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seo-schema-jsonld (M5)

Structured data is the single highest-leverage signal for both classic rich results and AI citation. Reference: references/schema-tier1.md. Templates: schema/jsonld-templates/.

Inputs

Work from the PageSnapshot named in your dispatch envelope: read parsed from <run_dir>/pages/<slug>.json (jsonld[], microdata_items, headings[], images[]); Grep pages/<slug>.html for verbatim evidence; site artifacts live in <run_dir>/site/{robots.json,sitemaps.json,discovery.json}. Deterministic findings already emitted by audit.mjs are listed in <run_dir>/findings.deterministic.json — do not re-emit those ids; add model-judged findings only. If invoked directly with a URL/path and no snapshot exists, first run node "${CLAUDE_PLUGIN_ROOT}/scripts/snapshot.mjs" <target> --out "${CLAUDE_PLUGIN_DATA}/runs" and use the printed snapshot path.

Audits

Working from the PageSnapshot (parsed_rendered when render.used is not none, else parsed):

1. Detect every <script type="application/ld+json"> block; parse JSON; note any inline microdata/RDFa (flag for migration to JSON-LD).
2. Validate each block: valid JSON, recognized @type, required + recommended properties present per references/schema-tier1.md.
3. Completeness vs the page's content & vertical: e.g. an article page should have Article/BlogPosting with author (Person), datePublished, dateModified, image, publisher; a product page Product + Offer (price, priceCurrency, availability).
4. Entity hygiene: stable @id, @graph linkage, sameAs (defer the sameAs audit detail to M6/seo-entity-linking).
5. Date agreement: schema datePublished/dateModified should match visible dates (cross-check with M13).
6. Deprecation honesty: if FAQPage/HowTo present, do NOT report them as a rich-result win — label deprecated-for-SERP (still parseable by AI).

Fixes (fixable: auto)

Generate complete, valid JSON-LD blocks inferred from page content for any missing/incomplete Tier-1 type:

• Article/BlogPosting from <article>, <h1>, byline, dates, hero image.
• Organization/WebSite from footer/contact/logo.
• Product+Offer from product DOM (name, image, price, currency, availability).
• BreadcrumbList from nav breadcrumb.
• Person (author) with credential fields the user supplies.

Use a single @graph with stable @ids. Inject missing dateModified/@id. The block is a diff for fix (AUTO). Never invent prices, dates, ratings, or sameAs identity links — ask or leave a clearly-marked TODO placeholder the user fills.

Verification

• Offline: node "${CLAUDE_PLUGIN_ROOT}/scripts/validate-jsonld.mjs" --snapshot <pages/<slug>.json> (or --url <u>) — checks JSON validity + required properties against the templates.
• Tier 1: confirm eligibility with Google Rich Results Test / schema.org validator. When unavailable, status is needs_api, not pass.

Findings

Emit findings per schema/finding.schema.json. Severity policy: 5 is reserved for catastrophic, eligibility-killing facts at site/template scope; 4 major · 3 moderate · 2 minor · 1 cosmetic · 0 informational — and only an established severity-5 fail in an active category can cap a score (references/scoring-model.md). Examples:

• M5.article.missing — no Article schema on an editorial page (fail, severity 4, fixable: auto, axis both, confidence established).
• M5.product.missing_offer_price — Product without Offer.price on a product page (fail, severity 4, fixable: auto, axis both, confidence established). Only nodes that DECLARE a product here count (lib/jsonld.mjs classifyProductNodes): a hasVariant member belongs to its ProductGroup, a review's itemReviewed and an isSimilarTo/isRelatedTo node point at an item declared elsewhere, and a nested url/name-only node is a pointer — none of them is markup this page is missing.
• M5.jsonld.invalid_json — a ld+json block that does not parse, so every type inside it is invisible (fail, severity 4, fixable: auto, axis both, confidence established).
• M5.jsonld.contradicts_page — marked-up values (price, rating, date, author) disagree with what the page displays (fail, severity 4, fixable: proposed, axis both, confidence established).
• M5.faqpage.deprecated_richresult — FAQPage present (warn, severity 1, fixable: advisory, axis ai, confidence established; rationale cites Google's FAQ rich-result removal; not counted as a win).

Platform-conditional ids. This module also emits 4 ids that fire only when profile.json names the platform (shopify, wordpress). They are indexed in references/routing.md § Platform-conditional finding ids and specified in references/platforms/<id>.md §10.

Each finding: evidence.observed quotes what's on the page; verification.reproduce is the runnable command above; expected_impact is banded + confidence-tagged (no naked %).

Honesty

• Google documents no special schema.org type, property, or "AI schema" for its AI features. Eligibility for AI Overviews / AI Mode comes from being indexed and snippet-eligible (M14), not from markup. What is documented, and therefore established, is that structured data must be valid and consistent with the visible page to be used at all — for rich results and for the merchant/business data Google ingests. Frame schema work as "make the page machine-readable and honest", not "unlock AI citations".
• FAQPage/HowTo: still parseable, no Google rich results — keep them if present, do not add them expecting SERP features.
• Don't mark up content that is not visible on the page, and keep schema consistent with any product feed; invented or mismatched values invite manual actions and disapprovals, not wins.
• A valid block is a floor, not a ranking lever: report the presence of correct schema as eligibility, never as a predicted position change.