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SEO On-Page: Schema / Structured Data

页面SEO：Schema / 结构化数据

Guides implementation of Schema.org structured data (JSON-LD) for rich snippets, enhanced search results, and Generative Engine Optimization (GEO).

When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.

指导实现Schema.org结构化数据（JSON-LD），用于优化富摘要、搜索结果展示，以及生成式引擎优化（GEO）。

调用规则：首次使用时，如果对用户有帮助，可以先用1-2句话介绍该技能覆盖的内容和价值，再提供核心输出。后续调用或者用户要求跳过介绍时，直接提供核心输出即可。

Scope (On-Page SEO)

覆盖范围（页面SEO）

Schema markup: Schema.org types for rich results, AI search visibility, and machine-readable content
Schema.org vs. search engines: Schema.org defines 800+ types; each search engine supports only a subset for rich results

Schema标记：用于优化富结果、AI搜索曝光度、机器可识别内容的Schema.org类型
Schema.org与搜索引擎的差异：Schema.org定义了800多种类型，每个搜索引擎仅支持其中的一部分类型生成富结果

Schema.org vs. Search Engine Support

Schema.org与搜索引擎支持情况

Schema.org and Google Structured Data are not fully aligned. Schema.org is an open vocabulary (800+ types); Google, Bing, and other engines each support only a curated subset for rich results.

Engine	Support	Notes
Google	Subset only	Only types in Google's search gallery generate rich results. Valid Schema.org markup not in Google's list won't produce enhanced snippets—even if technically correct.
Bing	Subset; different	Supports JSON-LD, Microdata, RDFa, Open Graph. Some types (e.g., Product, Offer) have format-specific support. Check Bing Webmaster docs.
Other engines	Varies	Yandex, DuckDuckGo, AI search tools (Perplexity, etc.) may use Schema.org for understanding even when they don't display rich results.

Practical implication: Implement Schema.org markup for your content type. If Google doesn't show rich results for that type, Bing or AI systems may still use it. Always verify against Google's developer docs for Google-specific rich result eligibility.

Schema.org和Google结构化数据的标准并不完全对齐。 Schema.org是一个开放词汇体系（包含800+类型）；Google、Bing等搜索引擎仅支持经过筛选的子集用于生成富结果。

搜索引擎	支持情况	说明
Google	仅支持子集	只有Google搜索库中列出的类型才能生成富结果。即使技术上符合规范，不在Google支持列表中的Schema.org标记也不会生成增强摘要。
Bing	支持子集，规则不同	支持JSON-LD、Microdata、RDFa、Open Graph。部分类型（比如Product、Offer）有特定格式要求，可参考Bing网站管理员文档。
其他搜索引擎	支持情况不一	Yandex、DuckDuckGo、AI搜索工具（Perplexity等）即使不展示富结果，也可能使用Schema.org标记理解内容。

实践建议：根据你的内容类型实现对应的Schema.org标记。如果Google不支持该类型的富结果，Bing或者AI系统仍可能使用该标记。如果需要适配Google的富结果资格，务必参考Google开发者文档验证。

Rich Results: Google Support (2025)

富结果：Google支持情况（2025年）

High-impact types: Product, Review snippets, HowTo (desktop), Article/News, Video, Recipe, LocalBusiness, Event, Breadcrumb, Sitelinks searchbox, JobPosting.

Limited or context-dependent: HowTo (mobile), FAQ (government/health sites for many queries), Education Q&A, Course, SoftwareApplication, Speakable (news), DiscussionForumPosting.

Deprecated: COVID data panels, some AMP-only formats, data-vocabulary.org.

Implementation: JSON-LD preferred; include

@context

@type

, stable

@id

; ISO 8601 dates; match structured data to visible content. Validate with Rich Results Test. Rich results can increase CTR up to ~35% and improve AI citation. AISO Hub, Digital Applied

高影响力类型：Product、Review摘要、HowTo（桌面端）、Article/新闻、Video、Recipe、LocalBusiness、Event、Breadcrumb、站内链接搜索框、JobPosting。

有限支持或场景依赖类型：HowTo（移动端）、FAQ（多数查询下仅政府/健康类站点支持）、教育类问答、Course、SoftwareApplication、Speakable（新闻）、DiscussionForumPosting。

已废弃类型：COVID数据面板、部分仅AMP支持的格式、data-vocabulary.org。

实现要求：优先使用JSON-LD；包含

@context

、

@type

、稳定的

@id

；使用ISO 8601格式日期；结构化数据需和页面可见内容匹配。使用Rich Results Test验证。富结果最高可提升35%的点击率，同时可以提升AI引用的概率。参考AISO Hub、Digital Applied

Schema ↔ SERP Features ↔ Rich Results (Strongly Related)

Schema ↔ SERP特性 ↔ 富结果（强关联）

Schema, SERP features, and rich results are strongly related. Schema is the necessary condition for most rich results. When targeting a SERP feature, implement the corresponding schema type. See serp-features for the full SERP feature list and optimization.

Schema、SERP特性、富结果三者强关联。 Schema是大多数富结果的必要条件。如果你想要优化某类SERP特性，需要实现对应的schema类型。查看serp-features技能了解完整的SERP特性列表和优化方法。

Rich Results vs Featured Snippets

富结果 vs 特色片段

Rich results: Schema-powered enhancements to standard listings (stars, breadcrumbs, FAQ dropdowns, product info). Appear within organic positions; do not require top-10 rank.
Featured snippets: Google-extracted answer boxes at position zero. No schema required; content structure matters. Schema (FAQPage, HowTo, Article) can support extraction.

Schema Type	SERP Feature / Rich Result	Notes
FAQPage	PAA, Featured Snippet	FAQ dropdown; Q&A-style snippet. Eligibility restricted for many sites (e.g. government/health)
BreadcrumbList	Breadcrumbs	Path display in result
AggregateRating, Review	Reviews / Stars	Star ratings
HowTo	Featured Snippet (list)	Step-based snippet; desktop support; mobile may be limited
Article	In-Depth Articles, Snippet	Article rich result
VideoObject	Video	Video thumbnail
Product, Offer	Shopping, Product	Product/shopping results
Recipe	Recipe	Recipe rich result
JobPosting	Google Jobs	Job listings
Event	Event	Event rich result
WebSite + SearchAction	Sitelinks searchbox	Site links for brand queries
Organization, Person	Knowledge Panel	Entity info (requires authoritative sources)

Workflow: 1) Use serp-features to identify target SERP feature; 2) Look up schema type in this table; 3) Implement and validate with Rich Results Test.

富结果：由Schema驱动的标准搜索结果增强展示（星级评分、面包屑、FAQ下拉框、产品信息），出现在自然排名位置，不需要进入排名前10。
特色片段：Google提取的零号位置回答框，不需要schema，内容结构是核心影响因素，Schema（FAQPage、HowTo、Article）可以辅助内容提取。

Schema类型	SERP特性/富结果	说明
FAQPage	相关问题（PAA）、特色片段	FAQ下拉框；问答格式摘要，多数站点有资格限制（比如政府/健康类站点）
BreadcrumbList	面包屑	搜索结果中展示页面路径
AggregateRating、Review	评价/星级	星级评分展示
HowTo	列表式特色片段	步骤式摘要，桌面端支持，移动端支持有限
Article	深度文章、摘要	文章富结果
VideoObject	视频	视频缩略图展示
Product、Offer	购物、产品	产品/购物搜索结果
Recipe	食谱	食谱富结果
JobPosting	Google职位	职位列表展示
Event	活动	活动富结果
WebSite + SearchAction	站内链接搜索框	品牌查询时展示站内搜索入口
Organization、Person	知识面板	实体信息展示（需要权威来源支持）

工作流：1) 使用serp-features确定目标SERP特性；2) 在上述表格中查找对应的schema类型；3) 实现后使用Rich Results Test验证。

Generative Engine Optimization (GEO)

生成式引擎优化（GEO）

GEO = optimizing content so AI systems (Google AI Overviews, Perplexity, ChatGPT, Gemini) choose, cite, and quote your content in generated answers. Structured data makes content machine-readable; AI engines extract and cite more accurately. Key schema types for GEO: Organization, Person/Author, WebSite, WebPage, FAQPage, HowTo, Article, Product, AggregateRating. See generative-engine-optimization for full GEO strategy.

GEO指优化内容，让AI系统（Google AI概述、Perplexity、ChatGPT、Gemini）在生成回答时选择、引用、摘录你的内容。结构化数据让内容可被机器识别，AI引擎可以更精准地提取和引用内容。适合GEO的核心schema类型：Organization、Person/作者、WebSite、WebPage、FAQPage、HowTo、Article、Product、AggregateRating。查看generative-engine-optimization技能了解完整的GEO策略。

Initial Assessment

初始评估

Check for product marketing context first: If

.claude/product-marketing-context.md

.cursor/product-marketing-context.md

exists, read it for product type and content.

Identify:

Page type: Article, Product, FAQ, Organization, JobPosting, Event, etc.
Content: What entities to describe
Goal: Rich snippets, AI Overview visibility, Knowledge Panel

优先检查产品营销上下文：如果存在

.claude/product-marketing-context.md

或者

.cursor/product-marketing-context.md

，读取文件获取产品类型和内容信息。

确认以下信息：

页面类型：Article、Product、FAQ、Organization、JobPosting、Event等
内容：需要描述的实体
目标：富摘要、AI概述曝光、知识面板

Schema Type Classification

Schema类型分类

Core Types (General Use)

核心类型（通用场景）

Type	Use case
Organization	Site-wide; company info, logo, sameAs
WebSite	Site-wide; search action, site name
Article	Blog posts, news, tool intros
BreadcrumbList	Breadcrumb navigation
FAQPage	FAQ sections; triggers PAA-style results
Person	Author info; pairs with Article
ImageObject	Image metadata for rich results
HowTo	Tutorials, step-by-step guides. Note: Google may have deprecated HowTo rich results (2023–2024); Schema.org still supports it; Bing/AI may use it

类型	适用场景
Organization	全站适用；公司信息、logo、sameAs关联
WebSite	全站适用；搜索动作、站点名称
Article	博客文章、新闻、工具介绍
BreadcrumbList	面包屑导航
FAQPage	FAQ模块；触发PAA风格结果
Person	作者信息；和Article搭配使用
ImageObject	富结果用到的图片元数据
HowTo	教程、分步指南。注意：Google可能在2023-2024年废弃了HowTo富结果，Schema.org仍支持该类型，Bing/AI系统仍可能使用

Exclusive Types (Specific Scenarios)

专属类型（特定场景）

Type	Use case
JobPosting	Recruitment sites, AI Job Matching
Product	E-commerce product pages
Event	Event pages, ticketing (not general blogs)
SoftwareApplication	App pages, tool pages
LocalBusiness	Local business pages
Dataset	Data platforms, datasets
DiscussionForumPosting	Forums, community posts
Quiz	Education, flashcards
MathSolver	Math tools
CaseStudy	Case study pages
Recipe	Recipes, meal plans, cooking instructions

Rule: Use core types for most sites. Use exclusive types only when page content matches (e.g., don't use Event on a blog; don't use JobPosting on a product page).

类型	适用场景
JobPosting	招聘站点、AI职位匹配
Product	电商产品页
Event	活动页、票务页（不适用于普通博客）
SoftwareApplication	应用页、工具页
LocalBusiness	本地商家页
Dataset	数据平台、数据集
DiscussionForumPosting	论坛、社区帖子
Quiz	教育内容、闪卡
MathSolver	数学工具
CaseStudy	案例研究页
Recipe	食谱、膳食计划、烹饪指导

规则：大多数站点优先使用核心类型，仅当页面内容完全匹配时使用专属类型（比如不要在博客页使用Event，不要在产品页使用JobPosting）。

Action: Website/Product Type → Schema Mapping

操作：站点/产品类型 → Schema映射

Use this table to recommend which exclusive schema types fit a site. Match the site's content and product type to the most relevant schema. When in doubt, start with core types (Organization, WebSite, Article); add exclusive types only when content clearly matches.

Website / Product type	Recommended exclusive schema	Why
AI meal planner, recipe site, food blog, cooking app	Recipe	Ingredients, instructions, cook time, servings—highly relevant for food/meal content. Google supports Recipe rich results.
Job board, recruitment site, careers page	JobPosting	Title, company, location, salary, employment type. Required for Google Jobs.
Event platform, ticketing, webinar, conference	Event	Date, location, price. Use only on actual event pages.
SaaS, app, Chrome extension, tool, software product page	SoftwareApplication	App name, category, rating, price, OS. Fits product/feature pages.
E-commerce product page	Product	Price, availability, brand, reviews. Use with Offer, AggregateRating.
Forum, community, Reddit-style, Q&A	DiscussionForumPosting	Post content, author, comments. For user-generated discussion.
Data platform, dataset repository, Scale AI / Surge AI	Dataset	Dataset name, creator, license, distribution format. For data catalog pages.
Education site, flashcards, Quizlet-style	Quiz	Question-answer pairs. For educational Q&A content.
Math solver, calculator, equation tool	MathSolver	Math problem input, solution output. For math tools.
Restaurant, local service, store locator	LocalBusiness	Address, hours, NAP. For local SEO.
Case study, customer story page	CaseStudy	Client, outcome, methodology. For B2B case studies.
FAQ page, product FAQ, support FAQ	FAQPage	Question + acceptedAnswer pairs. Triggers PAA-style results.
Tutorial, how-to guide, step-by-step	HowTo	Steps, tools, time. Note: Google may have deprecated rich results; Bing/AI may still use.
News article, press release	NewsArticle	Use instead of Article for news.
Video page, podcast episode	VideoObject / PodcastEpisode	For video/audio content.

Examples:

AI meal planner (e.g., generates weekly meal plans with recipes) → Add Recipe schema to each recipe/meal page; Article or WebPage for landing pages
AI writing tool → SoftwareApplication on product page; Article on blog
Recruitment SaaS → JobPosting on job listing pages; SoftwareApplication on product page
Recipe blog → Recipe on each recipe post; Article for non-recipe posts

Output: When recommending schema, state: (1) which exclusive types fit the site/product, (2) which page types get which schema, (3) core types to add site-wide (Organization, WebSite, BreadcrumbList).

使用下表推荐适合站点的专属schema类型，将站点内容和产品类型匹配到最相关的schema。不确定时优先从核心类型（Organization、WebSite、Article）开始，仅当内容明确匹配时再添加专属类型。

站点/产品类型	推荐的专属schema	原因
AI膳食规划器、食谱站点、美食博客、烹饪应用	Recipe	食材、操作步骤、烹饪时长、份数，和餐饮/膳食内容高度相关，Google支持Recipe富结果。
求职板、招聘站点、招聘页面	JobPosting	职位名称、公司、地点、薪资、雇佣类型，是Google职位展示的必要条件。
活动平台、票务、线上研讨会、会议	Event	日期、地点、价格，仅在实际活动页面使用。
SaaS、应用、Chrome扩展、工具、软件产品页	SoftwareApplication	应用名称、分类、评分、价格、操作系统，适配产品/功能页面。
电商产品页	Product	价格、库存状态、品牌、评价，和Offer、AggregateRating搭配使用。
论坛、社区、Reddit类站点、问答站点	DiscussionForumPosting	帖子内容、作者、评论，适用于用户生成的讨论内容。
数据平台、数据集仓库、Scale AI / Surge AI	Dataset	数据集名称、创建者、许可证、分发格式，适用于数据目录页面。
教育站点、闪卡、Quizlet类产品	Quiz	问答对，适用于教育类问答内容。
数学求解器、计算器、方程工具	MathSolver	数学问题输入、解答输出，适用于数学工具。
餐厅、本地服务、门店定位器	LocalBusiness	地址、营业时间、NAP信息，用于本地SEO。
案例研究、客户故事页	CaseStudy	客户、成果、方法论，适用于B2B案例研究。
FAQ页、产品FAQ、支持FAQ	FAQPage	问题+采纳回答对，触发PAA风格结果。
教程、操作指南、分步指导	HowTo	步骤、工具、耗时。注意：Google可能已废弃该类富结果，Bing/AI系统仍可能使用。
新闻文章、新闻稿	NewsArticle	新闻类内容替代Article使用。
视频页、播客单集	VideoObject / PodcastEpisode	适用于视频/音频内容。

示例：

AI膳食规划器（比如生成带食谱的每周膳食计划）→ 每个食谱/膳食页添加Recipe schema；落地页使用Article或WebPage
AI写作工具 → 产品页使用SoftwareApplication；博客使用Article
招聘SaaS → 职位列表页使用JobPosting；产品页使用SoftwareApplication
食谱博客 → 每个食谱帖子使用Recipe；非食谱帖子使用Article

输出要求：推荐schema时，需要说明：(1) 站点/产品适合哪些专属类型，(2) 不同页面类型分别对应什么schema，(3) 全站需要添加的核心类型（Organization、WebSite、BreadcrumbList）。

Best Practices

最佳实践

Principle	Guideline
Accuracy	Data must match visible page content; never add invisible or misleading data
Completeness	Include all required properties per type
Most specific type	Use NewsArticle over Article when applicable
JSON-LD	Preferred format; place in `<script type="application/ld+json">`
@id for entities	Use @id for Organization, Person to enable entity linking across pages
Phased implementation	Add required properties first; then optional for optimization
Validation	Test with Rich Results Test and Schema Markup Validator
inLanguage (multilingual)	Add `"inLanguage": "en-US"` (IETF BCP 47) to match hreflang; localize names, descriptions, FAQs for rich snippets per locale

原则	指导规则
准确性	数据必须和页面可见内容匹配，禁止添加不可见或者误导性数据
完整性	每个类型需要包含所有必填属性
最细分类型	适用时优先使用NewsArticle而非Article
JSON-LD	首选格式，放在 `<script type="application/ld+json">` 标签中
实体使用@id	Organization、Person类型使用@id实现跨页面实体关联
分阶段实现	优先添加必填属性，再添加可选属性做优化
验证	使用Rich Results Test和Schema Markup Validator测试
多语言场景inLanguage	添加 `"inLanguage": "en-US"` （遵循IETF BCP 47规范）和hreflang匹配；针对不同地区本地化名称、描述、FAQ内容，提升对应语言的富摘要点击率

Multilingual Schema (inLanguage)

多语言Schema（inLanguage）

For multilingual sites, add

inLanguage

to JSON-LD to reinforce language targeting. Align with hreflang values (e.g.

"inLanguage": "zh-CN"

with

hreflang="zh-CN"

Localize schema data: Translate structured data fields (name, description, FAQ acceptedAnswer, etc.) for each locale to improve rich snippet CTR in that language.

Types that support inLanguage: Article, BlogPosting, WebApplication, FAQPage, HowTo, Product, Organization.

多语言站点需要在JSON-LD中添加

inLanguage

强化语言 targeting，和hreflang值对齐（比如

hreflang="zh-CN"

对应

"inLanguage": "zh-CN"

）。

本地化schema数据：针对每个地区翻译结构化数据字段（名称、描述、FAQ采纳回答等），提升对应语言地区的富摘要点击率。

支持inLanguage的类型：Article、BlogPosting、WebApplication、FAQPage、HowTo、Product、Organization。

Implementation Workflow

实现工作流

Analyze page type and content; choose matching Schema type
Select format — JSON-LD recommended (Google, Bing, AI tools support it)
Write structured data; start with required properties
Validate with Rich Results Test, Schema Markup Validator
Deploy and monitor via Search Console enhanced reports

分析页面类型和内容，选择匹配的Schema类型
选择格式——优先使用JSON-LD（Google、Bing、AI工具都支持）
编写结构化数据，优先完成必填属性
验证使用Rich Results Test、Schema Markup Validator
上线并监控通过Search Console增强报告监控长期有效性

Common Errors and Fixes

常见错误和修复方案

Error	Fix
Data doesn't match visible content	Schema must describe only what users see
Missing required properties	Check Google/Schema.org docs for each type
Wrong type for page	Don't use Event on non-event pages; don't use JobPosting on product pages
Format/syntax errors	Validate JSON-LD; check quotes, brackets, commas
Over-markup	Mark only relevant content; avoid stuffing unrelated types

错误	修复方案
数据和可见内容不匹配	Schema仅能描述用户可见的内容
缺少必填属性	参考Google/Schema.org对应类型的文档
页面类型不匹配	非活动页面不要使用Event，产品页不要使用JobPosting
格式/语法错误	验证JSON-LD，检查引号、括号、逗号
过度标记	仅标记相关内容，避免堆砌不相关的类型

Implementation

实现示例

Next.js (metadata)

Next.js（metadata方式）

tsx

export const metadata = {
  other: {
    'script:ld+json': JSON.stringify({
      "@context": "https://schema.org",
      "@type": "Article",
      "headline": "...",
      "description": "...",
      "inLanguage": "en-US",
      "image": "https://example.com/image.jpg",
      "datePublished": "2024-01-01T00:00:00Z",
      "dateModified": "2024-01-15T00:00:00Z",
      "author": { "@type": "Person", "name": "..." },
      "publisher": { "@type": "Organization", "name": "...", "logo": { "@type": "ImageObject", "url": "..." } }
    }),
  },
};

tsx

export const metadata = {
  other: {
    'script:ld+json': JSON.stringify({
      "@context": "https://schema.org",
      "@type": "Article",
      "headline": "...",
      "description": "...",
      "inLanguage": "en-US",
      "image": "https://example.com/image.jpg",
      "datePublished": "2024-01-01T00:00:00Z",
      "dateModified": "2024-01-15T00:00:00Z",
      "author": { "@type": "Person", "name": "..." },
      "publisher": { "@type": "Organization", "name": "...", "logo": { "@type": "ImageObject", "url": "..." } }
    }),
  },
};

HTML (generic)

HTML（通用方式）

html

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "...",
  "description": "...",
  "inLanguage": "en-US",
  "author": { "@type": "Person", "name": "..." },
  "publisher": { "@type": "Organization", "name": "...", "logo": { "@type": "ImageObject", "url": "..." } }
}
</script>