Seo structured data

Skill mvstepanek/nextjs-ecommerce-seo-skills/global-skills/seo-structured-data

SEO skills for AI coding assistants (Claude Code + GitHub Copilot) targeting Next.js e-commerce sites

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npx -y skills add mvstepanek/nextjs-ecommerce-seo-skills --skill seo-structured-data

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Schema.org structured data rules for JSON-LD markup in Next.js. Use when adding or modifying structured data, product schemas, breadcrumbs, or FAQ markup.

SKILL.md

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Structured Data (JSON-LD) Guidelines

Follow these rules when implementing schema.org structured data.

General Rules

Always use JSON-LD — Google's preferred format (not Microdata or RDFa)
Render server-side — ensure JSON-LD is in the initial HTML (Server Components in App Router, or rendered in the page component with SSR in Pages Router)
Validate — test with Google Rich Results Test before deploying
Prefer one script tag per page — use @graph to combine multiple schemas. Multiple tags are valid but harder to maintain.
Data must match visible content — Google penalizes mismatches

Implementation Pattern

export function JsonLd({ data }: { data: Record<string, unknown> }) {
  return (
    <script
      type="application/ld+json"
      dangerouslySetInnerHTML={{ __html: JSON.stringify(data) }}
    />
  );
}

Common Schema Types

Product (e-commerce pages)

{
  "@type": "Product",
  name: product.name,
  description: product.description,
  sku: product.sku,
  brand: { "@type": "Brand", name: siteConfig.brandName },
  image: product.images,
  offers: {
    "@type": "Offer",
    price: product.price,
    priceCurrency: getCurrencyForLocale(locale),
    availability: "https://schema.org/InStock", // or OutOfStock, PreOrder
    seller: { "@type": "Organization", name: siteConfig.brandName },
  }
}

Required for rich results: name, image, offers.price, offers.priceCurrency, offers.availability.

BreadcrumbList

{
  "@type": "BreadcrumbList",
  itemListElement: [
    { "@type": "ListItem", position: 1, name: "Home", item: `${siteConfig.url}/` },
    { "@type": "ListItem", position: 2, name: "Category", item: `${siteConfig.url}/category` },
    { "@type": "ListItem", position: 3, name: "Current Page" }, // No item URL for current page
  ]
}

FAQPage

Note: Since August 2023, Google has progressively restricted FAQ rich results to a small number of well-known, authoritative government and health websites. For e-commerce sites, FAQ schema provides essentially zero value from Google. Other search engines (Bing) may still use it, but the ROI is minimal. Skip FAQ schema on e-commerce sites unless you have a specific non-Google reason.

{
  "@type": "FAQPage",
  mainEntity: [
    { "@type": "Question", name: "Q text", acceptedAnswer: { "@type": "Answer", text: "A text" } },
  ]
}

Only add FAQ schema on pages with visible Q&A content. Min 2 questions. Implementation is optional given the restricted eligibility above.

WebSite (with Search)

{
  "@type": "WebSite",
  name: siteConfig.brandName,
  url: siteConfig.url,
  potentialAction: {
    "@type": "SearchAction",
    target: { "@type": "EntryPoint", urlTemplate: `${siteConfig.url}/search?q={query}` },
    "query-input": "required name=query"
  }
}

Combining Schemas

Use @graph when a page has multiple schema types:

<JsonLd data={{
  "@context": "https://schema.org",
  "@graph": [productSchema, breadcrumbSchema]
}} />

Common Mistakes

Missing price/availability on Product — prevents rich results
FAQ schema without visible FAQ — Google considers this spam
Breadcrumbs don't match visible UI — must be identical
Multiple script tags — prefer @graph to keep structured data organized (multiple tags are valid but harder to maintain)
Relative URLs in schema — always use absolute URLs