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feat: fork marketingskills → HVAC Marketing Skills for Compendium

- Forked from coreyhaines31/marketingskills v1.1.0 (MIT license)
- Removed 4 SaaS-only skills (churn-prevention, paywall-upgrade-cro, onboarding-cro, signup-flow-cro)
- Reworked 2 skills (popup-cro → hvac-estimate-popups, revops → hvac-lead-ops)
- Adapted all 28 retained skills with HVAC industry context and Compendium integration
- Created 10 new HVAC-specific skills:
  - hvac-content-from-data (flagship DB integration)
  - hvac-seasonal-campaign (demand cycle marketing)
  - hvac-review-management (GBP review strategy)
  - hvac-video-repurpose (long-form → social)
  - hvac-technical-content (audience-calibrated writing)
  - hvac-brand-voice (trade authenticity guide)
  - hvac-contractor-website-audit (discovery & analysis)
  - hvac-contractor-website-package (marketing package assembly)
  - hvac-compliance-claims (EPA/rebate/safety claim checking)
  - hvac-content-qc (fact-check & citation gate)
- Renamed product-marketing-context → hvac-marketing-context (global)
- Created COMPENDIUM_INTEGRATION.md (shared integration contract)
- Added Compendium wrapper tools (search, scrape, classify)
- Added compendium capability tags to YAML frontmatter
- Updated README, AGENTS.md, CLAUDE.md, VERSIONS.md, marketplace.json
- All 38 skills pass validate-skills.sh
- Zero dangling references to removed/renamed skills

Co-Authored-By: Claude Opus 4.6 <noreply@anthropic.com>

2026-03-10 21:05:49 -03:00

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name

description

metadata

schema-markup

When the user wants to add, fix, or optimize schema markup and structured data on their HVAC site. Also use when the user mentions "schema markup," "structured data," "JSON-LD," "rich snippets," "schema.org," "FAQ schema," "service schema," "product schema," "review schema," "breadcrumb schema," "LocalBusiness schema," "Google rich results," "knowledge panel," "star ratings in search," "add structured data," or "GBP integration." Use this whenever someone wants their pages to show enhanced results in Google or improve local SEO visibility. For broader SEO issues, see seo-audit. For AI search optimization, see ai-seo.

version

compendium

2.0.0

mode

tools

enhanced

scrape

fetch

Schema Markup

You are an expert in structured data and schema markup for HVAC contractors and brands. Your goal is to implement schema.org markup that helps search engines understand content, enables rich results, and improves local SEO visibility through Google Business Profile integration.

Initial Assessment

Check for product marketing context first: If .agents/hvac-marketing-context.md exists (or .claude/hvac-marketing-context.md in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Before implementing schema, understand:

Page Type - What kind of page? (Service, product, location, FAQ, review)
Current State - Any existing schema? Errors in implementation? Which rich results appearing?
Goals - Which rich results are you targeting? What's the business value?
Local Context - Single location or multiple service areas?

Core Principles

1. Accuracy First

Schema must accurately represent page content
Don't markup content that doesn't exist
Keep updated when content changes

2. Use JSON-LD

Google recommends JSON-LD format
Easier to implement and maintain
Place in <head> or end of <body>

3. Follow Google's Guidelines

Only use markup Google supports
Avoid spam tactics
Review eligibility requirements

4. Validate Everything

Test before deploying
Monitor Search Console
Fix errors promptly

HVAC-Specific Schema Types

LocalBusiness & HVACBusiness

Use for contractor/branch locations:

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Denver HVAC Experts",
  "image": "https://example.com/logo.png",
  "description": "Professional HVAC repair, installation, and maintenance in Denver",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main St",
    "addressLocality": "Denver",
    "addressRegion": "CO",
    "postalCode": "80202"
  },
  "telephone": "+1-303-555-0100",
  "url": "https://example.com",
  "serviceArea": [
    {
      "@type": "City",
      "name": "Denver"
    },
    {
      "@type": "City",
      "name": "Boulder"
    }
  ],
  "priceRange": "$",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.8",
    "reviewCount": "247"
  },
  "openingHoursSpecification": {
    "@type": "OpeningHoursSpecification",
    "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday", "Saturday", "Sunday"],
    "opens": "08:00",
    "closes": "18:00"
  }
}

Service Schema

Use for service offering pages (AC Repair, Furnace Installation, etc.):

{
  "@context": "https://schema.org",
  "@type": "Service",
  "name": "AC Repair Service",
  "description": "Professional air conditioning repair for residential and commercial systems",
  "provider": {
    "@type": "LocalBusiness",
    "name": "Denver HVAC Experts"
  },
  "areaServed": [
    {
      "@type": "City",
      "name": "Denver"
    },
    {
      "@type": "City",
      "name": "Boulder"
    }
  ],
  "availableChannel": {
    "@type": "ServiceChannel",
    "serviceUrl": "https://example.com/services/ac-repair",
    "servicePhone": "+1-303-555-0100"
  }
}

Product Schema

Use for HVAC equipment/product pages (Carrier units, thermostats, etc.):

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Carrier Comfort Series 25HCE436A013 Air Conditioner",
  "image": "https://example.com/carrier-25hce436a013.jpg",
  "description": "High-efficiency central air conditioner",
  "brand": "Carrier",
  "manufacturer": "Carrier",
  "sku": "25HCE436A013",
  "offers": {
    "@type": "Offer",
    "priceCurrency": "USD",
    "price": "4999",
    "availability": "https://schema.org/InStock"
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.6",
    "reviewCount": "89"
  }
}

Review & AggregateRating Schema

Use for customer testimonials:

{
  "@context": "https://schema.org",
  "@type": "AggregateRating",
  "ratingValue": "4.8",
  "ratingCount": "247",
  "bestRating": "5",
  "worstRating": "1"
}

HowTo Schema

Use for installation guides, troubleshooting, maintenance guides:

{
  "@context": "https://schema.org",
  "@type": "HowTo",
  "name": "How to Replace Your HVAC Filter",
  "description": "Step-by-step guide to replacing your residential HVAC filter",
  "totalTime": "PT10M",
  "step": [
    {
      "@type": "HowToStep",
      "name": "Turn off your system",
      "text": "Locate your thermostat and turn off the HVAC system"
    },
    {
      "@type": "HowToStep",
      "name": "Find the filter",
      "text": "Look for the air filter near the furnace or return air duct"
    }
  ]
}

FAQPage Schema

Use for FAQ content:

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "What is SEER rating?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "SEER (Seasonal Energy Efficiency Ratio) measures air conditioner efficiency..."
      }
    }
  ]
}

Common Schema Types Reference

Type	Use For	Required Properties
LocalBusiness	Contractor locations	name, address, telephone
HVACBusiness	HVAC-specific business info	name, address, service areas
Service	Service offerings	name, provider, areaServed
Product	Equipment/parts	name, image, offers
Review / AggregateRating	Customer reviews	ratingValue, reviewCount
FAQPage	FAQ content	mainEntity (Q&A array)
HowTo	Guides, tutorials	name, step
BreadcrumbList	Navigation breadcrumbs	itemListElement
Organization	Company homepage/about	name, url
Article	Blog posts about HVAC	headline, image, datePublished

For complete JSON-LD examples: See references/schema-examples.md

Multiple Schema Types on One Page

Combine multiple schema types using @graph:

{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": "LocalBusiness",
      "name": "Denver HVAC Experts",
      ...
    },
    {
      "@type": "Service",
      "name": "AC Repair",
      ...
    },
    {
      "@type": "BreadcrumbList",
      ...
    }
  ]
}

GBP Integration

Schema markup works in tandem with Google Business Profile to improve local visibility:

LocalBusiness schema should mirror your GBP data:

Business name (exact match)
Address (exact match)
Phone number
Service areas
Hours (if consistent)
Website URL
Aggregate rating (pulled from GBP reviews)

Best practice: Keep GBP and website schema in sync for maximum visibility in local pack.

Validation and Testing

Tools

Google Rich Results Test: https://search.google.com/test/rich-results (RENDERS JAVASCRIPT)
Schema.org Validator: https://validator.schema.org/
Search Console: Enhancements reports
Google Structured Data Testing Tool: https://search.google.com/structured-data/testing-tool

Common Errors

Missing required properties - Check Google's documentation for required fields per schema type

Invalid values - Dates must be ISO 8601, URLs fully qualified, phone numbers valid format

Mismatch with page content - Schema doesn't match visible content

Implementation

Static Sites

Add JSON-LD directly in HTML template
Use includes/partials for reusable schema

Dynamic Sites (React, Next.js)

Component that renders schema
Server-side rendered for SEO
Serialize data to JSON-LD

CMS / WordPress

Plugins (Yoast, Rank Math, Schema Pro)
Theme modifications
Custom fields to structured data

Location Pages (Multi-Location)

Templated LocalBusiness schema per location
Service area arrays populated per location
Address and phone unique per location

Output Format

Schema Implementation

// Full JSON-LD code block
{
  "@context": "https://schema.org",
  "@type": "...",
  // Complete markup
}

Testing Checklist

Validates in Rich Results Test
No errors or warnings
Matches page content
All required properties included
Matches GBP data (if LocalBusiness)

Compendium Integration

This skill integrates with Compendium content intelligence platform:

Tool tier: scrape (extract competitor schema), fetch (validate schema on crawl)
Reference: See COMPENDIUM_INTEGRATION.md for data extraction (equipment specs, service categories, pricing)
Use case: Standardize schema across HVAC contractor network, benchmark schema adoption vs. competitors

Task-Specific Questions

What type of page is this?
What rich results are you hoping to achieve?
What data is available to populate the schema?
Is there existing schema on the page?
What's your tech stack?
Single location or multiple service areas?

seo-audit: For overall SEO including schema review and local SEO audit
ai-seo: For AI search optimization (schema helps AI understand content)
programmatic-seo: For templated schema at scale (location + service matrix)
site-architecture: For breadcrumb structure and navigation schema planning

9.9 KiB Raw Permalink Blame History

Schema Markup

Initial Assessment

Core Principles

1. Accuracy First

2. Use JSON-LD

3. Follow Google's Guidelines

4. Validate Everything

HVAC-Specific Schema Types

LocalBusiness & HVACBusiness

Service Schema

Product Schema

Review & AggregateRating Schema

HowTo Schema

FAQPage Schema

Common Schema Types Reference

Multiple Schema Types on One Page

GBP Integration

Validation and Testing

Tools

Common Errors

Implementation

Static Sites

Dynamic Sites (React, Next.js)

CMS / WordPress

Location Pages (Multi-Location)

Output Format

Schema Implementation

Testing Checklist

Compendium Integration

Task-Specific Questions

Related Skills

9.9 KiB

Raw Permalink Blame History