# Schema — Marketing Skill for AI Agents

Schema markup is structured data (best delivered as JSON-LD in the page head or end of body) that tells search engines what a page is about and makes it eligible for rich results like FAQ dropdowns, star ratings, and breadcrumbs. Match the type to the page: Organization and WebSite for a homepage, Article/BlogPosting for posts, Product or SoftwareApplication for product pages, FAQPage for Q&A, and BreadcrumbList for navigation — and combine several on one page with @graph. Two rules govern everything: the markup must accurately reflect visible content (never mark up what isn't there), and every value must be well-formed — ISO 8601 dates, fully-qualified URLs, exact enumerations. Validate with Google's Rich Results Test before deploying; note that valid schema makes you eligible for rich results but Google decides when to show them.

> Maintained by Corey Haines · v2.0.0 · Updated 2026-05-13

Install: `npx skills add coreyhaines31/marketingskills`
Source: https://github.com/coreyhaines31/marketingskills/tree/main/skills/schema

## When to use it

- "schema markup,"
- "structured data,"
- "JSON-LD,"
- "rich snippets,"
- "schema.org,"
- "FAQ schema,"
- "product schema,"
- "review schema,"

## What's inside

**The playbook covers:** Initial Assessment, Core Principles, Common Schema Types, Quick Reference, Multiple Schema Types, Validation and Testing, Implementation, Output Format, Task-Specific Questions

### Reference library

- [Schema Markup Examples](https://github.com/coreyhaines31/marketingskills/blob/main/skills/schema/references/schema-examples.md) — Complete JSON-LD examples for common schema types.

## Example

**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.

**FAQPage JSON-LD**

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [{
    "@type": "Question",
    "name": "What is schema markup?",
    "acceptedAnswer": {
      "@type": "Answer",
      "text": "Structured data that helps search engines understand your content and enables rich results."
    }
  }]
}

## FAQ

### What format should I use for schema markup?

JSON-LD. Google recommends it, it's the easiest to implement and maintain, and it lives in a single script block in the head or at the end of the body — no need to weave attributes through your HTML. On React/Next.js sites, render it server-side so search engines see it.

### I added schema but I'm not seeing rich results. Why?

First validate with Google's Rich Results Test and the Schema.org validator to rule out syntax errors, bad nesting, or missing required properties. But valid schema only makes a page eligible — Google chooses when to actually display rich results. Check Search Console's enhancement reports to confirm the markup is detected and see any errors versus warnings.

### Can I use more than one schema type on a single page?

Yes — wrap them in an @graph array under one @context. A SaaS homepage, for example, can carry Organization, WebSite (with SearchAction), and BreadcrumbList together. Just make sure every type accurately represents content that's actually on the page.

## 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

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Canonical: https://marketing-skills.com/skills/schema