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Structured Data (Schema.org): How to Implement It
Learn what structured data (Schema.org) is, how to implement it in WordPress and HTML and why it improves your SEO and rich snippets.
Introduction
Structured data is code you add to your website so Google better understands what each page is about. It doesn’t change how your website looks, but can make you appear with rich snippets (stars, prices, FAQs) in search results, which increases clicks.
In this article you’ll see what they are and how to implement them.
What structured data is
Structured data is information in a format Google can read easily. It uses the Schema.org vocabulary, created by Google, Microsoft and Yahoo.
Example
Without structured data, Google sees your page as plain text. With structured data, it understands:
- “This page is a cooking recipe”.
- “The recipe is called ‘Valencian paella’”.
- “It has a rating of 4.5 out of 5”.
- “It takes 45 minutes to make”.
And it can show the stars and time in search results.
[Imagen sugerida: screenshot of a rich snippet with stars in Google]
Rich snippets increase CTR (click-through rate) because they stand out visually in results.
Most used structured data types
| Type | What for | What Google shows |
|---|---|---|
| Article | Blogs and news | Title, author, date |
| Product | Online stores | Price, availability, stars |
| Recipe | Cooking recipes | Stars, time, calories |
| FAQ | Frequently asked questions | Expandable questions |
| LocalBusiness | Local businesses | Address, hours, phone |
| Breadcrumb | Navigation | Breadcrumbs in results |
| Event | Events | Date, place, price |
| Review | Reviews | Stars |
| VideoObject | Videos | Thumbnail, duration |
How to implement structured data
JSON-LD format (recommended)
Google recommends using JSON-LD, which is a JavaScript script that goes in the page’s <head>.
Example for an article:
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Article",
"headline": "How to make Valencian paella",
"author": {
"@type": "Person",
"name": "Maria Garcia"
},
"datePublished": "2026-07-12",
"image": "https://yourdomain.com/paella.jpg"
}
</script>JSON-LD is the cleanest and most recommended way. It doesn’t mix with visible HTML.
On WordPress
With Rank Math (free)
Rank Math includes a structured data module:
- Go to Rank Math → General Settings → Schema.
- Enable the types you need (Article, Product, FAQ, etc.).
- In each article, configure the Schema type in Rank Math’s sidebar.
With Yoast SEO
Yoast SEO (free version) adds basic Article structured data. For advanced types (Product, FAQ), you need the paid version.
With a specific plugin
Plugins like Schema & Structured Data for WP allow adding structured data without touching code.
On HTML (without WordPress)
Add the JSON-LD code to each page’s <head>:
<head>
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Restaurant La Paella",
"address": {
"@type": "PostalAddress",
"streetAddress": "Calle Mayor 10",
"addressLocality": "Valencia",
"postalCode": "46001",
"addressCountry": "ES"
},
"telephone": "+34960000000",
"openingHours": "Mo-Su 12:00-16:00"
}
</script>
</head>How to validate structured data
After implementing, check it’s correct:
- Use Google’s Rich Results Test.
- Enter your URL.
- It will tell you if there are errors and what data it recognizes.
If there are errors, fix them and test again. Poorly formatted data is useless.
Useful tips
- Don’t invent data. If you put stars, they must come from real reviews.
- Start with the basics. Article and LocalBusiness are the simplest and most useful.
- Use JSON-LD, not microdata. Google prefers it.
- Always validate. Badly placed data can generate an error in Search Console.
- Don’t expect immediate rich snippets. Google shows them when it wants, not always.
Frequently asked questions
Does structured data improve SEO directly?
Not directly, but it improves CTR (clicks) by making your result stand out. And more clicks do improve SEO indirectly.
Does Google always show rich snippets?
No. Even if you have the data, Google decides whether to show them. It may take weeks or not show them.
Do I need to know programming to implement them?
No. In WordPress, Rank Math does it without code. In HTML, it’s copying and pasting the JSON-LD code.
Can I be penalized for structured data?
Yes, if you use misleading data (fake stars, invented prices). Be honest.
How many types can I use on one page?
Several. For example, in an article you can use Article + FAQ + Breadcrumb.
Structured data: stand out on Google
Structured data isn’t visible to your visitors, but it is to Google. It helps understand your content and can make you appear with rich snippets that increase clicks.
If you need help implementing them on your miHosting website, open a ticket from your client panel.