seo-schema

Schema Markup Analysis & Generation

When to Use

• Use when detecting, validating, or generating Schema.org structured data.
• Use when the user asks about JSON-LD, rich results, or markup opportunities.
• Use when schema validation is the main task, rather than a broader SEO audit.

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 Feb 2026)

Read 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.

RESTRICTED (only for specific sites):

• FAQ: ONLY for government and healthcare authority sites (restricted Aug 2023)

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: Retired from rich results late 2025
• Dataset: Retired from rich results late 2025
• Book Actions: Deprecated then reversed, still functional as of Feb 2026 (historical note)

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

{
  "@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

{
  "@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

{
  "@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.