Structured data, often called schema markup, is code that describes your page in a format search engines understand precisely: this is a local business with these opening hours, this is a product with this price, this is an event on this date. It can make your listing eligible for rich results, such as review stars, product details, event dates or breadcrumbs, and it helps Google connect your website to your business entity. Wix supports structured data well, but few site owners use it beyond the defaults.
This article is part of our complete guide: Wix and Squarespace SEO: The Complete Guide (2026).
What Wix adds automatically
Wix generates structured data for several page types without any work from you:
- Blog posts: BlogPosting markup with headline, author, dates and image.
- Store products: Product markup with name, price, availability and images.
- Events (Wix Events): Event markup with dates and location.
- Bookings services: markup for service pages created with Wix Bookings.
- Business information: LocalBusiness-style markup based on the details in your Business Info settings, typically on the homepage.
Before adding anything, check what is already there so you do not create duplicates. Run your page through Google’s Rich Results Test or the Schema Markup Validator and look at the detected items.
Which extra schema types are worth adding
LocalBusiness (or a more specific type)
For businesses serving local customers, a complete LocalBusiness block on the homepage or contact page is the most valuable addition. Use the most specific type available, such as Plumber, Dentist, HairSalon or ProfessionalService. Include name, URL, logo, address, phone, opening hours, geo coordinates, service area and links to your social profiles with sameAs. If Wix’s automatic markup already covers the basics, extend rather than duplicate it.
Service
On each main service page, a Service block can describe the service type, area served and provider. It does not produce a rich result by itself but helps clarify what each page is about.
FAQPage
If a page includes a genuine FAQ section, FAQ markup describes the questions and answers. Google now shows FAQ rich results mainly for authoritative government and health sites, so do not expect visible stars or dropdowns for a small business, but the markup is still harmless and keeps your content clearly structured.
BreadcrumbList
Breadcrumbs help Google show a clean path in search results instead of a long URL. Useful for sites with nested sections such as services and locations.
Organization
For non-local businesses, an Organization block with logo, contact details and sameAs links helps Google build your knowledge panel.
Review snippets
Self-serving review markup (your business marking up reviews about itself on its own site) is not eligible for star rich results for LocalBusiness and Organization. Do not add fake or self-written ratings; it can lead to a manual action. Show real reviews on the page, and let Google Business Profile display your stars.
How to add custom structured data in Wix
- Open the page in the Wix editor and go to the page’s SEO settings (often under “SEO basics” and “Advanced SEO”).
- Find the Structured Data Markup section and choose to add new markup.
- Paste your JSON-LD code. Wix accepts JSON-LD only, without the surrounding script tags.
- Save and publish the page.
- Test the live URL in the Rich Results Test.
For dynamic pages and page types such as blog posts or products, you can also edit structured data templates in SEO Settings, so the markup uses variables like the post title or product price for every item.
A simple LocalBusiness example
{
"@context": "https://schema.org",
"@type": "ProfessionalService",
"name": "Your Business Name",
"url": "https://yourdomain.com/",
"logo": "https://yourdomain.com/logo.png",
"telephone": "+44 1234 567890",
"address": {
"@type": "PostalAddress",
"streetAddress": "1 High Street",
"addressLocality": "Manchester",
"postalCode": "M1 1AA",
"addressCountry": "GB"
},
"areaServed": ["Manchester", "Salford", "Stockport"],
"sameAs": ["https://www.facebook.com/yourpage", "https://www.instagram.com/yourprofile"]
}Replace every value with your real details. The information must match what visitors see on the page and on your Google Business Profile.
Rules to follow
- Mark up only what is visible. Structured data must describe content on the page.
- Be accurate. Wrong prices, fake reviews or invented awards break Google’s guidelines.
- Avoid duplicates. Two conflicting LocalBusiness blocks on one page confuse search engines.
- Keep it updated. Change opening hours and prices in the markup when they change on the site.
- Validate after every change. One missing comma breaks the whole block.
Common structured data errors on Wix sites
- Missing required fields: for example, a Product without a price or availability, or an Event without a start date. The Rich Results Test lists required and recommended fields for each type.
- Invalid JSON: a trailing comma, a missing bracket or curly quotes copied from a word processor break the code. Write markup in a plain text editor.
- Wrong business type: using LocalBusiness on an online-only business, or a generic type when a specific one exists.
- Outdated information: old phone numbers, closed locations or previous opening hours left in custom markup after the visible page was updated.
- Conflicting blocks: custom markup that repeats Wix’s automatic markup with different values, such as two different business names.
Fixing these is usually quick, and the enhancement reports in Search Console will show the errors clearing after Google recrawls the pages.
Testing and monitoring
Use the Rich Results Test for eligibility and the Schema Markup Validator for general correctness. After Google recrawls your pages, Search Console shows enhancement reports (for example, Breadcrumbs, Products, Events) with valid items and errors. Check them monthly.
What structured data will not do
Schema is not a ranking shortcut. It will not move a weak page to the top of Google. It helps search engines understand and present your content, which can improve click-through rates where rich results appear. Content, relevance, local signals and links still decide rankings. Our local business schema guide explains how it fits into a wider local SEO plan.
Structured data on other platforms
The same principles apply on WordPress, where plugins like Rank Math generate schema automatically and allow custom templates, and on Squarespace, which adds limited markup and allows code injection on some plans. We cover the WordPress side in Rank Math vs Yoast.
Example from our work
For service businesses such as Tech Lab Repairs and K9 Daycare, clear business information, consistent contact details and correctly scoped schema all support the same goal: helping Google understand exactly who the business is, what it does and where.
Related guides and services
- Wix SEO checklist: every Wix setting that affects rankings, in order.
- Wix SEO Setup Checklist walkthrough: how to complete Wix’s built-in checklist properly.
- Wix blog SEO: how to write and optimise Wix blog posts that rank.
- Local SEO for service businesses: how local businesses win the map pack and nearby searches.
- Wix & Squarespace SEO service: hands-on SEO for sites built on Wix and Squarespace.
Get expert help
We can audit your existing structured data, add accurate LocalBusiness, Service and Breadcrumb markup, and fix any errors reported in Search Console. Start with our Wix & Squarespace SEO service, browse real client results in our case studies, or contact us for a free, no-pressure review of your website.
Frequently asked questions
Does Wix add schema markup automatically?
Yes, for blog posts, products, events, bookings and basic business information. You can add custom markup to any page.
What format does Wix use for structured data?
JSON-LD, which is Google’s recommended format.
Will schema give my Wix site review stars?
Not for reviews you mark up about your own business. Stars for local businesses usually come from Google Business Profile.
How do I check if my schema works?
Use Google’s Rich Results Test on the live URL, then monitor the enhancement reports in Search Console.
