iblai-marketing-schema-markup

/iblai-marketing-schema-markup

Implement schema.org markup that helps search engines understand content and unlocks rich results.

Step 0: Context Check

Read .agents/product-marketing-context.md (or .claude/product-marketing-context.md on older setups) first. Only ask for what isn't there.

Pin down before implementing:

1. Page type — what kind of page? Primary content? Possible rich results?
2. Current state — any existing schema? Errors? Which rich results already appear?
3. Goals — which rich results are you targeting? What's the business value?

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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. 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.

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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

Complete JSON-LD examples: references/schema-examples.md.

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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)

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Multiple Schema Types

Combine multiple types on one page using @graph:

{
  "@context": "https://schema.org",
  "@graph": [
    { "@type": "Organization", ... },
    { "@type": "WebSite", ... },
    { "@type": "BreadcrumbList", ... }
  ]
}

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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 docs 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.

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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 → structured data

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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

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Task-Specific Questions

1. What type of page is this?
2. Which rich results are you targeting?
3. What data is available to populate the schema?
4. Existing schema on the page?
5. Tech stack?

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Related Skills

• iblai-marketing-seo-audit: Overall SEO including schema review
• iblai-marketing-ai-seo: AI search optimization (schema helps AI understand content)
• iblai-marketing-programmatic-seo: Templated schema at scale
• iblai-marketing-site-architecture: Breadcrumb structure and navigation schema planning