Structured data is code you add to your web pages that tells Google exactly what your content means, not just what it says. While Google can understand unstructured content, structured data eliminates ambiguity and unlocks rich results in search. For Wix sites, structured data is one of the most powerful competitive advantages available.
What Structured Data Does
When you write "Our business is open Monday to Friday, 9am to 5pm" in your content, Google may or may not interpret that as business hours. When you add structured data using the OpeningHours schema type, there is zero ambiguity, Google knows exactly what those hours mean and can display them in Knowledge Panels, Maps, and local search results.
JSON-LD vs Microdata vs RDFa
JSON-LD (Recommended for Wix)
JSON-LD is a block of JavaScript code placed in the <head> or <body> of your page. It is Google's recommended format because it is completely separate from your HTML content, meaning you can add, edit, or remove it without touching your visible page layout. In Wix, you add JSON-LD via the Custom Code feature.
Microdata (Not Recommended for Wix)
Microdata is embedded directly in your HTML markup using specific attributes. It requires editing the HTML structure of your content, which is not possible in the standard Wix editor. Avoid on Wix.
RDFa (Not Recommended for Wix)
RDFa is similar to Microdata in that it is woven into HTML markup. Also not practical for Wix implementation. Stick with JSON-LD.
Rich Results You Can Unlock with Structured Data on Wix
- FAQ rich results, expanded Q&A directly in the SERP
- HowTo rich results, numbered steps visible in Google
- Review/star rating rich results, star ratings below your result
- Event rich results, event cards with dates and venue
- Product rich results, price and availability in Google Shopping
- LocalBusiness rich results, business details in Knowledge Panel
- Article/BlogPosting, author and date in search results
Complete How-To Guide: Understanding and Planning Structured Data for Your Wix Site
Before you write a single line of schema code, you need a clear plan. This guide walks you through auditing your site, choosing the right schema types, and creating an implementation roadmap.
Follow these steps to plan structured data for your entire Wix site
- 1Visit schema.org/docs/full.html to understand the types of structured data available
- 2Audit your Wix site and list every page type (homepage, about, service pages, blog posts, products, events, location pages)
- 3Match each page type to the appropriate schema type: Organization or LocalBusiness for homepage, Service for service pages, Article or BlogPosting for blog posts, Product for products, Event for events
- 4Check what schema Wix already adds automatically by running your pages through the Rich Results Test at search.google.com/test/rich-results
- 5List the schema types you need to add manually because Wix does not generate them
- 6Prioritise schema implementation: start with Organization or LocalBusiness (site-wide), then page-specific types
- 7Learn the JSON-LD format which wraps schema in a script tag with type application/ld+json
- 8Use schema.org documentation to identify required vs recommended properties for each type
- 9Plan your implementation order: one schema type per week is a sustainable pace
- 10Create a spreadsheet tracking which pages have schema, which type, and the date implemented
- 11Bookmark the Rich Results Test and Schema Markup Validator for ongoing use
Final Checkpoint
You should have a complete list of every page type on your site, the matching schema type, and a prioritised implementation plan. Every page should be tested in the Rich Results Test after implementation.
Essential Resources
Schema.org
Official documentation for all structured data types and properties
Google Rich Results Test
Test and validate structured data markup on your Wix pages
Schema Markup Generator
Generate JSON-LD structured data code for any schema type without manual coding
Wix Custom Code
How to add custom code including JSON-LD schema markup to your Wix site
