知识库 / 阶段 3 · 技术 SEO 与开发协作 / 搜索引擎优化（SEO） ↗ / 第 030 节

🏮 SEO结构化数据模板

SEO结构化数据模板（V1.0）#

类型覆盖：Article / NewsArticle / BlogPosting / VideoObject / Organization / BreadcrumbList / WebSite

一、文章类结构化数据模板（Article / NewsArticle / BlogPosting）#

适用：
✔ 资讯新闻站
✔ 导航站的博客模块
✔ 影视站的影评/剧情解读文章

<script type="application/ld+json">
{
 "@context": "https://schema.org",
 "@type": "Article",
 "headline": "{{title}}",
 "description": "{{description}}",
 "image": ["{{cover_image}}"],
 "author": {
   "@type": "Person",
   "name": "{{author}}"
 },
 "publisher": {
   "@type": "Organization",
   "name": "{{website_name}}",
   "logo": {
     "@type": "ImageObject",
     "url": "{{logo_url}}"
   }
 },
 "datePublished": "{{publish_date}}",
 "dateModified": "{{update_date}}",
 "mainEntityOfPage": "{{page_url}}"
}
</script>

二、新闻类结构化数据（NewsArticle）#

适用：
✔ 新闻站
✔ 快讯类内容
✔ 时效性更新页面

<script type="application/ld+json">
{
 "@context": "https://schema.org",
 "@type": "NewsArticle",
 "headline": "{{title}}",
 "datePublished": "{{publish_date}}",
 "dateModified": "{{update_date}}",
 "author": {"@type": "Person", "name": "{{author}}"},
 "articleSection": "{{category}}",
 "image": "{{cover_image}}",
 "description": "{{description}}",
 "mainEntityOfPage": "{{page_url}}",
 "publisher": {
   "@type": "Organization",
   "name": "{{website_name}}",
   "logo": { "@type": "ImageObject", "url": "{{logo_url}}" }
 }
}
</script>

三、视频类结构化数据模板（VideoObject）#

适用：
✔ 影视站
✔ 视频页（预告片、片段、影评视频）
✔ 视频类专题页

<script type="application/ld+json">
{
 "@context": "https://schema.org",
 "@type": "VideoObject",
 "name": "{{title}}",
 "description": "{{description}}",
 "thumbnailUrl": "{{thumbnail}}",
 "uploadDate": "{{publish_date}}",
 "duration": "{{duration}}",
 "contentUrl": "{{video_url}}",
 "embedUrl": "{{embed_url}}",
 "genre": "{{video_genre}}",
 "publisher": {
   "@type": "Organization",
   "name": "{{website_name}}"
 }
}
</script>

四、站点信息结构化数据（Organization）#

适用：
✔ 首页
✔ 关于页面
✔ 官方品牌页

<script type="application/ld+json">
{
 "@context": "https://schema.org",
 "@type": "Organization",
 "name": "{{website_name}}",
 "url": "{{website_url}}",
 "logo": "{{logo_url}}",
 "sameAs": [
   "{{social_1}}",
   "{{social_2}}",
   "{{social_3}}"
 ]
}
</script>

五、网站搜索结构（WebSite + SearchAction）#

适用：
✔ 有搜索功能的网站
✔ 资讯站 / 导航站 / 影视站通用

<script type="application/ld+json">
{
 "@context": "https://schema.org",
 "@type": "WebSite",
 "name": "{{website_name}}",
 "url": "{{website_url}}",
 "potentialAction": {
   "@type": "SearchAction",
   "target": "{{website_url}}/search/?q={search_term_string}",
   "query-input": "required name=search_term_string"
 }
}
</script>

六、面包屑结构化数据（BreadcrumbList）#

适用：
✔ 文章详情页
✔ 分类页
✔ 影视站内容页
✔ 导航站“分类 → 详情”结构

<script type="application/ld+json">
{
 "@context": "https://schema.org",
 "@type": "BreadcrumbList",
 "itemListElement": [
   {
     "@type": "ListItem",
     "position": 1,
     "name": "{{level1_name}}",
     "item": "{{level1_url}}"
   },
   {
     "@type": "ListItem",
     "position": 2,
     "name": "{{level2_name}}",
     "item": "{{level2_url}}"
   }
 ]
}
</script>

(注意：层级可无限扩展)

七、FAQ 结构化数据模板（FAQPage）#

适用：
✔ 资讯站FAQ
✔ 导航站帮助页面
✔ 影视站使用说明
✔ 提升搜索结果展示占位

<script type="application/ld+json">
{
 "@context": "https://schema.org",
 "@type": "FAQPage",
 "mainEntity": [
   {
     "@type": "Question",
     "name": "{{question_1}}",
     "acceptedAnswer": {
       "@type": "Answer",
       "text": "{{answer_1}}"
     }
   },
   {
     "@type": "Question",
     "name": "{{question_2}}",
     "acceptedAnswer": {
       "@type": "Answer",
       "text": "{{answer_2}}"
     }
   }
 ]
}
</script>

八、结构化模板使用规范（必须遵守）#

  1. 所有结构化数据必须与页面真实内容一致

  2. 不得虚假标注（否则会被处罚）

  3. JSON-LD 必须是可解析的标准 JSON

  4. 多个类型，可以同时使用（如 Article + BreadcrumbList）

  5. 但 一个页面只能有一个主要类型（如 Article 或 VideoObject）

  6. 字段尽量补齐（越完整越容易触发 Rich Results）

  7. 所有 URL 必须为完整绝对路径

  8. 更新内容时，应同步更新 dateModified 字段

  9. 影视站必须补齐 thumbnailUrl、duration、contentUrl 等关键字段

九、结构化数据验证工具（必用）#

每次部署结构化模板后，必须验证通过。

十、可输出为开发模板的变量字段（可提供给后端）#

示例字段：

{{title}}

{{description}}

{{publish_date}}

{{update_date}}

{{cover_image}}

{{thumbnail}}

{{video_url}}

{{page_url}}

{{category}}

{{website_name}}

{{website_url}}

{{logo_url}}

{{author}}

{{tag_list}}

SEO组可统一提供字段字典，开发直接模板化渲染。