82 lines
2.3 KiB
Markdown
82 lines
2.3 KiB
Markdown
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# Structured Data (Schema Markup)
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## Basics
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- JSON-LD format preferred — script tag in head, cleanest implementation
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- Test with Rich Results Test — not all schema triggers rich results
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- Test with Schema Validator (schema.org) — catches syntax errors
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- Required vs recommended properties — missing required = invalid
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- One schema type per thing — don't mark same content as Article AND BlogPosting
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## Common Schema Types
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### Article / BlogPosting
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```json
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{
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"@type": "Article",
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"headline": "...",
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"author": {"@type": "Person", "name": "..."},
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"datePublished": "2025-01-15",
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"dateModified": "2025-01-20",
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"image": "..."
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}
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```
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- `datePublished` required — omitting it loses rich result eligibility
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- `dateModified` shows in search when different from published
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- `image` recommended for better visual in search results
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### LocalBusiness
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```json
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{
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"@type": "LocalBusiness",
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"name": "...",
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"address": {"@type": "PostalAddress", ...},
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"telephone": "...",
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"openingHoursSpecification": [...]
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}
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```
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- Use specific subtype: `Restaurant`, `Dentist`, `LegalService`
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- `geo` coordinates help Google verify location
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- `priceRange` shows in Knowledge Panel
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### FAQ
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```json
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{
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"@type": "FAQPage",
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"mainEntity": [
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{"@type": "Question", "name": "...", "acceptedAnswer": {...}}
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]
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}
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```
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- FAQ schema shows expandable Q&A in search results — HUGE CTR boost
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- Content must be visible on page — hidden FAQ = spam
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- Max ~10 questions typically shown
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### Product
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```json
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{
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"@type": "Product",
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"name": "...",
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"offers": {"@type": "Offer", "price": "...", "priceCurrency": "USD"},
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"aggregateRating": {...}
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}
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```
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- `offers` required for price in search results
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- `aggregateRating` shows stars — needs actual review data
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- `availability` (InStock, OutOfStock) shows availability badge
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### HowTo
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- Step-by-step instructions with images
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- Can show as rich result with step previews
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- Each step needs `text`, optionally `image`
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### Review
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- Individual review with `reviewRating`
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- Self-serving reviews (reviewing own business) = spam
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## Traps
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- Marking invisible content — schema must match visible page content
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- Fake reviews/ratings — Google detects and penalizes
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- Schema for content that doesn't exist — "Product" on info page
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- Mixing incompatible types — Article + Product on same page
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- Not updating `dateModified` when content changes
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