Article and BlogPosting schema: author, datePublished and E-E-A-T signals

Article and BlogPosting schema send powerful E-E-A-T signals to Google by explicitly connecting your content to a verified author, a publication date, and a publisher identity. In an era where Google increasingly evaluates content quality through the lens of Experience, Expertise, Authoritativeness, and Trustworthiness, Article schema is one of the most important structured data types for any Wix site that publishes content. Every Wix blog post should have this schema. This lesson covers the differences between Article types, all available properties, E-E-A-T optimisation, integration with Wix Blog, and advanced patterns for maximum impact.

Article vs BlogPosting vs NewsArticle

Schema.org provides several article types. Choosing the right one helps Google understand and categorise your content correctly.

• Article: the general parent type. Use for cornerstone content, in-depth guides, and evergreen resources.
• BlogPosting: a sub-type of Article specifically for blog posts. Most appropriate for Wix Blog content. Use this for any post published in your blog.
• NewsArticle: for time-sensitive news content. Only use this if you publish genuine news reporting with journalistic standards. Misusing this type can damage credibility.
• TechArticle: for technical how-to articles and documentation. Appropriate for detailed technical guides.
• ScholarlyArticle: for academic or research-based content.

Why Article Schema Matters for E-E-A-T

Google's Quality Raters Guidelines emphasise E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) as a key factor in content quality assessment. Article schema directly supports multiple E-E-A-T dimensions.

• Experience: author information and author URL demonstrate the author has real-world experience.
• Expertise: connecting content to a named author with credentials signals subject expertise.
• Authoritativeness: publisher information ties content to a known, trustworthy organisation.
• Trustworthiness: datePublished and dateModified show content is current and maintained.
• Content freshness: dateModified signals to Google that content is regularly updated.
• Author entity: Google can build an author entity that connects all their content across the web.

Essential BlogPosting Properties

• headline (required): the article title. Must match the visible page title/H1.
• author (required): the person who wrote the content using Person type.
• datePublished (required): the original publication date in ISO 8601 format.
• dateModified (recommended): the last update date. Signals content freshness.
• publisher (required): the organisation that published the content.
• image (recommended): the main article image. Must be at least 1200px wide.
• description (recommended): a 1-2 sentence summary of the article.
• mainEntityOfPage (recommended): the canonical URL of the article.
• wordCount (optional): the word count of the article content.
• articleSection (optional): the category or section the article belongs to.
• keywords (optional): relevant keywords for the article.

Complete BlogPosting Schema Template

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "BlogPosting",
  "headline": "How to Optimise Your Wix Site for Core Web Vitals in 2026",
  "description": "A comprehensive guide to improving your Wix site's Core Web Vitals scores including LCP, INP, and CLS optimisation techniques.",
  "image": {
    "@type": "ImageObject",
    "url": "https://yoursite.com/images/core-web-vitals-guide.jpg",
    "width": 1200,
    "height": 630
  },
  "datePublished": "2026-01-15T09:00:00+00:00",
  "dateModified": "2026-03-10T14:30:00+00:00",
  "wordCount": 3500,
  "articleSection": "Technical SEO",
  "keywords": ["Core Web Vitals", "Wix SEO", "page speed", "LCP", "CLS"],
  "author": {
    "@type": "Person",
    "name": "Michael Andrews",
    "url": "https://yoursite.com/about",
    "jobTitle": "SEO Specialist",
    "sameAs": [
      "https://www.linkedin.com/in/michaelandrews",
      "https://twitter.com/michaelandrews"
    ]
  },
  "publisher": {
    "@type": "Organization",
    "name": "Your Business Name",
    "url": "https://yoursite.com",
    "logo": {
      "@type": "ImageObject",
      "url": "https://yoursite.com/logo.png",
      "width": 600,
      "height": 60
    }
  },
  "mainEntityOfPage": {
    "@type": "WebPage",
    "@id": "https://yoursite.com/blog/core-web-vitals-wix-guide"
  }
}
</script>

Author Properties: Maximising E-E-A-T

The author property is where you can add the most E-E-A-T value. Google uses author information to build an author entity and assess content credibility.

"author": {
  "@type": "Person",
  "name": "Michael Andrews",
  "url": "https://yoursite.com/about",
  "jobTitle": "Wix SEO Specialist",
  "description": "Michael Andrews is a certified Wix SEO specialist with 8 years of experience optimising Wix websites for search engines.",
  "image": "https://yoursite.com/images/michael-andrews.jpg",
  "sameAs": [
    "https://www.linkedin.com/in/michaelandrews",
    "https://twitter.com/michaelandrews",
    "https://www.wix.com/marketplace/michaelandrews"
  ],
  "alumniOf": {
    "@type": "Organization",
    "name": "SEMrush Academy"
  },
  "knowsAbout": ["SEO", "Wix", "Structured Data", "Content Strategy"]
}

• name: the author's real full name. Do not use nicknames or company names.
• url: link to the author's bio or about page on your site. This should be a dedicated author page or your about page.
• jobTitle: the author's professional title relevant to the content.
• description: a brief bio establishing expertise. Include years of experience and specialisation.
• image: a professional headshot. Adds visual credibility to the author entity.
• sameAs: links to the author's professional profiles (LinkedIn, Twitter, professional directories).
• alumniOf: educational or certification background relevant to the topic.
• knowsAbout: topics the author is qualified to write about.

Publisher Properties

The publisher connects individual articles to your business entity. Use the same Organization information as your site-wide Organization or LocalBusiness schema.

"publisher": {
  "@type": "Organization",
  "name": "Your Business Name",
  "url": "https://yoursite.com",
  "logo": {
    "@type": "ImageObject",
    "url": "https://yoursite.com/logo.png",
    "width": 600,
    "height": 60
  },
  "sameAs": [
    "https://www.facebook.com/yourbusiness",
    "https://www.linkedin.com/company/yourbusiness"
  ]
}

Date Properties and Content Freshness

Date properties signal content freshness, which is an increasingly important ranking factor.

• datePublished: the original publication date. Format: "2026-01-15T09:00:00+00:00" or simply "2026-01-15".
• dateModified: the date you last meaningfully updated the content. Only change this when you make substantial updates, not for typo fixes.
• Use ISO 8601 format with timezone offset for maximum precision.
• If dateModified is significantly newer than datePublished, it signals active content maintenance.
• Google may display dateModified in search results, helping your listing look current.
• Do not fake dates: setting dateModified to today's date when you have not actually updated the content is manipulation.

Adding BlogPosting Schema to Wix Blog Posts

Complete implementation process

• Create a master BlogPosting JSON-LD template with your standard author and publisher information.
• For each blog post, copy the template and customise: headline, description, image, dates, and article-specific properties.
• Set the headline to match your blog post title exactly.
• Set datePublished to the actual publication date of the blog post.
• Set dateModified to the date you last substantially updated the post (if applicable).
• Add the main article image with dimensions of at least 1200x630 pixels.
• Include a description of 1-2 sentences summarising the article.
• Set mainEntityOfPage to the canonical URL of the blog post.
• Validate at search.google.com/test/rich-results.
• In Wix Dashboard, go to Settings > Custom Code.
• Click "+ Add Custom Code" and paste the validated JSON-LD.
• Name it: "Article Schema - [Blog Post Title]".
• Set placement to Head and apply to the specific blog post page.
• Publish and test the live URL.
• Repeat for all blog posts.

Wix Blog and Automatic Article Schema

Wix Blog adds some basic article schema automatically. However, the automatically generated schema is minimal and missing many E-E-A-T enhancing properties.

• Wix Blog adds basic BlogPosting type, headline, and datePublished automatically.
• It does not add detailed author properties (jobTitle, sameAs, description, knowsAbout).
• It does not add publisher logo or publisher sameAs.
• It does not add dateModified, wordCount, or articleSection.
• Adding comprehensive custom schema via Custom Code supplements the basic auto-generated schema.
• Google uses the most complete version when multiple schemas describe the same entity.
• Your custom schema with full E-E-A-T properties will take priority over the basic auto-generated version.

Combining Article Schema with Other Types

Blog posts often benefit from combining BlogPosting with BreadcrumbList and potentially FAQPage or HowTo schema.

{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": "BlogPosting",
      "headline": "Your Article Title",
      "author": { "@type": "Person", "name": "Your Name", "url": "https://yoursite.com/about" },
      "datePublished": "2026-01-15",
      "publisher": { "@type": "Organization", "name": "Your Business", "logo": { "@type": "ImageObject", "url": "https://yoursite.com/logo.png" } }
    },
    {
      "@type": "BreadcrumbList",
      "itemListElement": [
        { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://yoursite.com" },
        { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://yoursite.com/blog" },
        { "@type": "ListItem", "position": 3, "name": "Your Article Title" }
      ]
    },
    {
      "@type": "FAQPage",
      "mainEntity": [
        { "@type": "Question", "name": "Question?", "acceptedAnswer": { "@type": "Answer", "text": "Answer." } }
      ]
    }
  ]
}

Article Schema for Cornerstone Content

For your most important, comprehensive guides (not blog posts), use Article type instead of BlogPosting and add additional properties that signal depth and authority.

• Use @type Article instead of BlogPosting.
• Add wordCount to show content depth (long-form guides with 3000+ words).
• Add citation or references to credible sources.
• Add speakable for voice assistant eligibility.
• Add about with reference to relevant Schema.org concepts.
• Consider adding isAccessibleForFree: true if applicable.

Common Article Schema Mistakes

• Using NewsArticle for non-news content.
• Missing or incomplete author information: name alone is not enough for E-E-A-T.
• headline does not match the visible page title.
• datePublished is missing or in the wrong format.
• Using a company name as the author instead of a real person.
• Publisher logo dimensions are wrong (should be wide, not square).
• Missing mainEntityOfPage canonical URL reference.
• dateModified set to today when content was not actually updated.
• No image property: articles without images are less likely to get rich result treatment.
• Duplicate Article schema on the same page (from both Wix auto-generation and custom code).

Monitoring Article Rich Results

• Check Google Search Console > Enhancements for article-related structured data detection.
• In GSC, filter Performance by "Search Appearance" to see article rich result impressions.
• Search your article titles on Google and check if rich results (author name, date, image thumbnail) appear.
• Monitor for any structured data errors in the Enhancements report.
• Update dateModified whenever you make substantial content updates.
• Verify that author profiles linked in sameAs are still active and consistent.