mcpbeat

Schema Markup

avdlee/schema-markup

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.

3k tokens
context cost
the whole folder, loaded on every use
2
files
instructions only
0
copies elsewhere
how many repositories repackaged it
786
stars on the repo
on the repository, not the skill itself

Install

one command, takes just this skill from the repository 
npx skills add https://github.com/AvdLee/RocketSimApp --skill schema-markup

The instruction itself

27 sections, as written by the author

Schema Markup

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.

Initial Assessment

Check for product marketing context first:

If .agents/product-marketing-context.md exists (or .claude/product-marketing-context.md in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Before implementing schema, understand:

  • Page Type - What kind of page? What's the primary content? What rich results are possible?
  • Current State - Any existing schema? Errors in implementation? Which rich results already appearing?
  • Goals - Which rich results are you targeting? What's the business value?

Core Principles

1. Accuracy First

  • Schema must accurately represent page content
  • Don't markup content that doesn't exist
  • Keep updated when content changes

2. Use JSON-LD

  • Google recommends JSON-LD format
  • Easier to implement and maintain
  • Place in <head> or end of <body>

3. Follow Google's Guidelines

  • Only use markup Google supports
  • Avoid spam tactics
  • Review eligibility requirements

4. Validate Everything

  • Test before deploying
  • Monitor Search Console
  • Fix errors promptly

Common Schema Types

| Type | Use For | Required Properties |

|------|---------|-------------------|

| Organization | Company homepage/about | name, url |

| WebSite | Homepage (search box) | name, url |

| Article | Blog posts, news | headline, image, datePublished, author |

| Product | Product pages | name, image, offers |

| SoftwareApplication | SaaS/app pages | name, offers |

| FAQPage | FAQ content | mainEntity (Q&A array) |

| HowTo | Tutorials | name, step |

| BreadcrumbList | Any page with breadcrumbs | itemListElement |

| LocalBusiness | Local business pages | name, address |

| Event | Events, webinars | name, startDate, location |

For complete JSON-LD examples: See references/schema-examples.md

Quick Reference

Organization (Company Page)

Required: name, url

Recommended: logo, sameAs (social profiles), contactPoint

Article/BlogPosting

Required: headline, image, datePublished, author

Recommended: dateModified, publisher, description

Product

Required: name, image, offers (price + availability)

Recommended: sku, brand, aggregateRating, review

FAQPage

Required: mainEntity (array of Question/Answer pairs)

BreadcrumbList

Required: itemListElement (array with position, name, item)

Multiple Schema Types

You can combine multiple schema types on one page using @graph:

{
  "@context": "https://schema.org",
  "@graph": [
    { "@type": "Organization", ... },
    { "@type": "WebSite", ... },
    { "@type": "BreadcrumbList", ... }
  ]
}

Validation and Testing

Tools

  • Google Rich Results Test: https://search.google.com/test/rich-results
  • Schema.org Validator: https://validator.schema.org/
  • Search Console: Enhancements reports

Common Errors

Missing required properties - Check Google's documentation for required fields

Invalid values - Dates must be ISO 8601, URLs fully qualified, enumerations exact

Mismatch with page content - Schema doesn't match visible content

Implementation

Static Sites

  • Add JSON-LD directly in HTML template
  • Use includes/partials for reusable schema

Dynamic Sites (React, Next.js)

  • Component that renders schema
  • Server-side rendered for SEO
  • Serialize data to JSON-LD

CMS / WordPress

  • Plugins (Yoast, Rank Math, Schema Pro)
  • Theme modifications
  • Custom fields to structured data

Output Format

Schema Implementation

// Full JSON-LD code block
{
  "@context": "https://schema.org",
  "@type": "...",
  // Complete markup
}

Testing Checklist

  • [ ] Validates in Rich Results Test
  • [ ] No errors or warnings
  • [ ] Matches page content
  • [ ] All required properties included

Task-Specific Questions

  • What type of page is this?
  • What rich results are you hoping to achieve?
  • What data is available to populate the schema?
  • Is there existing schema on the page?
  • What's your tech stack?

Related Skills

  • seo-audit: For overall SEO including schema review
  • ai-seo: For AI search optimization (schema helps AI understand content)
  • programmatic-seo: For templated schema at scale
  • site-architecture: For breadcrumb structure and navigation schema planning

How to use it

Copy the folder

Take avdlee/schema-markup from the repository into ~/.claude/skills for personal use, or into .claude/skills inside a project.

Check the name does not clash

The agent identifies a skill by the name field in its header. Two skills with the same name cannot sit side by side — one of them will be ignored.