ivangdavila_seo/schema.md

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

{
  "@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

{
  "@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

{
  "@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

{
  "@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