Glossary
Schema Markup (Structured Data)
Schema markup is a vocabulary of structured data — defined at schema.org — that you embed in your HTML to describe your content in terms search engines understand directly. Instead of inferring that a page contains a recipe, Google can read the schema and know it with certainty, along with the cooking time, ingredient list, and calorie count. That structured understanding can trigger "rich results" in search: the enhanced SERP displays with ratings, images, FAQs, event dates, and other content blocks beyond the standard title and description.
The most common format for adding schema is JSON-LD, a block of JSON embedded in a <script> tag in the page <head>. It keeps the structured data separate from the visible HTML, which makes it easier to manage.
Schema in WordPress
WordPress doesn’t add schema markup by default, beyond some basic page-level markup. Most sites rely on plugins like Yoast SEO, Rank Math, or Schema Pro to generate structured data. These plugins cover common schema types — articles, FAQs, products, local business info — and often pull data automatically from your post fields and custom fields.
When migrating from WordPress, your schema implementation moves with your templates, not your content. If you’ve been relying on a plugin to generate schema dynamically, you’ll need to replicate that logic in your new Statamic templates. The data itself (like FAQ content or review counts) may live in your migrated content, but outputting it as valid schema requires building that into your templates.
Schema in Statamic
Statamic gives you full control over your HTML output, which means schema implementation is a template concern. You can write JSON-LD directly into your Antlers or Blade templates, pulling in values from your entry fields. For a FAQ schema, for example, you’d loop over a field containing question/answer pairs and output the appropriate JSON-LD structure.
Some SEO addons for Statamic generate common schema types automatically, similar to what Yoast or Rank Math do in WordPress. If your site uses schema heavily — products, local business, events, reviews — it’s worth evaluating addons before deciding to build it manually.
One advantage of Statamic’s template-level approach is precision. You’re outputting exactly what you intend with no plugin guessing about your content structure. The tradeoff is that you need to build or configure it yourself, which takes a bit more up-front work.
For a broader look at SEO during migration, see Is Statamic good for SEO?.