When does Kwern reach for schema?

When the user wants to add, fix, or optimize schema markup and structured data on their site. That sentence is the skill's own description, which is what a model reads to decide whether to use it; the rest of the file is on this page.

Which Kwern agents run schema?

The SEO and GEO agents can activate it during a run, when what it finds calls for it.

Do I have to sign up to read the file?

No. The whole file is on this page, and the raw Markdown is at https://kwern.app/skills/schema.md. Nothing here is behind a sign-up.

Can I use schema outside Kwern?

Yes. schema comes from Corey Haines' marketingskills under the MIT licence. Copy it into .claude/skills/schema/SKILL.md and anything that reads Agent Skills will run it.

What does Kwern add that the file alone does not?

The data and the cadence. A skill file is a method; Kwern runs it against your foundation doc and your connected accounts, on a fixed cadence, and leaves what it wrote in an approval feed. The file is the method, the agent is the method with your numbers in it.

schema

When the user wants to add, fix, or optimize schema markup and structured data on their site.

From Corey Haines' marketingskills, MIT, pinned at 365b412. Updated 2026-10-15.

The file, as Kwern runs it

Nothing below is rewritten or cut. The description a model routes on comes first, then the file itself. The whole thing, frontmatter included, is at /skills/schema.md.

description

When the user wants to add, fix, or optimize schema markup and structured data on their site. Also use when the user mentions "schema markup," "structured data," "JSON-LD," "rich snippets," "schema.org," "FAQ schema," "product schema," "review schema," "breadcrumb schema," "Google rich results," "knowledge panel," "star ratings in search," or "add structured data." Use this whenever someone wants their pages to show enhanced results in Google. For broader SEO issues, see seo-audit. For AI search optimization, see ai-seo.

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

Check for product marketing context first: If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Before implementing schema, understand:

Page Type - What kind of page? What's the primary content? What rich results are possible?
Current State - Any existing schema? Errors in implementation? Which rich results 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

Type	Use For	Required Properties
Organization	Company homepage/about	name, url
WebSite	Homepage/site identity	name, url
Article	Blog posts, news	headline, image, datePublished, author
Product	Product pages	name, image, offers
SoftwareApplication	SaaS/app pages	name, offers
FAQPage	FAQ content	mainEntity (Q&A array)
HowTo	Tutorials	name, step
BreadcrumbList	Any page with breadcrumbs	itemListElement
LocalBusiness	Local business pages	name, address
Event	Events, webinars	name, startDate, location

For complete JSON-LD examples: See references/schema-examples.md

Check Google Feature Support First

Schema.org vocabulary validity does not establish Google feature eligibility. Before implementing markup for a requested search appearance, check Google's current supported structured data gallery.

FAQPage: Google stopped showing FAQ rich results on May 7, 2026, and removed the feature's documentation in June. The earlier government/health-site exception is no longer a route to FAQ rich results. See Google's documentation updates.
HowTo: Google retired HowTo rich results in September 2023. See the retirement announcement.
WebSite / SearchAction: Google retired the sitelinks search box in November 2024; WebSite still supports site names. See the search box announcement.

These types can still describe matching visible content in Schema.org. Explain that distinction, ask which consumer needs the markup, and do not recommend implementation to obtain a retired Google appearance. Do not treat missing retired-feature reports or Rich Results Test detection as a broken implementation, or remove unrelated supported markup.

Quick Reference

Organization (Company Page)

Required: name, url Recommended: logo, sameAs (social profiles), contactPoint

Article/BlogPosting

Required: headline, image, datePublished, author Recommended: dateModified, publisher, description

Product

Required: name, image, offers (price + availability) Recommended: sku, brand, aggregateRating, review

FAQPage

Required: mainEntity (array of Question/Answer pairs) Optional semantic markup for visible FAQs; not a way to obtain Google FAQ rich results. Check the feature-support guidance above before offering code.

BreadcrumbList

Required: itemListElement (array with position, name, item)

Multiple Schema Types

You can combine multiple schema types on one page using @graph:

{
  "@context": "https://schema.org",
  "@graph": [
    { "@type": "Organization", ... },
    { "@type": "WebSite", ... },
    { "@type": "BreadcrumbList", ... }
  ]
}

Validation and Testing

Tools

Google Rich Results Test: https://search.google.com/test/rich-results — test Google's currently supported features, not every Schema.org type
Schema.org Validator: https://validator.schema.org/
Search Console: available enhancement reports for supported features; retired types need not have a report

Common Errors

Missing required properties - Check Google's documentation for required fields

Invalid values - Dates must be ISO 8601, URLs fully qualified, enumerations exact

Mismatch with page content - Schema doesn't match visible content

Implementation

Static Sites

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

Dynamic Sites (React, Next.js)

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

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
}

Testing Checklist

Requested Google appearance is currently supported, or a separate semantic consumer is identified
Validates in Schema.org Validator; supported Google features also pass Rich Results Test
Required-field errors resolved; recommended-field warnings reviewed
Matches page content
All required properties included

Task-Specific Questions

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?

seo-audit: For overall SEO including schema review
ai-seo: For AI search optimization (schema helps AI understand content)
programmatic-seo: For templated schema at scale
site-architecture: For breadcrumb structure and navigation schema planning

What it discloses

The Skill reads these files only when it needs them, so the model spends nothing on them the rest of the time.

references/schema-examples.md

From your accounts to a proposal

01
Connect what it reads
Give the SEO agent the accounts it works on. Kwern never asks for a password, and an agent missing a connection says so instead of guessing.
02
The loop runs weekly
Before it writes a word it reads the foundation doc, which holds the positioning, the audience and the voice, and whatever its connectors return that day.
03
The schema skill runs
The agent activates it when the run calls for it, and what the model then reads is the file on this page, word for word.
04
A proposal waits for you
Nothing is published and nothing is spent until you approve it. Approve and Kwern posts it where it holds the keys; where it does not, it hands you the text and the link.

The file, the agency, and the agent

	On your own	An agency	Kwern
The method	Whatever you remember to do that week	Theirs, and you never get to read it	This file, open on this page
Who runs it	You, when there is time	An account manager, between other accounts	The SEO agent, weekly
What it reads	What you can pull by hand	What you remembered to send them	Your connected accounts and your foundation doc
What comes out	A draft, sometimes	A deck, and a report at the end of the month	A proposal you approve or throw away
What it costs	Your evenings	A retainer	One subscription, and the model on your own key

Questions about schema

Suite: marketingskills
Author: Corey Haines
Licence: MIT
Updated: 2026-10-15
Commit: 365b412
Source repo: coreyhaines31/marketingskills

Install it in Claude Code:

# Claude Code, in the project you want it in
mkdir -p .claude/skills/schema && curl -o .claude/skills/schema/SKILL.md https://kwern.app/skills/schema.md

# or just read it
curl https://kwern.app/skills/schema.md

Raw SKILL.md