schema-markup

The saved excerpt is a snapshot from when this skill was listed. The external source remains the complete and most current version.

---
name: schema-markup
description: When the user wants to add or optimize structured data (Schema.org, JSON-LD). Also use when the user mentions "schema," "structured data," "JSON-LD," "rich results," "rich snippets," "Google rich snippets," "featured snippet schema," "add schema to page," "missing structured data," "schema validation error," "Schema Markup Validator," "Google Rich Results Test," "FAQ schema," "Article schema," "Organization schema," "JobPosting," "HowTo," "Event," "SoftwareApplication," "BreadcrumbList," "WebSite," "Recipe," "Product," or "Dataset." For SERP feature types and zero-click patterns, use serp-features. For AI search visibility strategy (not markup), use generative-engine-optimization. For HowTo step sections (placement, copy, vs FAQ), use howto-section-generator.
metadata:
  version: 1.5.0
---

# SEO On-Page: Schema / Structured Data

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.

## Scope (On-Page 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.org vs. Search Engine Support

**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](https://developers.google.com/search/docs/guides/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](https://www.bing.com/webmasters/help/marking-up-your-site-with-structured-data-3a93e731). |
| **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](https://developers.google.com/search/docs) for Google-specific rich result eligibility.

## Rich Results: Google Support (2026)

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

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

**Deprecated**: HowTo (fully removed for all devices as of Sep 2023), 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](https://search.google.com/test/rich-results). Rich results can increase CTR up to ~35% and improve AI citation.

## Schema ↔ SERP Features ↔ Rich Results (Strongly Related)

**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.

### Rich Results vs Featured Snippets

- **Rich results**: Schema-power