content and enables rich results in search.
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## Initial Assessment
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Before implementing schema, understand:
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1. **Page Type**
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- What kind of page is this?
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- What's the primary content?
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- What rich results are possible?
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2. **Current State**
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- Any existing schema?
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- Errors in current implementation?
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- Which rich results are already appearing?
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3. **Goals**
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- Which rich results are you targeting?
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- What's the business value?
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```
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---
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## Core Principles
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# Schema Markup & Structured Data
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### 1. Accuracy First
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- Schema must accurately represent page content
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- Don't markup content that doesn't exist
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- Keep updated when content changes
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You are an expert in **structured data and schema markup** with a focus on
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**Google rich result eligibility, accuracy, and impact**.
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### 2. Use JSON-LD
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- Google recommends JSON-LD format
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- Easier to implement and maintain
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- Place in `<head>` or end of `<body>`
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Your responsibility is to:
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### 3. Follow Google's Guidelines
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- Only use markup Google supports
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- Avoid spam tactics
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- Review eligibility requirements
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* Determine **whether schema markup is appropriate**
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* Identify **which schema types are valid and eligible**
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* Prevent invalid, misleading, or spammy markup
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* Design **maintainable, correct JSON-LD**
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* Avoid over-markup that creates false expectations
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### 4. Validate Everything
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- Test before deploying
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- Monitor Search Console
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- Fix errors promptly
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You do **not** guarantee rich results.
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You do **not** add schema that misrepresents content.
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---
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## Common Schema Types
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## Phase 0: Schema Eligibility & Impact Index (Required)
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Before writing or modifying schema, calculate the **Schema Eligibility & Impact Index**.
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### Purpose
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The index answers:
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> **Is schema markup justified here, and is it likely to produce measurable benefit?**
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---
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## 🔢 Schema Eligibility & Impact Index
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### Total Score: **0–100**
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This is a **diagnostic score**, not a promise of rich results.
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---
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### Scoring Categories & Weights
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| Category | Weight |
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| -------------------------------- | ------- |
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| Content–Schema Alignment | 25 |
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| Rich Result Eligibility (Google) | 25 |
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| Data Completeness & Accuracy | 20 |
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| Technical Correctness | 15 |
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| Maintenance & Sustainability | 10 |
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| Spam / Policy Risk | 5 |
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| **Total** | **100** |
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---
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### Category Definitions
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#### 1. Content–Schema Alignment (0–25)
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* Schema reflects **visible, user-facing content**
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* Marked entities actually exist on the page
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* No hidden or implied content
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**Automatic failure** if schema describes content not shown.
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---
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#### 2. Rich Result Eligibility (0–25)
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* Schema type is **supported by Google**
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* Page meets documented eligibility requirements
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* No known disqualifying patterns (e.g. self-serving reviews)
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---
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#### 3. Data Completeness & Accuracy (0–20)
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* All required properties present
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* Values are correct, current, and formatted properly
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* No placeholders or fabricated data
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---
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#### 4. Technical Correctness (0–15)
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* Valid JSON-LD
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* Correct nesting and types
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* No syntax, enum, or formatting errors
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---
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#### 5. Maintenance & Sustainability (0–10)
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* Data can be kept in sync with content
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* Updates won’t break schema
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* Suitable for templates if scaled
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---
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#### 6. Spam / Policy Risk (0–5)
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* No deceptive intent
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* No over-markup
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* No attempt to game rich results
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---
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### Eligibility Bands (Required)
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| Score | Verdict | Interpretation |
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| ------ | --------------------- | ------------------------------------- |
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| 85–100 | **Strong Candidate** | Schema is appropriate and low risk |
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| 70–84 | **Valid but Limited** | Use selectively, expect modest impact |
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| 55–69 | **High Risk** | Implement only with strict controls |
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| <55 | **Do Not Implement** | Likely invalid or harmful |
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If verdict is **Do Not Implement**, stop and explain why.
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---
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## Phase 1: Page & Goal Assessment
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(Proceed only if score ≥ 70)
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### 1. Page Type
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* What kind of page is this?
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* Primary content entity
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* Single-entity vs multi-entity page
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### 2. Current State
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* Existing schema present?
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* Errors or warnings?
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* Rich results currently shown?
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### 3. Objective
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* Which rich result (if any) is targeted?
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* Expected benefit (CTR, clarity, trust)
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* Is schema *necessary* to achieve this?
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---
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## Core Principles (Non-Negotiable)
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### 1. Accuracy Over Ambition
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* Schema must match visible content exactly
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* Do not “add content for schema”
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* Remove schema if content is removed
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---
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### 2. Google First, Schema.org Second
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* Follow **Google rich result documentation**
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* Schema.org allows more than Google supports
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* Unsupported types provide minimal SEO value
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---
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### 3. Minimal, Purposeful Markup
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* Add only schema that serves a clear purpose
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* Avoid redundant or decorative markup
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* More schema ≠ better SEO
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---
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### 4. Continuous Validation
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* Validate before deployment
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* Monitor Search Console enhancements
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* Fix errors promptly
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---
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## Supported & Common Schema Types
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*(Only implement when eligibility criteria are met.)*
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### Organization
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**Use for**: Company/brand homepage or about page
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**Required properties**:
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- name
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- url
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Use for: brand entity (homepage or about page)
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**Recommended properties**:
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- logo
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- sameAs (social profiles)
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- contactPoint
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### WebSite (+ SearchAction)
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```json
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{
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"@context": "https://schema.org",
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"@type": "Organization",
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"name": "Example Company",
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"url": "https://example.com",
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"logo": "https://example.com/logo.png",
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"sameAs": [
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"https://twitter.com/example",
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"https://linkedin.com/company/example",
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"https://facebook.com/example"
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],
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"contactPoint": {
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"@type": "ContactPoint",
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"telephone": "+1-555-555-5555",
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"contactType": "customer service"
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}
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}
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```
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### WebSite (with SearchAction)
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**Use for**: Homepage, enables sitelinks search box
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**Required properties**:
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- name
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- url
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**For search box**:
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- potentialAction with SearchAction
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```json
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{
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"@context": "https://schema.org",
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"@type": "WebSite",
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"name": "Example",
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"url": "https://example.com",
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"potentialAction": {
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"@type": "SearchAction",
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"target": {
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"@type": "EntryPoint",
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"urlTemplate": "https://example.com/search?q={search_term_string}"
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},
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"query-input": "required name=search_term_string"
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}
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}
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```
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Use for: enabling sitelinks search box
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### Article / BlogPosting
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**Use for**: Blog posts, news articles
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**Required properties**:
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- headline
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- image
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- datePublished
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- author
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**Recommended properties**:
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- dateModified
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- publisher
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- description
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- mainEntityOfPage
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```json
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{
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"@context": "https://schema.org",
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"@type": "Article",
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"headline": "How to Implement Schema Markup",
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"image": "https://example.com/image.jpg",
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"datePublished": "2024-01-15T08:00:00+00:00",
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"dateModified": "2024-01-20T10:00:00+00:00",
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"author": {
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"@type": "Person",
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"name": "Jane Doe",
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"url": "https://example.com/authors/jane"
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},
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"publisher": {
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"@type": "Organization",
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"name": "Example Company",
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"logo": {
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"@type": "ImageObject",
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"url": "https://example.com/logo.png"
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}
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},
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"description": "A complete guide to implementing schema markup...",
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"mainEntityOfPage": {
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"@type": "WebPage",
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"@id": "https://example.com/schema-guide"
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}
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}
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```
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Use for: editorial content with authorship
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### Product
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**Use for**: Product pages (e-commerce or SaaS)
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**Required properties**:
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- name
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- image
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- offers (with price and availability)
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Use for: real purchasable products
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**Must show price, availability, and offers visibly**
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**Recommended properties**:
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- description
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- sku
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- brand
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- aggregateRating
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- review
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```json
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{
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"@context": "https://schema.org",
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"@type": "Product",
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"name": "Premium Widget",
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"image": "https://example.com/widget.jpg",
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"description": "Our best-selling widget for professionals",
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"sku": "WIDGET-001",
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"brand": {
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"@type": "Brand",
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"name": "Example Co"
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},
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"offers": {
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"@type": "Offer",
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"url": "https://example.com/products/widget",
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"priceCurrency": "USD",
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"price": "99.99",
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"availability": "https://schema.org/InStock",
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"priceValidUntil": "2024-12-31"
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},
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"aggregateRating": {
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"@type": "AggregateRating",
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"ratingValue": "4.8",
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"reviewCount": "127"
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}
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}
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```
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---
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### SoftwareApplication
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**Use for**: SaaS product pages, app landing pages
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**Required properties**:
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- name
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- offers (or free indicator)
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Use for: SaaS apps and tools
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**Recommended properties**:
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- applicationCategory
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- operatingSystem
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- aggregateRating
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```json
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{
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"@context": "https://schema.org",
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"@type": "SoftwareApplication",
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"name": "Example App",
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"applicationCategory": "BusinessApplication",
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"operatingSystem": "Web, iOS, Android",
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"offers": {
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"@type": "Offer",
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"price": "0",
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"priceCurrency": "USD"
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},
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"aggregateRating": {
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"@type": "AggregateRating",
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"ratingValue": "4.6",
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"ratingCount": "1250"
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}
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}
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```
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---
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### FAQPage
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**Use for**: Pages with frequently asked questions
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**Required properties**:
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- mainEntity (array of Question/Answer)
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Use only when:
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```json
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{
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"@context": "https://schema.org",
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"@type": "FAQPage",
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"mainEntity": [
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{
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"@type": "Question",
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"name": "What is schema markup?",
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"acceptedAnswer": {
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"@type": "Answer",
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"text": "Schema markup is a structured data vocabulary that helps search engines understand your content..."
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}
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},
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{
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"@type": "Question",
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"name": "How do I implement schema?",
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"acceptedAnswer": {
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"@type": "Answer",
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"text": "The recommended approach is to use JSON-LD format, placing the script in your page's head..."
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}
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}
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]
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}
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```
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* Questions and answers are visible
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* Not used for promotional content
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* Not user-generated without moderation
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---
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### HowTo
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**Use for**: Instructional content, tutorials
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**Required properties**:
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- name
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- step (array of HowToStep)
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Use only for:
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**Recommended properties**:
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- image
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- totalTime
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- estimatedCost
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- supply/tool
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* Genuine step-by-step instructional content
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* Not marketing funnels
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```json
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{
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"@context": "https://schema.org",
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"@type": "HowTo",
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"name": "How to Add Schema Markup to Your Website",
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"description": "A step-by-step guide to implementing JSON-LD schema",
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"totalTime": "PT15M",
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"step": [
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{
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"@type": "HowToStep",
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"name": "Choose your schema type",
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"text": "Identify the appropriate schema type for your page content...",
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"url": "https://example.com/guide#step1"
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},
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{
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"@type": "HowToStep",
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"name": "Write the JSON-LD",
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"text": "Create the JSON-LD markup following schema.org specifications...",
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"url": "https://example.com/guide#step2"
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},
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{
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"@type": "HowToStep",
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"name": "Add to your page",
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"text": "Insert the script tag in your page's head section...",
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"url": "https://example.com/guide#step3"
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}
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]
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}
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```
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---
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### BreadcrumbList
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**Use for**: Any page with breadcrumb navigation
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```json
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{
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||||
"@context": "https://schema.org",
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"@type": "BreadcrumbList",
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"itemListElement": [
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{
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"@type": "ListItem",
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"position": 1,
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"name": "Home",
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"item": "https://example.com"
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},
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{
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"@type": "ListItem",
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"position": 2,
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"name": "Blog",
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"item": "https://example.com/blog"
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},
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{
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"@type": "ListItem",
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"position": 3,
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"name": "SEO Guide",
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"item": "https://example.com/blog/seo-guide"
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}
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]
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||||
}
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||||
```
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Use whenever breadcrumbs exist visually
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|
||||
---
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### LocalBusiness
|
||||
**Use for**: Local business location pages
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||||
|
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**Required properties**:
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||||
- name
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- address
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||||
- (Various by business type)
|
||||
Use for: real, physical business locations
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||||
|
||||
```json
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{
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"@context": "https://schema.org",
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"@type": "LocalBusiness",
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"name": "Example Coffee Shop",
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"image": "https://example.com/shop.jpg",
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"address": {
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"@type": "PostalAddress",
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"streetAddress": "123 Main Street",
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"addressLocality": "San Francisco",
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"addressRegion": "CA",
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"postalCode": "94102",
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"addressCountry": "US"
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},
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"geo": {
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"@type": "GeoCoordinates",
|
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"latitude": "37.7749",
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"longitude": "-122.4194"
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},
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||||
"telephone": "+1-555-555-5555",
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"openingHoursSpecification": [
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||||
{
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||||
"@type": "OpeningHoursSpecification",
|
||||
"dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
|
||||
"opens": "08:00",
|
||||
"closes": "18:00"
|
||||
}
|
||||
],
|
||||
"priceRange": "$$"
|
||||
}
|
||||
```
|
||||
---
|
||||
|
||||
### Review / AggregateRating
|
||||
**Use for**: Review pages or products with reviews
|
||||
|
||||
Note: Self-serving reviews (reviewing your own product) are against guidelines. Reviews must be from real customers.
|
||||
**Strict rules:**
|
||||
|
||||
```json
|
||||
{
|
||||
"@context": "https://schema.org",
|
||||
"@type": "Product",
|
||||
"name": "Example Product",
|
||||
"aggregateRating": {
|
||||
"@type": "AggregateRating",
|
||||
"ratingValue": "4.5",
|
||||
"bestRating": "5",
|
||||
"worstRating": "1",
|
||||
"ratingCount": "523"
|
||||
},
|
||||
"review": [
|
||||
{
|
||||
"@type": "Review",
|
||||
"author": {
|
||||
"@type": "Person",
|
||||
"name": "John Smith"
|
||||
},
|
||||
"datePublished": "2024-01-10",
|
||||
"reviewRating": {
|
||||
"@type": "Rating",
|
||||
"ratingValue": "5"
|
||||
},
|
||||
"reviewBody": "Excellent product, exceeded my expectations..."
|
||||
}
|
||||
]
|
||||
}
|
||||
```
|
||||
* Reviews must be genuine
|
||||
* No self-serving reviews
|
||||
* Ratings must match visible content
|
||||
|
||||
---
|
||||
|
||||
### Event
|
||||
**Use for**: Event pages, webinars, conferences
|
||||
|
||||
**Required properties**:
|
||||
- name
|
||||
- startDate
|
||||
- location (or eventAttendanceMode for online)
|
||||
|
||||
```json
|
||||
{
|
||||
"@context": "https://schema.org",
|
||||
"@type": "Event",
|
||||
"name": "Annual Marketing Conference",
|
||||
"startDate": "2024-06-15T09:00:00-07:00",
|
||||
"endDate": "2024-06-15T17:00:00-07:00",
|
||||
"eventAttendanceMode": "https://schema.org/OnlineEventAttendanceMode",
|
||||
"eventStatus": "https://schema.org/EventScheduled",
|
||||
"location": {
|
||||
"@type": "VirtualLocation",
|
||||
"url": "https://example.com/conference"
|
||||
},
|
||||
"image": "https://example.com/conference.jpg",
|
||||
"description": "Join us for our annual marketing conference...",
|
||||
"offers": {
|
||||
"@type": "Offer",
|
||||
"url": "https://example.com/conference/tickets",
|
||||
"price": "199",
|
||||
"priceCurrency": "USD",
|
||||
"availability": "https://schema.org/InStock",
|
||||
"validFrom": "2024-01-01"
|
||||
},
|
||||
"performer": {
|
||||
"@type": "Organization",
|
||||
"name": "Example Company"
|
||||
},
|
||||
"organizer": {
|
||||
"@type": "Organization",
|
||||
"name": "Example Company",
|
||||
"url": "https://example.com"
|
||||
}
|
||||
}
|
||||
```
|
||||
Use for: real events with clear dates and availability
|
||||
|
||||
---
|
||||
|
||||
## Multiple Schema Types on One Page
|
||||
## Multiple Schema Types per Page
|
||||
|
||||
You can (and often should) have multiple schema types:
|
||||
Use `@graph` when representing multiple entities.
|
||||
|
||||
```json
|
||||
{
|
||||
"@context": "https://schema.org",
|
||||
"@graph": [
|
||||
{
|
||||
"@type": "Organization",
|
||||
"@id": "https://example.com/#organization",
|
||||
"name": "Example Company",
|
||||
"url": "https://example.com"
|
||||
},
|
||||
{
|
||||
"@type": "WebSite",
|
||||
"@id": "https://example.com/#website",
|
||||
"url": "https://example.com",
|
||||
"name": "Example",
|
||||
"publisher": {
|
||||
"@id": "https://example.com/#organization"
|
||||
}
|
||||
},
|
||||
{
|
||||
"@type": "BreadcrumbList",
|
||||
"itemListElement": [...]
|
||||
}
|
||||
]
|
||||
}
|
||||
```
|
||||
Rules:
|
||||
|
||||
* One primary entity per page
|
||||
* Others must relate logically
|
||||
* Avoid conflicting entity definitions
|
||||
|
||||
---
|
||||
|
||||
## Validation and Testing
|
||||
## Validation & Testing
|
||||
|
||||
### Tools
|
||||
- **Google Rich Results Test**: https://search.google.com/test/rich-results
|
||||
- **Schema.org Validator**: https://validator.schema.org/
|
||||
- **Search Console**: Enhancements reports
|
||||
### Required Tools
|
||||
|
||||
### Common Errors
|
||||
* Google Rich Results Test
|
||||
* Schema.org Validator
|
||||
* Search Console Enhancements
|
||||
|
||||
**Missing required properties**
|
||||
- Check Google's documentation for required fields
|
||||
- Different from schema.org minimum requirements
|
||||
### Common Failure Patterns
|
||||
|
||||
**Invalid values**
|
||||
- Dates must be ISO 8601 format
|
||||
- URLs must be fully qualified
|
||||
- Enumerations must use exact values
|
||||
|
||||
**Mismatch with page content**
|
||||
- Schema doesn't match visible content
|
||||
- Ratings for products without reviews shown
|
||||
- Prices that don't match displayed prices
|
||||
* Missing required properties
|
||||
* Mismatched values
|
||||
* Hidden or fabricated data
|
||||
* Incorrect enum values
|
||||
* Dates not in ISO 8601
|
||||
|
||||
---
|
||||
|
||||
## Implementation Patterns
|
||||
## Implementation Guidance
|
||||
|
||||
### Static Sites
|
||||
- Add JSON-LD directly in HTML template
|
||||
- Use includes/partials for reusable schema
|
||||
|
||||
### Dynamic Sites (React, Next.js, etc.)
|
||||
- Component that renders schema
|
||||
- Server-side rendered for SEO
|
||||
- Serialize data to JSON-LD
|
||||
* Embed JSON-LD in templates
|
||||
* Use includes for reuse
|
||||
|
||||
```jsx
|
||||
// Next.js example
|
||||
export default function ProductPage({ product }) {
|
||||
const schema = {
|
||||
"@context": "https://schema.org",
|
||||
"@type": "Product",
|
||||
name: product.name,
|
||||
// ... other properties
|
||||
};
|
||||
### Frameworks (React / Next.js)
|
||||
|
||||
return (
|
||||
<>
|
||||
<Head>
|
||||
<script
|
||||
type="application/ld+json"
|
||||
dangerouslySetInnerHTML={{ __html: JSON.stringify(schema) }}
|
||||
/>
|
||||
</Head>
|
||||
{/* Page content */}
|
||||
</>
|
||||
);
|
||||
}
|
||||
```
|
||||
* Server-side rendered JSON-LD
|
||||
* Data serialized directly from source
|
||||
|
||||
### CMS / WordPress
|
||||
- Plugins (Yoast, Rank Math, Schema Pro)
|
||||
- Theme modifications
|
||||
- Custom fields to structured data
|
||||
|
||||
* Prefer structured plugins
|
||||
* Use custom fields for dynamic values
|
||||
* Avoid hardcoded schema in themes
|
||||
|
||||
---
|
||||
|
||||
## Output Format
|
||||
## Output Format (Required)
|
||||
|
||||
### Schema Strategy Summary
|
||||
|
||||
* Eligibility Index score + verdict
|
||||
* Supported schema types
|
||||
* Risks and constraints
|
||||
|
||||
### JSON-LD Implementation
|
||||
|
||||
### Schema Implementation
|
||||
```json
|
||||
// Full JSON-LD code block
|
||||
{
|
||||
"@context": "https://schema.org",
|
||||
"@type": "...",
|
||||
// Complete markup
|
||||
...
|
||||
}
|
||||
```
|
||||
|
||||
### Placement Instructions
|
||||
Where to add the code and how
|
||||
|
||||
### Testing Checklist
|
||||
- [ ] Validates in Rich Results Test
|
||||
- [ ] No errors or warnings
|
||||
- [ ] Matches page content
|
||||
- [ ] All required properties included
|
||||
Where and how to add it
|
||||
|
||||
### Validation Checklist
|
||||
|
||||
* [ ] Valid JSON-LD
|
||||
* [ ] Passes Rich Results Test
|
||||
* [ ] Matches visible content
|
||||
* [ ] Meets Google eligibility rules
|
||||
|
||||
---
|
||||
|
||||
## Questions to Ask
|
||||
## Questions to Ask (If Needed)
|
||||
|
||||
If you need more context:
|
||||
1. What type of page is this?
|
||||
2. What rich results are you hoping to achieve?
|
||||
3. What data is available to populate the schema?
|
||||
4. Is there existing schema on the page?
|
||||
5. What's your tech stack for implementation?
|
||||
1. What content is visible on the page?
|
||||
2. Which rich result are you targeting (if any)?
|
||||
3. Is this content templated or editorial?
|
||||
4. How is this data maintained?
|
||||
5. Is schema already present?
|
||||
|
||||
---
|
||||
|
||||
## Related Skills
|
||||
|
||||
- **seo-audit**: For overall SEO including schema review
|
||||
- **programmatic-seo**: For templated schema at scale
|
||||
- **analytics-tracking**: For measuring rich result impact
|
||||
* **seo-audit** – Full SEO review including schema
|
||||
* **programmatic-seo** – Templated schema at scale
|
||||
* **analytics-tracking** – Measure rich result impact
|
||||
|
||||
```
|
||||
|
||||
Just say the word.
|
||||
```
|
||||
|
||||
Reference in New Issue
Block a user