Schema Markup

Implement schema.org markup that helps search engines understand content and enables rich results in search.

Installation

OpenClaw / Moltbot / Clawbot

npx clawhub@latest install schema-markup

When to Use

Adding structured data to new or existing pages
Fixing schema validation errors
Optimizing for specific rich results (FAQ, product, article)
Implementing JSON-LD in React/Next.js applications
Auditing existing schema markup

Initial Assessment

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? 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 on the page
Keep updated when content changes

2. Use JSON-LD

Google recommends JSON-LD format
Easier to implement and maintain than microdata or RDFa
Place in <head> or before </body>

3. Follow Google's Guidelines

Only use markup Google supports for rich results
Avoid spam tactics
Review eligibility requirements for each type

4. Validate Everything

Test before deploying
Monitor Search Console enhancement reports
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 with required/recommended field annotations: 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

Combine multiple schema types on one page using @graph:

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

Use @id to create referenceable entities — define once, reference elsewhere with { "@id": "..." }.

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

Error	Cause	Fix
Missing required field	Required property not included	Add the missing property
Invalid URL	Relative URL or malformed	Use fully qualified URLs (`https://...`)
Invalid date format	Not ISO 8601	Use `YYYY-MM-DDTHH:MM:SS+00:00`
Invalid enum value	Wrong enumeration value	Use exact schema.org URLs (e.g., `https://schema.org/InStock`)
Content mismatch	Schema doesn't match visible content	Ensure schema reflects actual page content
Invalid price	Currency symbol or commas included	Use numeric value only (`"149.99"`)

Implementation

Static Sites

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

Dynamic Sites (React, Next.js)

export function JsonLd({ data }: { data: Record<string, unknown> }) {
  return (
    <script
      type="application/ld+json"
      dangerouslySetInnerHTML={{ __html: JSON.stringify(data) }}
    />
  );
}

CMS / WordPress

Plugins: Yoast, Rank Math, Schema Pro
Theme modifications for custom types
Custom fields mapped to structured data

Testing Checklist

[ ] Validates in Rich Results Test with no errors
[ ] No warnings for recommended properties
[ ] Schema content matches visible page content
[ ] All required properties included for each type
[ ] URLs are fully qualified
[ ] Dates are ISO 8601 format
[ ] Prices are numeric without currency symbols

Task-Specific Questions

Before implementing, gather answers to:

What type of page is this? (product, article, FAQ, local business)
What rich results are you targeting? (FAQ dropdown, product stars, breadcrumbs)
What data is available to populate the schema? (prices, ratings, dates)
Is there existing schema on the page? (check with Rich Results Test first)
What's your tech stack? (static HTML, React/Next.js, CMS/WordPress)

Implementation Workflow

Identify page types — map your site's pages to schema types
Start with homepage — Organization + WebSite schema
Add per-page schema — Article for blog, Product for shop, etc.
Add BreadcrumbList — every page with navigation breadcrumbs
Validate each page — Rich Results Test before and after
Monitor Search Console — check enhancement reports weekly after launch

NEVER Do

NEVER add schema for content that doesn't exist on the page — this violates Google's guidelines and risks penalties
NEVER use microdata or RDFa when JSON-LD is an option — JSON-LD is easier to maintain and Google's recommended format
NEVER hardcode schema that should be dynamic — product prices, availability, and ratings must reflect current data
NEVER skip validation before deploying — invalid schema is worse than no schema; it wastes crawl budget
NEVER mark up every page identically — each page type needs its own appropriate schema types
NEVER ignore Search Console errors — schema errors can cause rich results to disappear entirely