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Magnus HedemarkandGitHub 531ff67537 feat(seo): consolidate answer and generative search optimization

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Schema Markup / Structured Data Reference

Structured data helps search engines understand the content of a page and enables rich results in SERPs (FAQ snippets, HowTo steps, breadcrumbs, article previews).

JSON-LD Format

Google's preferred format. Structured data is typically JSON-LD injected through the CMS, application templates, or a supported code-injection mechanism.

Basic Structure

{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "Title of the Article",
  "description": "150-160 char meta description",
  "author": {
    "@type": "Person",
    "name": "Example Author"
  },
  "datePublished": "2026-05-01",
  "dateModified": "2026-05-15",
  "image": "https://example.com/image.jpg",
  "publisher": {
    "@type": "Organization",
    "name": "Groktopus",
    "logo": {
      "@type": "ImageObject",
      "url": "https://www.example.com/favicon.png"
    }
  }
}

Schema Types for Platform-specific implementation notes

TechArticle (example.com)

Use for technical/analytical content about AI, enterprise technology, and engineering.

{
  "@context": "https://schema.org",
  "@type": "TechArticle",
  "headline": "Article Title",
  "description": "Description",
  "author": {
    "@type": "Person",
    "name": "Example Author"
  },
  "datePublished": "2026-05-01",
  "dateModified": "2026-05-15",
  "proficiencyLevel": "Advanced",
  "about": {
    "@type": "Thing",
    "name": "Topic area"
  }
}

Article / BlogPosting (example.com)

Use for personal blog and analytical long-form content.

{
  "@context": "https://schema.org",
  "@type": "BlogPosting",
  "headline": "Title",
  "description": "Description",
  "author": {
    "@type": "Person",
    "name": "Example Author"
  },
  "datePublished": "2026-05-01",
  "dateModified": "2026-05-15"
}

For articles authored by Jasper:

{
  "@context": "https://schema.org",
  "@type": "BlogPosting",
  "headline": "Title",
  "description": "Description",
  "author": {
    "@type": "Person",
    "name": "Jasper"
  },
  "datePublished": "2026-05-01",
  "dateModified": "2026-05-15"
}

FAQPage (All Sites)

Use when the article answers multiple distinct questions. Enables FAQ rich results in SERPs.

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "Question 1?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Answer text here."
      }
    },
    {
      "@type": "Question",
      "name": "Question 2?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Answer text here."
      }
    }
  ]
}

Requirements for Google rich result eligibility:

Minimum 2 questions
Questions must be visible text on the page (not hidden)
Each Question must match visible content
Answers must be clearly visible to the user (not just in schema)
Google may show up to 4 FAQ entries in the SERP

HowTo (Tutorials, Technical Guides)

Use for step-by-step guides and tutorials on any site.

{
  "@context": "https://schema.org",
  "@type": "HowTo",
  "name": "How to Title",
  "description": "Description of the tutorial",
  "step": [
    {
      "@type": "HowToStep",
      "position": 1,
      "name": "Step 1",
      "text": "Description of step 1."
    },
    {
      "@type": "HowToStep",
      "position": 2,
      "name": "Step 2",
      "text": "Description of step 2."
    }
  ]
}

Use on all sites to enable breadcrumb rich results in SERPs.

{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    {
      "@type": "ListItem",
      "position": 1,
      "name": "Home",
      "item": "https://www.example.com/"
    },
    {
      "@type": "ListItem",
      "position": 2,
      "name": "Category",
      "item": "https://www.example.com/category/"
    },
    {
      "@type": "ListItem",
      "position": 3,
      "name": "Article Title",
      "item": "https://www.example.com/article-slug/"
    }
  ]
}

Organization (Site-level)

Use on all sites for site-level schema (injected globally, not per-page).

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Site Name",
  "url": "https://www.example.com/",
  "logo": "https://www.example.com/favicon.png",
  "sameAs": [
    "https://twitter.com/username",
    "https://github.com/username"
  ]
}

Platform-Specific Implementation

Ghost CMS (example.com, example.org, example.net)

Per-page schema:

Ghost injects basic JSON-LD automatically (Article type with headline, dates, author)
Custom schema (FAQPage, HowTo, TechArticle) goes in:
- Post-level: Settings → Code Injection → Post Header (<script type="application/ld+json">...</script>)
- Site-level: Settings → Code Injection → Site Header (BreadcrumbList, Organization)

Verification:

View source → search for application/ld+json
Test with Google Rich Results Test: https://search.google.com/test/rich-results
Test with Schema.org Validator: https://validator.schema.org/

Ghost auto-generated schema limitations:

Ghost only generates Article/BlogPosting schema by default
FAQPage, HowTo, TechArticle, BreadcrumbList, Product all require custom injection
Author info in Ghost's default schema may need enrichment (add author URL, sameAs)

Hugo (example.com)