Schema Markup

Name: Schema Markup
Author: alirezarezvani

When the user wants to implement, audit, or validate structured data (schema markup) on their website. Use when the user mentions 'structured data,' 'schema.org,' 'JSON-LD,' 'rich results,' 'rich snippets,' 'schema markup,' 'FAQ schema,' 'Product schema,' 'HowTo schema,' or 'str…

By alirezarezvani

19k 2.7kUpdated 3 days agoPythonMIT

Skill Content

# Schema Markup Implementation

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.

## Before Starting

**Check for context first:**
If `.claude/product-marketing-context.md` exists, read it before asking questions. Use that context and only ask for what's missing.

Gather this context:

### 1. Current State
- Do they have any existing schema markup? (Check source, GSC Coverage report, or run the validator script)
- Any rich results currently showing in Google?
- Any structured data errors in Search Console?

### 2. Site Details
- CMS platform (WordPress, Webflow, custom, etc.)
- Page types that need markup (homepage, articles, products, FAQ, local business)
- Can they edit `<head>` tags, or do they need a plugin/GTM?

### 3. Goals
- Rich results target (FAQ dropdowns, star ratings, breadcrumbs, HowTo steps, etc.)
- AI search visibility (getting cited in AI Overviews, Perplexity, etc.)
- Fix existing errors vs implement net new

---

## How This Skill Works

### Mode 1: Audit Existing Markup
When they have a site and want to know what schema exists and what's broken.

1. Run `scripts/schema_validator.py` on the page HTML (or paste URL for manual check)
2. Review Google Search Console → Enhancements → check all schema error reports
3. Cross-reference against `references/schema-types-guide.md` for required fields
4. Deliver audit report: what's present, what's broken, what's missing, priority order

### Mode 2: Implement New Schema
When they need to add structured data to pages — from scratch or to a new page type.

1. Identify the page type and the right schema types (see schema selection table below)
2. Pull the JSON-LD pattern from `references/implementation-patterns.md`
3. Populate with real page content
4. Advise on placement (inline `<script>` in `<head>`, CMS plugin, GTM injection)
5. Deliver complete, copy-paste-ready JSON-LD for each page type

### Mode 3: Validate & Fix
When schema exists but rich results aren't showing or GSC reports errors.

1. Test at rich-results.google.com and validator.schema.org
2. Map errors to specific missing or malformed fields
3. Deliver corrected JSON-LD with the broken fields fixed
4. Explain why the fix works (so they don't repeat the mistake)

---

## Schema Type Selection

Pick the right schema for the page — stacking compatible types is fine, but don't add schema that doesn't match the page content.

| Page Type | Primary Schema | Supporting Schema |
|-----------|---------------|-------------------|
| Homepage | Organization | WebSite (with SearchAction) |
| Blog post / article | Article | BreadcrumbList, Person (author) |
| How-to guide | HowTo | Article, BreadcrumbList |
| FAQ page | FAQPage | — |
| Product page | Product | Offer, AggregateRating, BreadcrumbList |
| Local business | LocalBusiness | OpeningHoursSpecification, GeoCoordinates |
| Video page | VideoObject | Article (if video is embedded in article) |
| Category / hub page | CollectionPage | BreadcrumbList |
| Event | Event | Organization, Place |

**Stacking rules:**
- Always add `BreadcrumbList` to any non-homepage if breadcrumbs exist on the page
- `Article` + `BreadcrumbList` + `Person` is a common triple for blog content
- Never add `Product` to a page that doesn't sell a product — Google will penalize misuse

---

## Implementation Patterns

### JSON-LD vs Microdata vs RDFa

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.

### Placement
```html
<head>
  <!-- All other meta tags -->
  <script type="application/ld+json">
  { ... your schema here ... }
  </script>
</head>
```

Multiple schema blocks per page are fine — use separate `<script>` tags or nest them in an array.

### Per-Page vs Site-Wide

| Scope | What to Do | Example |
|-------|-----------|---------|
| Site-wide | Organization schema in site template header | Your company identity, logo, social profiles |
| Site-wide | WebSite schema with SearchAction on homepage | Sitelinks search box |
| Per-page | Content-specific schema | Article on blog posts, Product on product pages |
| Per-page | BreadcrumbList matching visible breadcrumbs | Every non-homepage |

**CMS implementation shortcuts:**
- WordPress: Yoast SEO or Rank Math handle Article/Organization automatically. Add custom schema via their blocks for HowTo/FAQ.
- Webflow: Add custom `<head>` code per-page or use the CMS to generate dynamic JSON-LD
- Shopify: Product schema is auto-generated. Add Organization and Article manually.
- Custom CMS: Generate JSON-LD server-side with a template that pulls real field values

### Reference patterns
See `references/implementation-patterns.md` for copy-paste JSON-LD for every schema type listed above.

---

## Common Mistakes

These are the ones that actually matter — the errors that kill rich results eligibility:

| Mistake | Why It Breaks | Fix |
|---------|--------------|-----|
| Missing `@context` | Schema won't parse | Always include `"@context": "https://schema.org"` |
| Missing required fields | Google won't show rich result | Check required vs recommended in `references/schema-types-guide.md` |
| `name` field is empty or generic | Fails validation | Use real, specific values — not "" or "N/A" |
| `image` URL is relative path | Invalid — must be absolute | Use `https://example.com/image.jpg` not `/image.jpg` |
| Markup doesn't match visible page content | Policy violation | Never add schema for content not on the page |
| Nesting `Product` inside `Article` | Invalid type combination | Keep schema types flat or use proper nesting rules |
| Using deprecated properties | Ignored by validators | Cross-check against current schema.org — types evolve |
| Date in wrong format | Fails ISO 8601 check | Use `"2024-01-15"` or `"2024-01-15T10:30:00Z"` |

---

## Schema and AI Search

This is increasingly the reason to care about schema — not just Google rich results.

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:

- **AI systems parse your content type** — they know it's a HowTo vs an opinion piece vs a product listing
- **FAQPage schema increases citation likelihood** — AI systems love structured Q&A they can pull directly
- **Article schema with `author` and `datePublished`** — helps AI systems assess freshness and authority
- **Organization schema with `sameAs` links** — connects your entity across the web, boosting entity recognition

Practical actions for AI search visibility:
1. Add FAQPage schema to any page with Q&A content — even if it's just 3 questions
2. Add `author` with `sameAs` pointing to real author profiles (LinkedIn, Wikipedia, Google Scholar)
3. Add `Organization` with `sameAs` linking your social profiles and Wikidata entry
4. Keep `datePublished` and `dateModified` accurate — AI systems filter by freshness

---

## Testing & Validation

Always test before publishing. Use all three:

1. **Google Rich Results Test** — `https://search.google.com/test/rich-results`
   - Tells you if Google can parse the schema
   - Shows exactly which rich result types are eligible
   - Shows warnings vs errors (errors = no rich result, warnings = may still work)

2. **Schema.org Validator** — `https://validator.schema.org`
   - Broader validation against the full schema.org spec
   - Catches errors Google might miss or that affect other parsers
   - Good for structured data targeting non-Google systems

3. **`scripts/schema_validator.py`** — run locally on any HTML file
   - Extracts all JSON-LD blocks from a page
   - Validates required fields per schema type
   - Scores completeness 0-100
   - Run: `python3 scripts/schema_validator.py page.html`

4. **Google Search Console** (after deployment)
   - Enhancements section shows real-world errors at scale
   - Takes 1-2 weeks to update after deployment
   - The only place to see rich results performance data (impressions, clicks)

---

## Proactive Triggers

Surface these without being asked:

- **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.
- **`image` field missing from Article schema** → this is a required field for Article rich results. Google won't show the article card without it.
- **Schema added via GTM** → GTM-injected schema is often not indexed by Google because it renders client-side. Recommend server-side injection.
- **`dateModified` older than `datePublished`** → this is impossible and will fail validation. Flag and fix.
- **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.
- **Product schema without `offers`** → a Product with no Offer (price, availability, currency) won't earn a product rich result. Flag the missing Offer block.

---

## Output Artifacts

| When you ask for... | You get... |
|---------------------|------------|
| Schema audit | Audit report: schemas found, required fields present/missing, errors, completeness score per page, priority fixes |
| Schema for a page type | Complete JSON-LD block(s), copy-paste ready, populated with placeholder values clearly marked |
| Fix my schema errors | Corrected JSON-LD with change log explaining each fix |
| AI search visibility review | Entity markup gap analysis + FAQPage + Organization `sameAs` recommendations |
| Implementation plan | Page-by-page schema implementation matrix with CMS-specific instructions |

---

## Communication

All output follows the structured communication standard:
- **Bottom line first** — answer before explanation
- **What + Why + How** — every finding has all three
- **Actions have owners and deadlines** — no "we should consider"
- **Confidence tagging** — 🟢 verified (test passed) / 🟡 medium (valid but untested) / 🔴 assumed (needs verification)

---

## Related Skills

- **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.
- **site-architecture**: For URL structure, internal linking, and navigation. Use when architecture is the root cause of SEO problems, not schema.
- **content-strategy**: For what content to create. Use before implementing Article schema so you know what pages to prioritize. NOT for the schema itself.
- **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.

How to use

Copy the skill content above
Create a .claude/skills directory in your project
Save as .claude/skills/claude-skills-schema-markup.md
Use /claude-skills-schema-markup in Claude Code to invoke this skill

README

View on GitHub

Claude Code Skills & Plugins — Agent Skills for Every Coding Tool

345 production-ready Claude Code skills, plugins, and agent skills for 13 AI coding tools.

The most comprehensive open-source library of Claude Code skills and agent plugins — also works with OpenAI Codex, Gemini CLI, Cursor, and 9 more coding agents. Reusable expertise packages covering engineering, DevOps, marketing (incl. AEO — Answer Engine Optimization for LLM citation), security (PreToolUse hooks), compliance, C-level advisory (incl. founder-mode CFO/CMO/CRO/CPO/COO/CHRO/CISO/GC/CDO/CAIO/CCO/VPE personas + 21 /cs:* slash commands), productivity (capture/email/reflect), an academic research stack (litreview/grants/dossier/patent/syllabus/pulse/notebooklm + hybrid router), and enterprise Research Operations (clinical-research/research-finance/market-research/product-research, v2.9.0).

Works with: Claude Code · OpenAI Codex · Gemini CLI · OpenClaw · Hermes Agent¹ · Mistral Vibe² · Cursor · Aider · Windsurf · Kilo Code · OpenCode · Augment · Antigravity

5,200+ GitHub stars — the most comprehensive open-source Claude Code skills & agent plugins library.

What Are Claude Code Skills & Agent Plugins?

Claude Code skills (also called agent skills or coding agent plugins) are modular instruction packages that give AI coding agents domain expertise they don't have out of the box. Each skill includes:

SKILL.md — structured instructions, workflows, and decision frameworks
Python tools — 579 CLI scripts (all stdlib-only, zero pip installs)
Reference docs — 702 templates, checklists, and domain-specific knowledge files

One repo, thirteen platforms. Works natively as Claude Code plugins, Codex agent skills, Gemini CLI skills, Hermes Agent skills, Mistral Vibe skills, and converts to more tools via scripts/convert.sh. All 579 Python tools run anywhere Python runs.

Skills vs Agents vs Personas

	Skills	Agents	Personas
Purpose	How to execute a task	What task to do	Who is thinking
Scope	Single domain	Single domain	Cross-domain
Voice	Neutral	Professional	Personality-driven
Example	"Follow these steps for SEO"	"Run a security audit"	"Think like a startup CTO"

All three work together. See Orchestration for how to combine them.

Quick Install

Gemini CLI (New)

# Clone the repository
git clone https://github.com/alirezarezvani/claude-skills.git
cd claude-skills

# Run the setup script
./scripts/gemini-install.sh

# Start using skills
> activate_skill(name="senior-architect")

Claude Code (Recommended)

# Add the marketplace
/plugin marketplace add alirezarezvani/claude-skills

# Install by domain
/plugin install engineering-skills@claude-code-skills          # 24 core engineering
/plugin install engineering-advanced-skills@claude-code-skills  # 25 POWERFUL-tier
/plugin install product-skills@claude-code-skills               # 12 product skills
/plugin install marketing-skills@claude-code-skills             # 43 marketing skills
/plugin install ra-qm-skills@claude-code-skills                 # 12 regulatory/quality
/plugin install pm-skills@claude-code-skills                    # 6 project management
/plugin install c-level-skills@claude-code-skills               # 28 C-level advisory (full C-suite)
/plugin install business-growth-skills@claude-code-skills       # 4 business & growth
/plugin install finance-skills@claude-code-skills               # 2 finance (analyst + SaaS metrics)

# Or install individual skills
/plugin install skill-security-auditor@claude-code-skills       # Security scanner
/plugin install playwright-pro@claude-code-skills                  # Playwright testing toolkit
/plugin install self-improving-agent@claude-code-skills         # Auto-memory curation
/plugin install content-creator@claude-code-skills              # Single skill

OpenAI Codex

npx agent-skills-cli add alirezarezvani/claude-skills --agent codex
# Or: git clone + ./scripts/codex-install.sh

OpenClaw

bash <(curl -s https://raw.githubusercontent.com/alirezarezvani/claude-skills/main/scripts/openclaw-install.sh)

Manual Installation

git clone https://github.com/alirezarezvani/claude-skills.git
# Copy any skill folder to ~/.claude/skills/ (Claude Code) or ~/.codex/skills/ (Codex)

Multi-Tool Support (New)

Convert all 345 skills to 9 AI coding tools with a single script:

Tool	Format	Install
Cursor	`.mdc` rules	`./scripts/install.sh --tool cursor --target .`
Aider	`CONVENTIONS.md`	`./scripts/install.sh --tool aider --target .`
Kilo Code	`.kilocode/rules/`	`./scripts/install.sh --tool kilocode --target .`
Windsurf	`.windsurf/skills/`	`./scripts/install.sh --tool windsurf --target .`
OpenCode	`.opencode/skills/`	`./scripts/install.sh --tool opencode --target .`
Augment	`.augment/rules/`	`./scripts/install.sh --tool augment --target .`
Antigravity	`~/.gemini/antigravity/skills/`	`./scripts/install.sh --tool antigravity`
Hermes Agent	`~/.hermes/skills/`	`python scripts/sync-hermes-skills.py --verbose`
Mistral Vibe	`~/.vibe/skills/`	`./scripts/vibe-install.sh`

How it works:

# 1. Convert all skills to all tools (takes ~15 seconds)
./scripts/convert.sh --tool all

# 2. Install into your project (with confirmation)
./scripts/install.sh --tool cursor --target /path/to/project

# Or use --force to skip confirmation:
./scripts/install.sh --tool aider --target . --force

# 3. Verify
find .cursor/rules -name "*.mdc" | wc -l  # Should show 346

Each tool gets:

✅ All 345 skills converted to native format
✅ Per-tool README with install/verify/update steps
✅ Support for scripts, references, templates where applicable
✅ Zero manual conversion work

Run ./scripts/convert.sh --tool all to generate tool-specific outputs locally.

Skills Overview

345 skills across 17 domains:

Domain	Skills	Highlights	Details
🔧 Engineering — Core	51	Architecture, frontend, backend, fullstack, QA, DevOps, SecOps, AI/ML, data, Playwright Pro (test gen, flaky fix, migrations), self-improving agent (auto-memory curation), security suite, a11y audit	engineering-team/
⚡ Engineering — POWERFUL	78	Agent designer, RAG architect, database designer, CI/CD builder, security auditor, MCP builder, AgentHub, Helm charts, Terraform, self-eval, llm-wiki, tc-tracker, autoresearch-agent, reliability portfolio (feature-flags-architect, kubernetes-operator, chaos-engineering, slo-architect), ship-gate, security-guidance PreToolUse hook, Matt Pocock skills (write-a-skill, caveman, grill-me, handoff, grill-with-docs)	engineering/
🎯 Product	17	Product manager, agile PO, strategist, UX researcher, UI design, landing pages, SaaS scaffolder, analytics, experiment designer, discovery, roadmap communicator, code-to-prd, apple-hig-expert	product-team/
📣 Marketing	46	8 pods: Content, SEO + AEO (`aeo` — E-E-A-T audit, citation tracking across 5 LLMs), CRO, Channels, Growth, Intelligence, Sales + context foundation + orchestration router	marketing-skill/
🚀 Productivity	6	`capture` (brain-dump-to-action), `email` pair (inbox-setup + inbox-triage), `reflect` (journal), `handoff` (Matt Pocock-inspired), `andreessen` (market-first decision mode)	productivity/
🎨 Marketing (top-level)	1	`landing` — single-file HTML landing-page generator (4 design styles, GSAP patterns, brand palette validator)	marketing/
🔬 Research (academic)	8	`research` orchestrator (hybrid router + fallback) + 7 specialists: `pulse`, `litreview`, `grants` (NIH), `dossier`, `patent`, `syllabus`, `notebooklm`	research/
🧪 Research Operations ✨v2.9.0	5	Enterprise/cross-functional research: orchestrator + `clinical-research` (study design), `research-finance` (R&D program finance), `market-research` (sizing/survey/segmentation), `product-research` (user research) — each with onboarding + customization + opt-in autoresearch bridge	research-ops/
📋 Project Management	9	Senior PM, scrum master, Jira, Confluence, Atlassian admin, templates + bundled Atlassian Remote MCP	project-management/
🏥 Regulatory & QM	18	ISO 13485, MDR 2017/745, FDA, ISO 27001, GDPR, SOC 2, CAPA, risk management	ra-qm-team/
🛡️ Compliance OS	9	Compliance operating system — controls, evidence, audit-readiness workflows	compliance-os/
💼 C-Level Advisory	66	Full C-suite (CEO/CTO/CFO/CMO/CRO/CPO/COO/CHRO/CISO/GC/CDO/CAIO/CCO/VPE) + founder-mode agents + orchestration + board meetings + culture & collaboration	c-level-advisor/
📈 Business & Growth	5	Customer success, sales engineer, revenue ops, contracts & proposals, BizDev toolkit	business-growth/
🏭 Business Operations	7	Orchestrator + process-mapper, vendor-management, capacity-planner, internal-comms, knowledge-ops, procurement-optimizer	business-operations/
🤝 Commercial	8	Orchestrator + pricing-strategist, deal-desk, partnerships-architect, channel-economics, commercial-policy, rfp-responder, commercial-forecaster	commercial/
💰 Finance	4	Financial analyst (DCF, budgeting, forecasting), SaaS metrics coach, business investment advisor	finance/

Personas

Pre-configured agent identities with curated skill loadouts, workflows, and distinct communication styles. Personas go beyond "use these skills" — they define how an agent thinks, prioritizes, and communicates.

Persona	Domain	Best For
Startup CTO	Engineering + Strategy	Architecture decisions, tech stack selection, team building, technical due diligence
Growth Marketer	Marketing + Growth	Content-led growth, launch strategy, channel optimization, bootstrapped marketing
Solo Founder	Cross-domain	One-person sta

…

Footnotes

Hermes Agent is BYO-sync tier: the repo ships a pre-generated .hermes/skills/claude-skills/ tree, but you run python scripts/sync-hermes-skills.py once locally to install into ~/.hermes/skills/. Uses the same agentskills.io SKILL.md standard — no format conversion. ↩
Mistral Vibe is also BYO-sync tier: the repo ships a pre-generated .vibe/skills/claude-skills/ tree, run ./scripts/vibe-install.sh once locally to install into ~/.vibe/skills/. Same agentskills.io SKILL.md standard — no format conversion. Docs: https://docs.mistral.ai/mistral-vibe/agents-skills. ↩