seo-schema

Detect, validate, and generate Schema.org structured data. JSON-LD format preferred. Use when user says "schema", "structured data", "rich results", "JSON-LD", or "markup".

Schema Markup Analysis & Generation

Detection

1. Scan page source for JSON-LD <script type="application/ld+json">
2. Check for Microdata (itemscope, itemprop)
3. Check for RDFa (typeof, property)
4. Always recommend JSON-LD as primary format (Google's stated preference)

Validation

• Check required properties per schema type
• Validate against Google's supported rich result types
• Test for common errors:
  • Missing @context
  • Invalid @type
  • Wrong data types
  • Placeholder text
  • Relative URLs (should be absolute)
  • Invalid date formats
• Flag deprecated types (see below)

Schema Type Status (as of June 2026)

Read ../seo/references/schema-types.md for the full list. Key rules:

ACTIVE (recommend freely):

Organization, LocalBusiness, SoftwareApplication, WebApplication, Product (with Certification markup as of April 2025), ProductGroup, Offer, Service, Article, BlogPosting, NewsArticle, Review, AggregateRating, BreadcrumbList, WebSite, WebPage, Person, ProfilePage, ContactPage, VideoObject, ImageObject, Event, JobPosting, Course, DiscussionForumPosting

VIDEO & SPECIALIZED (recommend freely):

BroadcastEvent, Clip, SeekToAction, SoftwareSourceCode

See schema/templates.json for ready-to-use JSON-LD templates for these types.

JSON-LD and JavaScript rendering: Per Google's December 2025 JS SEO guidance, structured data injected via JavaScript may face delayed processing. For time-sensitive markup (especially Product, Offer), include JSON-LD in the initial server-rendered HTML.

NO RICH RESULTS, KEEP IF USEFUL:

• FAQPage: Google retired FAQ rich results for ALL sites on May 7, 2026 (supersedes the Aug 2023 gov/health restriction). No Google SERP rich-result benefit; flag existing FAQPage at Info (not Critical) rather than removal. For genuine user Q&A pages, use QAPage.

DEPRECATED (never recommend):

• HowTo: Rich results removed September 2023
• SpecialAnnouncement: Deprecated July 31, 2025
• CourseInfo, EstimatedSalary, LearningVideo: Retired June 2025
• ClaimReview: Retired from rich results June 2025
• VehicleListing: Retired from rich results June 2025
• Practice Problem: Deprecation notice 2025-11-05; Search Console / Rich Results Test support removed 2026-01-06
• Book Actions: Deprecated/removed from Google rich results; do not recommend it for SERP features.
• Search Console / Rich Results Test / appearance-filter support for CourseInfo, EstimatedSalary, LearningVideo, SpecialAnnouncement, VehicleListing was removed 2025-09-09; Practice Problem support was removed 2026-01-06.

Supported for Dataset Search only:

• Dataset: Not discontinued; consumed by Google Dataset Search, with no Google Search rich-result surface. Don't advise removal as if it were killed.

Still supported (do not flag):

• QAPage (expanded comment-thread properties 2026-03-24), DiscussionForumPosting, Education Q&A (Quiz / eduQuestionType=Flashcard). For e-commerce, hasAdultConsideration (added 2026-05-22; value https://schema.org/SexualContentConsideration) is required for adult products.

Generation

When generating schema for a page:

1. Identify page type from content analysis
2. Select appropriate schema type(s)
3. Generate valid JSON-LD with all required + recommended properties
4. Include only truthful, verifiable data. Use placeholders clearly marked for user to fill
5. Validate output before presenting

Common Schema Templates

Organization

json

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "[Company Name]",
  "url": "[Website URL]",
  "logo": "[Logo URL]",
  "contactPoint": {
    "@type": "ContactPoint",
    "telephone": "[Phone]",
    "contactType": "customer service"
  },
  "sameAs": [
    "[Facebook URL]",
    "[LinkedIn URL]",
    "[Twitter URL]"
  ]
}

LocalBusiness

json

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "[Business Name]",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "[Street]",
    "addressLocality": "[City]",
    "addressRegion": "[State]",
    "postalCode": "[ZIP]",
    "addressCountry": "US"
  },
  "telephone": "[Phone]",
  "openingHours": "Mo-Fr 09:00-17:00",
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": "[Lat]",
    "longitude": "[Long]"
  }
}

Article/BlogPosting

json

{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "[Title]",
  "author": {
    "@type": "Person",
    "name": "[Author Name]"
  },
  "datePublished": "[YYYY-MM-DD]",
  "dateModified": "[YYYY-MM-DD]",
  "image": "[Image URL]",
  "publisher": {
    "@type": "Organization",
    "name": "[Publisher]",
    "logo": {
      "@type": "ImageObject",
      "url": "[Logo URL]"
    }
  }
}

Output

• SCHEMA-REPORT.md: detection and validation results
• generated-schema.json: ready-to-use JSON-LD snippets

Validation Results

Schema	Type	Status	Issues
...	...	✅/⚠️/❌	...

Recommendations

• Missing schema opportunities
• Validation fixes needed
• Generated code for implementation

Error Handling

Scenario	Action
URL unreachable	Report connection error with status code. Suggest verifying URL and checking if the page requires authentication.
No schema markup found	Report that no JSON-LD, Microdata, or RDFa was detected. Recommend appropriate schema types based on page content analysis.
Invalid JSON-LD syntax	Parse and report specific syntax errors (missing brackets, trailing commas, unquoted keys). Provide corrected JSON-LD output.
Deprecated schema type detected	Flag the deprecated type with its retirement date. Recommend the current replacement type or advise removal if no replacement exists.

---

Tooling

bash

# Detect and validate every JSON-LD block on a page
seogeo schema-validate https://example.com --json
seogeo schema-validate --file page.html --json

# Generate JSON-LD for the high-leverage types
seogeo schema-generate organization --name "Example Corp" \
  --url https://example.com --logo https://example.com/logo.png \
  --same-as https://linkedin.com/company/example https://github.com/example

seogeo schema-generate local-business --name "Example Cafe" \
  --url https://example.com --business-type CafeOrCoffeeShop \
  --street "1 Main St" --city Austin --region TX --postal-code 78701 \
  --country US --telephone "[phone]" \
  --hours "Mo-Fr 07:00-18:00" --hours "Sa-Su 08:00-16:00"

seogeo schema-generate profile --name "Jane Rivera" \
  --url https://example.com/about --job-title "Head of Research" \
  --same-as https://orcid.org/0000-0000-0000-0000 \
  --knows-about "Core Web Vitals" "Structured data"

seogeo schema-generate discussion --headline "How do you score INP?" \
  --author "Sara Park" --url https://forum.example.com/t/123 \
  --date 2026-05-12T14:00:00Z --likes 42

seogeo schema-generate reservation --provider "Marea NYC" \
  --start 2026-06-04T19:30:00-04:00 --party-size 4

seogeo schema-generate order --merchant "Acme Pizza" \
  --order-url https://acme.example/order

# Paste-ready output
seogeo schema-generate organization --name X --url https://x.test --script-tag

schema-validate separates errors (the rich result will not show) from warnings (it will show, but thinner). It also reports retired_for_google_rich_results — FAQPage, HowTo, and Dataset no longer produce Google Search rich results. Do not tell a user to remove them: they still carry meaning for other consumers. Tell them not to expect a rich result.

--same-as and --knows-about on profile and organization are the cheapest entity-graph work available. Link to Wikipedia, Wikidata, ORCID, GitHub, and LinkedIn so the entity resolves to one identity across knowledge graphs.