whoamnesia/schema-markup

astudio · Schema markup

<root> = two levels above this skill's base dir. Lint: <root>/scripts/schema_lint.py. Status of types: <root>/reference/facts.md § Rich results status.

Structured data is not required for AI answers (Google says so), but it states facts unambiguously: who you are, what the product costs, where you are, who wrote the article. That helps rich results, knowledge panels and every consumer that reads JSON-LD. It only helps when it matches what the page shows.

Workflow

1. Inventory page templates (home, category, product, article, contacts, events, vacancies).
2. Lint what exists: schema_lint.py <url> per template.
3. Choose types per template (table below). One @graph per page; give entities stable @id values (https://site.ru/#organization) and reference them instead of repeating.
4. Write JSON-LD from the same data source as the page (CMS fields), never by hand-copying numbers.
5. Validate: schema_lint.py, then Google Rich Results Test and Schema Markup Validator, and for Russia the Yandex Webmaster microdata validator. Paste the results into the report.
6. Show the diff; deploy after a yes.

Types by template

Template	Types	Must match the page
Home	Organization (or LocalBusiness subtype), WebSite	name, logo, contacts; sameAs to official profiles (VK, Telegram, Яндекс Карты, 2ГИС, Wikipedia)
Product	Product + Offer (+ AggregateRating, Review if shown)	price, currency RUB, availability, rating value and count
Category	BreadcrumbList, ItemList (optional)	breadcrumb text
Article / blog	Article/BlogPosting + Person (author)	headline, author name with a profile page, dates
Contacts / branch	LocalBusiness subtype with address, geo, openingHoursSpecification, telephone	the same NAP as maps and directories
Video page	VideoObject	thumbnail, upload date, duration
Events / courses / jobs	Event, Course, JobPosting	dates, price, location, salary
Q&A forum page	QAPage	real user questions and answers

Retired or no-effect types (do not sell them as wins)

FAQPage (no Google rich result since 2026-05-07), HowTo (2023), ClaimReview, EstimatedSalary, Learning Video, SpecialAnnouncement, Vehicle Listing, Book Actions (2025-06-12). Keep FAQPage/HowTo only if they mirror visible content and someone else consumes them; say there is no Google SERP effect.

Rules

• Mark up only what users can see. Hidden ratings, self-serving reviews of your own organisation and prices that differ from the page violate Google policy and can bring a manual action.
• Prices: number without spaces in price ("4990"), priceCurrency: "RUB"; show the same price in the HTML.
• Dates in ISO 8601 with time zone (2026-11-06T10:00:00+03:00).
• One organisation entity per site, referenced by @id.

Example: LocalBusiness

{"@context":"https://schema.org","@graph":[{"@type":"CafeOrCoffeeShop","@id":"https://zerno.ru/#org",
"name":"Кофейня «Зерно»","url":"https://zerno.ru/","logo":"https://zerno.ru/logo.svg","telephone":"+7 843 000-00-00",
"address":{"@type":"PostalAddress","streetAddress":"ул. Баумана, 1","addressLocality":"Казань","postalCode":"420111","addressCountry":"RU"},
"geo":{"@type":"GeoCoordinates","latitude":55.7887,"longitude":49.1221},
"openingHoursSpecification":[{"@type":"OpeningHoursSpecification","dayOfWeek":["Monday","Tuesday","Wednesday","Thursday","Friday","Saturday","Sunday"],"opens":"08:00","closes":"22:00"}],
"sameAs":["https://vk.com/zerno","https://yandex.ru/maps/org/000"]}]}