Schema Generator — JSON-LD Markup for Any Page Type

Schema Priority Order for Local Businesses

The Merlino 5 Easy Wins schema priority sequence:

| Schema Type | Speed to Results | Page Type | |-------------|-----------------|-----------| | Q&A Schema (QAPage) | Hours | Any page with a question block | | FAQ Schema (FAQPage) | 1-3 days | Service pages, FAQ pages | | LocalBusiness + @id | Days to weeks | Homepage, contact page | | AggregateRating | 1-2 weeks | Homepage, service pages | | VideoObject | 1-2 weeks | Pages with embedded video |

Start with Q&A Schema. It ranks fastest. Move down the priority list after each type is deployed and indexed.

Page-Type to Schema-Type Mapping

| Page Type | Required Schema | Optional Schema | |-----------|----------------|-----------------| | Homepage | LocalBusiness + Organization + WebSite | AggregateRating, FAQPage | | Service page | Service + FAQPage | AggregateRating, HowTo | | Location page | LocalBusiness (branch) + FAQPage | GeoCoordinates, OpeningHoursSpecification | | Blog article | Article (or BlogPosting) + Person (author) | FAQPage, VideoObject | | FAQ page | FAQPage | HowTo | | Product page | Product + Offer + AggregateRating | Review | | About page | Organization + Person | ItemList | | Contact page | LocalBusiness | ContactPoint |

Critical Rules

@id is mandatory on LocalBusiness and Organization schemas. Link to the GMB CID URL (not the website homepage). This anchors the entity to Google's Knowledge Graph.

AggregateRating must come from third-party sources only — Google, Yelp, Facebook. Never self-host rating data or make up rating numbers. Policy violation = rich results penalty.

FAQPage requires visible Q&A on page. Every question-answer pair in the schema must appear as readable text on the page. Hidden content violates rich results guidelines.

Stacking schema types uses @graph pattern. When a page needs multiple schema types, wrap them in a single @graph array, not separate script tags.

LocalBusiness + AggregateRating Stack (Standard Template)

{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": "LocalBusiness",
      "@id": "https://g.co/kg/m/0EXAMPLE",
      "name": "Smith Roofing",
      "url": "https://smithroofing.com",
      "telephone": "+1-813-555-0123",
      "address": {
        "@type": "PostalAddress",
        "streetAddress": "123 Main St",
        "addressLocality": "Tampa",
        "addressRegion": "FL",
        "postalCode": "33602"
      },
      "aggregateRating": {
        "@type": "AggregateRating",
        "ratingValue": "4.9",
        "reviewCount": "127",
        "bestRating": "5"
      },
      "openingHoursSpecification": [
        {
          "@type": "OpeningHoursSpecification",
          "dayOfWeek": ["Monday","Tuesday","Wednesday","Thursday","Friday"],
          "opens": "08:00",
          "closes": "18:00"
        }
      ]
    }
  ]
}

AI Discoverability Schema Checklist

Schema also signals to AI platforms (ChatGPT Browse, Perplexity, Gemini):

[ ] knowsAbout array (3+ topics) on Organization or Person schema
[ ] sameAs links to 5+ platforms (Wikidata first, then Wikipedia, LinkedIn, YouTube)
[ ] speakable on Article schema (marks passages for voice/AI reading)
[ ] @id cross-references between schemas on the same page
[ ] JSON-LD in <head> of server-rendered HTML (not JavaScript-injected)

Validation

Before deployment, validate every schema block:

Google Rich Results Test: https://search.google.com/test/rich-results
Schema.org Validator: https://validator.schema.org

Both must pass. One passing is not sufficient — the tools catch different error types.

Cross-References

schema-stack — full stacking methodology and Merlino 5 Easy Wins sequence
schema-template-library — complete template library for all schema types
eeat-audit — E-E-A-T signals reinforced through schema (author, credentials, organization)
local-schema-builder — LocalBusiness schema specialized for service-area businesses

#seo-sop #seo #schema #structured-data #json-ld #rich-results