# Schema.org JSON-LD Templates Reference for `seo-validate` Category 3 (Structured Data). Required properties for the rich-result-eligible types, with JSON-LD templates. Source: Schema.org vocabulary + Google Search Central rich-results requirements. ## Base Format All JSON-LD is embedded in ` ``` **Universal required properties** (checked by Category 3): - `@context` — always `https://schema.org`. - `@type` — valid Schema.org type name. Multiple types on one page: use an array: ```html ``` --- ## Article For blog posts, news, editorial content. ```json { "@context": "https://schema.org", "@type": "Article", "headline": "Article headline (max 110 chars for Google rich results)", "image": [ "https://example.com/16x9.jpg", "https://example.com/4x3.jpg", "https://example.com/1x1.jpg" ], "datePublished": "2026-04-09T08:00:00+00:00", "dateModified": "2026-04-10T12:00:00+00:00", "author": [{ "@type": "Person", "name": "Jane Doe", "url": "https://example.com/authors/jane-doe" }], "publisher": { "@type": "Organization", "name": "ExampleCo", "logo": { "@type": "ImageObject", "url": "https://example.com/logo.png" } }, "mainEntityOfPage": { "@type": "WebPage", "@id": "https://example.com/blog/article-slug" }, "description": "Short description of the article" } ``` **Required** (Category 3 flags absence): `headline`, `author`, `datePublished`, `image`. **Strongly recommended**: `dateModified`, `publisher`, `mainEntityOfPage`. Subtypes: `NewsArticle`, `BlogPosting`, `TechArticle`, `OpinionNewsArticle`. --- ## FAQPage Triggers rich FAQ results in SERP. ```json { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "What is X?", "acceptedAnswer": { "@type": "Answer", "text": "X is ..." } }, { "@type": "Question", "name": "How much does X cost?", "acceptedAnswer": { "@type": "Answer", "text": "X costs $..." } } ] } ``` **Required**: `mainEntity` array with ≥2 `Question` items, each with `name` + `acceptedAnswer.text`. Google restriction: FAQ rich results only shown for authoritative government/health sites as of August 2023 — but the markup still helps LLM extraction (GEO). --- ## HowTo For step-by-step instructional content. ```json { "@context": "https://schema.org", "@type": "HowTo", "name": "How to reset your password", "description": "Steps to reset your account password", "totalTime": "PT5M", "supply": [ { "@type": "HowToSupply", "name": "Email access" } ], "tool": [ { "@type": "HowToTool", "name": "Web browser" } ], "step": [ { "@type": "HowToStep", "name": "Go to the login page", "text": "Navigate to https://example.com/login", "url": "https://example.com/login" }, { "@type": "HowToStep", "name": "Click 'Forgot password'", "text": "On the login page, click the 'Forgot password' link." } ] } ``` **Required**: `name`, `step` array with ≥2 `HowToStep` items. --- ## BreadcrumbList Breadcrumb trails in SERP. ```json { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://example.com/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://example.com/blog" }, { "@type": "ListItem", "position": 3, "name": "Article Title" } ] } ``` **Required**: `itemListElement` array with `position`, `name`, and `item` (except last). Last item omits `item` since it's the current page. --- ## Organization Defines your company/brand for Knowledge Graph. ```json { "@context": "https://schema.org", "@type": "Organization", "name": "ExampleCo", "url": "https://example.com", "logo": "https://example.com/logo.png", "sameAs": [ "https://twitter.com/exampleco", "https://www.linkedin.com/company/exampleco", "https://github.com/exampleco" ], "contactPoint": [{ "@type": "ContactPoint", "telephone": "+1-555-123-4567", "contactType": "customer service", "areaServed": "US", "availableLanguage": ["en", "es"] }] } ``` **Required**: `name`, `url`, `logo`. Subtypes for specific kinds: `Corporation`, `NGO`, `EducationalOrganization`, `LocalBusiness` (see below). Typically placed once on the site, in a shared layout. `WebSite` schema can reference it via `publisher`. --- ## Product For e-commerce product pages. ```json { "@context": "https://schema.org", "@type": "Product", "name": "Product name", "image": [ "https://example.com/product-1x1.jpg", "https://example.com/product-4x3.jpg", "https://example.com/product-16x9.jpg" ], "description": "Product description", "brand": { "@type": "Brand", "name": "Brand Name" }, "sku": "SKU-12345", "mpn": "MPN-12345", "gtin13": "0123456789012", "offers": { "@type": "Offer", "url": "https://example.com/products/sku-12345", "priceCurrency": "USD", "price": "49.99", "priceValidUntil": "2027-01-01", "availability": "https://schema.org/InStock", "itemCondition": "https://schema.org/NewCondition" }, "aggregateRating": { "@type": "AggregateRating", "ratingValue": "4.6", "reviewCount": "142" }, "review": [{ "@type": "Review", "author": { "@type": "Person", "name": "Jane" }, "reviewRating": { "@type": "Rating", "ratingValue": "5" }, "reviewBody": "Great product." }] } ``` **Required**: `name`, `image`, `offers` (with `price` + `priceCurrency` + `availability`). **Strongly recommended for rich results**: `aggregateRating`, `review`, `brand`. --- ## LocalBusiness For brick-and-mortar businesses (local SEO). ```json { "@context": "https://schema.org", "@type": "LocalBusiness", "@id": "https://example.com/#local-business", "name": "ExampleCo Store", "image": "https://example.com/store.jpg", "url": "https://example.com", "telephone": "+1-555-123-4567", "address": { "@type": "PostalAddress", "streetAddress": "123 Main St", "addressLocality": "San Francisco", "addressRegion": "CA", "postalCode": "94110", "addressCountry": "US" }, "geo": { "@type": "GeoCoordinates", "latitude": 37.7749, "longitude": -122.4194 }, "openingHoursSpecification": [ { "@type": "OpeningHoursSpecification", "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"], "opens": "09:00", "closes": "18:00" }, { "@type": "OpeningHoursSpecification", "dayOfWeek": "Saturday", "opens": "10:00", "closes": "16:00" } ], "priceRange": "$$" } ``` **Required**: `name`, `address`, `telephone`. **Strongly recommended**: `openingHoursSpecification`, `geo`, `url`, `image`. Use more specific subtypes when applicable: `Restaurant`, `Hotel`, `MedicalClinic`, `Store`, `AutoDealer`, etc. --- ## WebSite (with SearchAction) Enables sitelinks search box in SERP. ```json { "@context": "https://schema.org", "@type": "WebSite", "name": "ExampleCo", "url": "https://example.com", "potentialAction": { "@type": "SearchAction", "target": { "@type": "EntryPoint", "urlTemplate": "https://example.com/search?q={search_term_string}" }, "query-input": "required name=search_term_string" } } ``` --- ## Event For conferences, concerts, webinars. ```json { "@context": "https://schema.org", "@type": "Event", "name": "Event name", "startDate": "2026-06-15T09:00:00-07:00", "endDate": "2026-06-15T17:00:00-07:00", "eventAttendanceMode": "https://schema.org/OfflineEventAttendanceMode", "eventStatus": "https://schema.org/EventScheduled", "location": { "@type": "Place", "name": "Venue Name", "address": { "@type": "PostalAddress", ... } }, "image": ["https://example.com/event.jpg"], "description": "...", "offers": { "@type": "Offer", "url": "https://example.com/event", "price": "99.00", "priceCurrency": "USD", "availability": "https://schema.org/InStock", "validFrom": "2026-01-01T00:00:00-08:00" }, "organizer": { "@type": "Organization", "name": "ExampleCo", "url": "https://example.com" } } ``` **Required**: `name`, `startDate`, `location` (or `eventAttendanceMode: OnlineEventAttendanceMode`). --- ## Recipe For food recipes. ```json { "@context": "https://schema.org", "@type": "Recipe", "name": "Recipe name", "image": ["..."], "author": { "@type": "Person", "name": "Jane Doe" }, "datePublished": "2026-04-09", "description": "...", "prepTime": "PT15M", "cookTime": "PT1H", "totalTime": "PT1H15M", "recipeYield": "8 servings", "recipeIngredient": ["2 cups flour", "1 tsp salt"], "recipeInstructions": [ { "@type": "HowToStep", "text": "..." } ], "nutrition": { "@type": "NutritionInformation", "calories": "250 calories" }, "aggregateRating": { "@type": "AggregateRating", "ratingValue": "4.8", "reviewCount": "42" } } ``` --- ## VideoObject For video content. ```json { "@context": "https://schema.org", "@type": "VideoObject", "name": "Video title", "description": "...", "thumbnailUrl": ["https://example.com/thumb-16x9.jpg"], "uploadDate": "2026-04-09T08:00:00+00:00", "duration": "PT5M30S", "contentUrl": "https://example.com/video.mp4", "embedUrl": "https://example.com/embed/video" } ``` --- ## Common Mistakes (flagged by Category 3) 1. **Missing `@context`** or wrong value (e.g., `http://` instead of `https://`). 2. **Wrong `@type`** (e.g., `article` lowercase — must be `Article`). 3. **Dates not in ISO 8601** (`2026-04-09` good; `April 9, 2026` bad). 4. **Relative URLs** for `image`, `logo`, `url` — must be absolute. 5. **Missing required properties** per type (see each section above). 6. **Markup doesn't match visible content** — violates Google guidelines. 7. **Duplicate JSON-LD blocks** with conflicting data — consolidate into one. 8. **Fake reviews / made-up aggregate ratings** — violates Google guidelines. --- ## Testing - Google Rich Results Test: https://search.google.com/test/rich-results - Schema.org validator: https://validator.schema.org/ --- ## References - Schema.org: https://schema.org/ - Google rich results: https://developers.google.com/search/docs/appearance/structured-data - JSON-LD 1.1: https://www.w3.org/TR/json-ld11/