memstack-seo-schema-markup

📊 Schema Markup — Generating structured data for rich results...

Identifies applicable schema types, generates valid JSON-LD blocks, and verifies against Google's Rich Results requirements — ready to paste into page head.

Activation

When this skill activates, output:

📊 Schema Markup — Analyzing pages for schema opportunities...

Then execute the protocol below.

Context	Status
User says "add schema" or "schema markup" or "JSON-LD"	ACTIVE
User says "structured data" or "rich results" or "rich snippets"	ACTIVE
Adding or fixing schema.org data on any page	ACTIVE
Doing a full SEO audit (broader scope)	DORMANT — use site-audit
Optimizing meta tags (not schema)	DORMANT — use meta-tag-optimizer

Anti-patterns

Trap	Reality Check
"Schema is optional"	Pages with schema get rich results. Pages without get plain blue links. Rich results get 2-3x more clicks.
"Add every schema type"	Only add schema that matches actual page content. Irrelevant schema triggers manual actions from Google.
"Microdata is fine"	Google recommends JSON-LD. It's cleaner, easier to maintain, and separated from HTML. Use JSON-LD only.
"Copy schema from another site"	Schema must reflect YOUR content. Copying schema with different data violates Google's guidelines.
"Schema guarantees rich results"	Schema makes you eligible. Google decides whether to show rich results based on quality and relevance.

Protocol

For ready-to-paste JSON-LD templates covering all 10 common schema types (FAQPage, WebPage, Article, SoftwareApplication, Organization, Product, HowTo, BreadcrumbList, LocalBusiness, SpeakableSpecification) plus a combined @graph bundle, see references/schema-templates.md. The step-by-step generation logic below still applies — the reference file is a copy-paste library, not a replacement for the per-page-type mapping in Step 1.

Step 1: Identify Applicable Schema Types

Map each page type to the correct schema:

# Scan for page types
find app/ pages/ -name "page.tsx" -o -name "*.tsx" 2>/dev/null | grep -v node_modules | grep -v "_\|layout\|loading\|error"

# Check for existing schema
grep -rn "application/ld+json\|schema.org" --include="*.tsx" --include="*.jsx" --include="*.html" . | grep -v node_modules

Schema type mapping:

Page Type	Primary Schema	Additional Schema	Rich Result
Homepage	Organization + WebSite	SearchAction	Sitelinks search box
About	Organization	Person (for founders)	Knowledge panel
Product/Pricing	Product	Offer, AggregateRating	Product rich results (price, rating)
Blog post	Article	Person (author), ImageObject	Article rich results
FAQ page	FAQPage	—	FAQ dropdowns in SERP
How-to guide	HowTo	HowToStep	How-to rich results
Contact/Local	LocalBusiness	PostalAddress, GeoCoordinates	Local pack
SaaS/Software	SoftwareApplication	Offer	Software rich results
Event page	Event	Place, Offer	Event rich results
Recipe	Recipe	NutritionInformation	Recipe card
All pages	BreadcrumbList	—	Breadcrumb trail

Step 2: Generate Organization Schema

For the homepage or site-wide layout:

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "[Company Name]",
  "url": "https://[domain]",
  "logo": "https://[domain]/logo.png",
  "description": "[One-sentence company description]",
  "foundingDate": "[YYYY]",
  "sameAs": [
    "https://twitter.com/[handle]",
    "https://github.com/[org]",
    "https://linkedin.com/company/[name]"
  ],
  "contactPoint": {
    "@type": "ContactPoint",
    "contactType": "customer support",
    "email": "[[email protected]]"
  }
}

Step 3: Generate WebSite + SearchAction Schema

Enables the sitelinks search box in Google:

{
  "@context": "https://schema.org",
  "@type": "WebSite",
  "name": "[Site Name]",
  "url": "https://[domain]",
  "potentialAction": {
    "@type": "SearchAction",
    "target": {
      "@type": "EntryPoint",
      "urlTemplate": "https://[domain]/search?q={search_term_string}"
    },
    "query-input": "required name=search_term_string"
  }
}

Note: Only add SearchAction if your site has a working search page at the specified URL.

Step 4: Generate Article Schema

For blog posts and articles:

{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "[Post Title — max 110 chars]",
  "description": "[Post description — max 155 chars]",
  "image": "https://[domain]/blog/[slug]/hero.jpg",
  "datePublished": "[YYYY-MM-DDT00:00:00Z]",
  "dateModified": "[YYYY-MM-DDT00:00:00Z]",
  "author": {
    "@type": "Person",
    "name": "[Author Name]",
    "url": "https://[domain]/about"
  },
  "publisher": {
    "@type": "Organization",
    "name": "[Company Name]",
    "logo": {
      "@type": "ImageObject",
      "url": "https://[domain]/logo.png"
    }
  },
  "mainEntityOfPage": {
    "@type": "WebPage",
    "@id": "https://[domain]/blog/[slug]"
  }
}

Required fields for Article rich results:

• headline (max 110 chars)
• image (at least one, must be crawlable)
• datePublished
• author.name

Step 5: Generate Product / SoftwareApplication Schema

For product or pricing pages:

{
  "@context": "https://schema.org",
  "@type": "SoftwareApplication",
  "name": "[Product Name]",
  "applicationCategory": "[BusinessApplication / DeveloperApplication / etc.]",
  "operatingSystem": "Web",
  "description": "[Product description]",
  "url": "https://[domain]",
  "offers": {
    "@type": "AggregateOffer",
    "lowPrice": "[lowest tier price]",
    "highPrice": "[highest tier price]",
    "priceCurrency": "USD",
    "offerCount": "[number of tiers]"
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "[X.X]",
    "ratingCount": "[count]",
    "bestRating": "5"
  }
}

Only include aggregateRating if you have real reviews. Fake ratings violate Google's guidelines and risk manual action.

Step 6: Generate FAQ Schema

For FAQ pages or sections:

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "[Question text]",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "[Answer text — can include basic HTML: links, bold, lists]"
      }
    },
    {
      "@type": "Question",
      "name": "[Question text]",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "[Answer text]"
      }
    }
  ]
}

FAQ schema rules:

• Only use on pages that are primarily FAQ content
• Questions and answers must be visible on the page (not hidden behind JS)
• Don't use FAQ schema for support tickets or user-generated Q&A
• Google may show 2-4 FAQ results directly in the SERP

Step 7: Generate Breadcrumb Schema

For all pages with navigation hierarchy:

{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    {
      "@type": "ListItem",
      "position": 1,
      "name": "Home",
      "item": "https://[domain]"
    },
    {
      "@type": "ListItem",
      "position": 2,
      "name": "Blog",
      "item": "https://[domain]/blog"
    },
    {
      "@type": "ListItem",
      "position": 3,
      "name": "[Post Title]",
      "item": "https://[domain]/blog/[slug]"
    }
  ]
}

Breadcrumb rules:

• Position starts at 1 (home) and increments
• Last item can omit item (current page)
• Must match visible breadcrumb navigation on the page

Step 8: Verify and Validate

Check all generated schema for correctness:

Validation checklist:

Check	How	Pass Criteria
Valid JSON	JSON.parse()	No syntax errors
Required fields	Compare to Google's requirements	All required fields present
URLs are absolute	Check all url and @id fields	Start with https://
Dates are ISO 8601	Check datePublished, dateModified	Format: YYYY-MM-DDT00:00:00Z
Images are crawlable	URLs are accessible, not behind auth	Returns 200
Content matches page	Schema data matches visible content	No mismatches
No duplicate types	One schema per type per page	No conflicts

Testing tools:

• Google Rich Results Test: https://search.google.com/test/rich-results
• Schema.org Validator: https://validator.schema.org/
• Google Search Console: Enhancements section for schema coverage

Implementation in Next.js:

Add JSON-LD as a script tag in your page component or layout. Use JSON.stringify() on a developer-defined schema object and inject it via a <script type="application/ld+json"> element. This is safe because the data is controlled by the developer, not user input.

Step 9: Output Schema Blocks

📊 Schema Markup — Complete

Pages analyzed: [count]
Schema blocks generated: [count]

Schema by page:
  / (homepage)     → Organization, WebSite + SearchAction, BreadcrumbList
  /pricing         → SoftwareApplication + Offer, BreadcrumbList
  /blog/[slug]     → Article, BreadcrumbList
  /faq             → FAQPage, BreadcrumbList
  /contact         → LocalBusiness, BreadcrumbList

Rich result eligibility:
  ✅ Sitelinks search box (WebSite + SearchAction)
  ✅ Article rich results (Article schema)
  ✅ FAQ dropdowns (FAQPage schema)
  ✅ Software/product info (SoftwareApplication)
  ✅ Breadcrumb trail (BreadcrumbList)

Next steps:
1. Add generated JSON-LD to each page
2. Test with Google Rich Results Test
3. Deploy and monitor in Search Console → Enhancements
4. Rich results may take days to weeks to appear after indexing

Level History

• Lv.1 — Base: Schema type identification by page type, JSON-LD generation (Organization, WebSite, Article, SoftwareApplication, FAQPage, BreadcrumbList), Google Rich Results verification checklist, ready-to-paste code blocks. (Origin: MemStack Pro v3.2, Mar 2026)