If your website isn’t speaking the language of search engines, you’re missing out. Schema markup – more broadly known as structured data – is how you help Google understand what your content is about, who it's for, and what it’s related to. It's a behind-the-scenes way of labeling your content so that search engines can parse, interpret, and display your website more effectively in search results.

Whether you're using Webflow or Shopify, implementing schema markup is one of the highest-value technical SEO improvements you can make. In this article, we’ll explain what schema is, show you which schema types are most relevant to your website, and demonstrate how you can implement them.

What Is Schema Markup and Why Does It Matter?

Schema markup is a standardized format that describes your website content in a way search engines can better understand. It uses JSON-LD code from a shared vocabulary (set by schema.org) to add context to your pages. Think of schema as SEO’s secret handshake – it doesn’t replace content or keywords, but it dramatically improves how your site is interpreted.

Here’s what schema can tell search engines:

• What a page is (blog post, product info, event, etc.)
• Who it’s about (your brand, a person, a service, etc.)
• What’s in it for the user (FAQ answers, product pricing, product shipping and ratings, etc.)
  

By implementing schema markups, you can:

• Help search engines “see” your content more clearly.
• Make your content eligible for rich results – search enhancements like review stars, pricing info, article previews, and FAQs.
• Improve your chances of appearing in knowledge panels, image carousels, and “People Also Ask” dropdowns.

In short, schema helps you stand out in competitive search results and drive higher click-through rates.

Must-Have Schemas for All Websites

These are the foundational schemas that apply to all websites, whether you’re running a Shopify store or a Webflow website.

Organization Schema

Organization schema defines your business in the eyes of search engines. It communicates details such as your company name, logo, website, contact information, and social media profiles. Implementing this schema improves your visibility in branded searches and can lead to a Google Knowledge Panel appearing on the right-hand side of search results. It’s particularly useful for reinforcing your brand identity and connecting related entities like your LinkedIn, Instagram, or YouTube accounts. Learn more about Organization schema here.

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WebPage and BreadcrumbList Schema

WebPage and BreadcrumbList schema help search engines understand the structure of your site and the relationship between your pages. Breadcrumb schema allows for breadcrumb trails to appear in search results, giving users an at-a-glance sense of where they are in your site hierarchy. This improves usability—especially on mobile—and can enhance how your listing looks on a search engine results page (SERP). It also encourages users to explore other pages in the hierarchy of your website. Learn more about BreadcrumbList schema here. When implemented correctly, this is how BreadcrumbList Schema shows up in search results:

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Article / BlogPosting Schema

Article or BlogPosting schema is essential if your site includes long-form content. It allows search engines to extract data for rich search result features, such as the headline, author name, date published, and featured image. In some cases, it may even get your blog post featured in Google’s “Top Stories” carousel. This type of schema boosts the visibility of your content and signals to search engines that you’re publishing useful, well-structured information. Learn more about Article schema here.

Schema Types for Shopify Stores

Though schemas aren’t exclusive to websites selling products vs. those educating on service-offerings, the following schemas are particularly effective for ecommerce websites that offer products for purchase. Likewise, the next section on “Schema Types for Webflow Sites” may have schemas that are still applicable to a Shopify store. Therefore, it’s best to analyze your website against this entire list of schemas to see what is relevant to what you offer. 

Product Schema

Product schema is one of the most powerful structured data types for ecommerce stores. It defines individual product pages and includes information like name, description, image, SKU, and brand. When correctly implemented, it can make your product listings eligible for rich results that include product images, pricing, and availability directly within Google search. Learn more about Product schema here. When implemented correctly, this is how Product Schema shows up in search results: 

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Offer and AggregateRating Schema

These schema types enhance your product listings by layering in real-time data like pricing, stock status, and customer reviews. Offer schema shows pricing and availability, while AggregateRating displays the average star rating and number of reviews. When both are implemented correctly, your product can stand out with star ratings and “In Stock” labels, increasing click-through rates and building trust with potential buyers. Learn more about AggregateRating schema here. When implemented correctly, this is how Offer Schema shows up in search results:

Subscription / Paywalled Content Schema 

If you sell access to gated content—such as digital publications, courses, or exclusive product guides—then the Subscription or Paywalled Content schema is an important tool. This schema tells Google that certain parts of your page are intentionally restricted and only available to paying users. By labeling this content appropriately, you maintain eligibility for search features while complying with Google’s transparency requirements. It’s especially useful for brands running paid membership models or offering premium content alongside their product catalog. This schema does not limit visibility in search but ensures your content is categorized correctly and prevents it from being flagged for cloaking or manipulation. Learn more about Paywalled Content schema here.

SoftwareApp Schema

For stores selling downloadable apps or digital tools, SoftwareApp schema offers a specialized structure that includes supported operating systems, application category, and customer reviews. It’s ideal for software or SaaS companies and can help generate enhanced listings in both search results and Google Play-like listings. Learn more about SoftwareApp schema here.

Schema Types for Webflow Sites

Though not exclusive to Webflow sites, following schemas are geared toward boosting the type of content often found on non e-commerce websites that rely on content to educate, persuade, and convert.

FAQPage Schema

The FAQPage schema allows frequently asked questions on your website to be represented directly in search results, with clickable dropdowns showing the question and answer. This can significantly increase your visibility and real estate in Google results, especially for competitive queries. It also builds trust with users by showing that you're proactively answering relevant questions. Learn more about FAQPage schema here.

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Person / ProfilePage Schema

Person schema is useful for highlighting individuals on your team—founders, authors, or public-facing staff members. This schema links a person’s role within your company, their bio, and potentially their social media presence. It helps Google build more robust profiles of the individuals associated with your brand and may even contribute to personal knowledge panels appearing in search results for that individual’s name. Learn more about ProfilePage schema here.

LocalBusiness Schema

If your business serves a specific geographic area or operates out of a physical location, LocalBusiness schema is a must. It provides search engines with your address, service area, hours of operation, and phone number. This is what helps your business show up in local search results, particularly in map-based queries like “web developer near me” or “design agency in Austin.” Learn more about LocalBusiness schema here.

What Schema Markup Looks Like

To give you a sense of what different schema markups actually looks like behind the scenes, here are simplified examples of three common schema types:

Organization

{

  "@context": "https://schema.org",

  "@type": "Organization",

  "name": "H1 Web Development",

  "url": "https://www.h1webdev.com",

  "logo": "https://www.h1webdev.com/logo.png",

  "sameAs": [

    "https://www.linkedin.com/company/h1-web-dev"

  ]

}

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Person

{

  "@context": "https://schema.org",

  "@type": "Person",

  "name": "Erin Silva",

  "jobTitle": "Founder",

  "worksFor": {

    "@type": "Organization",

    "name": "H1 Web Development"

  }

}

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Product

{

  "@context": "https://schema.org",

  "@type": "Product",

  "name": "Organic Cotton T-Shirt",

  "image": "https://www.h1webdev.com/tshirt.jpg",

  "description": "A soft and breathable T-shirt made from 100% organic cotton.",

  "sku": "OC-100",

  "brand": {

    "@type": "Brand",

    "name": "H1 Apparel"

  }

}

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These snippets are typically inserted into your site’s HTML using the JSON-LD format recommended by Google.

How to Add Schema Markup to Your Site

On Shopify, most themes already include some form of basic schema—especially for products and blogs. However, if you want more control or wish to add schema types like FAQ or Person, you’ll need to either edit the theme’s Liquid templates or use a dedicated SEO app. Shopify’s metafields can also help dynamically populate certain schema fields. For example, you can store each team member’s name or product details in metafields and automatically inject those values into your theme’s JSON-LD output.

On Webflow, the best way to implement schema markup is to manually insert the JSON-LD code into the <head> section of each relevant page. You can generate your JSON-LD markup using tools like Merkle’s Schema Generator, then paste it into the appropriate section in Webflow. For recurring elements like Organization schema, consider adding the markup to your global site settings so it appears across all pages.

Final Tips and Testing

Once you’ve implemented your schema, it’s critical to validate your work. You can use Google’s Rich Results Test or Schema Markup Validator to verify that your JSON-LD is error-free and properly structured. These tools will let you preview how your page might appear in search results and point out any missing or incorrect fields.

It’s important to only mark up content that is actually visible on the page to users. Misleading or hidden schema can result in a manual action from Google. Additionally, keep your schema markup up-to-date—especially for dynamic data like product pricing, availability, team bios, or blog publish dates. Schema should evolve as your site does.

Need Help Implementing Schema?

Schema markup gives your Webflow or Shopify website a technical edge in organic search. It improves how your site is interpreted, increases your eligibility for rich results, and helps you stand out from the competition. Whether you're looking to boost ecommerce performance or elevate your brand’s authority, schema is a powerful (and underused) tool in your SEO toolkit.

If you’re unsure which schemas to implement or want expert help adding them to your site, we’re happy to assist. At H1 Web Development, we specialize in the design and development of custom Webflow and Shopify websites. We work hand-in-hand with our clients to ensure that their sites are performing optimally, and this includes implementing SEO-boosting techniques such as Schema Markup.

‍Schedule a call with us here to explore the schema best-suited for your website.