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SEO AUDIT / REFERENCE

Structured Data Examples

Structured Data Examples, included with Mike Filsaime's SEO Audit skill.

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Structured Data Examples

JSON-LD templates for common Schema.org types. Copy and customize for implementation.

Table of Contents

  1. WebSite
  2. Organization
  3. LocalBusiness
  4. Article
  5. Product
  6. FAQ
  7. BreadcrumbList
  8. HowTo
  9. Event
  10. Video

WebSite

Basic website schema with sitelinks search box:

{
  "@context": "https://schema.org",
  "@type": "WebSite",
  "name": "Site Name",
  "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"
  }
}

Organization

Company/brand schema:

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Company Name",
  "url": "https://example.com",
  "logo": "https://example.com/logo.png",
  "description": "Brief company description",
  "foundingDate": "2020",
  "founders": [
    {
      "@type": "Person",
      "name": "Founder Name"
    }
  ],
  "contactPoint": {
    "@type": "ContactPoint",
    "telephone": "+1-800-555-1234",
    "contactType": "customer service",
    "availableLanguage": ["English"]
  },
  "sameAs": [
    "https://www.facebook.com/company",
    "https://twitter.com/company",
    "https://www.linkedin.com/company/company",
    "https://www.instagram.com/company"
  ]
}

LocalBusiness

For businesses with physical locations:

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Business Name",
  "image": "https://example.com/photos/storefront.jpg",
  "url": "https://example.com",
  "telephone": "+1-555-123-4567",
  "priceRange": "$$",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main Street",
    "addressLocality": "City",
    "addressRegion": "ST",
    "postalCode": "12345",
    "addressCountry": "US"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 40.7128,
    "longitude": -74.0060
  },
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
      "opens": "09:00",
      "closes": "17:00"
    },
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": "Saturday",
      "opens": "10:00",
      "closes": "14:00"
    }
  ],
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.5",
    "reviewCount": "127"
  }
}

Article

For blog posts and news articles:

{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "Article Title (max 110 characters)",
  "description": "Brief article description",
  "image": [
    "https://example.com/photos/1x1/photo.jpg",
    "https://example.com/photos/4x3/photo.jpg",
    "https://example.com/photos/16x9/photo.jpg"
  ],
  "datePublished": "2024-01-15T08:00:00+00:00",
  "dateModified": "2024-01-20T10:30:00+00:00",
  "author": {
    "@type": "Person",
    "name": "Author Name",
    "url": "https://example.com/author/author-name"
  },
  "publisher": {
    "@type": "Organization",
    "name": "Publisher Name",
    "logo": {
      "@type": "ImageObject",
      "url": "https://example.com/logo.png"
    }
  },
  "mainEntityOfPage": {
    "@type": "WebPage",
    "@id": "https://example.com/article-url"
  }
}

Product

For e-commerce product pages:

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Product Name",
  "image": [
    "https://example.com/photos/product-1.jpg",
    "https://example.com/photos/product-2.jpg"
  ],
  "description": "Product description",
  "sku": "SKU12345",
  "mpn": "MPN12345",
  "brand": {
    "@type": "Brand",
    "name": "Brand Name"
  },
  "offers": {
    "@type": "Offer",
    "url": "https://example.com/product",
    "priceCurrency": "USD",
    "price": "99.99",
    "priceValidUntil": "2025-12-31",
    "availability": "https://schema.org/InStock",
    "itemCondition": "https://schema.org/NewCondition",
    "seller": {
      "@type": "Organization",
      "name": "Seller Name"
    }
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.8",
    "reviewCount": "89"
  },
  "review": {
    "@type": "Review",
    "reviewRating": {
      "@type": "Rating",
      "ratingValue": "5",
      "bestRating": "5"
    },
    "author": {
      "@type": "Person",
      "name": "Reviewer Name"
    },
    "reviewBody": "Review text here..."
  }
}

FAQ

For FAQ pages (eligible for rich results):

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "What is the first question?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "The answer to the first question goes here. Can include <a href=\"https://example.com\">links</a> and basic HTML."
      }
    },
    {
      "@type": "Question",
      "name": "What is the second question?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "The answer to the second question."
      }
    },
    {
      "@type": "Question",
      "name": "What is the third question?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "The answer to the third question."
      }
    }
  ]
}

BreadcrumbList

For breadcrumb navigation:

{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    {
      "@type": "ListItem",
      "position": 1,
      "name": "Home",
      "item": "https://example.com"
    },
    {
      "@type": "ListItem",
      "position": 2,
      "name": "Category",
      "item": "https://example.com/category"
    },
    {
      "@type": "ListItem",
      "position": 3,
      "name": "Current Page",
      "item": "https://example.com/category/current-page"
    }
  ]
}

HowTo

For instructional content:

{
  "@context": "https://schema.org",
  "@type": "HowTo",
  "name": "How to Do Something",
  "description": "Brief description of the how-to",
  "image": "https://example.com/photos/how-to.jpg",
  "totalTime": "PT30M",
  "estimatedCost": {
    "@type": "MonetaryAmount",
    "currency": "USD",
    "value": "50"
  },
  "supply": [
    {
      "@type": "HowToSupply",
      "name": "Supply item 1"
    },
    {
      "@type": "HowToSupply",
      "name": "Supply item 2"
    }
  ],
  "tool": [
    {
      "@type": "HowToTool",
      "name": "Tool 1"
    }
  ],
  "step": [
    {
      "@type": "HowToStep",
      "name": "Step 1 Title",
      "text": "Description of step 1",
      "image": "https://example.com/photos/step1.jpg",
      "url": "https://example.com/how-to#step1"
    },
    {
      "@type": "HowToStep",
      "name": "Step 2 Title",
      "text": "Description of step 2",
      "image": "https://example.com/photos/step2.jpg",
      "url": "https://example.com/how-to#step2"
    }
  ]
}

Event

For events and webinars:

{
  "@context": "https://schema.org",
  "@type": "Event",
  "name": "Event Name",
  "description": "Event description",
  "image": "https://example.com/photos/event.jpg",
  "startDate": "2025-03-15T19:00:00-05:00",
  "endDate": "2025-03-15T22:00:00-05:00",
  "eventStatus": "https://schema.org/EventScheduled",
  "eventAttendanceMode": "https://schema.org/OnlineEventAttendanceMode",
  "location": {
    "@type": "VirtualLocation",
    "url": "https://example.com/event-stream"
  },
  "organizer": {
    "@type": "Organization",
    "name": "Organizer Name",
    "url": "https://example.com"
  },
  "performer": {
    "@type": "Person",
    "name": "Performer Name"
  },
  "offers": {
    "@type": "Offer",
    "url": "https://example.com/tickets",
    "price": "0",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock",
    "validFrom": "2025-01-01T00:00:00-05:00"
  }
}

Video

For video content:

{
  "@context": "https://schema.org",
  "@type": "VideoObject",
  "name": "Video Title",
  "description": "Video description",
  "thumbnailUrl": "https://example.com/photos/thumbnail.jpg",
  "uploadDate": "2024-01-15T08:00:00+00:00",
  "duration": "PT5M30S",
  "contentUrl": "https://example.com/videos/video.mp4",
  "embedUrl": "https://example.com/embed/video",
  "publisher": {
    "@type": "Organization",
    "name": "Publisher Name",
    "logo": {
      "@type": "ImageObject",
      "url": "https://example.com/logo.png"
    }
  }
}

Implementation Notes

  1. Place in <head>: Add JSON-LD in a <script type="application/ld+json"> tag
  2. One script per type: Use separate script tags for each schema type
  3. Validate: Test with Google Rich Results Test
  4. Keep updated: Ensure data matches visible page content
  5. No hidden content: Schema must reflect what users see