How to Add Schema Markup on a WordPress Website: A Complete Guide

5 min readSep 11, 2024

Adding schema markup to your WordPress website is essential for improving search engine visibility and providing better information to users. Schema markup is a form of microdata that helps search engines understand the content of your pages better. In this guide, we’ll walk you through the steps to add schema markup to your WordPress site.

What is Schema Markup?

Schema markup is a semantic vocabulary of tags (or microdata) that you can add to your HTML to improve how search engines read and represent your page in search engine results pages (SERPs). It can result in rich snippets, which can include star ratings, event details, product information, and more.

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Why Add Schema Markup?

Adding schema markup can benefit your website in several ways:

Improved Click-Through Rate (CTR): Rich snippets make your search results more attractive, leading to higher CTR.
Better Rankings: While not a direct ranking factor, schema markup helps search engines understand your content better, indirectly supporting SEO efforts.
Enhanced Search Results: Providing more context about your website, products, and services helps search engines present your content more effectively.

Step-by-Step Guide to Adding Schema Markup in WordPress

There are several ways to add schema markup to a WordPress website. We will cover three popular methods:

Using a Plugin
Manual Addition of Schema Markup
Using a Theme with Built-in Schema Support

1. Adding Schema Markup Using a Plugin

Using a plugin is the easiest way to add schema markup, especially for beginners or non-technical users. Here are some popular plugins:

Schema Pro
Yoast SEO
All in One Schema Rich Snippets
Rank Math

Steps to Add Schema Markup Using Schema Pro:

Install and Activate Schema Pro Plugin:

Go to your WordPress dashboard.
Navigate to Plugins > Add New.
Search for “Schema Pro” and click “Install Now.”
After installation, click “Activate.”

Configure the Plugin Settings:

Go to Settings > Schema Pro.
Select the type of content you want to add schema markup for, such as articles, products, recipes, etc.

Choose the Schema Type:

Click “Add New” to create a new schema.
Choose the schema type that matches your content (e.g., Article, Local Business, FAQ).

Map the Fields:

Map the schema fields with your existing content fields. For example, the “Name” field can be mapped to your post title.

Review and Save:

Review all settings and click “Save Schema.”
Your schema markup is now added to your website.

2. Adding Schema Markup Using Google Tag Manager (GTM)

Google Tag Manager (GTM) provides a code-free method to manage and implement schema markup on your WordPress website. It’s ideal for those who want to keep their WordPress backend clean and separate scripts management.

Steps to Add Schema Markup Using GTM:

Set Up Google Tag Manager:

Create a Google Tag Manager account and container for your website if you haven’t already.
Install the GTM container code on your WordPress site by pasting it in the <head> and <body> sections of your theme or by using a plugin like "Insert Headers and Footers."

Generate JSON-LD Schema Markup Code:

Use a schema markup generator tool to create JSON-LD structured data. This format is preferred by Google and other search engines.

Create a New Tag in GTM:

Go to your GTM dashboard.
Click on “Tags” and then “New” to create a new tag.
Select “Custom HTML” as the tag type.
Paste the generated JSON-LD schema markup code into the HTML box.

Set Up Triggers:

Choose a trigger to define where the schema should be deployed. For example, if you want to add schema markup for blog posts, select “Page View” and set the conditions to match blog post URLs.

Save and Publish:

Save the tag and trigger, then click “Submit” and “Publish” to make the changes live on your website.

Test the Implementation:

Use Google’s Tag Assistant and the Rich Results Test to verify that your schema markup is working correctly.

3. Manually Adding Schema Markup

For those who prefer more control, you can manually add schema markup to your WordPress website. This method involves adding schema.org structured data to the HTML of your web pages.

Steps to Manually Add Schema Markup:

Identify the Type of Schema Markup You Need:

Visit schema.org to find the schema type that best fits your content.

Generate the Schema Markup Code:

You can use the Schema Markup Generator from technical SEO tools like Google’s Structured Data Markup Helper or Schema Markup Generator by Merkle.

Add the Schema Markup to Your HTML:

Go to Appearance > Theme Editor in your WordPress dashboard.
Locate the appropriate template file (e.g., single.php for single posts, page.php for pages).
Insert the generated schema markup code into the HTML where it is most relevant, usually within the <head> or near the content it describes.

Test the Schema Markup:

Use Google’s Rich Results Test to ensure the markup is valid and working properly.

Using a Theme with Built-in Schema Support

Some WordPress themes come with built-in schema markup support, meaning you don’t have to use a plugin or add code manually. This is a great option if you are starting fresh or considering a theme change.

Steps to Use a Theme with Built-In Schema Support:

Choose a Schema-Friendly Theme:

Some popular themes with schema markup support include GeneratePress, Astra, and Schema by MyThemeShop.

Install and Activate the Theme:

Go to Appearance > Themes > Add New.
Search for a schema-friendly theme, install, and activate it.

Customize the Theme Settings:

Go to Appearance > Customize.
Look for Schema Markup settings and configure them based on your content needs.

Verify the Schema Markup:

Use the Rich Results Test to confirm that the schema is implemented correctly.

Best Practices for Adding Schema Markup

Choose the Correct Schema Type: Use the most relevant schema type for your content to ensure better SEO benefits.
Keep Your Markup Updated: Regularly update your schema markup as your content changes.
Test After Implementation: Always use tools like Google’s Rich Results Test or Schema Markup Validator to test your markup.

Adding schema markup to your WordPress website can significantly enhance how your content is displayed on search engines, leading to better visibility, increased CTR, and overall SEO benefits. Whether you choose a plugin, manual addition, or a theme with built-in support, follow the steps outlined in this guide to get started.