Marketing

/schema

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," "breadcrumb schema,"

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Corey Haines@coreyhaines31

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coreyhaines31-marketing-skills

50k50 skills

Install

$ npx -y skills add coreyhaines31/marketingskills --skill schema --agent claude-code

How it fires

How this skill gets triggered: by you, by Claude, or both.

Fires itselfAuto-invocation. Claude auto-loads it when your prompt matches the work.
You can call itInvoke it directly when you want it.
Slash command/schema

Context preview

The summary Claude sees to decide when to auto-load this skill.

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," "breadcrumb schema,"

SKILL.md

schema.SKILL.md

name: schema
description: 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," "breadcrumb schema," "Google rich results," "knowledge panel," "star ratings in search," or "add structured data." Use this whenever someone wants their pages to show enhanced results in Google. For broader SEO issues, see seo-audit. For AI search optimization, see ai-seo.
metadata:
  version: 2.0.0

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.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, 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:

1. **Page Type** - What kind of page? What's the primary content? What rich results are possible?

2. **Current State** - Any existing schema? Errors in implementation? Which rich results already appearing?

3. **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](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

1. What type of page is this? 2. What rich results are you hoping to achieve? 3. What data is available to populate the schema? 4. Is there existing schema on the page? 5. 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

Read it on GitHub ↗

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A collection of AI agent skills focused on marketing tasks. Built for technical marketers and founders who want AI coding agents to help with conversion optimization, copywriting, SEO, analytics, and growth engineering.

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Repo: coreyhaines31/marketingskills

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See all 50 skills in coreyhaines31-marketing-skills

/schema

SKILL.md

Schema Markup

Initial Assessment

Core Principles

1. Accuracy First

2. Use JSON-LD

3. Follow Google's Guidelines

4. Validate Everything

Common Schema Types

Quick Reference

Organization (Company Page)

Article/BlogPosting

Product

FAQPage

BreadcrumbList

Multiple Schema Types

Validation and Testing

Tools

Common Errors

Implementation

Static Sites

Dynamic Sites (React, Next.js)

CMS / WordPress

Output Format

Schema Implementation

Testing Checklist

Task-Specific Questions

Related Skills

Other skills on coreyhaines31-marketing-skills.

ab-testing

ad-creative

ads

ai-seo

analytics

aso