How to Add Schema Markup to a Website
Adding schema markup to your website is a three-step process: generate the JSON-LD, paste it into the page, and validate it. You don't need to be a developer. Here's how to add schema markup the right way.
Step 1 — Generate the JSON-LD
Pick the schema type that matches your page and use a generator to build the markup. For example, use the FAQ generator for an FAQ section, or the Product generator for a product page. Fill in the fields and copy the ready-made <script type="application/ld+json"> snippet.
Step 2 — Paste it into your page
JSON-LD goes inside a <script> tag. You can place it in the <head> or anywhere in the <body> — Google reads it either way.
- Any HTML site: paste the snippet into the page template.
- WordPress: use a code-snippet plugin or your theme's header — see our WordPress schema markup guide.
- Shopify: add it to the relevant
.liquidtemplate — see the Shopify schema markup guide. - Google Tag Manager: inject it via a Custom HTML tag.
Step 3 — Validate it
Before and after publishing, run your markup through our schema markup validator to catch missing required and recommended fields, then confirm eligibility with Google's Rich Results Test.
Keep it accurate
Only mark up content that's actually visible on the page, keep details (prices, hours, ratings) in sync, and re-validate when you change a template. New here? Start with what is schema markup and the types of schema markup.