diff --git a/bskyweb/cmd/bskyweb/jsonld.go b/bskyweb/cmd/bskyweb/jsonld.go
new file mode 100644
index 0000000000..e466ecf6c1
--- /dev/null
+++ b/bskyweb/cmd/bskyweb/jsonld.go
@@ -0,0 +1,474 @@
+package main
+
+import (
+	"encoding/json"
+	"fmt"
+
+	appbsky "github.com/bluesky-social/indigo/api/bsky"
+	"github.com/bluesky-social/indigo/atproto/syntax"
+)
+
+// schema.org structured-data types emitted on post and profile pages.
+//
+// These mirror the shapes recommended by Google Search for
+// DiscussionForumPosting (post pages) and ProfilePage (profile pages). The
+// goal of building these in Go (rather than writing JSON inline in Pongo2
+// templates) is to get correct JSON escaping for free via encoding/json, and
+// to keep the schema in one place that is easy to unit-test.
+//
+// All fields use omitempty aggressively so optional fields don't emit empty
+// strings or null values that would otherwise confuse Google's validator.
+
+const schemaOrgContext = "https://schema.org"
+
+type interactionStat struct {
+	Type                 string `json:"@type"`
+	InteractionType      string `json:"interactionType"`
+	UserInteractionCount int64  `json:"userInteractionCount"`
+}
+
+type personOrOrg struct {
+	Type                 string            `json:"@type"`
+	Name                 string            `json:"name,omitempty"`
+	AlternateName        string            `json:"alternateName,omitempty"`
+	Identifier           string            `json:"identifier,omitempty"`
+	URL                  string            `json:"url,omitempty"`
+	Description          string            `json:"description,omitempty"`
+	Image                string            `json:"image,omitempty"`
+	InteractionStat      []interactionStat `json:"interactionStatistic,omitempty"`
+	AgentInteractionStat []interactionStat `json:"agentInteractionStatistic,omitempty"`
+}
+
+type sharedContent struct {
+	Type string `json:"@type"`
+	URL  string `json:"url"`
+}
+
+type discussionForumPosting struct {
+	Context         string                   `json:"@context,omitempty"`
+	Type            string                   `json:"@type"`
+	URL             string                   `json:"url,omitempty"`
+	Identifier      string                   `json:"identifier,omitempty"`
+	Author          *personOrOrg             `json:"author,omitempty"`
+	Text            string                   `json:"text,omitempty"`
+	Image           []string                 `json:"image,omitempty"`
+	ThumbnailURL    string                   `json:"thumbnailUrl,omitempty"`
+	DatePublished   string                   `json:"datePublished,omitempty"`
+	InteractionStat []interactionStat        `json:"interactionStatistic,omitempty"`
+	CommentCount    *int64                   `json:"commentCount,omitempty"`
+	Comment         []discussionForumPosting `json:"comment,omitempty"`
+	IsBasedOn       string                   `json:"isBasedOn,omitempty"`
+	SharedContent   *sharedContent           `json:"sharedContent,omitempty"`
+}
+
+// Replies reuse discussionForumPosting via buildReplyNode, which produces a
+// "shallow" form: it includes author, text, datePublished, url, identifier,
+// and media (image, thumbnailUrl) but does NOT recurse into nested
+// comment[], isBasedOn, or sharedContent. This bounds the size of the
+// emitted JSON-LD on posts with deep reply trees.
+
+type webPage struct {
+	Context    string                 `json:"@context"`
+	Type       string                 `json:"@type"`
+	URL        string                 `json:"url,omitempty"`
+	MainEntity discussionForumPosting `json:"mainEntity"`
+}
+
+type profilePage struct {
+	Context     string                   `json:"@context"`
+	Type        string                   `json:"@type"`
+	DateCreated string                   `json:"dateCreated,omitempty"`
+	MainEntity  *personOrOrg             `json:"mainEntity"`
+	HasPart     []discussionForumPosting `json:"hasPart,omitempty"`
+}
+
+// maxComments is the maximum number of top-level replies emitted in
+// DiscussionForumPosting.comment[]. Bounded to keep SSR HTML payload small.
+const maxComments = 10
+
+// maxRecentPosts is the maximum number of recent posts emitted on a profile
+// page in ProfilePage.hasPart[].
+const maxRecentPosts = 10
+
+// authorFeedFetchLimit is how many entries to request from getAuthorFeed
+// when populating ProfilePage.hasPart. We oversample because the
+// posts_no_replies filter still returns reposts (which we drop client-side
+// — only the author's own posts go in hasPart). A 3x oversample is a safe
+// margin even for profiles that repost frequently.
+const authorFeedFetchLimit = 3 * maxRecentPosts
+
+// bskyPostURL returns the canonical handle-form URL for a post, given the
+// post's author handle and at-uri. Returns "" if the URI cannot be parsed or
+// the handle is unusable (handle.invalid).
+func bskyPostURL(handle, atURI string) string {
+	if handle == "" || handle == "handle.invalid" {
+		return ""
+	}
+	parsed, err := syntax.ParseATURI(atURI)
+	if err != nil {
+		return ""
+	}
+	rkey := parsed.RecordKey()
+	if rkey == "" {
+		return ""
+	}
+	return fmt.Sprintf("https://bsky.app/profile/%s/post/%s", handle, rkey.String())
+}
+
+// bskyProfileURL returns the canonical handle-form URL for a profile.
+// Returns "" if the handle is unusable.
+func bskyProfileURL(handle string) string {
+	if handle == "" || handle == "handle.invalid" {
+		return ""
+	}
+	return fmt.Sprintf("https://bsky.app/profile/%s", handle)
+}
+
+// extractPostMedia returns (image thumbnail URLs, single thumbnailUrl).
+// thumbnailUrl is the first image's thumb (or the video thumbnail). All URLs
+// are reused verbatim from the appview response — the same strings that go
+// into og:image meta tags — so Google sees byte-identical media references.
+func extractPostMedia(pv *appbsky.FeedDefs_PostView, embedHidden bool) ([]string, string) {
+	if pv == nil || pv.Embed == nil || embedHidden {
+		return nil, ""
+	}
+
+	if pv.Embed.EmbedImages_View != nil {
+		images := pv.Embed.EmbedImages_View.Images
+		if len(images) == 0 {
+			return nil, ""
+		}
+		urls := make([]string, 0, len(images))
+		for _, img := range images {
+			urls = append(urls, img.Thumb)
+		}
+		return urls, urls[0]
+	}
+	if pv.Embed.EmbedVideo_View != nil {
+		if pv.Embed.EmbedVideo_View.Thumbnail != nil {
+			t := *pv.Embed.EmbedVideo_View.Thumbnail
+			return []string{t}, t
+		}
+		return nil, ""
+	}
+	if pv.Embed.EmbedRecordWithMedia_View != nil && pv.Embed.EmbedRecordWithMedia_View.Media != nil {
+		media := pv.Embed.EmbedRecordWithMedia_View.Media
+		if media.EmbedImages_View != nil {
+			images := media.EmbedImages_View.Images
+			if len(images) == 0 {
+				return nil, ""
+			}
+			urls := make([]string, 0, len(images))
+			for _, img := range images {
+				urls = append(urls, img.Thumb)
+			}
+			return urls, urls[0]
+		}
+		if media.EmbedVideo_View != nil && media.EmbedVideo_View.Thumbnail != nil {
+			t := *media.EmbedVideo_View.Thumbnail
+			return []string{t}, t
+		}
+	}
+	return nil, ""
+}
+
+// extractQuotedPostURL returns the canonical handle-form URL of a quoted
+// post, if the embed is a viewable record (not blocked / detached / not
+// found / non-post record like a feed generator or list).
+func extractQuotedPostURL(pv *appbsky.FeedDefs_PostView) string {
+	if pv == nil || pv.Embed == nil {
+		return ""
+	}
+	var rec *appbsky.EmbedRecord_View
+	if pv.Embed.EmbedRecord_View != nil {
+		rec = pv.Embed.EmbedRecord_View
+	} else if pv.Embed.EmbedRecordWithMedia_View != nil {
+		rec = pv.Embed.EmbedRecordWithMedia_View.Record
+	}
+	if rec == nil || rec.Record == nil {
+		return ""
+	}
+	vr := rec.Record.EmbedRecord_ViewRecord
+	if vr == nil || vr.Author == nil {
+		// Skip _ViewBlocked, _ViewNotFound, _ViewDetached, and non-post records.
+		return ""
+	}
+	return bskyPostURL(vr.Author.Handle, vr.Uri)
+}
+
+// extractSharedContentURL returns the URL of an external link embedded in
+// the post (or in the media slot of a record-with-media embed).
+func extractSharedContentURL(pv *appbsky.FeedDefs_PostView) string {
+	if pv == nil || pv.Embed == nil {
+		return ""
+	}
+	if pv.Embed.EmbedExternal_View != nil && pv.Embed.EmbedExternal_View.External != nil {
+		return pv.Embed.EmbedExternal_View.External.Uri
+	}
+	if pv.Embed.EmbedRecordWithMedia_View != nil &&
+		pv.Embed.EmbedRecordWithMedia_View.Media != nil &&
+		pv.Embed.EmbedRecordWithMedia_View.Media.EmbedExternal_View != nil &&
+		pv.Embed.EmbedRecordWithMedia_View.Media.EmbedExternal_View.External != nil {
+		return pv.Embed.EmbedRecordWithMedia_View.Media.EmbedExternal_View.External.Uri
+	}
+	return ""
+}
+
+// buildAuthor constructs a Person object. Organization classification for
+// custom-domain or organization-style accounts is a future enhancement; for
+// now, every author is emitted as Person.
+func buildAuthor(author *appbsky.ActorDefs_ProfileViewBasic) *personOrOrg {
+	if author == nil {
+		return nil
+	}
+	p := &personOrOrg{
+		Type: "Person",
+	}
+	if author.DisplayName != nil && *author.DisplayName != "" {
+		p.Name = *author.DisplayName
+		if author.Handle != "" {
+			p.AlternateName = "@" + author.Handle
+		}
+	} else if author.Handle != "" {
+		p.Name = "@" + author.Handle
+	}
+	if url := bskyProfileURL(author.Handle); url != "" {
+		p.URL = url
+	}
+	return p
+}
+
+// postEmbedHidden checks self-labels and post-view labels for any label that
+// causes embeds to be omitted. Mirrors logic in WebPost handler so the
+// JSON-LD shape stays consistent with og:image emission.
+func postEmbedHidden(pv *appbsky.FeedDefs_PostView, hideLabels map[string]bool) bool {
+	if pv == nil {
+		return false
+	}
+	for _, label := range pv.Labels {
+		isNeg := label.Neg != nil && *label.Neg
+		if hideLabels[label.Val] && !isNeg {
+			return true
+		}
+	}
+	if pv.Record != nil {
+		if rec, ok := pv.Record.Val.(*appbsky.FeedPost); ok {
+			if rec.Labels != nil && rec.Labels.LabelDefs_SelfLabels != nil {
+				for _, label := range rec.Labels.LabelDefs_SelfLabels.Values {
+					if hideLabels[label.Val] {
+						return true
+					}
+				}
+			}
+		}
+	}
+	return false
+}
+
+// postRecordText returns the expanded post text (with shortened links
+// expanded back to full URLs) or "" if the record is missing or malformed.
+func postRecordText(pv *appbsky.FeedDefs_PostView) string {
+	if pv == nil || pv.Record == nil {
+		return ""
+	}
+	rec, ok := pv.Record.Val.(*appbsky.FeedPost)
+	if !ok {
+		return ""
+	}
+	return ExpandPostText(rec)
+}
+
+// buildPostStats returns the standard like/comment/share interaction stat
+// triple. CommentAction count uses ReplyCount to match what Google expects
+// in InteractionCounter; commentCount is emitted separately on
+// DiscussionForumPosting.
+func buildPostStats(pv *appbsky.FeedDefs_PostView) []interactionStat {
+	if pv == nil {
+		return nil
+	}
+	deref := func(p *int64) int64 {
+		if p == nil {
+			return 0
+		}
+		return *p
+	}
+	return []interactionStat{
+		{Type: "InteractionCounter", InteractionType: "https://schema.org/LikeAction", UserInteractionCount: deref(pv.LikeCount)},
+		{Type: "InteractionCounter", InteractionType: "https://schema.org/CommentAction", UserInteractionCount: deref(pv.ReplyCount)},
+		{Type: "InteractionCounter", InteractionType: "https://schema.org/ShareAction", UserInteractionCount: deref(pv.RepostCount) + deref(pv.QuoteCount)},
+	}
+}
+
+// buildPostNode constructs a DiscussionForumPosting (in nested form, no
+// @context, no envelope). Used both for top-level posts and for entries in
+// hasPart / comment arrays. Returns the zero value if pv or pv.Author is nil
+// — callers should treat that as "skip this entry".
+func buildPostNode(pv *appbsky.FeedDefs_PostView, replies []*appbsky.FeedDefs_ThreadViewPost_Replies_Elem, hideLabels map[string]bool) discussionForumPosting {
+	if pv == nil || pv.Author == nil {
+		return discussionForumPosting{}
+	}
+	embedHidden := postEmbedHidden(pv, hideLabels)
+	images, thumb := extractPostMedia(pv, embedHidden)
+
+	node := discussionForumPosting{
+		Type:            "DiscussionForumPosting",
+		URL:             bskyPostURL(pv.Author.Handle, pv.Uri),
+		Identifier:      pv.Uri,
+		Author:          buildAuthor(pv.Author),
+		Text:            postRecordText(pv),
+		Image:           images,
+		ThumbnailURL:    thumb,
+		DatePublished:   pv.IndexedAt,
+		InteractionStat: buildPostStats(pv),
+	}
+
+	if pv.ReplyCount != nil {
+		node.CommentCount = pv.ReplyCount
+	} else {
+		zero := int64(0)
+		node.CommentCount = &zero
+	}
+
+	if !embedHidden {
+		if quoted := extractQuotedPostURL(pv); quoted != "" {
+			node.IsBasedOn = quoted
+		}
+		if shared := extractSharedContentURL(pv); shared != "" {
+			node.SharedContent = &sharedContent{Type: "WebPage", URL: shared}
+		}
+	}
+
+	for _, r := range replies {
+		if r == nil || r.FeedDefs_ThreadViewPost == nil || r.FeedDefs_ThreadViewPost.Post == nil {
+			continue
+		}
+		if len(node.Comment) >= maxComments {
+			break
+		}
+		reply := buildReplyNode(r.FeedDefs_ThreadViewPost.Post, hideLabels)
+		if reply.Type == "" {
+			// nil-Author guard tripped; skip rather than emit a malformed entry.
+			continue
+		}
+		node.Comment = append(node.Comment, reply)
+	}
+
+	return node
+}
+
+// buildReplyNode builds a "shallow" DiscussionForumPosting for a reply
+// comment: includes media but skips nested comment[], isBasedOn, and
+// sharedContent (per project decision to bound payload size). Returns the
+// zero value if pv or pv.Author is nil — callers should treat that as
+// "skip this entry".
+func buildReplyNode(pv *appbsky.FeedDefs_PostView, hideLabels map[string]bool) discussionForumPosting {
+	if pv == nil || pv.Author == nil {
+		return discussionForumPosting{}
+	}
+	embedHidden := postEmbedHidden(pv, hideLabels)
+	images, thumb := extractPostMedia(pv, embedHidden)
+
+	node := discussionForumPosting{
+		Type:          "DiscussionForumPosting",
+		URL:           bskyPostURL(pv.Author.Handle, pv.Uri),
+		Identifier:    pv.Uri,
+		Author:        buildAuthor(pv.Author),
+		Text:          postRecordText(pv),
+		Image:         images,
+		ThumbnailURL:  thumb,
+		DatePublished: pv.IndexedAt,
+	}
+	return node
+}
+
+// buildPostJSONLD marshals the top-level WebPage envelope for a post page.
+// This is what gets injected into <script type="application/ld+json">.
+func buildPostJSONLD(pv *appbsky.FeedDefs_PostView, replies []*appbsky.FeedDefs_ThreadViewPost_Replies_Elem, canonicalURL string, hideLabels map[string]bool) (string, error) {
+	if pv == nil || pv.Author == nil {
+		return "", fmt.Errorf("nil post view or author")
+	}
+	node := buildPostNode(pv, replies, hideLabels)
+
+	// Top-level entity: wrap in WebPage envelope per Google's recommendation.
+	envelope := webPage{
+		Context:    schemaOrgContext,
+		Type:       "WebPage",
+		URL:        canonicalURL,
+		MainEntity: node,
+	}
+	b, err := json.Marshal(envelope)
+	if err != nil {
+		return "", err
+	}
+	return string(b), nil
+}
+
+// buildProfileJSONLD marshals the ProfilePage object (including hasPart
+// recent posts) for a profile page.
+func buildProfileJSONLD(pv *appbsky.ActorDefs_ProfileViewDetailed, recentPosts []*appbsky.FeedDefs_PostView, hideLabels map[string]bool) (string, error) {
+	if pv == nil {
+		return "", fmt.Errorf("nil profile view")
+	}
+
+	person := &personOrOrg{
+		Type:       "Person",
+		Identifier: pv.Did,
+	}
+	if pv.DisplayName != nil && *pv.DisplayName != "" {
+		person.Name = *pv.DisplayName
+		person.AlternateName = "@" + pv.Handle
+	} else {
+		person.Name = "@" + pv.Handle
+	}
+	if pv.Description != nil {
+		person.Description = *pv.Description
+	}
+	if pv.Avatar != nil {
+		person.Image = *pv.Avatar
+	}
+
+	deref := func(p *int64) int64 {
+		if p == nil {
+			return 0
+		}
+		return *p
+	}
+	person.InteractionStat = []interactionStat{
+		{Type: "InteractionCounter", InteractionType: "https://schema.org/FollowAction", UserInteractionCount: deref(pv.FollowersCount)},
+	}
+	person.AgentInteractionStat = []interactionStat{
+		{Type: "InteractionCounter", InteractionType: "https://schema.org/FollowAction", UserInteractionCount: deref(pv.FollowsCount)},
+		{Type: "InteractionCounter", InteractionType: "https://schema.org/WriteAction", UserInteractionCount: deref(pv.PostsCount)},
+	}
+
+	page := profilePage{
+		Context:    schemaOrgContext,
+		Type:       "ProfilePage",
+		MainEntity: person,
+	}
+	if pv.CreatedAt != nil {
+		page.DateCreated = *pv.CreatedAt
+	}
+
+	for _, rp := range recentPosts {
+		if rp == nil {
+			continue
+		}
+		if len(page.HasPart) >= maxRecentPosts {
+			break
+		}
+		// Recent posts go in nested form (no replies, no envelope).
+		node := buildPostNode(rp, nil, hideLabels)
+		if node.Type == "" {
+			// nil-Author guard tripped; skip.
+			continue
+		}
+		page.HasPart = append(page.HasPart, node)
+	}
+
+	b, err := json.Marshal(page)
+	if err != nil {
+		return "", err
+	}
+	return string(b), nil
+}
diff --git a/bskyweb/cmd/bskyweb/jsonld_test.go b/bskyweb/cmd/bskyweb/jsonld_test.go
new file mode 100644
index 0000000000..5e497e6082
--- /dev/null
+++ b/bskyweb/cmd/bskyweb/jsonld_test.go
@@ -0,0 +1,533 @@
+package main
+
+import (
+	"encoding/json"
+	"fmt"
+	"strings"
+	"testing"
+
+	comatprototypes "github.com/bluesky-social/indigo/api/atproto"
+	appbsky "github.com/bluesky-social/indigo/api/bsky"
+	lexutil "github.com/bluesky-social/indigo/lex/util"
+)
+
+// strPtr / intPtr / boolPtr - small helpers for the optional appbsky fields.
+func strPtr(s string) *string { return &s }
+func intPtr(i int64) *int64   { return &i }
+
+// newProfileViewDetailed returns a populated ProfileViewDetailed for tests.
+func newProfileViewDetailed() *appbsky.ActorDefs_ProfileViewDetailed {
+	return &appbsky.ActorDefs_ProfileViewDetailed{
+		Did:            "did:plc:alice",
+		Handle:         "alice.bsky.social",
+		DisplayName:    strPtr("Alice"),
+		Description:    strPtr("just a person"),
+		Avatar:         strPtr("https://cdn.bsky.app/img/avatar/plain/a@jpeg"),
+		FollowersCount: intPtr(100),
+		FollowsCount:   intPtr(50),
+		PostsCount:     intPtr(200),
+		CreatedAt:      strPtr("2023-01-01T00:00:00Z"),
+	}
+}
+
+// makePostView builds a minimal valid post view for tests.
+func makePostView(handle, did, rkey, text string, opts ...func(*appbsky.FeedDefs_PostView)) *appbsky.FeedDefs_PostView {
+	uri := "at://" + did + "/app.bsky.feed.post/" + rkey
+	pv := &appbsky.FeedDefs_PostView{
+		Uri:         uri,
+		Cid:         "bafy-test",
+		IndexedAt:   "2024-01-02T03:04:05Z",
+		LikeCount:   intPtr(7),
+		ReplyCount:  intPtr(3),
+		RepostCount: intPtr(2),
+		QuoteCount:  intPtr(1),
+		Author: &appbsky.ActorDefs_ProfileViewBasic{
+			Did:         did,
+			Handle:      handle,
+			DisplayName: strPtr("Test User"),
+		},
+		Record: &lexutil.LexiconTypeDecoder{
+			Val: &appbsky.FeedPost{
+				Text:      text,
+				CreatedAt: "2024-01-02T03:04:05Z",
+			},
+		},
+	}
+	for _, opt := range opts {
+		opt(pv)
+	}
+	return pv
+}
+
+// withImages adds a simple images embed.
+func withImages(thumbs ...string) func(*appbsky.FeedDefs_PostView) {
+	return func(pv *appbsky.FeedDefs_PostView) {
+		var images []*appbsky.EmbedImages_ViewImage
+		for _, t := range thumbs {
+			images = append(images, &appbsky.EmbedImages_ViewImage{Thumb: t, Fullsize: t + "_full"})
+		}
+		pv.Embed = &appbsky.FeedDefs_PostView_Embed{
+			EmbedImages_View: &appbsky.EmbedImages_View{Images: images},
+		}
+	}
+}
+
+// withVideo adds a video embed with a thumbnail.
+func withVideo(thumb string) func(*appbsky.FeedDefs_PostView) {
+	return func(pv *appbsky.FeedDefs_PostView) {
+		pv.Embed = &appbsky.FeedDefs_PostView_Embed{
+			EmbedVideo_View: &appbsky.EmbedVideo_View{Thumbnail: strPtr(thumb)},
+		}
+	}
+}
+
+// withExternalEmbed adds an external link embed.
+func withExternalEmbed(uri, title string) func(*appbsky.FeedDefs_PostView) {
+	return func(pv *appbsky.FeedDefs_PostView) {
+		pv.Embed = &appbsky.FeedDefs_PostView_Embed{
+			EmbedExternal_View: &appbsky.EmbedExternal_View{
+				External: &appbsky.EmbedExternal_ViewExternal{Uri: uri, Title: title, Description: "desc"},
+			},
+		}
+	}
+}
+
+// withQuotePost adds a record (quote-post) embed of the given target post.
+func withQuotePost(qHandle, qDid, qRkey string) func(*appbsky.FeedDefs_PostView) {
+	return func(pv *appbsky.FeedDefs_PostView) {
+		pv.Embed = &appbsky.FeedDefs_PostView_Embed{
+			EmbedRecord_View: &appbsky.EmbedRecord_View{
+				Record: &appbsky.EmbedRecord_View_Record{
+					EmbedRecord_ViewRecord: &appbsky.EmbedRecord_ViewRecord{
+						Uri: "at://" + qDid + "/app.bsky.feed.post/" + qRkey,
+						Cid: "bafy-quoted",
+						Author: &appbsky.ActorDefs_ProfileViewBasic{
+							Did:    qDid,
+							Handle: qHandle,
+						},
+						IndexedAt: "2024-01-01T00:00:00Z",
+					},
+				},
+			},
+		}
+	}
+}
+
+// withQuotePostBlocked adds a blocked-record embed (should NOT produce isBasedOn).
+func withQuotePostBlocked() func(*appbsky.FeedDefs_PostView) {
+	return func(pv *appbsky.FeedDefs_PostView) {
+		pv.Embed = &appbsky.FeedDefs_PostView_Embed{
+			EmbedRecord_View: &appbsky.EmbedRecord_View{
+				Record: &appbsky.EmbedRecord_View_Record{
+					EmbedRecord_ViewBlocked: &appbsky.EmbedRecord_ViewBlocked{
+						Uri:     "at://did:plc:blocked/app.bsky.feed.post/x",
+						Blocked: true,
+					},
+				},
+			},
+		}
+	}
+}
+
+// withSelfLabel adds a self-label that should hide embeds.
+func withSelfLabel(val string) func(*appbsky.FeedDefs_PostView) {
+	return func(pv *appbsky.FeedDefs_PostView) {
+		rec, _ := pv.Record.Val.(*appbsky.FeedPost)
+		rec.Labels = &appbsky.FeedPost_Labels{
+			LabelDefs_SelfLabels: &comatprototypes.LabelDefs_SelfLabels{
+				Values: []*comatprototypes.LabelDefs_SelfLabel{{Val: val}},
+			},
+		}
+	}
+}
+
+// unmarshalLD parses the JSON-LD blob produced by buildPostJSONLD.
+func unmarshalLD(t *testing.T, s string) map[string]any {
+	t.Helper()
+	var out map[string]any
+	if err := json.Unmarshal([]byte(s), &out); err != nil {
+		t.Fatalf("invalid JSON-LD: %v\n%s", err, s)
+	}
+	return out
+}
+
+func TestBuildPostJSONLD_Bare(t *testing.T) {
+	pv := makePostView("alice.bsky.social", "did:plc:alice", "abc123", "hello")
+	canonical := "https://bsky.app/profile/alice.bsky.social/post/abc123"
+	out, err := buildPostJSONLD(pv, nil, canonical, hideEmbedLabels)
+	if err != nil {
+		t.Fatal(err)
+	}
+	envelope := unmarshalLD(t, out)
+	if envelope["@context"] != "https://schema.org" {
+		t.Errorf("@context wrong: %v", envelope["@context"])
+	}
+	if envelope["@type"] != "WebPage" {
+		t.Errorf("@type should be WebPage, got %v", envelope["@type"])
+	}
+	if envelope["url"] != canonical {
+		t.Errorf("url should be canonical, got %v", envelope["url"])
+	}
+	main, ok := envelope["mainEntity"].(map[string]any)
+	if !ok {
+		t.Fatalf("mainEntity missing")
+	}
+	if main["@type"] != "DiscussionForumPosting" {
+		t.Errorf("mainEntity @type wrong: %v", main["@type"])
+	}
+	// nested entity should NOT have @context (Google's preferred shape).
+	if _, present := main["@context"]; present {
+		t.Errorf("nested mainEntity should not have @context")
+	}
+	if main["url"] != canonical {
+		t.Errorf("post url wrong: %v", main["url"])
+	}
+	if main["identifier"] != pv.Uri {
+		t.Errorf("identifier should be at-uri: %v", main["identifier"])
+	}
+	if main["text"] != "hello" {
+		t.Errorf("text wrong: %v", main["text"])
+	}
+	if main["datePublished"] != "2024-01-02T03:04:05Z" {
+		t.Errorf("datePublished wrong: %v", main["datePublished"])
+	}
+	// commentCount should always be emitted, even at zero.
+	cc, ok := main["commentCount"].(float64)
+	if !ok || int64(cc) != 3 {
+		t.Errorf("commentCount wrong: %v", main["commentCount"])
+	}
+	// no images on bare post
+	if _, present := main["image"]; present {
+		t.Errorf("bare post should not have image")
+	}
+	if _, present := main["thumbnailUrl"]; present {
+		t.Errorf("bare post should not have thumbnailUrl")
+	}
+	if _, present := main["isBasedOn"]; present {
+		t.Errorf("bare post should not have isBasedOn")
+	}
+	if _, present := main["sharedContent"]; present {
+		t.Errorf("bare post should not have sharedContent")
+	}
+}
+
+func TestBuildPostJSONLD_WithImages(t *testing.T) {
+	thumb1 := "https://cdn.bsky.app/img/feed_thumbnail/plain/did:plc:alice/abc@jpeg"
+	thumb2 := "https://cdn.bsky.app/img/feed_thumbnail/plain/did:plc:alice/def@jpeg"
+	pv := makePostView("alice.bsky.social", "did:plc:alice", "abc123", "look", withImages(thumb1, thumb2))
+	out, err := buildPostJSONLD(pv, nil, "https://bsky.app/profile/alice.bsky.social/post/abc123", hideEmbedLabels)
+	if err != nil {
+		t.Fatal(err)
+	}
+	main := unmarshalLD(t, out)["mainEntity"].(map[string]any)
+	imgs, ok := main["image"].([]any)
+	if !ok {
+		t.Fatalf("image should be array, got %T", main["image"])
+	}
+	if len(imgs) != 2 {
+		t.Errorf("expected 2 images, got %d", len(imgs))
+	}
+	if imgs[0] != thumb1 {
+		t.Errorf("image[0] should equal first thumb, got %v", imgs[0])
+	}
+	if main["thumbnailUrl"] != thumb1 {
+		t.Errorf("thumbnailUrl should equal image[0] (Google byte-equality requirement), got %v", main["thumbnailUrl"])
+	}
+}
+
+func TestBuildPostJSONLD_WithVideo(t *testing.T) {
+	thumb := "https://cdn.bsky.app/img/video_thumbnail/plain/did:plc:alice/v@jpeg"
+	pv := makePostView("alice.bsky.social", "did:plc:alice", "abc123", "watch", withVideo(thumb))
+	out, _ := buildPostJSONLD(pv, nil, "u", hideEmbedLabels)
+	main := unmarshalLD(t, out)["mainEntity"].(map[string]any)
+	if main["thumbnailUrl"] != thumb {
+		t.Errorf("video thumbnailUrl wrong: %v", main["thumbnailUrl"])
+	}
+	imgs := main["image"].([]any)
+	if len(imgs) != 1 || imgs[0] != thumb {
+		t.Errorf("image[0] should be video thumb, got %v", imgs)
+	}
+}
+
+func TestBuildPostJSONLD_QuotePost(t *testing.T) {
+	pv := makePostView("alice.bsky.social", "did:plc:alice", "abc123", "quoting!", withQuotePost("bob.example.com", "did:plc:bob", "xyz"))
+	out, _ := buildPostJSONLD(pv, nil, "u", hideEmbedLabels)
+	main := unmarshalLD(t, out)["mainEntity"].(map[string]any)
+	if main["isBasedOn"] != "https://bsky.app/profile/bob.example.com/post/xyz" {
+		t.Errorf("isBasedOn wrong: %v", main["isBasedOn"])
+	}
+}
+
+func TestBuildPostJSONLD_QuoteBlocked(t *testing.T) {
+	pv := makePostView("alice.bsky.social", "did:plc:alice", "abc123", "quoting blocked", withQuotePostBlocked())
+	out, _ := buildPostJSONLD(pv, nil, "u", hideEmbedLabels)
+	main := unmarshalLD(t, out)["mainEntity"].(map[string]any)
+	if _, present := main["isBasedOn"]; present {
+		t.Errorf("blocked quote should not produce isBasedOn")
+	}
+}
+
+func TestBuildPostJSONLD_ExternalEmbed(t *testing.T) {
+	pv := makePostView("alice.bsky.social", "did:plc:alice", "abc123", "check this out", withExternalEmbed("https://www.spiegel.de/article", "Title"))
+	out, _ := buildPostJSONLD(pv, nil, "u", hideEmbedLabels)
+	main := unmarshalLD(t, out)["mainEntity"].(map[string]any)
+	sc, ok := main["sharedContent"].(map[string]any)
+	if !ok {
+		t.Fatalf("sharedContent missing")
+	}
+	if sc["@type"] != "WebPage" {
+		t.Errorf("sharedContent type wrong: %v", sc["@type"])
+	}
+	if sc["url"] != "https://www.spiegel.de/article" {
+		t.Errorf("sharedContent url wrong: %v", sc["url"])
+	}
+}
+
+func TestBuildPostJSONLD_HiddenEmbed(t *testing.T) {
+	thumb := "https://cdn.bsky.app/img/x@jpeg"
+	pv := makePostView("alice.bsky.social", "did:plc:alice", "abc123", "nsfw",
+		withImages(thumb), withSelfLabel("porn"))
+	out, _ := buildPostJSONLD(pv, nil, "u", hideEmbedLabels)
+	main := unmarshalLD(t, out)["mainEntity"].(map[string]any)
+	if _, present := main["image"]; present {
+		t.Errorf("hidden-embed post should not emit image")
+	}
+	if _, present := main["thumbnailUrl"]; present {
+		t.Errorf("hidden-embed post should not emit thumbnailUrl")
+	}
+}
+
+func TestBuildPostJSONLD_TextEscaping(t *testing.T) {
+	// Crafted to break naive string concatenation: includes ", \, newline,
+	// </script>, and a unicode character.
+	tricky := "hello \"world\" \\ <\\>\n</script> 🎉"
+	pv := makePostView("alice.bsky.social", "did:plc:alice", "abc123", tricky)
+	out, err := buildPostJSONLD(pv, nil, "u", hideEmbedLabels)
+	if err != nil {
+		t.Fatal(err)
+	}
+	// Must round-trip through the JSON parser.
+	main := unmarshalLD(t, out)["mainEntity"].(map[string]any)
+	if main["text"] != tricky {
+		t.Errorf("text round-trip failed: got %q want %q", main["text"], tricky)
+	}
+	// Defensive: literal "</script>" must not appear in the output, since
+	// that would break out of <script type="application/ld+json">.
+	if strings.Contains(out, "</script>") {
+		t.Errorf("output contains literal </script>, would break HTML embedding")
+	}
+}
+
+func TestBuildPostJSONLD_Replies(t *testing.T) {
+	pv := makePostView("alice.bsky.social", "did:plc:alice", "abc123", "main")
+	*pv.ReplyCount = 14
+
+	// 14 replies: 12 valid, 1 not-found, 1 blocked. The cap is maxComments=10
+	// so we expect exactly 10 valid entries in comment[], with the
+	// non-thread variants filtered out.
+	const validReplies = 12
+	var replies []*appbsky.FeedDefs_ThreadViewPost_Replies_Elem
+	for i := 0; i < validReplies; i++ {
+		rkey := fmt.Sprintf("reply%02d", i)
+		reply := makePostView(fmt.Sprintf("rep%02d.bsky.social", i),
+			fmt.Sprintf("did:plc:rep%02d", i), rkey, "reply text")
+		replies = append(replies, &appbsky.FeedDefs_ThreadViewPost_Replies_Elem{
+			FeedDefs_ThreadViewPost: &appbsky.FeedDefs_ThreadViewPost{Post: reply},
+		})
+	}
+	replies = append(replies, &appbsky.FeedDefs_ThreadViewPost_Replies_Elem{
+		FeedDefs_NotFoundPost: &appbsky.FeedDefs_NotFoundPost{Uri: "at://x/y/z"},
+	})
+	replies = append(replies, &appbsky.FeedDefs_ThreadViewPost_Replies_Elem{
+		FeedDefs_BlockedPost: &appbsky.FeedDefs_BlockedPost{Uri: "at://x/y/z"},
+	})
+
+	out, _ := buildPostJSONLD(pv, replies, "u", hideEmbedLabels)
+	main := unmarshalLD(t, out)["mainEntity"].(map[string]any)
+
+	if cc := main["commentCount"].(float64); int64(cc) != 14 {
+		t.Errorf("commentCount should reflect ReplyCount, got %v", cc)
+	}
+	comments, ok := main["comment"].([]any)
+	if !ok {
+		t.Fatalf("comment array missing")
+	}
+	if len(comments) != maxComments {
+		t.Errorf("expected %d comments (capped from %d valid), got %d", maxComments, validReplies, len(comments))
+	}
+	// First comment must be the first reply (FIFO order, not the not-found
+	// one which sits at the end).
+	first := comments[0].(map[string]any)
+	if first["identifier"] != "at://did:plc:rep00/app.bsky.feed.post/reply00" {
+		t.Errorf("first comment should be reply00, got %v", first["identifier"])
+	}
+	// Each comment must NOT have nested comment[]/isBasedOn/sharedContent.
+	for i, c := range comments {
+		cm := c.(map[string]any)
+		if _, present := cm["comment"]; present {
+			t.Errorf("reply %d should not have nested comment[]", i)
+		}
+		if _, present := cm["isBasedOn"]; present {
+			t.Errorf("reply %d should not have isBasedOn", i)
+		}
+		if _, present := cm["sharedContent"]; present {
+			t.Errorf("reply %d should not have sharedContent", i)
+		}
+		if cm["@type"] != "DiscussionForumPosting" {
+			t.Errorf("reply %d wrong type: %v", i, cm["@type"])
+		}
+		if cm["url"] == nil || cm["identifier"] == nil {
+			t.Errorf("reply %d missing url/identifier", i)
+		}
+	}
+}
+
+func TestBuildPostJSONLD_HandleInvalidAuthor(t *testing.T) {
+	pv := makePostView("handle.invalid", "did:plc:alice", "abc123", "hello")
+	out, _ := buildPostJSONLD(pv, nil, "https://bsky.app/profile/did:plc:alice/post/abc123", hideEmbedLabels)
+	main := unmarshalLD(t, out)["mainEntity"].(map[string]any)
+	// With no usable handle, post-level url should be omitted.
+	if _, present := main["url"]; present {
+		t.Errorf("handle.invalid author should not produce post url")
+	}
+	// Author URL also omitted.
+	author := main["author"].(map[string]any)
+	if _, present := author["url"]; present {
+		t.Errorf("handle.invalid author should not produce author.url")
+	}
+}
+
+func TestBuildPostJSONLD_NilAuthor(t *testing.T) {
+	// Defensive: appview is contractually required to send an Author, but we
+	// shouldn't panic if a malformed payload sneaks through.
+	pv := makePostView("alice.bsky.social", "did:plc:alice", "abc123", "hi")
+	pv.Author = nil
+	if _, err := buildPostJSONLD(pv, nil, "u", hideEmbedLabels); err == nil {
+		t.Errorf("expected error for nil-author post, got nil")
+	}
+}
+
+func TestBuildPostJSONLD_NilAuthorReply(t *testing.T) {
+	// A reply with a nil author should be silently dropped from comment[]
+	// rather than producing an entry with no @type.
+	pv := makePostView("alice.bsky.social", "did:plc:alice", "abc123", "main")
+	*pv.ReplyCount = 2
+
+	goodReply := makePostView("bob.bsky.social", "did:plc:bob", "rep1", "good")
+	badReply := makePostView("eve.bsky.social", "did:plc:eve", "rep2", "bad")
+	badReply.Author = nil
+
+	replies := []*appbsky.FeedDefs_ThreadViewPost_Replies_Elem{
+		{FeedDefs_ThreadViewPost: &appbsky.FeedDefs_ThreadViewPost{Post: goodReply}},
+		{FeedDefs_ThreadViewPost: &appbsky.FeedDefs_ThreadViewPost{Post: badReply}},
+	}
+	out, err := buildPostJSONLD(pv, replies, "u", hideEmbedLabels)
+	if err != nil {
+		t.Fatalf("unexpected error: %v", err)
+	}
+	main := unmarshalLD(t, out)["mainEntity"].(map[string]any)
+	comments, _ := main["comment"].([]any)
+	if len(comments) != 1 {
+		t.Errorf("expected 1 comment (nil-Author dropped), got %d", len(comments))
+	}
+}
+
+func TestBuildProfileJSONLD_Basic(t *testing.T) {
+	pv := &appbsky.ActorDefs_ProfileViewDetailed{
+		Did:            "did:plc:alice",
+		Handle:         "alice.bsky.social",
+		DisplayName:    strPtr("Alice"),
+		Description:    strPtr("just a person"),
+		Avatar:         strPtr("https://cdn.bsky.app/img/avatar/plain/a@jpeg"),
+		FollowersCount: intPtr(100),
+		FollowsCount:   intPtr(50),
+		PostsCount:     intPtr(200),
+		CreatedAt:      strPtr("2023-01-01T00:00:00Z"),
+	}
+	out, err := buildProfileJSONLD(pv, nil, hideEmbedLabels)
+	if err != nil {
+		t.Fatal(err)
+	}
+	page := unmarshalLD(t, out)
+	if page["@context"] != "https://schema.org" {
+		t.Errorf("@context wrong")
+	}
+	if page["@type"] != "ProfilePage" {
+		t.Errorf("@type wrong: %v", page["@type"])
+	}
+	main := page["mainEntity"].(map[string]any)
+	if main["@type"] != "Person" {
+		t.Errorf("mainEntity @type wrong: %v", main["@type"])
+	}
+	if main["name"] != "Alice" {
+		t.Errorf("name wrong: %v", main["name"])
+	}
+	if main["alternateName"] != "@alice.bsky.social" {
+		t.Errorf("alternateName wrong: %v", main["alternateName"])
+	}
+	if main["identifier"] != "did:plc:alice" {
+		t.Errorf("identifier wrong: %v", main["identifier"])
+	}
+	if _, present := page["hasPart"]; present {
+		t.Errorf("empty recentPosts should not produce hasPart")
+	}
+}
+
+func TestBuildProfileJSONLD_HasPart(t *testing.T) {
+	pv := &appbsky.ActorDefs_ProfileViewDetailed{
+		Did: "did:plc:alice", Handle: "alice.bsky.social",
+		DisplayName: strPtr("Alice"),
+		CreatedAt:   strPtr("2023-01-01T00:00:00Z"),
+	}
+	var posts []*appbsky.FeedDefs_PostView
+	for i := 0; i < 12; i++ {
+		posts = append(posts, makePostView("alice.bsky.social", "did:plc:alice",
+			"r"+string(rune('0'+i)), "post"))
+	}
+	out, _ := buildProfileJSONLD(pv, posts, hideEmbedLabels)
+	page := unmarshalLD(t, out)
+	hp, ok := page["hasPart"].([]any)
+	if !ok {
+		t.Fatalf("hasPart missing")
+	}
+	if len(hp) != maxRecentPosts {
+		t.Errorf("hasPart should be capped at %d, got %d", maxRecentPosts, len(hp))
+	}
+	first := hp[0].(map[string]any)
+	if first["@type"] != "DiscussionForumPosting" {
+		t.Errorf("hasPart entries should be DiscussionForumPosting, got %v", first["@type"])
+	}
+	if _, present := first["@context"]; present {
+		t.Errorf("nested hasPart entries should not have @context")
+	}
+}
+
+func TestBskyPostURL(t *testing.T) {
+	tests := []struct {
+		name, handle, atURI, want string
+	}{
+		{"valid", "alice.bsky.social", "at://did:plc:alice/app.bsky.feed.post/abc", "https://bsky.app/profile/alice.bsky.social/post/abc"},
+		{"empty handle", "", "at://did:plc:alice/app.bsky.feed.post/abc", ""},
+		{"handle.invalid", "handle.invalid", "at://did:plc:alice/app.bsky.feed.post/abc", ""},
+		{"bad uri", "alice.bsky.social", "not-an-aturi", ""},
+	}
+	for _, tt := range tests {
+		t.Run(tt.name, func(t *testing.T) {
+			if got := bskyPostURL(tt.handle, tt.atURI); got != tt.want {
+				t.Errorf("got %q, want %q", got, tt.want)
+			}
+		})
+	}
+}
+
+func TestBskyProfileURL(t *testing.T) {
+	if bskyProfileURL("alice.bsky.social") != "https://bsky.app/profile/alice.bsky.social" {
+		t.Errorf("valid handle wrong")
+	}
+	if bskyProfileURL("handle.invalid") != "" {
+		t.Errorf("handle.invalid should produce empty")
+	}
+	if bskyProfileURL("") != "" {
+		t.Errorf("empty handle should produce empty")
+	}
+}
diff --git a/bskyweb/cmd/bskyweb/render_test.go b/bskyweb/cmd/bskyweb/render_test.go
new file mode 100644
index 0000000000..d4bb1464a6
--- /dev/null
+++ b/bskyweb/cmd/bskyweb/render_test.go
@@ -0,0 +1,202 @@
+package main
+
+import (
+	"bytes"
+	"encoding/json"
+	"regexp"
+	"strings"
+	"testing"
+
+	"github.com/bluesky-social/social-app/bskyweb"
+	"github.com/flosch/pongo2/v6"
+)
+
+// renderTemplate executes a template by name with the given context and
+// returns the rendered output. Uses the same renderer plumbing as the live
+// server so we exercise the real template loader.
+//
+// post.html and profile.html both extend base.html, which {% include %}s
+// templates/scripts.html — a file generated by the React/Vite web build.
+// When that file is absent (e.g. running `go test` in a fresh checkout
+// without a prior `yarn build-web`), template loading fails. Skip rather
+// than fail in that case.
+func renderTemplate(t *testing.T, name string, ctx pongo2.Context) string {
+	t.Helper()
+	if _, err := bskyweb.TemplateFS.ReadFile("templates/scripts.html"); err != nil {
+		t.Skip("templates/scripts.html not present (run yarn build-web first); skipping render tests")
+	}
+	r := NewRenderer("templates/", &bskyweb.TemplateFS, false)
+	tmpl, err := r.TemplateSet.FromCache(name)
+	if err != nil {
+		t.Fatalf("template load %q: %v", name, err)
+	}
+	var buf bytes.Buffer
+	if err := tmpl.ExecuteWriter(ctx, &buf); err != nil {
+		t.Fatalf("template execute %q: %v", name, err)
+	}
+	return buf.String()
+}
+
+var jsonLDRe = regexp.MustCompile(`(?s)<script type="application/ld\+json">(.*?)</script>`)
+
+// extractJSONLD pulls out the body of the <script type="application/ld+json">
+// block from rendered HTML. Asserts the block exists.
+func extractJSONLD(t *testing.T, html string) string {
+	t.Helper()
+	m := jsonLDRe.FindStringSubmatch(html)
+	if m == nil {
+		t.Fatalf("no application/ld+json script tag in rendered HTML:\n%s", html)
+	}
+	return strings.TrimSpace(m[1])
+}
+
+func TestRenderPost_EmitsJSONLD(t *testing.T) {
+	pv := makePostView("alice.bsky.social", "did:plc:alice", "abc123", "hello")
+	ld, err := buildPostJSONLD(pv, nil, "https://bsky.app/profile/alice.bsky.social/post/abc123", hideEmbedLabels)
+	if err != nil {
+		t.Fatal(err)
+	}
+	html := renderTemplate(t, "post.html", pongo2.Context{
+		"postView":     pv,
+		"requestURI":   "https://bsky.app/profile/alice.bsky.social/post/abc123",
+		"canonicalURL": "https://bsky.app/profile/alice.bsky.social/post/abc123",
+		"postJSONLD":   ld,
+	})
+
+	body := extractJSONLD(t, html)
+	var parsed map[string]any
+	if err := json.Unmarshal([]byte(body), &parsed); err != nil {
+		t.Fatalf("rendered JSON-LD does not parse: %v\n%s", err, body)
+	}
+	if parsed["@type"] != "WebPage" {
+		t.Errorf("expected WebPage envelope, got %v", parsed["@type"])
+	}
+	// Verify canonical link is the handle-form URL (not the request URI
+	// canonicalized).
+	if !strings.Contains(html, `<link rel="canonical" href="https://bsky.app/profile/alice.bsky.social/post/abc123" />`) {
+		t.Errorf("canonical link missing or wrong:\n%s", html)
+	}
+}
+
+func TestRenderPost_OGImageMatchesJSONLD(t *testing.T) {
+	thumb1 := "https://cdn.bsky.app/img/feed_thumbnail/plain/did:plc:alice/abc@jpeg"
+	thumb2 := "https://cdn.bsky.app/img/feed_thumbnail/plain/did:plc:alice/def@jpeg"
+	pv := makePostView("alice.bsky.social", "did:plc:alice", "abc123", "look", withImages(thumb1, thumb2))
+	ld, _ := buildPostJSONLD(pv, nil, "https://bsky.app/profile/alice.bsky.social/post/abc123", hideEmbedLabels)
+	html := renderTemplate(t, "post.html", pongo2.Context{
+		"postView":     pv,
+		"requestURI":   "https://bsky.app/profile/alice.bsky.social/post/abc123",
+		"canonicalURL": "https://bsky.app/profile/alice.bsky.social/post/abc123",
+		"postJSONLD":   ld,
+		// Mirrors what server.go puts in: og:image meta tags use imgThumbUrls.
+		"imgThumbUrls": []string{thumb1, thumb2},
+	})
+
+	// og:image must use the same URLs as JSON-LD's image[] (Google byte-equality requirement).
+	if !strings.Contains(html, `<meta property="og:image" content="`+thumb1+`">`) {
+		t.Errorf("og:image[0] not found in rendered HTML")
+	}
+	body := extractJSONLD(t, html)
+	var parsed map[string]any
+	_ = json.Unmarshal([]byte(body), &parsed)
+	main := parsed["mainEntity"].(map[string]any)
+	imgs := main["image"].([]any)
+	if imgs[0] != thumb1 || main["thumbnailUrl"] != thumb1 {
+		t.Errorf("JSON-LD image strings drifted from og:image; image[0]=%v thumbnailUrl=%v",
+			imgs[0], main["thumbnailUrl"])
+	}
+}
+
+func TestRenderPost_FallsBackToCanonicalizeFilter(t *testing.T) {
+	// When canonicalURL is not set, template should fall back to
+	// requestURI|canonicalize_url.
+	pv := makePostView("alice.bsky.social", "did:plc:alice", "abc123", "hi")
+	ld, _ := buildPostJSONLD(pv, nil, "u", hideEmbedLabels)
+	html := renderTemplate(t, "post.html", pongo2.Context{
+		"postView":   pv,
+		"requestURI": "https://bsky.app/profile/alice.bsky.social/post/abc123?utm=foo",
+		"postJSONLD": ld,
+	})
+	if !strings.Contains(html, `<link rel="canonical" href="https://bsky.app/profile/alice.bsky.social/post/abc123" />`) {
+		t.Errorf("expected canonicalize_url filter to strip query; got:\n%s", html)
+	}
+}
+
+func TestRenderProfile_EmitsJSONLD(t *testing.T) {
+	pv := newProfileViewDetailed()
+	ld, err := buildProfileJSONLD(pv, nil, hideEmbedLabels)
+	if err != nil {
+		t.Fatal(err)
+	}
+	html := renderTemplate(t, "profile.html", pongo2.Context{
+		"profileView":   pv,
+		"requestURI":    "https://bsky.app/profile/alice.bsky.social",
+		"canonicalURL":  "https://bsky.app/profile/alice.bsky.social",
+		"profileJSONLD": ld,
+	})
+
+	body := extractJSONLD(t, html)
+	var parsed map[string]any
+	if err := json.Unmarshal([]byte(body), &parsed); err != nil {
+		t.Fatalf("rendered JSON-LD does not parse: %v\n%s", err, body)
+	}
+	if parsed["@type"] != "ProfilePage" {
+		t.Errorf("expected ProfilePage, got %v", parsed["@type"])
+	}
+}
+
+// TestRenderProfile_AuthRequiredEmitsJSONLD confirms that auth-required
+// profiles still emit ProfilePage / Person structured data (without
+// hasPart). Previously this regressed when WebProfile was refactored to
+// short-circuit before buildProfileJSONLD; the regression test guards
+// against re-introducing that.
+func TestRenderProfile_AuthRequiredEmitsJSONLD(t *testing.T) {
+	pv := newProfileViewDetailed()
+	ld, err := buildProfileJSONLD(pv, nil, hideEmbedLabels)
+	if err != nil {
+		t.Fatal(err)
+	}
+	html := renderTemplate(t, "profile.html", pongo2.Context{
+		"profileView":   pv,
+		"requestURI":    "https://bsky.app/profile/alice.bsky.social",
+		"requiresAuth":  true,
+		"profileJSONLD": ld,
+	})
+
+	body := extractJSONLD(t, html)
+	var parsed map[string]any
+	if err := json.Unmarshal([]byte(body), &parsed); err != nil {
+		t.Fatalf("rendered JSON-LD does not parse: %v\n%s", err, body)
+	}
+	if parsed["@type"] != "ProfilePage" {
+		t.Errorf("expected ProfilePage, got %v", parsed["@type"])
+	}
+	if _, present := parsed["hasPart"]; present {
+		t.Errorf("auth-required profile should not have hasPart")
+	}
+}
+
+// TestRenderPost_OGUrlMatchesCanonical confirms that og:url and
+// <link rel="canonical"> emit the same URL when canonicalURL is set, so
+// social cards and search engines see a consistent reference.
+func TestRenderPost_OGUrlMatchesCanonical(t *testing.T) {
+	pv := makePostView("alice.bsky.social", "did:plc:alice", "abc123", "hi")
+	ld, _ := buildPostJSONLD(pv, nil, "u", hideEmbedLabels)
+	canonical := "https://bsky.app/profile/alice.bsky.social/post/abc123"
+	html := renderTemplate(t, "post.html", pongo2.Context{
+		"postView":     pv,
+		"requestURI":   "https://bsky.app/profile/did:plc:alice/post/abc123",
+		"canonicalURL": canonical,
+		"postJSONLD":   ld,
+	})
+	if !strings.Contains(html, `<meta property="og:url" content="`+canonical+`">`) {
+		t.Errorf("og:url should equal canonical URL when set; got:\n%s", html)
+	}
+	if !strings.Contains(html, `<link rel="canonical" href="`+canonical+`" />`) {
+		t.Errorf("canonical link missing or wrong:\n%s", html)
+	}
+	// Inverse: the request URI (DID form) should NOT appear as og:url.
+	if strings.Contains(html, `<meta property="og:url" content="https://bsky.app/profile/did:plc:alice/post/abc123">`) {
+		t.Errorf("og:url should not echo DID-form request URI when canonical is set")
+	}
+}
diff --git a/bskyweb/cmd/bskyweb/server.go b/bskyweb/cmd/bskyweb/server.go
index fcaef6d740..6f492d584d 100644
--- a/bskyweb/cmd/bskyweb/server.go
+++ b/bskyweb/cmd/bskyweb/server.go
@@ -532,9 +532,23 @@ func (srv *Server) WebPost(c echo.Context) error {
 	}
 
 	req := c.Request()
+	requestURI := fmt.Sprintf("https://%s%s", req.Host, req.URL.Path)
+
+	// always prefer the handle-form URL when we have a usable handle, regardless of how the request was looked up.
+	// This both handles DID-form requests and normalizes handle-form requests against stale handles in the URL,
+	// guaranteeing JSON-LD `url` and <link rel="canonical"> match exactly.
+	// If the handle is unusable (handle.invalid or empty), fall back to the request URI with query/fragment stripped.
+	canonicalURL := ""
+	if pv.Handle != "" && pv.Handle != "handle.invalid" {
+		canonicalURL = fmt.Sprintf("https://bsky.app/profile/%s/post/%s", pv.Handle, rkey)
+	}
+
 	if !unauthedViewingOkay {
 		// Provide minimal OpenGraph data for auth-required posts
-		data["requestURI"] = fmt.Sprintf("https://%s%s", req.Host, req.URL.Path)
+		data["requestURI"] = requestURI
+		if canonicalURL != "" {
+			data["canonicalURL"] = canonicalURL
+		}
 		data["requiresAuth"] = true
 		data["profileHandle"] = pv.Handle
 		if pv.DisplayName != nil {
@@ -551,9 +565,16 @@ func (srv *Server) WebPost(c echo.Context) error {
 		return c.Render(http.StatusOK, "post.html", data)
 	}
 
-	postView := tpv.Thread.FeedDefs_ThreadViewPost.Post
+	threadView := tpv.Thread.FeedDefs_ThreadViewPost
+	if threadView == nil || threadView.Post == nil {
+		return c.Render(http.StatusOK, "post.html", data)
+	}
+	postView := threadView.Post
 	data["postView"] = postView
-	data["requestURI"] = fmt.Sprintf("https://%s%s", req.Host, req.URL.Path)
+	data["requestURI"] = requestURI
+	if canonicalURL != "" {
+		data["canonicalURL"] = canonicalURL
+	}
 
 	// If any undesirable labels are set, the embed will not be included in
 	// metadata
@@ -628,6 +649,19 @@ func (srv *Server) WebPost(c echo.Context) error {
 		}
 	}
 
+	// Build schema.org JSON-LD for SEO. canonicalURL is what we want as the
+	// public URL; if it's empty (handle.invalid edge case), fall back to the
+	// request URI so the field still gets emitted with something sensible.
+	jsonldURL := canonicalURL
+	if jsonldURL == "" {
+		jsonldURL = requestURI
+	}
+	if jsonld, err := buildPostJSONLD(postView, threadView.Replies, jsonldURL, hideEmbedLabels); err == nil {
+		data["postJSONLD"] = jsonld
+	} else {
+		log.Warnf("failed to build post JSON-LD for %s: %v", uri, err)
+	}
+
 	return c.Render(http.StatusOK, "post.html", data)
 }
 
@@ -681,6 +715,7 @@ func (srv *Server) WebProfile(c echo.Context) error {
 		return c.Render(http.StatusOK, "profile.html", data)
 	}
 	identifier := handleOrDID.Normalize().String()
+	isDIDInput := handleOrDID.IsDID()
 
 	pv, err := appbsky.ActorGetProfile(ctx, srv.xrpcc, identifier)
 	if err != nil {
@@ -699,10 +734,53 @@ func (srv *Server) WebProfile(c echo.Context) error {
 	data["requestURI"] = fmt.Sprintf("https://%s%s", req.Host, req.URL.Path)
 	data["requestHost"] = req.Host
 
-	if !unauthedViewingOkay {
+	// Canonical URL: when looked up by DID and we have a usable handle,
+	// redirect search engines to the handle-form URL.
+	if isDIDInput && pv.Handle != "" && pv.Handle != "handle.invalid" {
+		data["canonicalURL"] = fmt.Sprintf("https://bsky.app/profile/%s", pv.Handle)
+	}
+
+	// Fetch recent posts to embed as ProfilePage.hasPart so search engines
+	// can connect a profile to its recent content. Failures here degrade
+	// gracefully — we still render the profile without hasPart.
+	//
+	// Skipped for auth-required profiles (their posts aren't publicly
+	// indexable anyway), but the rest of the ProfilePage / Person markup
+	// is still emitted so search engines see basic identity.
+	//
+	// NOTE: this adds an extra XRPC call on every public profile page
+	// render. If upstream load becomes a concern, consider caching
+	// per-profile (recent posts change slowly relative to profile views).
+	var recentPosts []*appbsky.FeedDefs_PostView
+	if unauthedViewingOkay {
+		af, err := appbsky.FeedGetAuthorFeed(ctx, srv.xrpcc, pv.Did, "", "posts_no_replies", false, authorFeedFetchLimit)
+		if err != nil {
+			log.Warnf("failed to fetch author feed for: %s\t%v", pv.Did, err)
+		} else {
+			for _, p := range af.Feed {
+				if p == nil || p.Post == nil {
+					continue
+				}
+				// Only the author's own posts (matches RSS handler behavior).
+				if p.Post.Author == nil || p.Post.Author.Did != pv.Did {
+					continue
+				}
+				recentPosts = append(recentPosts, p.Post)
+				if len(recentPosts) >= maxRecentPosts {
+					break
+				}
+			}
+		}
+	} else {
 		data["requiresAuth"] = true
 	}
 
+	if jsonld, err := buildProfileJSONLD(pv, recentPosts, hideEmbedLabels); err == nil {
+		data["profileJSONLD"] = jsonld
+	} else {
+		log.Warnf("failed to build profile JSON-LD for %s: %v", pv.Did, err)
+	}
+
 	return c.Render(http.StatusOK, "profile.html", data)
 }
 
diff --git a/bskyweb/templates/post.html b/bskyweb/templates/post.html
index 3e9fb59e13..367263aa3c 100644
--- a/bskyweb/templates/post.html
+++ b/bskyweb/templates/post.html
@@ -15,8 +15,13 @@
   <meta property="og:type" content="article">
   <meta property="profile:username" content="{{ postView.Author.Handle }}">
   {%- if requestURI %}
+  {% if canonicalURL %}
+  <meta property="og:url" content="{{ canonicalURL }}">
+  <link rel="canonical" href="{{ canonicalURL }}" />
+  {% else %}
   <meta property="og:url" content="{{ requestURI }}">
   <link rel="canonical" href="{{ requestURI|canonicalize_url }}" />
+  {% endif %}
   {% endif -%}
   {%- if postView.Author.DisplayName %}
   <meta property="og:title" content="{{ postView.Author.DisplayName }} (@{{ postView.Author.Handle }})">
@@ -64,52 +69,20 @@
   <meta property="article:published_time" content="{{ postView.IndexedAt }}">
   <link rel="alternate" type="application/json+oembed" href="https://embed.bsky.app/oembed?format=json&url={{ postView.Uri | urlencode }}" />
   <link rel="alternate" href="{{ postView.Uri }}" />
-  <script type="application/ld+json">
-    {
-      "@context": "https://schema.org",
-      "@type": "DiscussionForumPosting",
-      "author": {
-        "@type": "Person",
-        {%- if postView.Author.DisplayName %}
-        "name": "{{ postView.Author.DisplayName }}",
-        "alternateName": "@{{ postView.Author.Handle }}",
-        {% else %}
-        "name": "@{{ postView.Author.Handle }}",
-        {% endif -%}
-        "url": "https://bsky.app/profile/{{ postView.Author.Handle }}"
-      },
-      {%- if postText %}
-      "text": "{{ postText }}",
-      {% endif %}
-      {%- if imageThumbUrls %}
-      "image": "{{ imageThumbUrls[0] }}",
-      {% endif %}
-      "datePublished": "{{ postView.IndexedAt }}",
-      "interactionStatistic": [
-        {
-          "@type": "InteractionCounter",
-          "interactionType": "https://schema.org/LikeAction",
-          "userInteractionCount": {{ postView.LikeCount }}
-        },
-        {
-          "@type": "InteractionCounter",
-          "interactionType": "https://schema.org/CommentAction",
-          "userInteractionCount": {{ postView.ReplyCount }}
-        },
-        {
-          "@type": "InteractionCounter",
-          "interactionType": "https://schema.org/ShareAction",
-          "userInteractionCount": {{ postView.RepostCount + postView.QuoteCount }}
-        }
-      ]
-    }
-  </script>
+  {%- if postJSONLD %}
+  <script type="application/ld+json">{{ postJSONLD|safe }}</script>
+  {% endif -%}
 {%- elif requiresAuth and profileHandle -%}
   <meta property="og:type" content="article">
   <meta property="profile:username" content="{{ profileHandle }}">
   {%- if requestURI %}
+  {% if canonicalURL %}
+  <meta property="og:url" content="{{ canonicalURL }}">
+  <link rel="canonical" href="{{ canonicalURL }}" />
+  {% else %}
   <meta property="og:url" content="{{ requestURI }}">
   <link rel="canonical" href="{{ requestURI|canonicalize_url }}" />
+  {% endif %}
   {% endif -%}
   {%- if profileDisplayName %}
   <meta property="og:title" content="{{ profileDisplayName }} (@{{ profileHandle }})">
diff --git a/bskyweb/templates/profile.html b/bskyweb/templates/profile.html
index b4be429289..804ee7a92b 100644
--- a/bskyweb/templates/profile.html
+++ b/bskyweb/templates/profile.html
@@ -12,8 +12,13 @@
   <meta property="og:site_name" content="Bluesky Social">
   <meta property="og:type" content="profile">
 {%- if requestURI %}
+  {% if canonicalURL %}
+  <meta property="og:url" content="{{ canonicalURL }}">
+  <link rel="canonical" href="{{ canonicalURL }}" />
+  {% else %}
   <meta property="og:url" content="{{ requestURI }}">
   <link rel="canonical" href="{{ requestURI|canonicalize_url }}" />
+  {% endif %}
 {% endif -%}
 
 {%- if profileView -%}
@@ -52,44 +57,9 @@
     <meta property="twitter:description" content="This profile requires authentication to view.">
   {% endif %}
   
-  <script type="application/ld+json">
-  {
-    "@context": "https://schema.org",
-    "@type": "ProfilePage",
-    "dateCreated": "{{ profileView.CreatedAt }}",
-    "mainEntity": {
-      "@type": "Person",
-      {%- if profileView.DisplayName %}
-      "name": "{{ profileView.DisplayName }}",
-      "alternateName": "@{{ profileView.Handle }}",
-      {% else %}
-      "name": "@{{ profileView.Handle }}",
-      {% endif -%}
-      "identifier": "{{ profileView.Did }}",
-      "description": "{{ profileView.Description }}",
-      "image": "{{ profileView.Avatar }}",
-      "interactionStatistic": [
-        {
-          "@type": "InteractionCounter",
-          "interactionType": "https://schema.org/FollowAction",
-          "userInteractionCount": {{ profileView.FollowersCount }}
-        }
-      ],
-      "agentInteractionStatistic": [
-        {
-          "@type": "InteractionCounter",
-          "interactionType": "https://schema.org/FollowAction",
-          "userInteractionCount": {{ profileView.FollowsCount }}
-        },
-        {
-          "@type": "InteractionCounter",
-          "interactionType": "https://schema.org/WriteAction",
-          "userInteractionCount": {{ profileView.PostsCount }}
-        }
-      ]
-    }
-  }
-  </script>
+  {%- if profileJSONLD %}
+  <script type="application/ld+json">{{ profileJSONLD|safe }}</script>
+  {% endif -%}
 {% endif -%}
 {%- endblock %}