How to Implement Structured Data (Schema) in Webflow Without Plugins

What Is Structured Data (Schema)?

Structured data is code (usually JSON-LD) that helps search engines interpret the content on your page. It doesn’t affect what users see, but it can dramatically improve how your page appears in search results.

Common types you might use in Webflow:

• Article (blog posts)
• FAQPage
• BreadcrumbList
• LocalBusiness
• Product
• Organization

Step-by-Step: Adding Schema to Webflow Without Plugins

Choose the Schema Type You Need

Before writing any code, determine what Schema type matches your page purpose.

For example:

• Blog posts → Article Schema
• Landing pages with FAQs → FAQPage Schema
• Portfolio pages → Person or CreativeWork Schema
• E-commerce → Product Schema
• Services → Service or LocalBusiness Schema

You can use Google’s Structured Data documentation to check all available types.

Generate the JSON-LD Code

You can either:

• write the JSON-LD manually, or
• use a generator (e.g., Merkle, Schema.dev, TechnicalSEO.com)

Example Article Schema for a blog post:

{
 "@context": "https://schema.org",
 "@type": "Article",
 "headline": "How to Implement Structured Data (Schema) in Webflow Without Plugins",
 "description": "A step-by-step guide to adding Schema markup in Webflow using JSON-LD.",
 "author": {
   "@type": "Person",
   "name": "Bojana Djakovic"
 },
 "datePublished": "2025-01-01",
 "image": "https://yourdomain.com/images/blog-schema.png"
}


You will update:

• headline
• description
• author
• date
• main image
• optional fields (publisher, URL, etc.)‍

‍

Add Schema to Webflow Using an Embed Element (Per Page)

If Schema is unique to a page (like a blog post or product), do this:

Steps:

1. Drag an Embed element into the page (usually at the bottom).
2. Paste your JSON-LD code.
3. Wrap it in <script type="application/ld+json">.

Example:

<script type="application/ld+json">
{
 "@context": "https://schema.org",
 "@type": "Article",
 "headline": "How to Implement Structured Data (Schema) in Webflow Without Plugins",
 "author": { "@type": "Person", "name": "Bojana Djakovic" }
}
</script>


4. Publish the site.

Add Global Schema Through Project Settings (Sitewide)

For content that repeats across your whole site (e.g., organization or business Schema):

1. Go to Project Settings
2. Open the Custom Code tab
3. Paste the JSON-LD into the Head Code area
4. Save & publish

Common global types:

• Organization
• Website
• LocalBusiness
• BreadcrumbList

Example Organization Schema:

<script type="application/ld+json">
{
 "@context": "https://schema.org",
 "@type": "Organization",
 "name": "Your Webflow Agency",
 "url": "https://yourwebsite.com",
 "logo": "https://yourwebsite.com/logo.png"
}
</script>


Use Webflow CMS Fields to Dynamically Populate Schema

If you want dynamic Schema markup for blog posts, you can insert CMS fields directly into your JSON-LD.

Example:

<script type="application/ld+json">
{
 "@context": "https://schema.org",
 "@type": "Article",
 "headline": "{{wf {title} }}",
 "description": "{{wf {summary} }}",
 "author": {
   "@type": "Person",
   "name": "{{wf {author-name} }}"
 },
 "datePublished": "{{wf {published-date} }}"
}
</script>


You simply place this inside your CMS template page using an Embed element.

Validate Your Schema With Google Tools

After publishing, test your markup using:

• Google Rich Results Test
• Schema.org Validator
• Google Search Console → Enhancements Reports

You can paste the URL or raw code to confirm everything is valid.

If you see errors:

• missing required fields
• incorrect formatting
• unmatched curly brackets
• wrong property names

→ Fix and republish.

Adding Schema markup manually in Webflow is simple, powerful, and doesn’t require plugins. By inserting JSON-LD through embeds or global custom code, you can unlock rich results, improve SEO visibility, and help Google understand your site better.