How to add schema markup to your site
Schema markup is how you hand search engines the facts instead of hoping they guess. It's what turns a plain blue link into a result with stars, prices, or FAQs.
Schema markup (structured data) is a small block of JSON-LD you add to a page describing what it is — a product, an article, a local business, a set of FAQs — in a vocabulary from schema.org that search and AI engines understand.
It doesn't change how the page looks to visitors. It changes how machines read it: making your pages eligible for rich results, and helping AI answer engines recognise and cite you accurately.
Why it matters
Rich results (stars, prices, FAQ dropdowns, breadcrumbs) take up more space and earn more clicks than a plain link. And as AI answer engines increasingly summarise the web, clean structured data is one of the strongest signals that helps them understand and reference your business correctly.
How to tell if this is you
Abby flags “Schema Markup” when a page has no JSON-LD structured data, or when what's there is invalid. The fix is usually adding one well-formed block matched to the page type.
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Scan my site freeThe fix
Add JSON-LD structured data in a <script type="application/ld+json"> block. Start with Organization or LocalBusiness schema. Use Google's Structured Data Testing Tool to validate.
Before
<!-- No structured data: search engines infer the page type from scratch -->
After
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Example Studio",
"url": "https://www.example.com",
"logo": "https://www.example.com/logo.png"
}
</script>
Fix it on your platform
WordPress
Install a schema plugin like Schema Pro, Rank Math, or Yoast SEO Premium. These generate structured data automatically based on your content type.
Shopify
Many Shopify themes include basic Product schema. For additional types, use an app like JSON-LD for SEO or Smart SEO.
Wix
Go to Page Settings > SEO (Google) > Advanced SEO > Structured Data Markup. Wix has built-in schema support for some page types.
Squarespace
Squarespace adds basic schema automatically. For custom schema, inject JSON-LD via Page Settings > Advanced > Page Header Code Injection.
Next.js
Add a <script type="application/ld+json"> tag in your layout.tsx or page.tsx. In App Router, you can include it directly in JSX: <script type="application/ld+json" dangerouslySetInnerHTML={{__html: JSON.stringify(schemaData)}} />. Or use the next-seo or schema-dts package.
Magento
Install a structured data extension from the Magento Marketplace, or add JSON-LD manually to your theme's layout XML files.
When this doesn’t apply
Highest impact on pages eligible for rich results: recipes, products, articles, events, jobs, how-to guides, FAQs. Pure landing pages, contact forms, and admin interfaces don't qualify for rich results and don't need schema markup.
Fix every issue at once.
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Get my fix planFAQ
Is JSON-LD better than Microdata or RDFa?
Yes — Google explicitly recommends JSON-LD. It sits in one self-contained block instead of being woven through your markup, which makes it far easier to add and maintain.
Does schema markup improve rankings?
It's not a direct ranking factor, but it makes pages eligible for rich results that lift click-through, and it helps search and AI engines understand and cite your content.
Which schema type should I use?
Match it to the page: Organization or LocalBusiness for your homepage, Product for product pages, Article for posts, FAQPage for Q&A. You can generate any of these with our free Schema Markup Generator.