Structured data
One connected schema.org graph per page, built only from your real content and settings, plus a Schema Generator to describe any entry: an article, event, recipe, course and more.
The graph
Every page gets one JSON-LD block whose pieces reference each other:
| Piece | When |
|---|---|
| Organization (or Person) | Every page. A local business adds its address, phone and hours. |
| WebSite | Every page, with a site search action. |
| WebPage | Every page (CollectionPage on archives, SearchResultsPage, ProfilePage on authors). |
| BreadcrumbList | Pages with a trail of 2+ items. See Breadcrumbs. |
| ImageObject | Entries with a featured image. |
| Article, Event, Recipe… | The entry's schema items (its content type default or what you chose in the Schema Generator). |
| FAQPage | Posts and pages with 2+ visible questions and answers. See FAQ detection. |
| Product + Offer | Products, when the product source is "This plugin". See WooCommerce. |
Structured data settings
Print the graph on every page.
Mark up visible questions and answers (Details blocks, or question headings under an "FAQ" heading) when a page has at least two.
WooCommerce keeps WooCommerce's own Product markup. This plugin links each product into the page graph and switches off WooCommerce's copy, so a product is never described twice.
Who the site represents
An organization (a company, brand, shop or group) or a person (a personal site, author or creator).
Empty name uses the site title. Description: one or two factual sentences about what you do and for whom.
At least 112 × 112 pixels. Empty uses the logo from Appearance → Customize → Site Identity. If your Customizer logo is an SVG, choose a PNG or JPG here.
For a person: the user whose name, bio and website describe them (Users → Profile).
Your own social profiles, Wikipedia or Wikidata, and business directories (sameAs).
Local business
For organizations with a physical location. Turn on Local Business, then set:
- Business Type: Local business (general), Store, Clothing store, Restaurant, Café, Dentist, Real estate agent, Lodging and 17 more.
- Address: street, city, state or region, postal code and two-letter country code (e.g. US, DE).
- Latitude / Longitude (from your map pin), Phone, Public Email, Price Range (e.g. $$).
- Opening Hours: a weekly grid with Copy Monday to Open Days, and More rules (advanced) for extra lines such as a lunch break:
Mo-Fr 14:00-18:00.
Write the address exactly as on your Contact page and Google Business Profile.
Default schema per content type
Content Types → Default Schema: the schema every entry of a type starts with. Posts default to Article; other types to Web Page only. Click Change to pick another. Products describe themselves and aren't listed.
Schema Generator
In an entry's SEO box → Schema → Schema Generator. Pick a type, and every field is prefilled from the entry. A live JSON-LD preview shows exactly what will be printed.
- The gallery with categories and "Rich result" chips
- The editor with Basics, Dates & Times, Location and the Live JSON-LD panel
| Category | Types (required fields) |
|---|---|
| Articles | Article, Blog Post, News Article, Tech Article (Headline) |
| Business & Places | Local Business, Service, Place (Name) |
| Products & Offers | Product (Name, Image) · Software App (Name, Price) |
| Events & Learning | Event (Name, Starts, Venue) · Course (Name, Description, Provider) |
| Creative Work & Media | Recipe (Name, Image) · How-to (Name, Steps) · Video (Title, Thumbnail, Uploaded) · Book (Title, Author) · Creative Work (Name) |
| People & Jobs | Person (Name) · Job Posting (Job title, Description, Hiring organization, Posted) |
| Questions & Answers | FAQ (Questions, only those also shown on the page) |
- An item missing a required field isn't printed ("⚠ N to fill"); the analysis shows what's missing.
- One item can be the Main entity of the page. Up to 12 items per entry.
- Save Schema updates the list; the schema is stored when you save the entry.
Variables
| Variable | Value |
|---|---|
%title% · %seo_title% | Title · SEO title |
%excerpt% · %seo_description% · %content% | Excerpt · meta description (or excerpt) · content as plain text |
%url% · %featured_image% | Address · featured image |
%date_published% · %date_modified% | Publish date · last updated |
%author% · %author_url% | Author · author page |
%categories% · %tags% | Lists of categories · tags |
%sitename% · %siteurl% | Site title · address |
%organization% | Your organization or person (in organizer, provider, publisher… fields) |
%meta:KEY% | A custom field, e.g. %meta:event_start%; WooCommerce: %meta:_price%, %meta:_sku% |
%term:TAXONOMY% · %terms:TAXONOMY% | First term · all terms of a taxonomy |
Testing
The Schema Preview card shows the JSON-LD your saved settings produce for the homepage and your latest article, with Copy JSON-LD, Rich Results Test and Schema Markup Validator links. In an entry, View JSON-LD shows its full graph.