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Technical SEO · 8 min read

Structured data on Wix, Shopify and WordPress: a step-by-step guide

Add structured data (JSON-LD) to your Wix, Shopify or WordPress site without being a developer: what to describe, where to paste the code and how to check it.

Published October 7, 2026 · by Alexandre

In short

Structured data is a small invisible block of code (JSON-LD) that describes your business or page to search engines and AI. Start with an Organization or LocalBusiness block on your homepage, then an FAQ on your key pages. Wix, Shopify and WordPress all let you add it without a developer; then check it with Google's testing tool.

Structured data tells search engines, in black and white, who you are: name, address, hours, prices, frequently asked questions. Visitors don't see it, but Google can use it to enrich your results, and it makes your site easier to understand for every tool that reads it. Here's how to do it, tool by tool.

What to describe first

  • Organization or LocalBusiness (homepage): name, logo, address, phone, hours, social profiles. LocalBusiness for a business with a physical location.
  • FAQPage (key pages): the questions and answers already visible on the page.
  • Product (stores): price, availability, reviews.
  • Article (blog): title, author, date.

Golden rule: structured data must reflect what's visible on the page. Describing an FAQ that isn't on the page or made-up reviews goes against Google's guidelines.

Step 1: generate the code

The structured data generator creates the JSON-LD block for a business or a local shop: fill in the fields, copy the code. For an FAQ, the Generators tool in the CoolSEO dashboard writes the questions and the matching markup.

Step 2: paste the code on your site

WordPress

Common SEO plugins (Yoast SEO, Rank Math) already add basic structured data: check their settings (organization type, logo, social profiles) before adding anything, to avoid duplicates. For a custom block, a plugin that lets you insert code into the page header does the job; paste the full JSON-LD block, script tag included.

Wix

Wix lets you add custom markup page by page in the page's SEO settings, in the advanced section dedicated to structured data. Paste the JSON-LD code without the script tag if the interface asks for it, then publish.

Shopify

Most Shopify themes already add Product data on product pages. To describe your store (Organization) or add an FAQ, use the theme code editor (Online Store > Themes > Edit code) or a dedicated app. Duplicate your theme before any change.

Step 3: check

  1. Test your page URL with Google's Rich Results Test.
  2. Fix the reported errors (missing required field, date format…).
  3. Make sure there aren't two contradictory Organization blocks (plugin + added code).
  4. A few days later, look at the Enhancements section of Search Console.

The most common mistakes

  • Information that differs from what the page shows (hours, prices).
  • A block pasted twice, or duplicated with the plugin's.
  • An address or name different from your Google Business Profile.
  • FAQ markup on a page that doesn't display the questions.

Next, read the technical SEO checklist and, for AI, the article on llms.txt.

Frequently asked questions

Does structured data improve rankings?

Not directly according to Google, but it can enrich how your results are displayed and make your site clearer to search engines and the tools that read it.

JSON-LD, microdata or RDFa?

JSON-LD: it's the format Google recommends, and the easiest to add because it fits in a single block.

Do I need to redo the code with every change?

Yes, if some information changes (hours, address, prices), update the block at the same time as the page.

Go further

And your site, where does it stand?

The free SEO audit checks all of this in a minute, on Google and in AI answers.

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