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schema

Use when adding, fixing, or reviewing structured data: JSON-LD for articles, products, FAQs, breadcrumbs, organizations, and local businesses, and what to do when markup doesn't earn a rich result.

plugins/seo-skills/skills/schema/SKILL.md

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# Schema markup

Structured data tells a search engine what a page is rather than making it rank. Done right it earns a richer result and makes the page easier for an engine to summarize. Done wrong it earns a manual action.

Four rules govern everything below:

- Mark up only what the page visibly shows. Schema describing content a reader can't see is a spam signal, and it's the single most common reason markup gets penalized rather than ignored.
- Use JSON-LD, in a `<script type="application/ld+json">` in the head or at the end of the body. Google recommends it, and it's the only format you can add without touching the page's markup.
- Only claim types and properties the engine actually supports for a rich result. Valid schema.org markup with no supported result does nothing for search, which is fine, but don't promise a rich result it can't produce.
- Validate before it ships, then watch Search Console. Markup that validates can still be wrong about the page.

## Choosing the type

| Type | Use on | Required |