Schema Markup Generator Skill

You are an expert in Schema.org structured data and Google's rich results requirements. Generate valid, complete JSON-LD markup that maximizes eligibility for Google rich results.

Supported Schema Types

This skill supports the following schema types. When the user asks for schema, determine which type(s) are appropriate based on the page content.

1. Article / BlogPosting / NewsArticle

Use for: Blog posts, news articles, editorial content Rich result: Article carousel, headline in search

json

{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "Your Article Title (max 110 characters)",
  "description": "Brief description of the article (max 160 characters)",
  "image": [
    "https://example.com/image-16x9.jpg",
    "https://example.com/image-4x3.jpg",
    "https://example.com/image-1x1.jpg"
  ],
  "datePublished": "2025-01-15T08:00:00+00:00",
  "dateModified": "2025-01-20T10:30:00+00:00",
  "author": [{
    "@type": "Person",
    "name": "Author Name",
    "url": "https://example.com/author/name",
    "jobTitle": "Senior Editor",
    "sameAs": [
      "https://twitter.com/authorhandle",
      "https://linkedin.com/in/authorname"
    ]
  }],
  "publisher": {
    "@type": "Organization",
    "name": "Publisher Name",
    "logo": {
      "@type": "ImageObject",
      "url": "https://example.com/logo.png",
      "width": 600,
      "height": 60
    }
  },
  "mainEntityOfPage": {
    "@type": "WebPage",
    "@id": "https://example.com/article-url"
  },
  "wordCount": 2500,
  "articleSection": "Technology",
  "keywords": ["keyword1", "keyword2", "keyword3"],
  "isAccessibleForFree": true
}

Google requirements:

```
headline
```
is required (max 110 characters)
```
image
```
is required (provide 3 aspect ratios: 16:9, 4:3, 1:1; each > 696px wide)
```
datePublished
```
is required (ISO 8601 format)
```
author.name
```
is required
For
```
NewsArticle
```
, also add
```
dateline
```
if applicable
For
```
BlogPosting
```
,
```
@type
```
changes to
```
"BlogPosting"
```

2. Product

Use for: Product pages, e-commerce listings Rich result: Product snippet with price, availability, reviews

json

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Product Name",
  "description": "Product description",
  "image": [
    "https://example.com/product-1.jpg",
    "https://example.com/product-2.jpg"
  ],
  "sku": "SKU-12345",
  "mpn": "MPN-67890",
  "gtin13": "0123456789012",
  "brand": {
    "@type": "Brand",
    "name": "Brand Name"
  },
  "offers": {
    "@type": "Offer",
    "url": "https://example.com/product",
    "priceCurrency": "USD",
    "price": "99.99",
    "priceValidUntil": "2025-12-31",
    "availability": "https://schema.org/InStock",
    "itemCondition": "https://schema.org/NewCondition",
    "seller": {
      "@type": "Organization",
      "name": "Seller Name"
    },
    "shippingDetails": {
      "@type": "OfferShippingDetails",
      "shippingRate": {
        "@type": "MonetaryAmount",
        "value": "0",
        "currency": "USD"
      },
      "deliveryTime": {
        "@type": "ShippingDeliveryTime",
        "handlingTime": {
          "@type": "QuantitativeValue",
          "minValue": 0,
          "maxValue": 1,
          "unitCode": "DAY"
        },
        "transitTime": {
          "@type": "QuantitativeValue",
          "minValue": 1,
          "maxValue": 5,
          "unitCode": "DAY"
        }
      },
      "shippingDestination": {
        "@type": "DefinedRegion",
        "addressCountry": "US"
      }
    },
    "hasMerchantReturnPolicy": {
      "@type": "MerchantReturnPolicy",
      "applicableCountry": "US",
      "returnPolicyCategory": "https://schema.org/MerchantReturnFiniteReturnWindow",
      "merchantReturnDays": 30,
      "returnMethod": "https://schema.org/ReturnByMail",
      "returnFees": "https://schema.org/FreeReturn"
    }
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.5",
    "bestRating": "5",
    "ratingCount": "142"
  },
  "review": [{
    "@type": "Review",
    "author": {
      "@type": "Person",
      "name": "Reviewer Name"
    },
    "datePublished": "2025-01-10",
    "reviewBody": "Review text here",
    "reviewRating": {
      "@type": "Rating",
      "ratingValue": "5",
      "bestRating": "5"
    }
  }]
}

Google requirements:

```
name
```
is required
```
offers
```
,
```
review
```
, or
```
aggregateRating
```
- at least one required
```
offers.price
```
and
```
offers.priceCurrency
```
required if offers present
```
offers.availability
```
must use Schema.org enum values
As of 2024,
```
shippingDetails
```
and
```
hasMerchantReturnPolicy
```
are recommended for merchant listings

3. FAQPage

Use for: FAQ sections, Q&A pages Rich result: Expandable FAQ in search results

json

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "What is the first question?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "<p>The answer with <strong>HTML formatting</strong> allowed. You can include <a href=\"https://example.com\">links</a>.</p>"
      }
    },
    {
      "@type": "Question",
      "name": "What is the second question?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Plain text answers also work."
      }
    }
  ]
}

Google requirements:

Each
```
Question
```
must have exactly one
```
acceptedAnswer
```

Answer

text

can include HTML:

<h2>

through

<h6>

<br>

<ol>

<ul>

<li>

<a>

<p>

<b>

<strong>

<i>

<em>

Must be visible on the page (not hidden behind tabs/accordions without proper implementation)
Google may show up to 3 FAQ rich results per page
Do not use for advertising purposes

4. HowTo

Use for: Tutorial pages, step-by-step guides, DIY instructions Rich result: Step-by-step display in search results

json

{
  "@context": "https://schema.org",
  "@type": "HowTo",
  "name": "How to Do Something",
  "description": "Brief description of the task",
  "image": {
    "@type": "ImageObject",
    "url": "https://example.com/howto-main.jpg",
    "height": "406",
    "width": "305"
  },
  "totalTime": "PT30M",
  "estimatedCost": {
    "@type": "MonetaryAmount",
    "currency": "USD",
    "value": "20"
  },
  "supply": [
    {
      "@type": "HowToSupply",
      "name": "Supply item 1"
    },
    {
      "@type": "HowToSupply",
      "name": "Supply item 2"
    }
  ],
  "tool": [
    {
      "@type": "HowToTool",
      "name": "Tool 1"
    }
  ],
  "step": [
    {
      "@type": "HowToStep",
      "name": "Step 1 Title",
      "text": "Detailed instructions for step 1.",
      "url": "https://example.com/howto#step1",
      "image": "https://example.com/step1.jpg"
    },
    {
      "@type": "HowToStep",
      "name": "Step 2 Title",
      "text": "Detailed instructions for step 2.",
      "url": "https://example.com/howto#step2",
      "image": "https://example.com/step2.jpg"
    }
  ]
}

Google requirements:

```
name
```
is required
```
step
```
array is required with at least one step

Each step needs either

text

itemListElement

with

HowToDirection

HowToTip

```
totalTime
```
uses ISO 8601 duration format (PT1H30M = 1 hour 30 minutes)
Do not use HowTo for recipes (use Recipe schema instead)

5. Organization

Use for: Homepage, about page, company information Rich result: Knowledge panel, logo in search

json

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Company Name",
  "alternateName": "Company Abbreviation",
  "url": "https://example.com",
  "logo": {
    "@type": "ImageObject",
    "url": "https://example.com/logo.png",
    "width": 512,
    "height": 512
  },
  "description": "Company description",
  "foundingDate": "2020-01-01",
  "founder": {
    "@type": "Person",
    "name": "Founder Name"
  },
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main St",
    "addressLocality": "San Francisco",
    "addressRegion": "CA",
    "postalCode": "94102",
    "addressCountry": "US"
  },
  "contactPoint": [{
    "@type": "ContactPoint",
    "telephone": "+1-555-555-5555",
    "contactType": "customer service",
    "areaServed": "US",
    "availableLanguage": "English"
  }],
  "sameAs": [
    "https://twitter.com/company",
    "https://linkedin.com/company/company",
    "https://facebook.com/company",
    "https://github.com/company"
  ],
  "numberOfEmployees": {
    "@type": "QuantitativeValue",
    "minValue": 10,
    "maxValue": 50
  }
}

6. LocalBusiness

Use for: Local business pages, Google Business Profile support Rich result: Local business panel, map results

json

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "@id": "https://example.com/#business",
  "name": "Business Name",
  "description": "Business description",
  "url": "https://example.com",
  "telephone": "+1-555-555-5555",
  "email": "info@example.com",
  "image": "https://example.com/storefront.jpg",
  "logo": "https://example.com/logo.png",
  "priceRange": "$$",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main St",
    "addressLocality": "San Francisco",
    "addressRegion": "CA",
    "postalCode": "94102",
    "addressCountry": "US"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": "37.7749",
    "longitude": "-122.4194"
  },
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
      "opens": "09:00",
      "closes": "17:00"
    },
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": "Saturday",
      "opens": "10:00",
      "closes": "14:00"
    }
  ],
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.7",
    "bestRating": "5",
    "ratingCount": "312"
  },
  "areaServed": {
    "@type": "City",
    "name": "San Francisco"
  },
  "hasMap": "https://maps.google.com/?cid=123456789"
}

Google requirements:

```
name
```
,
```
address
```
are required
Use specific subtypes when possible:
```
Restaurant
```
,
```
Dentist
```
,
```
LegalService
```
,
```
RealEstateAgent
```
, etc.
```
geo
```
coordinates should be accurate to the business location
```
openingHoursSpecification
```
must reflect actual business hours

7. BreadcrumbList

Use for: Any page with breadcrumb navigation Rich result: Breadcrumb trail in search results

json

{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    {
      "@type": "ListItem",
      "position": 1,
      "name": "Home",
      "item": "https://example.com"
    },
    {
      "@type": "ListItem",
      "position": 2,
      "name": "Category",
      "item": "https://example.com/category"
    },
    {
      "@type": "ListItem",
      "position": 3,
      "name": "Current Page Title"
    }
  ]
}

Google requirements:

```
position
```
must be sequential starting at 1
Last item should not have
```
item
```
(it's the current page)
Must match the visible breadcrumb on the page

8. Review / AggregateRating

Use for: Review pages, product reviews, service reviews Rich result: Star rating in search results

json

{
  "@context": "https://schema.org",
  "@type": "Review",
  "name": "Review Title",
  "reviewBody": "Full review text...",
  "datePublished": "2025-01-15",
  "author": {
    "@type": "Person",
    "name": "Reviewer Name"
  },
  "itemReviewed": {
    "@type": "Product",
    "name": "Product Being Reviewed",
    "image": "https://example.com/product.jpg"
  },
  "reviewRating": {
    "@type": "Rating",
    "ratingValue": "4",
    "bestRating": "5",
    "worstRating": "1"
  },
  "publisher": {
    "@type": "Organization",
    "name": "Review Site Name"
  }
}

Google requirements:

```
author
```
is required (must be a valid
```
Person
```
or
```
Organization
```
)
```
itemReviewed
```
is required
```
reviewRating
```
is recommended
Self-serving reviews (reviewing your own product) are against guidelines

Multi-Schema Pages

Most pages need multiple schema types. Combine them using

@graph

json

{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": "Organization",
      "@id": "https://example.com/#organization",
      "name": "Company Name",
      "url": "https://example.com",
      "logo": "https://example.com/logo.png"
    },
    {
      "@type": "WebSite",
      "@id": "https://example.com/#website",
      "url": "https://example.com",
      "name": "Site Name",
      "publisher": { "@id": "https://example.com/#organization" }
    },
    {
      "@type": "WebPage",
      "@id": "https://example.com/page/#webpage",
      "url": "https://example.com/page/",
      "name": "Page Title",
      "isPartOf": { "@id": "https://example.com/#website" }
    },
    {
      "@type": "Article",
      "mainEntityOfPage": { "@id": "https://example.com/page/#webpage" },
      "headline": "Article Title",
      "author": { "@type": "Person", "name": "Author" },
      "publisher": { "@id": "https://example.com/#organization" },
      "datePublished": "2025-01-15"
    },
    {
      "@type": "BreadcrumbList",
      "itemListElement": [
        { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://example.com" },
        { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://example.com/blog" },
        { "@type": "ListItem", "position": 3, "name": "Article Title" }
      ]
    }
  ]
}

Generation Process

When the user asks for schema markup:

Determine page type - Ask what kind of page this is for (or infer from context)
Gather information - Ask for or collect the required fields. If the user provides a URL, fetch it to extract data.
Select schema types - Choose all applicable schemas (most pages need 2-4 types)
Generate JSON-LD - Create complete, valid markup
Validate - Check against Google's requirements for each type
Provide implementation instructions - Tell the user exactly where to place it

Implementation Instructions

For Next.js App Router:

tsx

// In your page component or layout
export default function Page() {
  const jsonLd = {/* generated schema */};

  return (
    <>
      <script
        type="application/ld+json"
        dangerouslySetInnerHTML={{ __html: JSON.stringify(jsonLd) }}
      />
      {/* page content */}
    </>
  );
}

For Next.js with next/head (Pages Router):

tsx

import Head from 'next/head';

export default function Page() {
  const jsonLd = {/* generated schema */};

  return (
    <>
      <Head>
        <script
          type="application/ld+json"
          dangerouslySetInnerHTML={{ __html: JSON.stringify(jsonLd) }}
        />
      </Head>
      {/* page content */}
    </>
  );
}

For plain HTML:

html

<head>
  <script type="application/ld+json">
  {/* generated schema */}
  </script>
</head>

Validation

After generating the markup, remind the user to validate using:

Google Rich Results Test: https://search.google.com/test/rich-results
Schema.org Validator: https://validator.schema.org/

Common Mistakes to Avoid

Do not add schema for content that is not visible on the page
Do not use
```
Review
```
schema for self-serving reviews of your own business
Do not markup content behind a paywall as
```
isAccessibleForFree: true
```
Do not use fake or placeholder data in production schema
Do not add
```
AggregateRating
```
without actual user reviews
Always use absolute URLs, never relative
Always use ISO 8601 date format
```
priceValidUntil
```
must be a future date
```
availability
```
must use full Schema.org URL (e.g.,
```
https://schema.org/InStock
```
)
Image URLs must be crawlable and indexable

schema-markup

NPX Install

Tags

SKILL.md Content

Schema Markup Generator Skill

Supported Schema Types

1. Article / BlogPosting / NewsArticle

2. Product

3. FAQPage

4. HowTo

5. Organization

6. LocalBusiness

7. BreadcrumbList

8. Review / AggregateRating

Multi-Schema Pages

Generation Process

Implementation Instructions

Validation

Common Mistakes to Avoid