How to Add Schema Markup to Your Website

Generate a JSON-LD block describing something the page really shows, such as your business, a product or an article, and place it in a script tag of type application/ld+json. Then test it in Google's Rich Results Test. Note that Google stopped showing FAQ rich results in Search in May 2026.

Common types and their status in Google Search (checked October 2026)
Type	Use it on	Google rich result?
LocalBusiness	Home or contact page of a local business	Yes; required: name, address
Organization	Home or about page	Used for logo and knowledge panel details
Product	Product pages with price	Yes
Article	Blog posts and news	Yes
FAQPage	FAQ sections	No longer shown (retired May 2026)

Updated October 28, 2026

Schema markup is structured data in the schema.org vocabulary that tells search engines exactly what a page is about: this is a dental practice, open these hours, at this address. It does not raise rankings by itself, but it makes pages eligible for richer listings and helps search and AI systems read your details correctly.

Add schema markup on We.Inc, WordPress, Wix, Squarespace or plain HTML

We.Inc

In the builder, open the SEO panel and switch to its Schema tab.
Pick the type: Local business, Organisation, Product, FAQ or Article.
Fill in the details exactly as they appear on the page.
Publish, then test the live page in Google's Rich Results Test.

WordPress

Check whether your SEO plugin already outputs schema; most popular ones add Organization and Article automatically.
Use that plugin's schema settings to set your business type, logo and contact details.
For a custom block, add the JSON-LD in a Custom HTML block on the page.
Test the published page.

WordPress.com keeps script tags, including JSON-LD, only on paid plans with plugins and hosting features turned on.

Wix

Open Pages & Menu, click More Actions on the page and choose SEO basics.
Go to the Advanced SEO tab and add a new structured data markup.
Paste your JSON-LD and apply.
For a whole page type, edit or duplicate the preset markup in SEO Settings instead.

Wix accepts JSON-LD only, keeps each markup under 7,000 characters and allows up to 5 markups per SEO setting.

Squarespace

Remember Squarespace already outputs core schema types automatically.
For anything extra, open Code Injection and paste the JSON-LD script in the Header field.
For one page only, hover over the page in the Pages panel, click the gear icon, then Advanced, and paste it there.
Save and test the live URL.

Header and per-page injection are limited to Core, Plus and Advanced plans.

Plain HTML

Generate the JSON-LD with the schema markup generator.
Paste it inside <head> in a <script type="application/ld+json"> tag.
Validate it, upload, and request indexing in Search Console.

LocalBusiness with Google's required fields

Minimal LocalBusiness block

Dentist is a more specific subtype of LocalBusiness; use the most specific type that fits. The business here is invented to show the shape.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Dentist",
  "name": "Harbour Dental",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "12 Quay Street",
    "addressLocality": "Halifax",
    "addressRegion": "NS",
    "postalCode": "B3J 1A1",
    "addressCountry": "CA"
  },
  "telephone": "+1-902-555-0142",
  "url": "https://example.com"
}
</script>

Sources

Every structured data source here was checked on October 28, 2026.

Google's LocalBusiness structured data documentation: https://developers.google.com/search/docs/appearance/structured-data/local-business
Google's FAQPage documentation and its retirement notes: https://developers.google.com/search/docs/appearance/structured-data/faqpage
Wix help on adding structured data markup to pages: https://support.wix.com/en/article/adding-structured-data-markup-to-your-sites-pages-2546962
Squarespace on the schema it adds automatically: https://support.squarespace.com/hc/en-us/articles/206744067-How-does-Squarespace-optimize-my-site-for-search-results

Platforms that already add some for you

Squarespace generates structured data automatically for blog posts, events, local business, organisation, products and the website itself, and you cannot edit or remove those. Wix adds preset markups per page type and lets you add up to five per SEO setting.

So check what is already there before adding more. Paste your URL into our schema markup validator; duplicates of the same type with conflicting values confuse more than they help.

How it works

Pick the schema type that matches the page's main content.
Generate JSON-LD with a generator or write it by hand.
Check every value appears on the visible page.
Add the script to the page's head or body.
Run Google's Rich Results Test and fix errors.
Watch the Enhancements reports in Search Console after it is indexed.

Tips

Mark up only what visitors can see. Google's guidelines treat markup describing hidden or different content as a violation.
Do not mark up reviews of your own business on your own site to get stars; Google does not show self-serving review stars for LocalBusiness and Organization.
One accurate LocalBusiness block on the home page is worth more than the same block pasted on every page.
FAQ markup is still valid schema.org, but since Google retired the feature it brings no visual change in Google Search. Do not spend time adding it for stars.

Frequently asked questions

Does schema markup improve SEO?

Not directly as a ranking factor. It makes pages eligible for rich results, which can lift clicks, and it states facts such as your address and hours in a form machines read reliably.

Do FAQ rich results still show in Google?

No. Google limited them to well-known government and health sites in 2023, added a deprecation notice in May 2026, and its documentation now says the FAQ rich result is no longer shown in Google Search.

JSON-LD, Microdata or RDFa?

JSON-LD. It sits in one script block separate from your HTML, which makes it easy to add and maintain, and Google's examples use it. Wix only accepts JSON-LD in its custom markup fields.

What fields does LocalBusiness need?

Google requires name and address. It recommends telephone, url, geo coordinates, openingHoursSpecification and priceRange, plus menu and servesCuisine for restaurants.

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