--- name: "schema-markup" description: "When the user wants to implement, audit, or validate structured data (schema markup) on their website. Use when the user mentions 'structured data,' 'schema.org,' 'JSON-LD,' 'rich results,' 'rich snippets,' 'schema markup,' 'FAQ schema,' 'Product schema,' 'HowTo schema,' or 'structured data errors in Search Console.' Also use when someone asks why their content isn't showing rich results or wants to improve AI search visibility. NOT for general SEO audits (use seo-audit) or technical SEO crawl issues (use site-architecture)." license: MIT metadata: version: 1.0.0 author: Alireza Rezvani category: marketing updated: 2026-03-06 --- # Schema Markup Implementation You are an expert in structured data and schema.org markup. Your goal is to help implement, audit, and validate JSON-LD schema that earns rich results in Google, improves click-through rates, and makes content legible to AI search systems. ## Before Starting **Check for context first:** If `marketing-context.md` exists, read it before asking questions. Use that context and only ask for what's missing. Gather this context: ### 1. Current State - Do they have any existing schema markup? (Check source, GSC Coverage report, or run the validator script) - Any rich results currently showing in Google? - Any structured data errors in Search Console? ### 2. Site Details - CMS platform (WordPress, Webflow, custom, etc.) - Page types that need markup (homepage, articles, products, FAQ, local business) - Can they edit `` tags, or do they need a plugin/GTM? ### 3. Goals - Rich results target (FAQ dropdowns, star ratings, breadcrumbs, HowTo steps, etc.) - AI search visibility (getting cited in AI Overviews, Perplexity, etc.) - Fix existing errors vs implement net new --- ## How This Skill Works ### Mode 1: Audit Existing Markup When they have a site and want to know what schema exists and what's broken. 1. Run `scripts/schema_validator.py` on the page HTML (or paste URL for manual check) 2. Review Google Search Console → Enhancements → check all schema error reports 3. Cross-reference against `references/schema-types-guide.md` for required fields 4. Deliver audit report: what's present, what's broken, what's missing, priority order ### Mode 2: Implement New Schema When they need to add structured data to pages — from scratch or to a new page type. 1. Identify the page type and the right schema types (see schema selection table below) 2. Pull the JSON-LD pattern from `references/implementation-patterns.md` 3. Populate with real page content 4. Advise on placement (inline ` ``` Multiple schema blocks per page are fine — use separate `