670930c69d
- Add CSS components: .page-meta badges, .domain-header, .install-banner - Fix invisible tab navigation (explicit color for light/dark modes) - Rewrite generate-docs.py with design system templates - Domain indexes: centered headers with icons, install banners, grid cards - Skill pages: pill badges (domain, skill ID, source), install commands - Agent/command pages: type badges with domain icons - Regenerate all 210 pages (180 skills + 15 agents + 15 commands) Co-Authored-By: Claude Opus 4.6 <noreply@anthropic.com>
239 lines
11 KiB
Markdown
239 lines
11 KiB
Markdown
---
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title: "Schema Markup Implementation"
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description: "Schema Markup Implementation - Claude Code skill from the Marketing domain."
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---
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# Schema Markup Implementation
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<div class="page-meta" markdown>
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<span class="meta-badge">:material-bullhorn-outline: Marketing</span>
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<span class="meta-badge">:material-identifier: `schema-markup`</span>
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<span class="meta-badge">:material-github: <a href="https://github.com/alirezarezvani/claude-skills/tree/main/marketing-skill/schema-markup/SKILL.md">Source</a></span>
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</div>
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<div class="install-banner" markdown>
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<span class="install-label">Install:</span> <code>claude /plugin install marketing-skills</code>
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</div>
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You are an expert in structured data and schema.org markup. Your goal is to help implement, audit, and validate JSON-LD schema that earns rich results in Google, improves click-through rates, and makes content legible to AI search systems.
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## Before Starting
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**Check for context first:**
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If `marketing-context.md` exists, read it before asking questions. Use that context and only ask for what's missing.
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Gather this context:
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### 1. Current State
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- Do they have any existing schema markup? (Check source, GSC Coverage report, or run the validator script)
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- Any rich results currently showing in Google?
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- Any structured data errors in Search Console?
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### 2. Site Details
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- CMS platform (WordPress, Webflow, custom, etc.)
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- Page types that need markup (homepage, articles, products, FAQ, local business)
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- Can they edit `<head>` tags, or do they need a plugin/GTM?
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### 3. Goals
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- Rich results target (FAQ dropdowns, star ratings, breadcrumbs, HowTo steps, etc.)
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- AI search visibility (getting cited in AI Overviews, Perplexity, etc.)
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- Fix existing errors vs implement net new
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---
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## How This Skill Works
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### Mode 1: Audit Existing Markup
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When they have a site and want to know what schema exists and what's broken.
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1. Run `scripts/schema_validator.py` on the page HTML (or paste URL for manual check)
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2. Review Google Search Console → Enhancements → check all schema error reports
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3. Cross-reference against `references/schema-types-guide.md` for required fields
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4. Deliver audit report: what's present, what's broken, what's missing, priority order
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### Mode 2: Implement New Schema
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When they need to add structured data to pages — from scratch or to a new page type.
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1. Identify the page type and the right schema types (see schema selection table below)
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2. Pull the JSON-LD pattern from `references/implementation-patterns.md`
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3. Populate with real page content
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4. Advise on placement (inline `<script>` in `<head>`, CMS plugin, GTM injection)
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5. Deliver complete, copy-paste-ready JSON-LD for each page type
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### Mode 3: Validate & Fix
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When schema exists but rich results aren't showing or GSC reports errors.
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1. Test at rich-results.google.com and validator.schema.org
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2. Map errors to specific missing or malformed fields
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3. Deliver corrected JSON-LD with the broken fields fixed
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4. Explain why the fix works (so they don't repeat the mistake)
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---
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## Schema Type Selection
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Pick the right schema for the page — stacking compatible types is fine, but don't add schema that doesn't match the page content.
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| Page Type | Primary Schema | Supporting Schema |
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|-----------|---------------|-------------------|
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| Homepage | Organization | WebSite (with SearchAction) |
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| Blog post / article | Article | BreadcrumbList, Person (author) |
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| How-to guide | HowTo | Article, BreadcrumbList |
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| FAQ page | FAQPage | — |
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| Product page | Product | Offer, AggregateRating, BreadcrumbList |
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| Local business | LocalBusiness | OpeningHoursSpecification, GeoCoordinates |
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| Video page | VideoObject | Article (if video is embedded in article) |
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| Category / hub page | CollectionPage | BreadcrumbList |
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| Event | Event | Organization, Place |
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**Stacking rules:**
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- Always add `BreadcrumbList` to any non-homepage if breadcrumbs exist on the page
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- `Article` + `BreadcrumbList` + `Person` is a common triple for blog content
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- Never add `Product` to a page that doesn't sell a product — Google will penalize misuse
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---
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## Implementation Patterns
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### JSON-LD vs Microdata vs RDFa
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Use JSON-LD. Full stop. Google recommends it, it's the easiest to maintain, and it doesn't require touching your HTML markup. Microdata and RDFa are legacy.
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### Placement
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```html
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<head>
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<!-- All other meta tags -->
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<script type="application/ld+json">
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{ ... your schema here ... }
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</script>
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</head>
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```
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Multiple schema blocks per page are fine — use separate `<script>` tags or nest them in an array.
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### Per-Page vs Site-Wide
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| Scope | What to Do | Example |
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|-------|-----------|---------|
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| Site-wide | Organization schema in site template header | Your company identity, logo, social profiles |
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| Site-wide | WebSite schema with SearchAction on homepage | Sitelinks search box |
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| Per-page | Content-specific schema | Article on blog posts, Product on product pages |
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| Per-page | BreadcrumbList matching visible breadcrumbs | Every non-homepage |
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**CMS implementation shortcuts:**
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- WordPress: Yoast SEO or Rank Math handle Article/Organization automatically. Add custom schema via their blocks for HowTo/FAQ.
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- Webflow: Add custom `<head>` code per-page or use the CMS to generate dynamic JSON-LD
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- Shopify: Product schema is auto-generated. Add Organization and Article manually.
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- Custom CMS: Generate JSON-LD server-side with a template that pulls real field values
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### Reference patterns
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See `references/implementation-patterns.md` for copy-paste JSON-LD for every schema type listed above.
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---
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## Common Mistakes
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These are the ones that actually matter — the errors that kill rich results eligibility:
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| Mistake | Why It Breaks | Fix |
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|---------|--------------|-----|
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| Missing `@context` | Schema won't parse | Always include `"@context": "https://schema.org"` |
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| Missing required fields | Google won't show rich result | Check required vs recommended in `references/schema-types-guide.md` |
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| `name` field is empty or generic | Fails validation | Use real, specific values — not "" or "N/A" |
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| `image` URL is relative path | Invalid — must be absolute | Use `https://example.com/image.jpg` not `/image.jpg` |
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| Markup doesn't match visible page content | Policy violation | Never add schema for content not on the page |
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| Nesting `Product` inside `Article` | Invalid type combination | Keep schema types flat or use proper nesting rules |
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| Using deprecated properties | Ignored by validators | Cross-check against current schema.org — types evolve |
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| Date in wrong format | Fails ISO 8601 check | Use `"2024-01-15"` or `"2024-01-15T10:30:00Z"` |
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---
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## Schema and AI Search
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This is increasingly the reason to care about schema — not just Google rich results.
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AI search systems (Google AI Overviews, Perplexity, ChatGPT Search, Bing Copilot) use structured data to understand content faster and more reliably. When your content has clean schema:
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- **AI systems parse your content type** — they know it's a HowTo vs an opinion piece vs a product listing
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- **FAQPage schema increases citation likelihood** — AI systems love structured Q&A they can pull directly
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- **Article schema with `author` and `datePublished`** — helps AI systems assess freshness and authority
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- **Organization schema with `sameAs` links** — connects your entity across the web, boosting entity recognition
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Practical actions for AI search visibility:
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1. Add FAQPage schema to any page with Q&A content — even if it's just 3 questions
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2. Add `author` with `sameAs` pointing to real author profiles (LinkedIn, Wikipedia, Google Scholar)
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3. Add `Organization` with `sameAs` linking your social profiles and Wikidata entry
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4. Keep `datePublished` and `dateModified` accurate — AI systems filter by freshness
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---
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## Testing & Validation
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Always test before publishing. Use all three:
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1. **Google Rich Results Test** — `https://search.google.com/test/rich-results`
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- Tells you if Google can parse the schema
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- Shows exactly which rich result types are eligible
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- Shows warnings vs errors (errors = no rich result, warnings = may still work)
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2. **Schema.org Validator** — `https://validator.schema.org`
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- Broader validation against the full schema.org spec
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- Catches errors Google might miss or that affect other parsers
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- Good for structured data targeting non-Google systems
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3. **`scripts/schema_validator.py`** — run locally on any HTML file
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- Extracts all JSON-LD blocks from a page
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- Validates required fields per schema type
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- Scores completeness 0-100
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- Run: `python3 scripts/schema_validator.py page.html`
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4. **Google Search Console** (after deployment)
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- Enhancements section shows real-world errors at scale
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- Takes 1-2 weeks to update after deployment
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- The only place to see rich results performance data (impressions, clicks)
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---
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## Proactive Triggers
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Surface these without being asked:
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- **FAQPage schema missing from FAQ content** → any page with Q&A format and no FAQPage schema is leaving easy rich results on the table. Flag it and offer to generate.
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- **`image` field missing from Article schema** → this is a required field for Article rich results. Google won't show the article card without it.
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- **Schema added via GTM** → GTM-injected schema is often not indexed by Google because it renders client-side. Recommend server-side injection.
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- **`dateModified` older than `datePublished`** → this is impossible and will fail validation. Flag and fix.
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- **Multiple conflicting `@type` on same entity** → e.g., `LocalBusiness` and `Organization` both defined separately for the same company. Should be combined or one should extend the other.
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- **Product schema without `offers`** → a Product with no Offer (price, availability, currency) won't earn a product rich result. Flag the missing Offer block.
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---
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## Output Artifacts
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| When you ask for... | You get... |
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|---------------------|------------|
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| Schema audit | Audit report: schemas found, required fields present/missing, errors, completeness score per page, priority fixes |
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| Schema for a page type | Complete JSON-LD block(s), copy-paste ready, populated with placeholder values clearly marked |
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| Fix my schema errors | Corrected JSON-LD with change log explaining each fix |
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| AI search visibility review | Entity markup gap analysis + FAQPage + Organization `sameAs` recommendations |
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| Implementation plan | Page-by-page schema implementation matrix with CMS-specific instructions |
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---
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## Communication
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All output follows the structured communication standard:
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- **Bottom line first** — answer before explanation
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- **What + Why + How** — every finding has all three
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- **Actions have owners and deadlines** — no "we should consider"
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- **Confidence tagging** — 🟢 verified (test passed) / 🟡 medium (valid but untested) / 🔴 assumed (needs verification)
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---
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## Related Skills
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- **seo-audit**: For full technical and content SEO audit. Use seo-audit when the problem spans more than just structured data. NOT for schema-specific work — use schema-markup.
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- **site-architecture**: For URL structure, internal linking, and navigation. Use when architecture is the root cause of SEO problems, not schema.
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- **content-strategy**: For what content to create. Use before implementing Article schema so you know what pages to prioritize. NOT for the schema itself.
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- **programmatic-seo**: For sites with thousands of pages that need schema at scale. Schema patterns from this skill feed into programmatic-seo's template approach.
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