schema-markup
实施结构化数据和Schema标记，以提升搜索引擎的富摘要展示效果，从而增加网站在搜索结果中的可见性和点击率。
npx skills add coreyhaines31/marketingskills --skill schema-markupBefore / After 效果对比
1 组网站内容在搜索引擎中仅以普通链接和描述显示，难以吸引用户点击，导致流量受限，品牌曝光度不足，转化率低下。
通过结构化数据和Schema标记，网站内容能以富媒体形式展现，如星级评价、价格等，显著提升点击率和搜索可见性。
description SKILL.md
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
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