Schema markup tells search engines what your content means, not just what it says. A page title might read "Blue Widget Pro" but without structured data, Google does not know if that is a product, a software application, or a blog post. JSON-LD schema bridges that gap, and it directly influences whether your pages appear as rich results in search. Structured data also plays a key role in generative engine optimization (GEO), where AI search engines use schema to understand and cite your content more accurately.

The /seo schema command in Claude SEO handles three things: detecting existing schema on your pages, validating it against Google's current requirements, and generating new JSON-LD markup for schema types you are missing. It supports over 30 active schema types.

How do you generate schema markup with Claude SEO?

The schema skill operates in three modes. When you point it at a URL, it runs all three automatically.

1. Detection

Claude SEO scans your page source for structured data in all three formats:

  • JSON-LD - <script type="application/ld+json"> blocks (Google's preferred format)
  • Microdata - HTML attributes like itemscope and itemprop
  • RDFa - HTML attributes like typeof and property

JSON-LD is the recommended format because it lives in a separate script tag. You do not need to modify your HTML structure, and it is easier to maintain, debug, and update.

2. Validation

Found markup is validated against Google's supported rich result types. Claude SEO checks for common errors that break rich results:

  • Missing @context declaration
  • Invalid @type values
  • Wrong data types (string where number expected, etc.)
  • Placeholder text left in production markup
  • Relative URLs where absolute URLs are required
  • Invalid date formats (ISO 8601 is required)
  • Deprecated schema types still in use

3. Generation

Based on your page content, Claude SEO identifies which schema types are appropriate and generates ready-to-use JSON-LD. It analyzes your page to determine the type (product page, blog post, local business, etc.) and fills in as many properties as it can from visible content. Properties it cannot determine are marked as placeholders for you to fill.

DETECT JSON-LD, Microdata, RDFa scan page source VALIDATE Google requirements flag errors + deprecated GENERATE JSON-LD for missing types ready to paste

What schema types does Claude SEO support?

Claude SEO categorizes schema types into three groups: active (safe to use), restricted (limited use cases), and deprecated (never recommend). Here is the full list as of March 2026:

StatusSchema Types
ACTIVEOrganization, LocalBusiness, SoftwareApplication, WebApplication, Product, ProductGroup, Offer, Service, Article, BlogPosting, NewsArticle, Review, AggregateRating, BreadcrumbList, WebSite, WebPage, Person, ProfilePage, ContactPage, VideoObject, ImageObject, Event, JobPosting, Course, DiscussionForumPosting
SPECIALIZEDBroadcastEvent, Clip, SeekToAction, SoftwareSourceCode
RESTRICTEDFAQPage (government and healthcare sites only, since Aug 2023)
DEPRECATEDHowTo (Sept 2023), SpecialAnnouncement (July 2025), CourseInfo (June 2025), EstimatedSalary (June 2025), LearningVideo (June 2025), ClaimReview (June 2025), VehicleListing (June 2025), Practice Problem (late 2025), Dataset (late 2025)

Which schema types should you prioritize?

With 30+ supported types, it helps to know which ones actually matter for your specific site. The right schema strategy depends on your business model. Here is a practical breakdown by site type.

SaaS and software products

Start with Organization (establishes your brand entity in the knowledge graph), SoftwareApplication (triggers software rich results with ratings, pricing, and OS compatibility), FAQPage (if you qualify as a government or healthcare authority), and BreadcrumbList (improves how your URLs display in search results). If you have a free tier, make sure your Offer schema includes "price": "0" and "priceCurrency": "USD" so Google can surface the pricing directly.

Local businesses

Use LocalBusiness with the correct subtype. Google supports over 100 LocalBusiness subtypes like Restaurant, Dentist, LegalService, and AutoRepair. Using the right subtype instead of the generic LocalBusiness gives Google more context and increases your chances of appearing in local pack results. Always include GeoCoordinates (latitude and longitude), OpeningHoursSpecification (structured hours for each day), and AggregateRating if you have reviews. Missing geo data is one of the most common schema errors on local business sites.

E-commerce sites

Product and Offer are essential. Every product page should have both, with the Offer nested inside the Product. Include availability (InStock, OutOfStock, PreOrder), priceCurrency, and price at minimum. Add AggregateRating if you have user reviews, as star ratings in search results consistently improve click-through rates. Use BreadcrumbList to show category hierarchy in search results (Home > Category > Subcategory > Product).

Publishers and blogs

Use Article or BlogPosting on every post. Include datePublished, dateModified, author (as a Person with a URL), and image. The author markup is especially important for E-E-A-T signals. Google uses author entities to assess content expertise. Add Person schema on your author pages with sameAs links to social profiles, and Organization on your homepage. BreadcrumbList helps with site structure signals.

Agencies and service businesses

Organization is the foundation. Add Service schema for each service you offer, with properties like serviceType, provider, areaServed, and description. Use FAQPage if you qualify (restricted to government and healthcare since August 2023). Include Review schema for client testimonials if you can verify them. Service schema does not currently trigger rich results on its own, but it strengthens your entity profile and helps AI platforms understand what your business does.

Claude SEO automatically detects your site type and recommends the most relevant schema types when you run /seo schema. You do not need to memorize these lists.

Example JSON-LD outputs

Here are three common schema types that Claude SEO generates, with all required and recommended properties included.

Organization

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Your Company Name",
  "url": "https://your-site.com",
  "logo": "https://your-site.com/logo.png",
  "contactPoint": {
    "@type": "ContactPoint",
    "telephone": "+1-555-000-0000",
    "contactType": "customer service"
  },
  "sameAs": [
    "https://www.facebook.com/yourpage",
    "https://www.linkedin.com/company/yourcompany",
    "https://twitter.com/yourhandle"
  ]
}

LocalBusiness

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Your Business Name",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main Street",
    "addressLocality": "Your City",
    "addressRegion": "CA",
    "postalCode": "90210",
    "addressCountry": "US"
  },
  "telephone": "+1-555-000-0000",
  "openingHours": "Mo-Fr 09:00-17:00",
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": "34.0522",
    "longitude": "-118.2437"
  }
}

Article / BlogPosting

{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "Your Article Title",
  "author": {
    "@type": "Person",
    "name": "Author Name"
  },
  "datePublished": "2026-03-25",
  "dateModified": "2026-03-25",
  "image": "https://your-site.com/article-image.jpg",
  "publisher": {
    "@type": "Organization",
    "name": "Your Publication",
    "logo": {
      "@type": "ImageObject",
      "url": "https://your-site.com/logo.png"
    }
  }
}

What changed with schema markup in 2025 and 2026?

Per Google's December 2025 JavaScript SEO guidance, structured data injected via JavaScript may face delayed processing. For time-sensitive markup, especially Product and Offer types used in e-commerce, include your JSON-LD in the initial server-rendered HTML rather than injecting it with JavaScript after page load.

Product schema now supports Certification markup as of April 2025, which is useful for products with eco-labels, safety certifications, or industry compliance badges.

If Claude SEO detects a deprecated schema type on your site, it flags the type with its retirement date and recommends the current replacement or advises removal if no replacement exists.

What files does the schema command produce?

Running /seo schema produces two files:

  • SCHEMA-REPORT.md - detection and validation results with a table showing each found schema block, its type, status, and any issues
  • generated-schema.json - ready-to-use JSON-LD snippets that you can paste directly into your page's <head> section

The schema skill reference page has full documentation on all output formats, error handling, and edge cases.

Pairing with the technical audit

Structured data is one of the 9 categories in the technical SEO audit. The technical audit gives you a high-level pass/warn/fail status for structured data presence. The schema skill goes deeper with full validation, generation, and type-specific recommendations. For the most thorough analysis, run both.