Schema Markup Generator

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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.

When to Use This Skill

• 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

How to Use

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]

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:

```markdown ### 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). ```

```markdown ### 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] ```

1. 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.

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.

1. Provide Implementation and Validation

   ```markdown

   Implementation Guide

   Adding Schema to Your Page

   Option 1: In HTML html <head> <script type="application/ld+json"> [Your JSON-LD schema here] </script> </head>

   Option 2: Before closing html <script type="application/ld+json"> [Your JSON-LD schema here] </script> </body>

   Validation Steps

   1. ~~schema validator
   2. Test your live URL or paste code

   3. Check for errors and warnings

   4. Schema.org Validator

   5. URL: https://validator.schema.org/

   6. Validates against Schema.org spec

   7. ~~search console

   8. Monitor rich results in ~~search console
   9. Check Enhancements reports for issues

   Validation Checklist

   • [ ] JSON syntax is valid (no trailing commas)
   • [ ] All required properties present
   • [ ] URLs are absolute, not relative
   • [ ] Dates are in ISO 8601 format
   • [ ] Content matches visible page content
   • [ ] No policy violations ```

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 for the full decision tree (content-to-schema mapping), industry-specific recommendations, implementation priority tiers (P0-P4), and validation quick reference.

Reference Materials

• Schema Templates - Copy-ready JSON-LD templates for all schema types
• Validation Guide - Common errors, required properties, testing workflow

Related Skills

• seo-content-writer — Create content worth marking up
• on-page-seo-auditor — Audit existing schema
• technical-seo-checker — Technical validation
• entity-optimizer — Entity audit informs Organization, Person, Product schema