AGENT SKILLBY COREYHAINES31
Schema
AT A GLANCE
Schema is an SEO agent skill from coreyhaines31. Provides expert guidance for guidance for structured data and schema markup. The coreyhaines31/marketingskills repository on GitHub has 35.7K stars and the MIT license. Its SKILL.md runs to about 2,200 words. To add it, run npx skills add coreyhaines31/marketingskills --skill schema
- SOURCE REPOSITORY
- coreyhaines31/marketingskills (opens GitHub in a new tab)
- REPO STARS
- SOURCE REPOSITORY
- LICENSE
- MIT
- CATEGORIES
- SKILL.MD SIZE
- 18.5 KB670 LINES
QUICK ANSWER
- WHAT IT IS01
- Provides expert guidance for guidance for structured data and schema markup. Its edge is a particular angle on search and SEO workflows, giving the agent tighter constraints than a plain schema request.
- INPUTS02
- Context for search and SEO workflows: your goals, audience, constraints, and any source material the skill asks for.
- OUTPUT03
- A ready-to-use result for search and SEO workflows: the analysis, copy, or recommendations the agent produces.
INSTALL
One command adds this skill from its source repository.
npx skills add coreyhaines31/marketingskills --skill schemaREAD THE SKILL.MD BELOW BEFORE YOU RUN IT. SKILLS INSTRUCT YOUR AGENT.
SKILL.MD
The full file, as published in the source repository. Copy it, download it or open it on GitHub.
ON THIS PAGE · 27
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:
-
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 (opens in a new tab)
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 (opens in a new tab)
- Schema.org Validator: https://validator.schema.org/ (opens in a new tab)
- 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
Supporting file: evals/evals.json#
{
"skill_name": "schema",
"evals": [
{
"id": 1,
"prompt": "Add schema markup to our SaaS product's homepage. We're a project management tool called TaskFlow. We need Organization schema and any other relevant types.",
"expected_output": "Should check for product-marketing.md first. Should implement Organization schema in JSON-LD format with all required and recommended properties (name, url, logo, description, sameAs for social profiles). Should recommend additional schema types for a SaaS homepage: WebSite (with SearchAction if applicable), SoftwareApplication or Product. Should use @graph for multiple schema types on one page. Should provide the complete JSON-LD code ready to implement. Should recommend validation with Google's Rich Results Test and Schema.org validator.",
"assertions": [
"Checks for product-marketing.md",
"Implements Organization schema in JSON-LD",
"Includes required and recommended properties",
"Recommends additional relevant schema types",
"Uses @graph for multiple types",
"Provides complete JSON-LD code",
"Recommends validation tools"
],
"files": []
},
{
"id": 2,
"prompt": "We have a FAQ page with 20 questions about our product. How do I add FAQ schema to get the rich results in Google?",
"expected_output": "Should implement FAQPage schema in JSON-LD format. Should show the correct structure: FAQPage as mainEntity containing Question items, each with acceptedAnswer. Should provide a complete code example with 2-3 sample questions. Should explain that FAQ schema can enable rich results showing questions/answers directly in search. Should note Google's guidelines for FAQ schema (factual answers, not promotional). Should recommend validation approach.",
"assertions": [
"Implements FAQPage schema in JSON-LD",
"Shows correct nested structure (FAQPage > Question > Answer)",
"Provides complete code example",
"Explains rich result benefits",
"Notes Google's FAQ schema guidelines",
"Recommends validation"
],
"files": []
},
{
"id": 3,
"prompt": "add schema to our blog posts. we publish articles about marketing tips.",
"expected_output": "Should trigger on casual phrasing. Should implement Article (or BlogPosting) schema in JSON-LD. Should include required properties: headline, author (as Person with name and url), datePublished, dateModified, image, publisher (as Organization). Should recommend BreadcrumbList schema alongside the article schema. Should provide template code that can be reused across blog posts. Should address how to populate dynamic fields (date, author, headline) from the CMS.",
"assertions": [
"Triggers on casual phrasing",
"Implements Article or BlogPosting schema",
"Includes author, datePublished, image, publisher",
"Recommends BreadcrumbList alongside",
"Provides reusable template code",
"Addresses CMS integration for dynamic fields"
],
"files": []
},
{
"id": 4,
"prompt": "We're an e-commerce site selling physical products. What schema markup do we need for our product pages?",
"expected_output": "Should implement Product schema with full properties: name, description, image, brand, sku, offers (with price, priceCurrency, availability, url). Should recommend AggregateRating if they have reviews, and Review schema for individual reviews. Should include BreadcrumbList for navigation. Should address common e-commerce schema types: Product, Offer, AggregateRating, Review. Should provide complete JSON-LD code. Should note that Product schema can enable rich results (price, availability, ratings in search).",
"assertions": [
"Implements Product schema with full properties",
"Includes Offer with price, availability",
"Recommends AggregateRating and Review schema",
"Includes BreadcrumbList",
"Provides complete JSON-LD code",
"Notes rich result benefits for products"
],
"files": []
},
{
"id": 5,
"prompt": "We added schema markup to our site but it's not showing rich results in Google. Can you help debug?",
"expected_output": "Should provide a systematic debugging approach: first validate with Google Rich Results Test and Schema.org validator (syntax errors), then check for common issues (incorrect nesting, missing required properties, JSON-LD placement errors). Should explain that valid schema doesn't guarantee rich results — Google chooses when to show them. Should recommend checking Search Console for structured data reports and errors. Should address common debugging scenarios: schema not detected, warnings vs errors, eligible vs displayed.",
"assertions": [
"Recommends validation tools for debugging",
"Checks for common schema errors",
"Explains valid schema doesn't guarantee rich results",
"Recommends Search Console structured data reports",
"Addresses warnings vs errors distinction",
"Provides systematic debugging approach"
],
"files": []
},
{
"id": 6,
"prompt": "Our organic search traffic dropped after a site redesign. Can you do a technical SEO audit?",
"expected_output": "Should recognize this is a technical SEO audit request, not a schema markup task. Should defer to or cross-reference the seo-audit skill, which handles comprehensive technical SEO audits. Schema markup is one component of SEO but doesn't address the broader technical issues (redirects, crawlability, indexation) that likely caused the traffic drop.",
"assertions": [
"Recognizes this as a technical SEO audit request",
"References or defers to seo-audit skill",
"Does not attempt full SEO audit using schema markup patterns"
],
"files": []
}
]
}Supporting file: references/schema-examples.md#
Schema Markup Examples#
Complete JSON-LD examples for common schema types.
Contents#
- Organization
- WebSite (with SearchAction)
- Article / BlogPosting
- Product
- SoftwareApplication
- FAQPage
- HowTo
- BreadcrumbList
- LocalBusiness
- Event
- Multiple Schema Types
- Implementation Example (Next.js)
Organization#
For company/brand homepage or about page.
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Example Company",
"url": "https://example.com",
"logo": "https://example.com/logo.png",
"sameAs": [
"https://twitter.com/example",
"https://linkedin.com/company/example",
"https://facebook.com/example"
],
"contactPoint": {
"@type": "ContactPoint",
"telephone": "+1-555-555-5555",
"contactType": "customer service"
}
}WebSite (with SearchAction)#
For homepage, enables sitelinks search box.
{
"@context": "https://schema.org",
"@type": "WebSite",
"name": "Example",
"url": "https://example.com",
"potentialAction": {
"@type": "SearchAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://example.com/search?q={search_term_string}"
},
"query-input": "required name=search_term_string"
}
}Article / BlogPosting#
For blog posts and news articles.
{
"@context": "https://schema.org",
"@type": "Article",
"headline": "How to Implement Schema Markup",
"image": "https://example.com/image.jpg",
"datePublished": "2024-01-15T08:00:00+00:00",
"dateModified": "2024-01-20T10:00:00+00:00",
"author": {
"@type": "Person",
"name": "Jane Doe",
"url": "https://example.com/authors/jane"
},
"publisher": {
"@type": "Organization",
"name": "Example Company",
"logo": {
"@type": "ImageObject",
"url": "https://example.com/logo.png"
}
},
"description": "A complete guide to implementing schema markup...",
"mainEntityOfPage": {
"@type": "WebPage",
"@id": "https://example.com/schema-guide"
}
}Product#
For product pages (e-commerce or SaaS).
{
"@context": "https://schema.org",
"@type": "Product",
"name": "Premium Widget",
"image": "https://example.com/widget.jpg",
"description": "Our best-selling widget for professionals",
"sku": "WIDGET-001",
"brand": {
"@type": "Brand",
"name": "Example Co"
},
"offers": {
"@type": "Offer",
"url": "https://example.com/products/widget",
"priceCurrency": "USD",
"price": "99.99",
"availability": "https://schema.org/InStock",
"priceValidUntil": "2024-12-31"
},
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.8",
"reviewCount": "127"
}
}SoftwareApplication#
For SaaS product pages and app landing pages.
{
"@context": "https://schema.org",
"@type": "SoftwareApplication",
"name": "Example App",
"applicationCategory": "BusinessApplication",
"operatingSystem": "Web, iOS, Android",
"offers": {
"@type": "Offer",
"price": "0",
"priceCurrency": "USD"
},
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.6",
"ratingCount": "1250"
}
}FAQPage#
For pages with frequently asked questions.
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [
{
"@type": "Question",
"name": "What is schema markup?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Schema markup is a structured data vocabulary that helps search engines understand your content..."
}
},
{
"@type": "Question",
"name": "How do I implement schema?",
"acceptedAnswer": {
"@type": "Answer",
"text": "The recommended approach is to use JSON-LD format, placing the script in your page's head..."
}
}
]
}HowTo#
For instructional content and tutorials.
{
"@context": "https://schema.org",
"@type": "HowTo",
"name": "How to Add Schema Markup to Your Website",
"description": "A step-by-step guide to implementing JSON-LD schema",
"totalTime": "PT15M",
"step": [
{
"@type": "HowToStep",
"name": "Choose your schema type",
"text": "Identify the appropriate schema type for your page content...",
"url": "https://example.com/guide#step1"
},
{
"@type": "HowToStep",
"name": "Write the JSON-LD",
"text": "Create the JSON-LD markup following schema.org specifications...",
"url": "https://example.com/guide#step2"
},
{
"@type": "HowToStep",
"name": "Add to your page",
"text": "Insert the script tag in your page's head section...",
"url": "https://example.com/guide#step3"
}
]
}BreadcrumbList#
For any page with breadcrumb navigation.
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://example.com"
},
{
"@type": "ListItem",
"position": 2,
"name": "Blog",
"item": "https://example.com/blog"
},
{
"@type": "ListItem",
"position": 3,
"name": "SEO Guide",
"item": "https://example.com/blog/seo-guide"
}
]
}LocalBusiness#
For local business location pages.
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Example Coffee Shop",
"image": "https://example.com/shop.jpg",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main Street",
"addressLocality": "San Francisco",
"addressRegion": "CA",
"postalCode": "94102",
"addressCountry": "US"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": "37.7749",
"longitude": "-122.4194"
},
"telephone": "+1-555-555-5555",
"openingHoursSpecification": [
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
"opens": "08:00",
"closes": "18:00"
}
],
"priceRange": "$$"
}Event#
For event pages, webinars, conferences.
{
"@context": "https://schema.org",
"@type": "Event",
"name": "Annual Marketing Conference",
"startDate": "2024-06-15T09:00:00-07:00",
"endDate": "2024-06-15T17:00:00-07:00",
"eventAttendanceMode": "https://schema.org/OnlineEventAttendanceMode",
"eventStatus": "https://schema.org/EventScheduled",
"location": {
"@type": "VirtualLocation",
"url": "https://example.com/conference"
},
"image": "https://example.com/conference.jpg",
"description": "Join us for our annual marketing conference...",
"offers": {
"@type": "Offer",
"url": "https://example.com/conference/tickets",
"price": "199",
"priceCurrency": "USD",
"availability": "https://schema.org/InStock",
"validFrom": "2024-01-01"
},
"performer": {
"@type": "Organization",
"name": "Example Company"
},
"organizer": {
"@type": "Organization",
"name": "Example Company",
"url": "https://example.com"
}
}Multiple Schema Types#
Combine multiple schema types using @graph.
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "Organization",
"@id": "https://example.com/#organization",
"name": "Example Company",
"url": "https://example.com"
},
{
"@type": "WebSite",
"@id": "https://example.com/#website",
"url": "https://example.com",
"name": "Example",
"publisher": {
"@id": "https://example.com/#organization"
}
},
{
"@type": "BreadcrumbList",
"itemListElement": [...]
}
]
}Implementation Example (Next.js)#
export default function ProductPage({ product }) {
const schema = {
"@context": "https://schema.org",
"@type": "Product",
name: product.name,
// ... other properties
};
return (
<>
<Head>
<script
type="application/ld+json"
dangerouslySetInnerHTML={{ __html: JSON.stringify(schema) }}
/>
</Head>
{/* Page content */}
</>
);
}FAQ
07 QUESTIONS
01What is the Schema agent skill?
Provides expert guidance for guidance for structured data and schema markup. It is listed under SEO in the 100xLab agent skills directory.
02How do I install Schema in Cursor, Claude Code, or Codex?
Run npx skills add coreyhaines31/marketingskills --skill schema in the project where you want it, then ask your agent for the skill by name. The --skill flag installs only Schema, not every skill in the repository.
03What does the Schema SKILL.md cover?
The SKILL.md includes sections on Initial Assessment, Core Principles, Accuracy First, Use JSON-LD, Follow Google's Guidelines and Validate Everything. Read the full text on this page or in plain markdown at /resources/agent-skills/coreyhaines31-marketingskills--schema--3xibsb/raw.
04Which agents can use Schema?
Schema installs with the cross-agent skills installer (npx skills add), which sets it up for agents such as Claude Code, Cursor and Codex. Each agent loads the SKILL.md when you ask for the skill by name.
05What license is Schema under?
The coreyhaines31/marketingskills repository declares the MIT license. Read the license file in the repository before you copy or redistribute the skill.
06Is Schema free to use?
Reading, copying and installing Schema costs nothing: it is published in a public GitHub repository under the MIT license. Reuse and redistribution follow that license.
07Where is the source of Schema?
Schema comes from https://github.com/coreyhaines31/marketingskills, which has 35.7K GitHub stars. The SKILL.md is at https://github.com/coreyhaines31/marketingskills/blob/HEAD/skills/schema/SKILL.md. The author is coreyhaines31.
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ATTRIBUTION
Schema was written by its original authors and is published in coreyhaines31/marketingskills (opens GitHub in a new tab) under the MIT license. All rights stay with the original authors.
100xLab did not write, maintain or endorse this skill. This page lists it for discovery. Repo stars belong to the source repository, not to the skill. Review any skill before you install it.