Wix Schema Markup: Add Structured Data

Structured data is section 9 of our Wix SEO checklist. This page covers presets, custom code and what to skip.

What Wix Adds by Itself

Sources: Wix: preset markups and Wix default SEO settings, checked October 2026.

Presets use variables, so each product or post gets its own values. A product's markup changes when its price changes. That is why presets are the safest choice for product pages.

To see or switch presets: SEO & GEO > Tools and settings > SEO Settings > choose a page type > Edit next to Structured data markup.

How to Test What Google Sees

1. Copy the URL of a live product or post.
2. Paste it into Google's Rich Results Test.
3. Check which items Google detects and whether any have errors or warnings.
4. In Search Console, open the Enhancements or rich result reports (for example Product snippets or Merchant listings) to see errors across the site.

Fix errors first. Warnings for optional fields can wait.

How to Add Custom JSON-LD to a Wix Page

1. In the Wix Editor, click Pages & Menu.
2. Click More Actions next to the page, then SEO basics.
3. Open the Advanced SEO tab and click Structured Data Markup.
4. Click + Add New Markup, give it a name and paste your JSON-LD.
5. Save, publish, then test the live URL in the Rich Results Test.

Wix only accepts JSON-LD, up to five markups per page, and each must be under 7,000 characters (Wix).

Example Organization markup for a fictional store, northwind-outdoors.com:

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Northwind Outdoors",
  "url": "https://northwind-outdoors.com",
  "logo": "https://northwind-outdoors.com/logo.png",
  "sameAs": [
    "https://www.instagram.com/northwindoutdoors"
  ]
}

Only include facts that are true and shown on your site.

The "Convert to Custom Markup" Trap

In SEO Settings you can click Convert to custom markup on a preset. Wix copies the preset into a custom markup you can edit, and the preset is switched off.

That is fine if you keep the variables. Wix lets you insert them with Add Variable, so the copy still pulls each product's name, price and image. The trap is replacing a variable with typed text, for example a fixed price or "InStock". The next time the price or stock changes, your markup is wrong, and Google may show the wrong price or flag a mismatch with the page.

Rule: on Products, keep the preset unless you need a field it lacks. If you convert, keep price and availability as variables.

Markup That No Longer Pays Off

FAQ markup does no harm, but do not expect stars or dropdowns in Google from it.

Google's Rule: Mark Up Only What People Can See

Google says markup must describe content that is visible on the page. Wix repeats it: "If some of the information included in your markup doesn't appear in the page, it might not show as a rich result" (Wix; Google structured data policies).

Also remember: markup makes a page eligible for a rich result. It does not promise one, and it is not a ranking boost by itself.