Schema Markup Generator

This skill creates Schema.org structured data markup in JSON-LD format to help search engines understand your content and enable rich results in SERPs.

System role: Build layer skill. It turns briefs and signals into assets that other skills can review, publish, and monitor.

When This Must Trigger

Use this when the conversation involves any of these situations — even if the user does not use SEO terminology:

Use this whenever the task needs a shippable asset or transformation that should feed directly into quality review, deployment, or monitoring.

• Adding FAQ schema for expanded SERP presence
• Creating How-To schema for step-by-step content
• Adding Product schema for e-commerce pages
• Implementing Article schema for blog posts
• Adding Local Business schema for location pages
• Creating Review/Rating schema
• Implementing Organization schema for brand presence
• Any page where rich results would improve visibility

What This Skill Does

1. Schema Type Selection: Recommends appropriate schema types
2. JSON-LD Generation: Creates valid structured data markup
3. Property Mapping: Maps your content to schema properties
4. Validation Guidance: Ensures schema meets requirements
5. Nested Schema: Handles complex, multi-type schemas
6. Rich Result Eligibility: Identifies which rich results you can target

Quick Start

Start with one of these prompts. Finish with a short handoff summary using the repository format in Skill Contract.

Generate Schema for Content

Generate schema markup for this [content type]: [content/URL]

Create FAQ schema for these questions and answers: [Q&A list]

Specific Schema Types

Create Product schema for [product name] with [details]

Generate LocalBusiness schema for [business name and details]

Audit Existing Schema

Review and improve this schema markup: [existing schema]

Skill Contract

Expected output: a ready-to-use asset or implementation-ready transformation plus a short handoff summary ready for memory/content/.

• Reads: the brief, target keywords, entity inputs, quality constraints, and prior decisions from CLAUDE.md and the shared State Model when available.
• Writes: a user-facing content, metadata, or schema deliverable plus a reusable summary that can be stored under memory/content/.
• Promotes: approved angles, messaging choices, missing evidence, and publish blockers to CLAUDE.md, memory/decisions.md, and memory/open-loops.md.
• Next handoff: use the Next Best Skill below when the asset is ready for review or deployment.

Data Sources

See CONNECTORS.md for tool category placeholders.

With ~~web crawler connected: Automatically crawl and extract page content (visible text, headings, lists, tables), existing schema markup, page metadata, and structured content elements that map to schema properties.

With manual data only: Ask the user to provide:

1. Page URL or full HTML content
2. Page type (article, product, FAQ, how-to, local business, etc.)
3. Specific data needed for schema (prices, dates, author info, Q&A pairs, etc.)
4. Current schema markup (if optimizing existing)

Proceed with the full workflow using provided data. Note in the output which data is from automated extraction vs. user-provided data.

Instructions

When a user requests schema markup:

1. Identify Content Type and Rich Result Opportunity

   Reference the CORE-EEAT Benchmark item O05 (Schema Markup) for content-type to schema mapping:

   ### CORE-EEAT Schema Mapping (O05)
   
   | Content Type | Required Schema | Conditional Schema |
   |-------------|----------------|--------------------|
   | Blog (guides) | Article, Breadcrumb | FAQ, HowTo |
   | Blog (tools) | Article, Breadcrumb | FAQ, Review |
   | Blog (insights) | Article, Breadcrumb | FAQ |
   | Alternative | Comparison*, Breadcrumb, FAQ | AggregateRating |
   | Best-of | ItemList, Breadcrumb, FAQ | AggregateRating per tool |
   | Use-case | WebPage, Breadcrumb, FAQ | — |
   | FAQ | FAQPage, Breadcrumb | — |
   | Landing | SoftwareApplication, Breadcrumb, FAQ | WebPage |
   | Testimonial | Review, Breadcrumb | FAQ, Person |
   
   *Use the mapping above to ensure schema type matches content type (CORE-EEAT O05: Pass criteria).*
   

   ### Schema Analysis
   
   **Content Type**: [blog/product/FAQ/how-to/local business/etc.]
   **Page URL**: [URL]
   
   **Eligible Rich Results**:
   
   | Rich Result Type | Eligibility | Impact |
   |------------------|-------------|--------|
   | FAQ | ✅/❌ | High - Expands SERP presence |
   | How-To | ✅/❌ | Medium - Shows steps in SERP |
   | Product | ✅/❌ | High - Shows price, availability |
   | Review | ✅/❌ | High - Shows star ratings |
   | Article | ✅/❌ | Medium - Shows publish date, author |
   | Breadcrumb | ✅/❌ | Medium - Shows navigation path |
   | Video | ✅/❌ | High - Shows video thumbnail |
   
   **Recommended Schema Types**:
   1. [Primary schema type] - [reason]
   2. [Secondary schema type] - [reason]
   

2. Generate Schema Markup

   Based on the identified content type, generate the appropriate JSON-LD schema. Supported types: FAQPage, HowTo, Article/BlogPosting/NewsArticle, Product, LocalBusiness, Organization, BreadcrumbList, Event, Recipe, and combined multi-type schemas.

   Reference: See references/schema-templates.md for complete, copy-ready JSON-LD templates for all schema types with required and optional properties.

Validation Checkpoints

Input Validation

• Page URL or content provided
• Schema type appropriate for content (Article for blog, Product for e-commerce, etc.)
• All required data available (author, dates, prices, etc. depending on schema type)
• Content eligibility for rich results confirmed

Output Validation

• JSON syntax validates (no trailing commas, proper quotes)
• All required properties present for chosen schema type
• URLs are absolute, not relative
• Dates in ISO 8601 format (YYYY-MM-DDTHH:MM:SS+00:00)
• Schema content matches visible page content exactly
• Passes ~~schema validator with no errors
• Source of each data point clearly stated (~~web crawler extraction, user-provided, or manual entry)

Example

User: "Generate FAQ schema for a page about SEO with 3 questions"

Output:

## FAQ Schema for SEO Page

### Schema Markup

```json
{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "What is SEO?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "SEO (Search Engine Optimization) is the practice of optimizing websites and content to rank higher in search engine results pages (SERPs). It involves technical optimizations, content creation, and link building to increase organic visibility and drive qualified traffic to your website."
      }
    },
    {
      "@type": "Question",
      "name": "How long does SEO take to work?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "SEO typically takes 3-6 months to show significant results, though this varies based on competition, domain authority, and effort invested. New websites may take 6-12 months, while established sites with existing authority can see improvements in 1-3 months for less competitive keywords."
      }
    },
    {
      "@type": "Question",
      "name": "Is SEO better than paid advertising?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "SEO and paid advertising serve different purposes. SEO provides sustainable, long-term traffic without per-click costs but takes time to build. Paid advertising delivers immediate results but stops when you stop paying. Most successful businesses use both: paid ads for immediate leads and SEO for long-term growth."
      }
    }
  ]
}

Implementation: Wrap the above JSON-LD in <script type="application/ld+json">...</script> and place in <head> or before </body>. Test with ~~schema validator.

SERP Preview

SEO Guide: Complete Beginner's Tutorial
yoursite.com/seo-guide/
Learn SEO from scratch with our comprehensive guide...

▼ What is SEO?
  SEO (Search Engine Optimization) is the practice of optimizing...
▼ How long does SEO take to work?
  SEO typically takes 3-6 months to show significant results...
▼ Is SEO better than paid advertising?
  SEO and paid advertising serve different purposes...

## Schema Type Quick Reference

| Content Type | Schema Type | Key Properties |
|--------------|-------------|----------------|
| Blog Post | BlogPosting/Article | headline, datePublished, author |
| Product | Product | name, price, availability |
| FAQ | FAQPage | Question, Answer |
| How-To | HowTo | step, totalTime |
| Local Business | LocalBusiness | address, geo, openingHours |
| Recipe | Recipe | ingredients, cookTime |
| Event | Event | startDate, location |
| Video | VideoObject | uploadDate, duration |
| Course | Course | provider, name |
| Review | Review | itemReviewed, ratingValue |

## Tips for Success

1. **Match visible content** - Schema must reflect what users see
2. **Don't spam** - Only add schema for relevant content
3. **Keep updated** - Update dates and prices when they change
4. **Test thoroughly** - Validate before deploying
5. **Monitor Search Console** - Watch for errors and warnings

## Schema Type Decision Tree

> **Reference**: See [references/schema-decision-tree.md](https://github.com/aaron-he-zhu/seo-geo-claude-skills/blob/main/build/schema-markup-generator/references/schema-decision-tree.md) for the full decision tree (content-to-schema mapping), industry-specific recommendations, implementation priority tiers (P0-P4), and validation quick reference.


### Save Results

After delivering content or optimization output to the user, ask:

> "Save these results for future sessions?"

If yes, write a dated summary to `memory/content/YYYY-MM-DD-<topic>.md` containing:
- One-line description of what was created
- Target keyword and content type
- Open loops or items needing review
- Source data references

**Gate check recommended**: Run content-quality-auditor before publishing (PostToolUse hook will remind automatically).

If any findings should influence ongoing strategy, recommend promoting key conclusions to `memory/hot-cache.md`.

## Reference Materials

- [Schema Templates](https://github.com/aaron-he-zhu/seo-geo-claude-skills/blob/main/build/schema-markup-generator/references/schema-templates.md) - Copy-ready JSON-LD templates for all schema types
- [Validation Guide](https://github.com/aaron-he-zhu/seo-geo-claude-skills/blob/main/build/schema-markup-generator/references/validation-guide.md) - Common errors, required properties, testing workflow

## Next Best Skill

- **Primary**: [technical-seo-checker](https://github.com/aaron-he-zhu/seo-geo-claude-skills/blob/main/optimize/technical-seo-checker/SKILL.md) — verify implementation quality and deployment readiness.

For each schema generated, include:

• All required properties for the chosen type
• Rich result preview showing expected SERP appearance
• Notes on which properties are required vs. optional

When combining multiple schema types on one page, wrap them in a JSON array inside a single <script type="application/ld+json"> tag.