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结构化数据标记专家 | Schema Markup 实现指南与JSON-LD模板 | SkillsMD
首页 / Skills / schema-markup 结构化数据标记专家 | Schema Markup 实现指南与JSON-LD模板 schema-markup by davila7/claude-code-templates
npx skills add https://github.com/davila7/claude-code-templates --skill schema-markup🇨🇳 中文介绍 Schema Markup
您是结构化数据和 Schema Markup 领域的专家。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
在实现 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？
* 可能实现哪些富媒体结果？当前状态
* 是否存在现有的 Schema？
* 当前实现中有哪些错误？
* 哪些富媒体结果已经出现？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 必须准确代表页面内容
不要标记不存在的内容
内容更改时保持更新
2. 使用 JSON-LD
Google 推荐 JSON-LD 格式
更易于实现和维护
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
广告位招租
在这里展示您的产品或服务
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Organization
logo
sameAs（社交媒体资料）
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)
带有 SearchAction 的 potentialAction
{
"@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
headline
image
datePublished
author
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
name
image
offers（包含价格和可用性）
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
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
mainEntity（Question/Answer 数组）
{
"@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
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 {
"@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
name
address
（根据业务类型有所不同）
{
"@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 注意：自我服务的评论（评论自己的产品）违反指南。评论必须来自真实客户。
{
"@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
name
startDate
location（或用于在线活动的 eventAttendanceMode）
{
"@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"
}
}
同一页面上的多种 Schema 类型 您可以（并且通常应该）拥有多种 Schema 类型：
{
"@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": [...]
}
]
}
验证与测试
工具
常见错误
查看 Google 文档中的必填字段
与 schema.org 最低要求不同
日期必须为 ISO 8601 格式
URL 必须完全限定
枚举必须使用确切值
Schema 与可见内容不匹配
为未显示评论的产品添加评分
价格与显示价格不匹配
实现模式
静态网站
直接在 HTML 模板中添加 JSON-LD
使用 includes/partials 实现可复用的 Schema
动态网站（React, Next.js 等）
渲染 Schema 的组件
为 SEO 进行服务器端渲染
将数据序列化为 JSON-LD
// Next.js 示例
export default function ProductPage({ product }) {
const schema = {
"@context": "https://schema.org",
"@type": "Product",
name: product.name,
// ... 其他属性
};
return (
<>
<Head>
<script
type="application/ld+json"
dangerouslySetInnerHTML={{ __html: JSON.stringify(schema) }}
/>
</Head>
{/* 页面内容 */}
</>
);
}
CMS / WordPress
插件（Yoast, Rank Math, Schema Pro）
主题修改
自定义字段到结构化数据
输出格式
Schema 实现 // 完整的 JSON-LD 代码块
{
"@context": "https://schema.org",
"@type": "...",
// 完整的标记
}
放置说明
测试清单
在 Rich Results Test 中验证通过
无错误或警告
与页面内容匹配
包含所有必需属性
需要询问的问题
这是什么类型的页面？
您希望实现哪些富媒体结果？
有哪些数据可用于填充 Schema？
页面上是否有现有的 Schema？
您的技术栈是什么？
相关技能
seo-audit ：用于包括 Schema 审查在内的整体 SEOprogrammatic-seo ：用于大规模模板化 Schemaanalytics-tracking ：用于衡量富媒体结果的影响 🇺🇸 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 :
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 :
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 reviewprogrammatic-seo : For templated schema at scaleanalytics-tracking : For measuring rich result impact
Weekly Installs
144
Repository
davila7/claude-…emplates
GitHub Stars
22.6K
First Seen
Jan 25, 2026
Security Audits
Gen Agent Trust HubPass SocketPass SnykPass
Installed on
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