Site Designer Guide
seo structured-data json-ld schema-org rich-results

Structured Data (JSON-LD)

Structured data tells search engines exactly what your content means — not just what it says. Adding JSON-LD to your pages can unlock rich results in Google Search, including star ratings, FAQ dropdowns, breadcrumbs, and more.

What is structured data?

Search engines read text, but they interpret meaning through structured data: machine-readable annotations embedded in your HTML that describe the content on the page using a shared vocabulary called Schema.org. When Google understands that a page contains a recipe, a product, a local business, or an FAQ, it can display enhanced results (called “rich results”) in search listings.

JSON-LD (JavaScript Object Notation for Linked Data) is Google’s preferred format. It lives inside a <script type="application/ld+json"> tag in the page <head> — completely separate from your visible HTML, making it easy to add and maintain without touching your content markup.

Common Schema.org types

TypeUse it for
WebSiteSite-wide sitelinks search box, site name
WebPage / ArticleBlog posts, news articles, documentation
LocalBusinessPhysical businesses — address, hours, phone
ProductE-commerce product pages with price and availability
FAQPagePages with question-and-answer content
BreadcrumbListHierarchical navigation shown in search results
PersonAuthor bio pages, portfolio sites
EventConferences, concerts, webinars

Opening the Structured Data panel

Click the Structured Data icon (curly-braces icon) in the left toolbar. The panel shows any JSON-LD blocks already defined for the current page.

Adding a schema block

  1. Click + Add Schema

    Click the + Add Schema button. A dialog appears asking you to choose a schema type from a dropdown list of common types.

  2. Select a type

    Choose the type that best matches your page content — for example, FAQPage for a help page or LocalBusiness for a contact page.

  3. Fill in the fields

    Site Designer presents a form with the most important properties for that schema type. Fill in the fields — required properties are marked with an asterisk. Optional fields can be left blank.

  4. Save

    Click Save. Site Designer inserts the resulting JSON-LD block into the page <head> automatically.

The JSON editor

For advanced use cases, click Edit JSON to open a raw JSON editor. This gives you full control to add nested properties, arrays, or custom schema types not covered by the form UI.

A well-formed FAQPage JSON-LD block looks like this:

json
{ "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "How do I cancel my subscription?", "acceptedAnswer": { "@type": "Answer", "text": "You can cancel anytime from your account dashboard under Billing." } } ] }

Validating your structured data

After adding a schema block, validate it with Google’s free tool:

  1. Open Google Rich Results Test in your browser.
  2. Paste your page’s URL (after publishing or Live Preview) or paste the JSON-LD directly.
  3. The tool shows which rich result types are eligible and flags any errors or warnings.

How it appears in exported HTML

When you export your project, each JSON-LD block Site Designer manages appears inside the page <head> as:

html
<script type="application/ld+json"> { "@context": "https://schema.org", "@type": "WebSite", "name": "My Company", "url": "https://example.com" } </script>

Search engine crawlers read this tag when they index your page. Visitors never see it.