If you’ve gone through the trouble of creating some schema to add to your website, the good news is that you’ve done half the work. But, now you have to add your newly created schema to your website. So, how do you add schema markup to your site and what’s the best method?
There are three ways you can add schema to your website: manually, through GTM or a dedicated plugin. Which method is right for you will depend on your website CMS, the schema you’re adding and your technical knowledge. Using a plugin is often the most straightforward way, but GTM or manual implementation can be good options if you have enough experience with GTM or coding.
Keep reading for an in-depth breakdown of the different ways you can add schema to your website.
After you’ve generated your schema (you can do this manually or through a tool like Google’s Structured Data Markup Helper or Schema Markup Generator), you will need to add it to the relevant page or pages of your website.
There are three main ways you can add structured data markup to your site:
Which method you choose will depend on the CMS of your website, the type of schema you want to add and your technical knowledge:
JSON-LD schema markup should be implemented directly in the page source code. It can be added within <script> tags in the <head> of your page.
Adding schema manually can be difficult as it involves accessing your website’s files. If possible, you should always take a backup of your site before editing your site’s code, in case you make a mistake. If you’re unsure about doing this, we recommend using GTM or a dedicated plugin which are easier options (keep reading to learn more about these methods).
Below we look at how to manually add schema to some of the most common CMS platforms: WordPress, Wix and Shopify.
You can add schema markup manually to a WordPress website by assessing the WordPress files:
To add schema manually to a Shopify site, you’ll need to access your store’s theme files:
The good news is that Wix makes it very easy to add schema to your site. You can add structured data markup through the Wix Editor, without needing to access your website files:
If you already have Google Tag Manager set up, this can be a straightforward way to add schema to your site. It does require some knowledge of GTM, but it offers additional flexibility and control compared to using a plugin.
Here are the steps you’ll need to follow.
Open a new custom HTML tag and name it something descriptive, for example, ‘Organisation Schema Markup’ or ‘Service Schema SEO’.
Copy and paste the schema you’ve already created (make sure you’ve validated it first) into the custom HTML text box.
Click the blue ‘Save’ button on the top right-hand corner of your screen to save your tag. You might get a pop-up message saying, ‘No Triggers Selected’, but this is not a problem.
Next, you will need to create a Page View trigger for your tag to fire on. Click the plus icon on the right-hand side and choose Add Trigger. Name the trigger based on which page or pages you want your structured data on, for example, ‘Home Page View’ or ‘All Page Views’. Choose ‘Page View’ for your Trigger Type
Next, you will need to configure the trigger that you have just created so that it fires on the correct page or pages. ‘Choose All Page Views’ if you want your structured data to appear on all pages or ‘Some Page Views’ if you only want it to appear on certain pages.
Then choose ‘Page URL’ and select ‘equals’ or ‘contains’ depending on which pages you want your structured data on. In the example below, I’ve selected ‘equals’ and put the URL of my website’s home page, as I only want my organisation schema on this page. Click Save.
Open the ‘Organisation Schema Markup’ you created in step 1. Choose the ‘Page View’ trigger you just created to ensure your tag fires on the desired page or pages. Then you can save your tag.
Click Submit and then Publish. You can add a version name and description of what you’ve added.
You should use both the Rich Results Test and the Schema Markup Validator to check your schema is working properly (if you have created service schema like in my example, this does not appear in the Rich Results Test, so you only need to use the Schema Markup Validator).
Below you can see that the Schema Markup Validator shows no warnings or errors.
Using a plugin is the simplest way to add schema to your website, though the downside is that you don’t have much control over your schema. Below we go over some of the most popular plugins:
At Wildcat Digital, our technical SEO team are experts at adding a wide range of structured data to your website to help you outperform your competitors. We will create and implement schema, alongside other aspects of technical SEO and an effective content strategy, to drive more traffic to your site, boost keyword rankings and ultimately increase conversions.
Get in touch with a member of our friendly team to learn more or visit our Technical SEO page for more information.
Yes, you can use Google Tag Manager (GTM) to add structured data to your website. This means you can add schema without modifying code or installing a plugin. You’ll need to create a custom HTML tag which contains your structured data. Then you’ll need to set the tag to fire on the specific page or pages that you want your structured data on (for example, a service page for service schema). After you’ve published your tag, you’ll need to test your schema through the Rich Results Test and the Schema Markup Validator. Learn more about the process of adding schema using GTM.
Yes, you can add structured data dynamically using GTM through variables. This can be really useful for schema that needs to be tailored to specific pages (for example product or service schema). Using variables means you only need to create one structured data template with variables and one tag which will then inject the tailored schema on all relevant pages.
Here’s a quick overview of the process you’ll need to follow:
To check if your schema markup has been added correctly,you can use Google’s Rich Results Test and the Schema Markup Validator. Here’s a bit more information about these testing tools:
No, you don’t need to add schema markup to every page on your website, you only need to add to pages where it’s relevant and will help search engines better understand your content. Generally, you should add relevant schema to the following pages:
Some types of schema can be on every page, such as organisation or local business schema, but it can also just be implemented on the most relevant pages, like your home page and location pages. Learn more about this in our blog, ‘Should You Add LocalBusiness Schema on Every Page?’.
The main difference between RDFa, Microdata, and JSON-LD is how they’re implemented on the page. Microdata and RDFa are added as properties within the content, while JSON-LD is added independently, usually in the header or footer of the HTML.
JSON-LD is the W3C and Google recommended format for structured data because of its simplicity and ability to be read easily by both machines and humans. If you are adding schema to your website, it is strongly recommended that you use JSON-LD. For some methods of schema implementation, e.g. using GTM or adding manually, will require you to use JSON-LD.
Yes, schema helps Google understand your content more easily and display it more visually, through rich results (previously called rich snippets). Rich results are enhanced search results which display additional information like images, ratings and prices. They help users find information more quickly, help improve your website’s visibility in the search results and typically have higher click-through rates,
Learn more about this in our blog ‘How Do You Appear in Rich Results?’.
If you’d like to learn more about schema, check out our ultimate guide, ‘
SEO Executive
Founder
Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.
Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
Head of Digital
Sarah joined Wildcat in January 2025, bringing over seven years of SEO expertise to the team. With a background in Fashion Communication and Promotion, she has worked both in-house and at agencies, covering a range of digital marketing specialisms before focusing on SEO.
Passionate about all things search, Sarah thrives on helping brands grow their online presence.
Outside of work, she enjoys walking her dog, running, and shopping for vintage clothing.
Office Manager
Amelia joined Wildcat Digital in January 2025, bringing extensive experience in HR, Health & Safety, Facilities Management and IT Support. Previously an Operations Manager at The University of Sheffield, she has a strong background in creating efficient and well-organized work environments.
Specialising in HR, Health & Safety, and Facilities Management, Amelia ensures the Wildcat Digital team has the resources and support needed to thrive. Whether managing office operations, maintaining compliance, or fostering a positive workplace culture, she keeps everything running smoothly.
Outside of work, Amelia loves trying new things, traveling, camping, and walking. She also enjoys socialising and exploring new places with friends and family. Her adventurous spirit and proactive approach make her a valued member of the team.
Client Success Coordinator
Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.
Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.
SEO Account Director
Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.
Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.
Team Lead & Technical SEO Account Manager
With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.
In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.
Team Lead & Senior SEO Account Manager
With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management.
In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.
PPC Team Leader
Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.
Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.
Senior SEO Account Manager
With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!
In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.
SEO Account Manager
Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Account Manager. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.
In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.
SEO Account Manager
Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go.
Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening.
PPC Account Manager
Masilda joined the Wildcat team in October 2024 with over seven years of experience in digital marketing. She specialises in Google Ads, but is also certified in Google Analytics, YouTube Ads, Google Ads for Ecommerce and Apple Search Ads. She has extensive expertise in performance marketing, display advertising, online lead generation and market planning.
In her free time, Masilda likes staying active, cooking, trying new restaurants and exploring new places.
Senior PPC Executive
Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat.
Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.
Senior SEO Executive
After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.
Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.
Senior SEO Executive
Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side.
Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.
Senior SEO Executive
Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.
Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.
Senior SEO Executive
Kezia joined us in July 2024 after completing a CIM Certificate in Digital Marketing and gaining experience in Content SEO at another Sheffield agency.
In her spare time, Kezia loves to get outdoors, bouldering, hiking and travelling.
Senior PPC Executive
Alex joined Wildcat Digital in December 2024 as a Senior PPC Executive, bringing a strong background in Paid Media, Paid Social, and Programmatic advertising. With a degree in Business & Marketing and Google Ads certifications, she has the expertise to craft high-performing campaigns that drive results.
Before joining Wildcat Digital, Alex worked at two leading agencies in Leeds, honing her skills across various digital advertising platforms. Her analytical mindset and strategic approach help businesses maximize their online presence and advertising budgets.
Outside of work, Alex enjoys spending time with her dog, Lola, and going on walks with her dog walking group. She’s also a keen footballer and loves playing five-a-side whenever she gets the chance. Her enthusiasm and team spirit make him a great addition to the Wildcat Digital team.
SEO Executive
Amy joined Wildcat in 2024 with a background in journalism, having worked as a News Editor and Editor-in-Chief at The Sheffield Tab. She is naturally interested in Content SEO and research, so will no doubt prove to be a content power-house.
In her spare time, Amy loves watching crime shows, listening to music and hanging out with her dog, Eddie!
April 24, 2025
If you own a business or website, or you sell items or services online, then you are probably considering breaking…
Jon Herdman
April 23, 2025
April was a busy month in the digital marketing world…. The first Google core update of 2025 was completed at…
Kezia Humphries
April 21, 2025
A number of marketing agencies are now offering PR services to complement a website’s SEO, PPC, and other digital marketing…
Amy Varley