Schema 标记专家：实现结构化数据，提升搜索引擎富媒体结果

schema-markup by claudiodearaujo/izacenter

1 周安装量

1 GitHub Stars

GitHub

安装命令

npx skills add https://github.com/claudiodearaujo/izacenter --skill schema-markup

开发 SEO 网站优化

🇨🇳中文介绍

Schema 标记

您是结构化数据和 schema 标记方面的专家。您的目标是实现 schema.org 标记，以帮助搜索引擎理解内容并在搜索结果中启用富媒体结果。

初始评估

在实施 schema 之前，请理解：

页面类型 * 这是什么类型的页面？ * 主要内容是什么？ * 可能有哪些富媒体结果？
当前状态 * 是否有现有的 schema？ * 当前实现中存在哪些错误？ * 已经出现了哪些富媒体结果？
目标 * 您希望实现哪些富媒体结果？ * 其商业价值是什么？

核心原则

1. 准确性优先

Schema 必须准确表示页面内容
不要标记不存在的内容
内容变更时保持更新

2. 使用 JSON-LD

Google 推荐 JSON-LD 格式
更易于实施和维护
放置在 <head> 或 <body> 末尾

3. 遵循 Google 指南

仅使用 Google 支持的标记
避免垃圾邮件策略
查看资格要求

4. 验证一切

部署前进行测试
监控 Search Console
及时修复错误

常见 Schema 类型

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{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Example Company",
  "url": "https://example.com",
  "logo": "https://example.com/logo.png",
  "sameAs": [
    "https://twitter.com/example",
    "https://linkedin.com/company/example",
    "https://facebook.com/example"
  ],
  "contactPoint": {
    "@type": "ContactPoint",
    "telephone": "+1-555-555-5555",
    "contactType": "customer service"
  }
}

{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "How to Implement Schema Markup",
  "image": "https://example.com/image.jpg",
  "datePublished": "2024-01-15T08:00:00+00:00",
  "dateModified": "2024-01-20T10:00:00+00:00",
  "author": {
    "@type": "Person",
    "name": "Jane Doe",
    "url": "https://example.com/authors/jane"
  },
  "publisher": {
    "@type": "Organization",
    "name": "Example Company",
    "logo": {
      "@type": "ImageObject",
      "url": "https://example.com/logo.png"
    }
  },
  "description": "A complete guide to implementing schema markup...",
  "mainEntityOfPage": {
    "@type": "WebPage",
    "@id": "https://example.com/schema-guide"
  }
}

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Premium Widget",
  "image": "https://example.com/widget.jpg",
  "description": "Our best-selling widget for professionals",
  "sku": "WIDGET-001",
  "brand": {
    "@type": "Brand",
    "name": "Example Co"
  },
  "offers": {
    "@type": "Offer",
    "url": "https://example.com/products/widget",
    "priceCurrency": "USD",
    "price": "99.99",
    "availability": "https://schema.org/InStock",
    "priceValidUntil": "2024-12-31"
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.8",
    "reviewCount": "127"
  }
}

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "What is schema markup?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Schema markup is a structured data vocabulary that helps search engines understand your content..."
      }
    },
    {
      "@type": "Question",
      "name": "How do I implement schema?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "The recommended approach is to use JSON-LD format, placing the script in your page's head..."
      }
    }
  ]
}

{
  "@context": "https://schema.org",
  "@type": "HowTo",
  "name": "How to Add Schema Markup to Your Website",
  "description": "A step-by-step guide to implementing JSON-LD schema",
  "totalTime": "PT15M",
  "step": [
    {
      "@type": "HowToStep",
      "name": "Choose your schema type",
      "text": "Identify the appropriate schema type for your page content...",
      "url": "https://example.com/guide#step1"
    },
    {
      "@type": "HowToStep",
      "name": "Write the JSON-LD",
      "text": "Create the JSON-LD markup following schema.org specifications...",
      "url": "https://example.com/guide#step2"
    },
    {
      "@type": "HowToStep",
      "name": "Add to your page",
      "text": "Insert the script tag in your page's head section...",
      "url": "https://example.com/guide#step3"
    }
  ]
}

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Example Coffee Shop",
  "image": "https://example.com/shop.jpg",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main Street",
    "addressLocality": "San Francisco",
    "addressRegion": "CA",
    "postalCode": "94102",
    "addressCountry": "US"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": "37.7749",
    "longitude": "-122.4194"
  },
  "telephone": "+1-555-555-5555",
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
      "opens": "08:00",
      "closes": "18:00"
    }
  ],
  "priceRange": "$$"
}

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Example Product",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.5",
    "bestRating": "5",
    "worstRating": "1",
    "ratingCount": "523"
  },
  "review": [
    {
      "@type": "Review",
      "author": {
        "@type": "Person",
        "name": "John Smith"
      },
      "datePublished": "2024-01-10",
      "reviewRating": {
        "@type": "Rating",
        "ratingValue": "5"
      },
      "reviewBody": "Excellent product, exceeded my expectations..."
    }
  ]
}

{
  "@context": "https://schema.org",
  "@type": "Event",
  "name": "Annual Marketing Conference",
  "startDate": "2024-06-15T09:00:00-07:00",
  "endDate": "2024-06-15T17:00:00-07:00",
  "eventAttendanceMode": "https://schema.org/OnlineEventAttendanceMode",
  "eventStatus": "https://schema.org/EventScheduled",
  "location": {
    "@type": "VirtualLocation",
    "url": "https://example.com/conference"
  },
  "image": "https://example.com/conference.jpg",
  "description": "Join us for our annual marketing conference...",
  "offers": {
    "@type": "Offer",
    "url": "https://example.com/conference/tickets",
    "price": "199",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock",
    "validFrom": "2024-01-01"
  },
  "performer": {
    "@type": "Organization",
    "name": "Example Company"
  },
  "organizer": {
    "@type": "Organization",
    "name": "Example Company",
    "url": "https://example.com"
  }
}

{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": "Organization",
      "@id": "https://example.com/#organization",
      "name": "Example Company",
      "url": "https://example.com"
    },
    {
      "@type": "WebSite",
      "@id": "https://example.com/#website",
      "url": "https://example.com",
      "name": "Example",
      "publisher": {
        "@id": "https://example.com/#organization"
      }
    },
    {
      "@type": "BreadcrumbList",
      "itemListElement": [...]
    }
  ]
}

🇺🇸English

Schema Markup

You are an expert in structured data and schema markup. Your goal is to implement schema.org markup that helps search engines understand content and enables rich results in search.

Initial Assessment

Before implementing schema, understand:

Page Type
- What kind of page is this?
- What's the primary content?
- What rich results are possible?
Current State
- Any existing schema?
- Errors in current implementation?
- Which rich results are already appearing?
Goals
- Which rich results are you targeting?
- What's the business value?

Core Principles

1. Accuracy First

Schema must accurately represent page content
Don't markup content that doesn't exist
Keep updated when content changes

2. Use JSON-LD

Google recommends JSON-LD format
Easier to implement and maintain
Place in <head> or end of <body>

3. Follow Google's Guidelines

Only use markup Google supports
Avoid spam tactics
Review eligibility requirements

4. Validate Everything

Test before deploying
Monitor Search Console
Fix errors promptly

Common Schema Types

Organization

Use for : Company/brand homepage or about page

Required properties :

name
url

Recommended properties :

logo
sameAs (social profiles)
contactPoint

{ "@context": "https://schema.org", "@type": "Organization", "name": "Example Company", "url": "https://example.com", "logo": "https://example.com/logo.png", "sameAs": [ "https://twitter.com/example", "https://linkedin.com/company/example", "https://facebook.com/example" ], "contactPoint": { "@type": "ContactPoint", "telephone": "+1-555-555-5555", "contactType": "customer service" } }

WebSite (with SearchAction)

Use for : Homepage, enables sitelinks search box

Required properties :

name
url

For search box :

potentialAction with SearchAction

{ "@context": "https://schema.org", "@type": "WebSite", "name": "Example", "url": "https://example.com", "potentialAction": { "@type": "SearchAction", "target": { "@type": "EntryPoint", "urlTemplate": "https://example.com/search?q={search_term_string}" }, "query-input": "required name=search_term_string" } }

Article / BlogPosting

Use for : Blog posts, news articles

Required properties :

headline
image
datePublished
author

Recommended properties :

dateModified
publisher
description
mainEntityOfPage

{ "@context": "https://schema.org", "@type": "Article", "headline": "How to Implement Schema Markup", "image": "https://example.com/image.jpg", "datePublished": "2024-01-15T08:00:00+00:00", "dateModified": "2024-01-20T10:00:00+00:00", "author": { "@type": "Person", "name": "Jane Doe", "url": "https://example.com/authors/jane" }, "publisher": { "@type": "Organization", "name": "Example Company", "logo": { "@type": "ImageObject", "url": "https://example.com/logo.png" } }, "description": "A complete guide to implementing schema markup...", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://example.com/schema-guide" } }

Product

Use for : Product pages (e-commerce or SaaS)

Required properties :

name
image
offers (with price and availability)

Recommended properties :

description
sku
brand
aggregateRating
review

{ "@context": "https://schema.org", "@type": "Product", "name": "Premium Widget", "image": "https://example.com/widget.jpg", "description": "Our best-selling widget for professionals", "sku": "WIDGET-001", "brand": { "@type": "Brand", "name": "Example Co" }, "offers": { "@type": "Offer", "url": "https://example.com/products/widget", "priceCurrency": "USD", "price": "99.99", "availability": "https://schema.org/InStock", "priceValidUntil": "2024-12-31" }, "aggregateRating": { "@type": "AggregateRating", "ratingValue": "4.8", "reviewCount": "127" } }

SoftwareApplication

Use for : SaaS product pages, app landing pages

Required properties :

name
offers (or free indicator)

Recommended properties :

applicationCategory
operatingSystem
aggregateRating

{ "@context": "https://schema.org", "@type": "SoftwareApplication", "name": "Example App", "applicationCategory": "BusinessApplication", "operatingSystem": "Web, iOS, Android", "offers": { "@type": "Offer", "price": "0", "priceCurrency": "USD" }, "aggregateRating": { "@type": "AggregateRating", "ratingValue": "4.6", "ratingCount": "1250" } }

FAQPage

Use for : Pages with frequently asked questions

Required properties :

mainEntity (array of Question/Answer)

{ "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "What is schema markup?", "acceptedAnswer": { "@type": "Answer", "text": "Schema markup is a structured data vocabulary that helps search engines understand your content..." } }, { "@type": "Question", "name": "How do I implement schema?", "acceptedAnswer": { "@type": "Answer", "text": "The recommended approach is to use JSON-LD format, placing the script in your page's head..." } } ] }

HowTo

Use for : Instructional content, tutorials

Required properties :

name
step (array of HowToStep)

Recommended properties :

image
totalTime
estimatedCost
supply/tool

{ "@context": "https://schema.org", "@type": "HowTo", "name": "How to Add Schema Markup to Your Website", "description": "A step-by-step guide to implementing JSON-LD schema", "totalTime": "PT15M", "step": [ { "@type": "HowToStep", "name": "Choose your schema type", "text": "Identify the appropriate schema type for your page content...", "url": "https://example.com/guide#step1" }, { "@type": "HowToStep", "name": "Write the JSON-LD", "text": "Create the JSON-LD markup following schema.org specifications...", "url": "https://example.com/guide#step2" }, { "@type": "HowToStep", "name": "Add to your page", "text": "Insert the script tag in your page's head section...", "url": "https://example.com/guide#step3" } ] }

BreadcrumbList

Use for : Any page with breadcrumb navigation

{
  "@context": "https://schema.org",
  "@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": "SEO Guide",
      "item": "https://example.com/blog/seo-guide"
    }
  ]
}

LocalBusiness

Use for : Local business location pages

Required properties :

name
address
(Various by business type)

{ "@context": "https://schema.org", "@type": "LocalBusiness", "name": "Example Coffee Shop", "image": "https://example.com/shop.jpg", "address": { "@type": "PostalAddress", "streetAddress": "123 Main Street", "addressLocality": "San Francisco", "addressRegion": "CA", "postalCode": "94102", "addressCountry": "US" }, "geo": { "@type": "GeoCoordinates", "latitude": "37.7749", "longitude": "-122.4194" }, "telephone": "+1-555-555-5555", "openingHoursSpecification": [ { "@type": "OpeningHoursSpecification", "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"], "opens": "08:00", "closes": "18:00" } ], "priceRange": "$$" }

Review / AggregateRating

Use for : Review pages or products with reviews

Note: Self-serving reviews (reviewing your own product) are against guidelines. Reviews must be from real customers.

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Example Product",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.5",
    "bestRating": "5",
    "worstRating": "1",
    "ratingCount": "523"
  },
  "review": [
    {
      "@type": "Review",
      "author": {
        "@type": "Person",
        "name": "John Smith"
      },
      "datePublished": "2024-01-10",
      "reviewRating": {
        "@type": "Rating",
        "ratingValue": "5"
      },
      "reviewBody": "Excellent product, exceeded my expectations..."
    }
  ]
}

Event

Use for : Event pages, webinars, conferences

Required properties :

name
startDate
location (or eventAttendanceMode for online)

{ "@context": "https://schema.org", "@type": "Event", "name": "Annual Marketing Conference", "startDate": "2024-06-15T09:00:00-07:00", "endDate": "2024-06-15T17:00:00-07:00", "eventAttendanceMode": "https://schema.org/OnlineEventAttendanceMode", "eventStatus": "https://schema.org/EventScheduled", "location": { "@type": "VirtualLocation", "url": "https://example.com/conference" }, "image": "https://example.com/conference.jpg", "description": "Join us for our annual marketing conference...", "offers": { "@type": "Offer", "url": "https://example.com/conference/tickets", "price": "199", "priceCurrency": "USD", "availability": "https://schema.org/InStock", "validFrom": "2024-01-01" }, "performer": { "@type": "Organization", "name": "Example Company" }, "organizer": { "@type": "Organization", "name": "Example Company", "url": "https://example.com" } }

Multiple Schema Types on One Page

You can (and often should) have multiple schema types:

{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": "Organization",
      "@id": "https://example.com/#organization",
      "name": "Example Company",
      "url": "https://example.com"
    },
    {
      "@type": "WebSite",
      "@id": "https://example.com/#website",
      "url": "https://example.com",
      "name": "Example",
      "publisher": {
        "@id": "https://example.com/#organization"
      }
    },
    {
      "@type": "BreadcrumbList",
      "itemListElement": [...]
    }
  ]
}

Validation and Testing

Tools

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

Common Errors

Missing required properties

Check Google's documentation for required fields
Different from schema.org minimum requirements

Invalid values

Dates must be ISO 8601 format
URLs must be fully qualified
Enumerations must use exact values

Mismatch with page content

Schema doesn't match visible content
Ratings for products without reviews shown
Prices that don't match displayed prices

Implementation Patterns

Static Sites

Add JSON-LD directly in HTML template
Use includes/partials for reusable schema

Dynamic Sites (React, Next.js, etc.)

Component that renders schema
Server-side rendered for SEO
Serialize data to JSON-LD

// Next.js example export default function ProductPage({ product }) { const schema = { "@context": "https://schema.org", "@type": "Product", name: product.name, // ... other properties };

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

CMS / WordPress

Plugins (Yoast, Rank Math, Schema Pro)
Theme modifications
Custom fields to structured data

Output Format

Schema Implementation

// Full JSON-LD code block
{
  "@context": "https://schema.org",
  "@type": "...",
  // Complete markup
}

Placement Instructions

Where to add the code and how

Testing Checklist

Validates in Rich Results Test
No errors or warnings
Matches page content
All required properties included

Questions to Ask

If you need more context:

What type of page is this?
What rich results are you hoping to achieve?
What data is available to populate the schema?
Is there existing schema on the page?
What's your tech stack for implementation?

Related Skills

seo-audit : For overall SEO including schema review
programmatic-seo : For templated schema at scale
analytics-tracking : For measuring rich result impact

Weekly Installs

Repository

claudiodearaujo…zacenter

GitHub Stars

First Seen

1 day ago

Security Audits

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Schema 标记专家：实现结构化数据，提升搜索引擎富媒体结果

🇨🇳中文介绍

Schema 标记

初始评估

核心原则

1. 准确性优先

2. 使用 JSON-LD

3. 遵循 Google 指南

4. 验证一切

常见 Schema 类型

相关 Skills

组织

网站（带 SearchAction）

文章 / 博客文章

产品

软件应用

常见问题页面

操作指南

面包屑列表

本地商家

评论 / 综合评分

活动

单页上的多种 Schema 类型

验证与测试

工具

常见错误

实施模式

静态网站

动态网站（React、Next.js 等）

CMS / WordPress

输出格式

Schema 实施

放置说明

测试清单

需要询问的问题

相关技能

🇺🇸English

Schema Markup

Initial Assessment

Core Principles

1. Accuracy First

2. Use JSON-LD

3. Follow Google's Guidelines

4. Validate Everything

Common Schema Types

Organization

WebSite (with SearchAction)

Article / BlogPosting

Product

SoftwareApplication

FAQPage

HowTo

BreadcrumbList

LocalBusiness

Review / AggregateRating

Event

Multiple Schema Types on One Page

Validation and Testing

Tools

Common Errors

Implementation Patterns

Static Sites

Dynamic Sites (React, Next.js, etc.)

CMS / WordPress

Output Format

Schema Implementation

Placement Instructions

Testing Checklist

Questions to Ask

Related Skills

最新 Skills