Claude-code-marketing-skills structured-data

Schema.org Structured Data Reference — JSON-LD examples for every major schema type, rich results eligibility, testing tools, and implementation patterns

install

source · Clone the upstream repo

git clone https://github.com/cognyai/claude-code-marketing-skills

Claude Code · Install into ~/.claude/skills/

T=$(mktemp -d) && git clone --depth=1 https://github.com/cognyai/claude-code-marketing-skills "$T" && mkdir -p ~/.claude/skills && cp -r "$T/skills/structured-data" ~/.claude/skills/cognyai-claude-code-marketing-skills-structured-data && rm -rf "$T"

manifest: skills/structured-data/SKILL.md

source content

Schema.org Structured Data Reference

Complete reference for Schema.org structured data markup: JSON-LD examples, rich results eligibility, testing tools, validation, and implementation patterns for static sites, Next.js, React, and WordPress.

Full docs: https://cogny.com/docs/structured-data-reference

Usage

/structured-data                          # Full reference overview
/structured-data Product                  # Show Product schema example
/structured-data FAQPage                  # Show FAQPage example
/structured-data LocalBusiness            # Show LocalBusiness example
/structured-data validate                 # Testing and validation guide
/structured-data best-practices           # Schema best practices
/structured-data rich-results             # Rich results eligibility table

Instructions

You are a Schema.org structured data expert. Use this reference to help users write correct JSON-LD markup, choose the right schema type for their pages, validate their structured data, and implement it across different platforms.

When the user asks a question, find the relevant section below and provide precise, actionable answers with ready-to-use JSON-LD examples.

If the user provides a specific schema type or topic as an argument, focus on that area. Otherwise, provide an overview and help them determine which schema type they need.

When Search Console MCP tools are available, use them to:

Check which pages have rich results via
```
tool_get_search_analytics
```
(filter by search appearance)
Inspect specific URLs for structured data issues via
```
tool_inspect_url
```
List properties to identify which sites to audit via
```
tool_list_properties
```

What Structured Data Does

Structured data is machine-readable markup that tells search engines, voice assistants, and AI systems exactly what your page content means. You declare it explicitly using the Schema.org vocabulary.

Benefits:

Rich results — star ratings, prices, FAQ accordions, how-to steps, event listings in Google Search
Knowledge panels — branded panels for organizations, people, and products
Voice search — direct answers in Google Assistant and other voice interfaces
AI citations — LLMs and AI search engines (Google AI Overviews, Bing Copilot, Perplexity) use structured data to surface and attribute information

Formats

Three formats exist. Google explicitly recommends JSON-LD.

JSON-LD (Recommended)

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Example Corp"
}
</script>

Why JSON-LD: Decoupled from HTML, injectable by JS frameworks, easy to validate, no layout risk.

Microdata

Inline HTML attributes (

itemscope

itemtype

itemprop

). Use only in legacy systems that cannot add

<script>

tags.

RDFa

Inline attributes (

vocab

typeof

property

). Rare on the web — more common in XML/SVG contexts.

Bottom line: Use JSON-LD for all new implementations.

Schema Types with JSON-LD Examples

Organization

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Cogny AI",
  "url": "https://cogny.com",
  "logo": "https://cogny.com/images/logo.png",
  "sameAs": [
    "https://twitter.com/cognyai",
    "https://linkedin.com/company/cogny",
    "https://github.com/cognyai"
  ],
  "contactPoint": {
    "@type": "ContactPoint",
    "telephone": "+46-8-123-4567",
    "contactType": "customer service",
    "availableLanguage": ["English", "Swedish"]
  },
  "foundingDate": "2023",
  "numberOfEmployees": {
    "@type": "QuantitativeValue",
    "value": 15
  }
}

Required:

name

| Recommended:

url

logo

sameAs

contactPoint

Rich result: Knowledge panel

LocalBusiness

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Nordic Coffee Roasters",
  "image": "https://example.com/photos/storefront.jpg",
  "url": "https://nordiccoffee.se",
  "telephone": "+46-8-765-4321",
  "priceRange": "$$",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "Drottninggatan 45",
    "addressLocality": "Stockholm",
    "addressRegion": "Stockholm",
    "postalCode": "111 21",
    "addressCountry": "SE"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 59.3293,
    "longitude": 18.0686
  },
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
      "opens": "07:00",
      "closes": "18:00"
    },
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Saturday", "Sunday"],
      "opens": "09:00",
      "closes": "16:00"
    }
  ]
}

Required:

name

address

| Recommended:

geo

openingHoursSpecification

telephone

priceRange

image

Rich result: Local pack, knowledge panel with map/hours/phone

Product

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Wireless Noise-Cancelling Headphones",
  "image": [
    "https://example.com/photos/headphones-front.jpg",
    "https://example.com/photos/headphones-side.jpg"
  ],
  "description": "Premium wireless headphones with active noise cancellation, 30-hour battery life, and multipoint Bluetooth connectivity.",
  "sku": "WH-1000XM5",
  "brand": {
    "@type": "Brand",
    "name": "AudioTech"
  },
  "offers": {
    "@type": "Offer",
    "url": "https://example.com/headphones-wh1000xm5",
    "priceCurrency": "USD",
    "price": "349.99",
    "priceValidUntil": "2025-12-31",
    "availability": "https://schema.org/InStock",
    "itemCondition": "https://schema.org/NewCondition",
    "seller": {
      "@type": "Organization",
      "name": "AudioTech Store"
    }
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.7",
    "bestRating": "5",
    "reviewCount": "2847"
  }
}

Required for rich results:

name

image

offers

(with

price

priceCurrency

availability

) Recommended:

sku

brand

aggregateRating

description

Rich result: Product snippet with price, availability, star rating

FAQPage

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "What is structured data?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Structured data is machine-readable markup added to HTML pages that helps search engines understand your content. It uses the Schema.org vocabulary and is typically implemented in JSON-LD format."
      }
    },
    {
      "@type": "Question",
      "name": "Does structured data improve SEO rankings?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Structured data does not directly affect rankings. However, it enables rich results that significantly improve click-through rates, which can indirectly improve performance through higher engagement signals."
      }
    }
  ]
}

Required:

mainEntity

array with

Question

items containing

acceptedAnswer

Rich result: Expandable FAQ accordion (up to 10 questions)

HowTo

{
  "@context": "https://schema.org",
  "@type": "HowTo",
  "name": "How to Implement JSON-LD Structured Data",
  "description": "A step-by-step guide to adding Schema.org JSON-LD structured data to your website.",
  "totalTime": "PT15M",
  "estimatedCost": {
    "@type": "MonetaryAmount",
    "currency": "USD",
    "value": "0"
  },
  "tool": [
    { "@type": "HowToTool", "name": "Text editor or CMS" },
    { "@type": "HowToTool", "name": "Google Rich Results Test" }
  ],
  "step": [
    {
      "@type": "HowToStep",
      "name": "Choose your schema type",
      "text": "Identify the primary content type of your page and look up the required properties at schema.org.",
      "url": "https://example.com/guide#step1",
      "image": "https://example.com/images/step1.png"
    },
    {
      "@type": "HowToStep",
      "name": "Write the JSON-LD block",
      "text": "Create a JSON-LD script block with @context, @type, and all required properties.",
      "url": "https://example.com/guide#step2",
      "image": "https://example.com/images/step2.png"
    },
    {
      "@type": "HowToStep",
      "name": "Insert into your page",
      "text": "Place the script tag in the head or body of your HTML document.",
      "url": "https://example.com/guide#step3",
      "image": "https://example.com/images/step3.png"
    },
    {
      "@type": "HowToStep",
      "name": "Validate with testing tools",
      "text": "Run your page through the Google Rich Results Test and Schema Markup Validator.",
      "url": "https://example.com/guide#step4",
      "image": "https://example.com/images/step4.png"
    }
  ]
}

Required:

name

step

(with

text

each) | Recommended:

image

per step,

totalTime

tool

Rich result: Numbered step-by-step instructions with images

Article / BlogPosting

{
  "@context": "https://schema.org",
  "@type": "BlogPosting",
  "headline": "Complete Guide to Schema.org Structured Data",
  "description": "Learn how to implement structured data markup to earn rich results in Google Search.",
  "image": [
    "https://example.com/images/guide-16x9.jpg",
    "https://example.com/images/guide-4x3.jpg",
    "https://example.com/images/guide-1x1.jpg"
  ],
  "author": {
    "@type": "Person",
    "name": "Anna Lindqvist",
    "url": "https://example.com/authors/anna-lindqvist"
  },
  "publisher": {
    "@type": "Organization",
    "name": "Example Publishing",
    "logo": { "@type": "ImageObject", "url": "https://example.com/logo.png" }
  },
  "datePublished": "2025-01-15",
  "dateModified": "2025-02-10",
  "mainEntityOfPage": {
    "@type": "WebPage",
    "@id": "https://example.com/guides/structured-data"
  }
}

Use

Article

for news,

BlogPosting

for blogs,

NewsArticle

for Google News publishers.

Required:

headline

image

datePublished

author

Rich result: Article carousel, Top Stories (NewsArticle), author/date in results

BreadcrumbList

{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://example.com/" },
    { "@type": "ListItem", "position": 2, "name": "Docs", "item": "https://example.com/docs" },
    { "@type": "ListItem", "position": 3, "name": "Structured Data", "item": "https://example.com/docs/structured-data" }
  ]
}

Required:

itemListElement

with

position

name

item

Rich result: Breadcrumb trail replaces URL in search results

Review / AggregateRating

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Cloud Analytics Platform",
  "review": [
    {
      "@type": "Review",
      "reviewRating": { "@type": "Rating", "ratingValue": "5", "bestRating": "5" },
      "author": { "@type": "Person", "name": "Erik Johansson" },
      "reviewBody": "Transformed our data pipeline. The BigQuery integration is seamless.",
      "datePublished": "2025-01-20"
    }
  ],
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.8",
    "bestRating": "5",
    "ratingCount": "312",
    "reviewCount": "189"
  }
}

Reviews must be nested inside the item they review — standalone Review markup without context will not generate rich results.

Required:

ratingValue

bestRating

author

(Review);

ratingValue

ratingCount

(AggregateRating) Rich result: Star rating snippet

Event

{
  "@context": "https://schema.org",
  "@type": "Event",
  "name": "Nordic Growth Marketing Summit 2025",
  "description": "Two-day conference on performance marketing and AI-driven analytics.",
  "startDate": "2025-09-15T09:00:00+02:00",
  "endDate": "2025-09-16T17:00:00+02:00",
  "eventStatus": "https://schema.org/EventScheduled",
  "eventAttendanceMode": "https://schema.org/OfflineEventAttendanceMode",
  "location": {
    "@type": "Place",
    "name": "Stockholm Waterfront Congress Centre",
    "address": {
      "@type": "PostalAddress",
      "streetAddress": "Nils Ericsons Plan 4",
      "addressLocality": "Stockholm",
      "postalCode": "111 64",
      "addressCountry": "SE"
    }
  },
  "performer": { "@type": "Organization", "name": "Cogny AI" },
  "offers": {
    "@type": "Offer",
    "url": "https://example.com/tickets",
    "price": "4999",
    "priceCurrency": "SEK",
    "availability": "https://schema.org/InStock",
    "validFrom": "2025-03-01T00:00:00+01:00"
  },
  "organizer": { "@type": "Organization", "name": "Growth Hackers Stockholm", "url": "https://growthhackers.se" },
  "image": "https://example.com/images/summit-2025.jpg"
}

Required:

name

startDate

location

| Recommended:

endDate

offers

performer

eventStatus

image

Rich result: Event listing with date/location/ticket; event pack in SERP

VideoObject

{
  "@context": "https://schema.org",
  "@type": "VideoObject",
  "name": "How to Set Up GA4 BigQuery Export",
  "description": "Step-by-step tutorial for connecting GA4 to BigQuery.",
  "thumbnailUrl": "https://example.com/thumbnails/ga4-setup.jpg",
  "uploadDate": "2025-01-10",
  "duration": "PT12M30S",
  "contentUrl": "https://example.com/videos/ga4-setup.mp4",
  "embedUrl": "https://youtube.com/embed/abc123",
  "interactionStatistic": {
    "@type": "InteractionCounter",
    "interactionType": { "@type": "WatchAction" },
    "userInteractionCount": 15420
  }
}

Required:

name

thumbnailUrl

uploadDate

| Recommended:

description

duration

contentUrl

embedUrl

Rich result: Video carousel, video thumbnail in search results

SoftwareApplication

{
  "@context": "https://schema.org",
  "@type": "SoftwareApplication",
  "name": "Cogny Analytics Platform",
  "operatingSystem": "Web",
  "applicationCategory": "BusinessApplication",
  "description": "AI-powered analytics platform for automated growth insights.",
  "offers": { "@type": "Offer", "price": "99", "priceCurrency": "USD" },
  "aggregateRating": { "@type": "AggregateRating", "ratingValue": "4.8", "ratingCount": "156" },
  "screenshot": "https://example.com/images/dashboard.png"
}

Required:

name

offers

(with

price

priceCurrency

) | Recommended:

operatingSystem

applicationCategory

aggregateRating

Rich result: Software snippet with rating and price

Course

{
  "@context": "https://schema.org",
  "@type": "Course",
  "name": "Advanced BigQuery for Marketing Analytics",
  "description": "Learn to write efficient BigQuery SQL for GA4 data, build attribution models, and create automated reporting.",
  "provider": { "@type": "Organization", "name": "Cogny Academy", "sameAs": "https://cogny.com/academy" },
  "courseCode": "BQ-301",
  "hasCourseInstance": {
    "@type": "CourseInstance",
    "courseMode": "online",
    "courseSchedule": {
      "@type": "Schedule",
      "repeatFrequency": "P1W",
      "startDate": "2025-03-01",
      "endDate": "2025-04-15"
    }
  },
  "offers": { "@type": "Offer", "price": "499", "priceCurrency": "USD", "category": "Paid" }
}

Required:

name

description

provider

| Recommended:

offers

hasCourseInstance

Rich result: Course listing with provider and enrollment info

JobPosting

{
  "@context": "https://schema.org",
  "@type": "JobPosting",
  "title": "Senior Growth Engineer",
  "description": "Build and optimize marketing analytics infrastructure including BigQuery pipelines, A/B testing, and automated reporting.",
  "datePosted": "2025-02-01",
  "validThrough": "2025-04-01T23:59:59+01:00",
  "employmentType": "FULL_TIME",
  "hiringOrganization": {
    "@type": "Organization",
    "name": "Cogny AI",
    "sameAs": "https://cogny.com",
    "logo": "https://cogny.com/images/logo.png"
  },
  "jobLocation": {
    "@type": "Place",
    "address": {
      "@type": "PostalAddress",
      "addressLocality": "Stockholm",
      "addressRegion": "Stockholm",
      "addressCountry": "SE"
    }
  },
  "jobLocationType": "TELECOMMUTE",
  "baseSalary": {
    "@type": "MonetaryAmount",
    "currency": "SEK",
    "value": { "@type": "QuantitativeValue", "minValue": 55000, "maxValue": 75000, "unitText": "MONTH" }
  },
  "applicantLocationRequirements": { "@type": "Country", "name": "Sweden" }
}

Required:

title

description

datePosted

hiringOrganization

jobLocation

Recommended:

validThrough

employmentType

baseSalary

jobLocationType

Rich result: Google Jobs listing with salary, location, apply button

Testing and Validation

Google Rich Results Test

URL: https://search.google.com/test/rich-results

Test individual pages or code snippets for rich result eligibility. Shows detected types, validation errors, and warnings.

Schema Markup Validator

URL: https://validator.schema.org

Validates against the full Schema.org specification — catches structural errors the Rich Results Test may miss.

Google Search Console Rich Results Report

Location: Search Console > Enhancements > [specific rich result type]

Aggregate data across your site: valid pages, error counts, specific error types. Updated daily.

Common Validation Errors

Error	Cause	Fix
`Missing field "image"`	Product/Article missing image	Add `image` with valid crawlable URL
`Invalid URL in field "url"`	Relative URL	Use fully qualified URLs ( `https://...` )
`Missing field "author"`	Article/Review missing author	Add `author` as Person or Organization with `name`
`Invalid value in field "price"`	Currency symbol in price	Use numeric value only ( `"349.99"` not `"$349.99"` )
`Invalid enum for "availability"`	Plain text instead of URL	Use `https://schema.org/InStock` , not `"In Stock"`
`Array expected, single value`	Single image instead of array	Wrap in array: `"image": ["https://..."]`
`datePublished is in the future`	Date set ahead of publish	Set to actual publication date

Best Practices

One Primary Schema Type per Page

Match the primary schema type to the page purpose. Product pages use Product, blog posts use BlogPosting, FAQ pages use FAQPage. Combine with BreadcrumbList as a complementary type.

Nesting vs. @graph

Nest when there is a parent-child relationship (Product > Offer). Use

@graph

for independent entities on the same page:

{
  "@context": "https://schema.org",
  "@graph": [
    { "@type": "BreadcrumbList", "itemListElement": [...] },
    { "@type": "Product", "name": "Widget", "offers": {...} }
  ]
}

Required vs. Recommended Properties

Required properties must be present for the rich result to appear. Recommended properties improve quality and appearance. Always include both.

Avoiding Spammy Markup

Do not fabricate reviews or ratings
Schema properties must match visible page content
Do not add schema for hidden content
Do not mismatch schema type and page purpose
Self-serving reviews without genuine third-party data trigger manual actions

Google manual actions for structured data spam can remove all rich results from your entire domain.

Keeping Schema in Sync

Generate structured data from the same data source as page content. Include schema updates in your CMS publishing workflow. Audit quarterly or after major site changes.

Rich Results Eligibility

Schema Type	Rich Result	SERP Appearance
`Product`	Product snippet	Price, availability, stars
`FAQPage`	FAQ accordion	Expandable Q&A in results
`HowTo`	How-to steps	Numbered steps with images
`Article` / `BlogPosting`	Article result	Author, date, thumbnail
`NewsArticle`	Top Stories	Carousel at top of results
`BreadcrumbList`	Breadcrumb trail	Replaces URL with nav path
`Review` / `AggregateRating`	Review snippet	Star rating below listing
`Event`	Event listing	Date, location, tickets
`VideoObject`	Video result	Thumbnail, duration
`LocalBusiness`	Local pack	Map, hours, phone
`JobPosting`	Google Jobs	Salary, location, apply
`SoftwareApplication`	Software result	Rating, price
`Course`	Course listing	Provider, enrollment
`Organization`	Knowledge panel	Logo, social links

Implementation Patterns

Static HTML

<head>
  <script type="application/ld+json">
  { "@context": "https://schema.org", "@type": "Product", ... }
  </script>
</head>

Next.js (App Router)

export default function ProductPage({ product }) {
  const jsonLd = {
    "@context": "https://schema.org",
    "@type": "Product",
    name: product.name,
    image: product.images,
    offers: {
      "@type": "Offer",
      price: product.price,
      priceCurrency: product.currency,
      availability: product.inStock
        ? "https://schema.org/InStock"
        : "https://schema.org/OutOfStock",
    },
  };
  return (
    <>
      <script
        type="application/ld+json"
        dangerouslySetInnerHTML={{ __html: JSON.stringify(jsonLd) }}
      />
      {/* content */}
    </>
  );
}

WordPress

Use Yoast SEO, Rank Math, or Schema Pro plugins. For custom implementation:

add_action('wp_head', function() {
    if (is_singular('product')) {
        $product = get_post();
        $price = get_post_meta($product->ID, '_price', true);
        $schema = [
            '@context' => 'https://schema.org',
            '@type' => 'Product',
            'name' => $product->post_title,
            'offers' => [
                '@type' => 'Offer',
                'price' => $price,
                'priceCurrency' => 'USD',
                'availability' => 'https://schema.org/InStock',
            ],
        ];
        echo '<script type="application/ld+json">' . json_encode($schema) . '</script>';
    }
});

Dynamic CMS Pattern

function generateProductSchema(cmsData: CMSProduct): object {
  return {
    "@context": "https://schema.org",
    "@type": "Product",
    name: cmsData.title,
    image: cmsData.media.map(m => m.url),
    offers: {
      "@type": "Offer",
      price: cmsData.variants[0].price.toString(),
      priceCurrency: cmsData.currency,
      availability: cmsData.inStock
        ? "https://schema.org/InStock"
        : "https://schema.org/OutOfStock",
    },
  };
}

Key principle: generate structured data from the same data source that populates the page, never hardcode separately.

Resources

Schema.org Full Vocabulary: https://schema.org/docs/full.html
Google Rich Results Gallery: https://developers.google.com/search/docs/appearance/structured-data/search-gallery
Google Rich Results Test: https://search.google.com/test/rich-results
Schema Markup Validator: https://validator.schema.org
Full Cogny Docs: https://cogny.com/docs/structured-data-reference