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schema.md

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