Schema Markup

Add JSON-LD structured data to your WordPress site for rich snippets in search results.

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Overview

Prime SEO generates JSON-LD structured data for your pages, helping search engines understand your content and display rich snippets (star ratings, FAQ dropdowns, recipe cards, etc.). All schema is output as JSON-LD in the <head> section — the format recommended by Google.

Navigate to Prime SEO → Schema Markup to configure global settings.

Knowledge Graph

The Knowledge Graph tells Google who you are. Configure it from the Schema Markup page:

Organization

Choose this option for businesses and brands. You can configure the following fields:

  • Organization name — your company or brand name
  • Logo — your organization's logo image
  • Email — contact email address
  • Phone — contact phone number
  • Address — street, city, state, postal code, and country

This generates an Organization schema with a ContactPoint for your business information.

Person

Choose this option for personal blogs and individual sites. You can configure:

  • Person name — your full name
  • Job title — your role or profession
  • Image — a photo or avatar
  • Social profiles — URLs to your social media accounts

This generates a Person schema with linked social profiles.

Knowledge Graph in Search
The Knowledge Graph appears in Google's sidebar when someone searches for your brand name. It pulls data directly from your structured data, so keeping it accurate and complete improves your brand presence in search results.

Per-Post Schema Types

Each post or page can have its own schema type. In the post editor, open the Prime SEO metabox → Advanced tab → Schema Type dropdown to select the appropriate type for that content.

When no specific schema type is selected, Prime SEO uses sensible defaults: Article for posts and WebPage for pages.

Supported Schema Types

Prime SEO supports the following schema types, covering the most common content formats on the web:

Type Best For Auto-detect
Article Blog posts, news Default for posts
BlogPosting Blog articles —
NewsArticle News articles —
WebPage Static pages Default for pages
FAQPage FAQ sections Yes
HowTo Tutorials, guides Yes
Recipe Food recipes —
Event Events, conferences —
Book Books, publications —
Product WooCommerce products WooCommerce
LocalBusiness Local businesses —

Automatic Detection

Prime SEO can automatically detect FAQ and HowTo content in your posts. When it finds patterns — like <h2> headings followed by answer paragraphs, or numbered step-by-step instructions — it suggests the appropriate schema type.

This helps ensure your content gets the right structured data without manual configuration for every post.

Tip
For FAQ pages, use proper heading structure: H2 for questions, followed by paragraph answers. Prime SEO will auto-detect and generate FAQPage schema.

Testing Your Schema

After configuring your schema settings, it's important to verify that the structured data is output correctly. Follow these steps:

Visit your page Open any page on your site where schema should be present.
View the source code Right-click the page and select "View Page Source". Search for application/ld+json to find the JSON-LD block.
Use Google's Rich Results Test Paste your page URL into Google's Rich Results Test to see which rich results your page is eligible for.
Validate with Schema.org Use the Schema.org Validator to check your structured data against the official specification.
Important
Changes to Knowledge Graph settings are applied site-wide. Per-post schema types only affect individual posts and pages.
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