How do I add schema markup in Webflow's page settings?

Definition: Schema markup is structured data that describes a page's content for search engines. As of 17 October 2026, Webflow provides a Schema markup field in Page settings; adding markup there, saving and publishing places it in the published page's <head>.

Key facts

• Webflow's schema markup documentation requires a paid Site plan or paid Workspace and a user role other than Reviewer.
• Webflow's schema markup guide shows JSON-LD, a format that expresses structured data as name and value pairs inside a script block.
• Google's December 2025 structured data introduction recommends JSON-LD when the site's setup supports it and requires the markup to describe visible page content.

Where is the Schema markup field?

Webflow's documented workflow starts with the site and target page open. The Pages panel is in the left toolbar. Hovering over the page exposes its Settings icon. The Schema markup section accepts manually added markup and also offers Generate schema markup through Webflow AI.

After entry, Save stores the change. Publishing makes the markup live on the custom domain or Webflow staging domain. The field also applies to Collection pages.

What format belongs in the field?

A JSON-LD script block is the format used in the example below. Webflow's developer reference describes stored schema with surrounding application/ld+json script tags and explicitly mentions multiple script blocks set through the Designer. Its separate API accepts JSON objects, raw JSON strings and wrapped script strings; the page-settings help article leaves bare JSON input unspecified.

This shortened example follows the structure of Webflow's LocalBusiness example. The business name is a placeholder to replace with the name shown on the page:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Business name shown on the page"
}
</script>

The example demonstrates the input structure. Google's structured data introduction requires all properties specified as required for the intended search feature. A business name alone is therefore only a starting point for preparing complete markup.

How is the published markup checked?

Webflow's help article recommends Schema Markup Validator for manually entered and AI-generated schema. The same documentation advises keeping schema in one place to avoid duplicate structured data across the dedicated field and custom code.

Google's structured data introduction recommends the Rich Results Test during development and rich result status reports after deployment. It identifies templating and serving issues as possible causes of markup breaking after deployment.

Related terms

• Structured data
• JSON-LD
• How do I use CMS fields in Webflow schema markup?
• How do I validate schema markup added in Webflow?

FAQ

Must I move schema from custom code?

Webflow's schema documentation says existing custom-code schema continues to work. You can keep it there.

What should I check beyond valid JSON syntax?

Google's structured data introduction says you must include required properties for the intended enhanced search display. Your markup must also represent content visible on the page.

Sources

1. Webflow, "Add schema markup in Webflow to improve SEO and AEO", 27 January 2026
2. Webflow, "Schema markup for SEO: What it is and how it works", 28 July 2026
3. Webflow Developer Documentation, "Update page schema markup", undated
4. Google Search Central, "Introduction to structured data markup in Google Search", 10 December 2025

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