Schema Editor — set per-page structured data
⏱ ~8 min read · quick answer above the fold · full reference below.
In short. Go to SEO → Schema Editor (or click the Schema cell on any SEO Manager row). Select your page from the dropdown, pick the schema type that matches it — LocalBusiness for your homepage if you have a physical location, BlogPosting for blog entries, Event for event pages, FAQ for Q&A pages — and click Save Changes. The JSON-LD appears in the page's<head>on the next request. Use the Custom JSON-LD field only to add properties the SGEN baseline does not include (phone, address, event dates). Validate custom JSON atsearch.google.com/test/rich-resultsbefore saving. Leave pages atNonerather than assigning a mismatched type.
On this page: What this is for · Scope · Good use cases · Schema type reference · Steps · Checking coverage · Troubleshooting
How to assign a schema type and custom JSON-LD to any page on your SGEN site
The Schema Editor lets you assign structured data to individual pages on your site. You choose a schema type — LocalBusiness, Article, BlogPosting, FAQ, Product, Service, Organization, Event, HowTo, or Default — and the editor injects the matching JSON-LD into that page's <head>. Search engines read that JSON-LD to understand what kind of content the page represents, driving rich results in Google: star ratings, event cards, FAQ accordions, and product panels.
Every tab above maps to a real choice inside the Schema Editor dropdown. Setting the wrong type on a page is not harmful — you can change it any time — but the right type is what unlocks eligibility for the matching rich result format in Google.
What is this for?
Search engines parse the text and links on a page, but they do not always know what kind of thing the page is about. A page titled "Summer Tasting Event" reads like an event to a human, but to a crawler it is just HTML. The Schema Editor gives you a direct channel: attach a machine-readable label to the page that says "this is an Event" (or "this is a LocalBusiness," or "this is a Product"). Google reads the label, matches it to its rich-result eligibility rules, and may promote the page into a special visual format in search results.
The Schema Editor at /sg-admin/seo/schema_editor is the dedicated surface for this. It is separate from the Global SEO panel, which handles site-wide meta-tag defaults, and from SEO Manager inline editing, which handles per-page titles and descriptions. The Schema Editor handles the one thing those two screens do not: the machine-readable type label and the accompanying JSON-LD payload.
Scope
The Schema Editor covers every published page on your site, one page at a time. It does not set schema for pages in bulk — use SEO Manager to identify which pages need schema, then open the Schema Editor for each.
What it controls:
- The schema.org type assigned to a page (None, Default, or a named type)
- An optional Custom JSON-LD block that supplements or replaces the SGEN-generated baseline
What it does not control:
- Site-wide meta-tag defaults → Global SEO
- Per-page SEO titles and descriptions → Edit SEO inline
- Open Graph tags for social sharing → set in the page's own SEO card or via Global SEO
- Schema for draft or unpublished pages (the page must be published to appear in the Schema Editor dropdown)
Good use cases
Homepage or About page for a business with a physical location. Assign LocalBusiness — Google uses it to power the Knowledge Panel in branded searches. For online businesses without a fixed address, use Organization instead.
Event pages. Assign Event and add startDate, endDate, and location in the Custom JSON-LD field. Google may promote the page into a rich event card showing date and location directly in search results.
FAQ pages structured as questions and answers. Assign FAQ and add the mainEntity question-answer pairs in the JSON-LD block. Google may expand them as an FAQ accordion directly in the search result.
Blog posts and editorial articles. Assign BlogPosting for chronological posts, Article for formal editorial content. Both signal editorial content to Google; Article is appropriate for in-depth features or news.
Product and service pages. Assign Product for individual product pages — Google Shopping draws from Product structured data. Assign Service for service description pages; some service-search features require it.
What NOT to use this for
Do not assign a schema type to every page on autopilot. A Contact page labeled BlogPosting is worse than no schema — it signals inaccurate content to Google, which can suppress rich results on accurate pages elsewhere on the site. Set the type where it applies naturally; leave the rest on None.
Do not use this for site-wide SEO title or description defaults. Those live in Global SEO. The Schema Editor writes structured data, not meta tags.
Do not expect rich results immediately after saving. Google re-crawls on its own schedule — usually days, sometimes weeks. Submitting the page URL via Google Search Console after saving nudges a faster re-crawl.
How this connects to other features
- SEO Manager — the audit grid where you see which pages have schema set.
The Schema column is a direct link into the Schema Editor for each row. Use SEO Manager to find pages with None schema; use the Schema Editor to assign the type.
- Global SEO — controls site-wide meta-tag defaults (title separator, indexing toggle, external sitemaps).
Global SEO sets how pages describe themselves in text; the Schema Editor sets how they describe themselves in machine-readable type labels.
- Edit SEO inline — inline editing of SEO titles and meta descriptions.
Inline editing does not touch schema — use the Schema Editor for that.
- Google Search Console — confirms whether Google has read and accepted your structured data.
After setting a schema type in SGEN, open Search Console's Rich Results report to confirm the type is valid.
Before you start
- You are signed in to your SGEN admin as a site admin.
- You have at least one published page whose schema type you want to set.
- You know which schema type matches the page — refer to Schema type reference if unsure.
- (Optional) Bookmark the Google Rich Results Test at
https://search.google.com/test/rich-results— useful for validating custom JSON-LD before saving.
Where to find it
- Open your SGEN site's admin.
- In the left navigation, click SEO.
- Click Schema Editor in the SEO nav rail, or open
/sg-admin/seo/schema_editordirectly.
You land on the Schema Editor page. The Page select list shows every published page on your site by title. Select a page and the form loads its current schema settings.
Alternatively, open SEO Manager, find the page in the table, and click the value in the Schema column — that opens the Schema Editor pre-scoped to that page.
Steps
1. Open the Schema Editor and select a page
Navigate to /sg-admin/seo/schema_editor. From the Page dropdown, select the page you want to configure. The form loads the current schema type and any existing custom JSON-LD for that page.
2. Choose a schema type
From the Schema Type dropdown, choose the type that matches the page's content. See Schema type reference for the full list with recommended use cases. When no type fits, leave it on None — empty schema beats mismatched schema.
3. Add custom JSON-LD (optional)
The Custom JSON-LD field accepts a raw JSON-LD object. SGEN injects a baseline block for the type you pick in Step 2. Use the custom field to supplement the baseline with properties SGEN does not include by default — a phone number on a LocalBusiness, a specific address, an event ticket URL.
If you paste a full @context / @type block here, it replaces the SGEN-generated baseline for this page. Keep the JSON valid — a syntax error causes Google to reject the entire structured data block. Validate at https://search.google.com/test/rich-results before saving.
4. Save
Click Save Changes. A confirmation banner appears at the top of the page. The schema change is live on the next request to the public page — no separate publish step needed.
5. Verify on the live page
Open your public page in a new browser tab. View page source and look for a <script type="application/ld+json"> block in the <head>. That block should contain the type you selected and any custom properties you added. If it does not appear, hard-refresh the page with Ctrl+Shift+R (Windows) or Cmd+Shift+R (Mac).
To confirm Google can parse the block, submit the page URL in the Google Rich Results Test. A green result means the schema is valid and eligible for the matching rich result. A red result names the specific property or value that failed — fix it in the custom JSON-LD field, save again, and re-test.
What success looks like
- The Schema Editor shows a confirmation banner after saving.
- The public page source contains a
<script type="application/ld+json">block in<head>with@typematching the type you selected. - The Google Rich Results Test returns green for the page.
- The SEO Manager table shows the updated schema type in the Schema column for that page.
Here is what a fully-configured LocalBusiness page emits in its <head> after saving:
And here is what an Event page emits after saving with the Event type:
Examples
Example 1: Setting LocalBusiness on your homepage.
Open the Schema Editor. Select Home from the Page dropdown. Set Schema Type to LocalBusiness. In the Custom JSON-LD field, add the telephone, address, and openingHoursSpecification properties that SGEN's baseline does not include:
{ "@context": "https://schema.org", "@type": "LocalBusiness", "name": "Your Business", "url": "https://yourdomain.com", "telephone": "+1-555-000-0000", "address": { "@type": "PostalAddress", "streetAddress": "123 Main St", "addressLocality": "Portland", "addressRegion": "OR", "postalCode": "97201", "addressCountry": "US" }}Save. Submit the homepage URL in Google Search Console for a fresh crawl.
Example 2: Setting Event schema on an events page.
Open the Schema Editor. Select Summer Tasting Event 2026 from the Page dropdown. Set Schema Type to Event. Add startDate, endDate, location, and organizer in the Custom JSON-LD field. Save.
After Google re-crawls the page, the result may appear as a rich event card in search results showing date and location inline.
Example 3: Assigning FAQ schema to a frequently-asked-questions page.
Open the Schema Editor. Select FAQ from the Page dropdown. Set Schema Type to FAQ. In the Custom JSON-LD field, add the mainEntity array with your questions and answers:
{ "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "How long does shipping take?", "acceptedAnswer": { "@type": "Answer", "text": "Orders ship within 1 business day and arrive within 3–5 business days via standard shipping." } }, { "@type": "Question", "name": "Do you offer a subscription?", "acceptedAnswer": { "@type": "Answer", "text": "Yes. You can set up a weekly or bi-weekly subscription from the product page of any bag." } }, { "@type": "Question", "name": "What is your return policy?", "acceptedAnswer": { "@type": "Answer", "text": "If you are not satisfied, contact us within 30 days of your order and we will make it right." } } ]}Save. Run the FAQ page URL through the Google Rich Results Test to confirm the questions are parsed correctly.
Schema type reference
Each type maps to a schema.org definition and a Google rich-result format.
| Schema Type | Fits these pages | Google rich result |
|---|---|---|
| None | Thank-you pages, utility pages, anything you do not want labeled | None (plain blue link) |
| Default | Let SGEN decide based on content type | Varies |
| LocalBusiness | Homepage or About for a shop, salon, restaurant, or service-area business | Knowledge Panel (branded search), local pack |
| Article | Long-form editorial, news features | Article carousel in Top Stories |
| BlogPosting | Blog entries, journal posts | Article rich result |
| FAQ | Pages structured as questions and answers | FAQ accordion in search result |
| Product | Individual product pages | Price + availability in Shopping results |
| Service | Service description pages | Service carousel (varies by locale) |
| Organization | Brand or company without a fixed address | Knowledge Panel (branded search) |
| Event | Event detail pages | Rich event card with date + location |
| HowTo | Step-by-step guide pages | HowTo rich result with steps |
Checking schema coverage across your site
Before going page-by-page through the Schema Editor, use SEO Manager to find all pages that currently have no schema set.
Filter the SEO Manager table by All Schema → None to surface every page without structured data:
Each row is a page where you could add structured data. Click the Schema cell on any row to open the Schema Editor pre-loaded for that page. Work through the list top-down, assigning the right type to each page. When done, re-run the filter — the count next to No Schema drops with each save.
What to do if it does not work
The Schema Type dropdown is missing some types I expected. The Schema Editor offers: None, Default, LocalBusiness, Article, BlogPosting, FAQ, Product, Service, Organization, Event, HowTo. For a type not in this list (e.g. Recipe, Course), use the Custom JSON-LD field to supply a full @context / @type block, and set Schema Type to Default so SGEN does not emit a conflicting baseline.
My custom JSON-LD is not appearing on the public page. Confirm the JSON is valid — a syntax error causes the block to be silently dropped. Paste the JSON into a validator (e.g. jsonlint.com) before saving. Hard-refresh the public page after saving (Ctrl+Shift+R / Cmd+Shift+R) to bypass browser cache.
The Google Rich Results Test shows errors on my FAQ block. Each question in mainEntity requires a name and an acceptedAnswer.text. A missing required property causes the whole block to fail — fix the property, save, and re-test.
I saved but the SEO Manager still shows "None" for this page. Reload the SEO Manager page. If it still shows None, check that you selected the correct page in the Schema Editor dropdown before saving — the page dropdown does not auto-advance after save.
The Schema Editor page is blank or shows no pages in the dropdown. Confirm you are signed in as a site admin. Confirm you are on the correct site (staging vs live) from Site Manager. If a module is turned off, toggle it on in Modules Config, then reload the Schema Editor.
I see a duplicate JSON-LD block on the public page. You may have set a Schema Type and pasted a full JSON-LD block in the Custom field — SGEN emits both. To use the custom block only, set Schema Type to Default and paste your full block in the custom field. To use the SGEN baseline only, clear the custom field.
I need to remove all schema from a page. Select the page, set Schema Type to None, and clear the Custom JSON-LD field. Save — the page will no longer emit a <script type="application/ld+json"> block.
Tips for schema that performs
Match the type to the page, not to the business. A Services page on a LocalBusiness site should carry Service, not LocalBusiness. Each page picks the type that describes what that page is about.
Start with the pages most likely to get rich results. Event, FAQ, and Product pages are the highest-priority targets — Google's rich result formats for those types are mature and frequently triggered. LocalBusiness and Organization are right for the homepage but rarely produce a visible snippet beyond the Knowledge Panel.
Validate every custom JSON-LD block before saving. One missing comma breaks the entire block. Test at https://search.google.com/test/rich-results before committing.
Submit changed pages via Search Console after saving. Submitting the URL in Search Console's URL Inspection tool after a schema change triggers a faster re-crawl — usually hours rather than days.
Audit schema coverage quarterly. Open SEO Manager, filter by All Schema → None, and work through any new pages that do not yet have a type assigned.
Related reading
- Audit SEO across your whole site — use the SEO Manager to find pages with no schema and jump straight into the Schema Editor for each.
- Set site-wide Global SEO defaults — site-wide meta-tag defaults; distinct from the Schema Editor.
- Edit SEO inline — fix SEO titles and descriptions without leaving the SEO Manager grid.
- Verify with Google Search Console — confirm Google has read and accepted your structured data after saving.