Where to put your schema code?

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If you are adding schema to a WordPress site, the goal is simple: publish valid structured data in a place search engines can consistently find it, without duplicating markup across plugins, themes, and custom snippets.

Schema Nerd’s LocalBusiness plugin outputs JSON-LD in your universal header. That approach is intentional, and it matches how many sites handle business-level structured data during setup.

Below is how to think about schema placement, what Schema Nerd does today, and what is coming next.

Quick answer

  • LocalBusiness schema often belongs sitewide, because it represents your business entity and core business details.
  • Page-specific schema (FAQ, HowTo, JobPosting, and similar) should usually live only on the pages where that content appears.
  • In Schema Nerd today, LocalBusiness outputs in the universal header. Future Schema Nerd plugins will support per-page schema customization.

JSON-LD vs Microdata: what matters in WordPress

There are multiple ways to add schema markup, but in modern WordPress workflows, JSON-LD is usually the simplest to maintain:

  • JSON-LD is a script block that contains structured data.
  • Microdata is embedded inside HTML tags and attributes.

For most WordPress sites, JSON-LD is easier to keep consistent because it does not require editing templates, blocks, or page builder markup. It also tends to be less fragile when you update themes, swap builders, or change layouts.

Schema Nerd uses JSON-LD for LocalBusiness schema output.

Universal header vs per-page schema

When the universal header makes sense

Sitewide output is usually a good fit when the schema describes something that is true across the whole website, such as:

  • Your business name and branding
  • Your primary contact information
  • Your business type
  • Your locations and addresses
  • Your general hours

That is why Schema Nerd outputs LocalBusiness schema in the universal header today.

When per-page schema is a better fit

Per-page output is usually the right approach for schema types that are tied to specific content on a specific page, such as:

  • FAQ schema, which should match the Q and A content on that page
  • HowTo schema, which should match steps on that page
  • JobPosting schema, which should match an active job listing page
  • Product schema, which should match product content on that page

This is where many schema implementations go sideways. People copy and paste code into headers, and suddenly every page claims to have the same FAQ, the same job posting, or the same how-to instructions.

Schema Nerd’s future schema plugins are designed to support per-page schema mapping and customization for content-driven schema types.

Where schema goes wrong most often

Duplicate schema output

The most common placement problem is not “wrong location,” it is duplication.

This happens when:

  • An SEO plugin outputs schema automatically
  • A schema plugin outputs schema
  • A theme outputs schema
  • Someone added JSON-LD manually in the header
  • A developer hard-coded schema into templates

When more than one tool outputs the same schema type, you can end up with duplicate LocalBusiness markup or conflicting values. That can lead to confusing validation results and harder troubleshooting.

Best practice: one tool should be the source of truth for LocalBusiness schema.

How Schema Nerd handles schema placement today

LocalBusiness plugin behavior

  • LocalBusiness schema is configured in the Schema Nerd dashboard
  • Schema entries are managed in the Schema Nerd schema database
  • Schema Nerd outputs LocalBusiness JSON-LD in the universal header

This makes it easier to keep your LocalBusiness schema consistent during initial setup.

What is coming next

Schema Nerds is the umbrella brand for multiple schema tools. LocalBusiness is the first plugin. Coming soon, additional Schema Nerd plugins are planned, including:

  • FAQ schema
  • How-to schema
  • Job Posting schema
  • Organization schema
  • Additional schema types

These future plugins will support per-page schema customization, which is important for schema types that must closely match page content.

If you are migrating from another plugin

If you currently use another schema tool, decide which plugin will own LocalBusiness schema going forward.

A clean approach looks like this:

  1. Identify where schema is currently output (SEO plugin, schema plugin, theme, or custom code).
  2. Disable duplicate LocalBusiness output sources.
  3. Configure Schema Nerd as your primary LocalBusiness schema tool.
  4. Validate using Schema Nerd’s validator and Google’s Schema Markup Validator results.

Next steps

If you want to implement LocalBusiness schema now, start here:

If schema is not showing up, read: