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Static Schema Markup

TLDR

Static structured data doesn’t have any dynamic fields in it. It’s written once and published as is, thus not populated dynamically throughout different CMS collection items.

In this article we will take a quick look at the fundamentals of setting structured data within your Webflow website static pages. Please read our Webflow structured data introduction before continuing if you haven’t already. Also, after you are done with this article, please read the next one that will be suggested at the end, which will cover dynamic (CMS) structured data on Webflow websites.

We will not repeat certain concepts, but after reading all 3 articles we have on Webflow schema markup - you will know all the basics and core concepts regarding structured data usage in Webflow builds.

Let’s dive in!

What Types of Structured Data is Considered Static?

In short: Static structured data doesn’t have any dynamic fields in it. It’s written once and published as is, thus not populated dynamically throughout different CMS collection items.

Due to the ability to set dynamic code parameters when utilizing Webflow CMS Collections, when referring to static page schema markup - we are talking about any type of JSON structured data that is not changing from entity (CMS Collection item) to entity.

To rephrase, if JSON code will not be changing, so will not have different outputs on different pages and is a one-off schema - we will consider it static.

Examples of Static Structured Data (Schema)

Best example of a schema that will be static on most Webflow builds would be local business schema or organization schema. This type of schema is also referred to as logo schema and it should be put only on one page on your Webflow website (preferably homepage).

Where Will Static Schema be Used by Search Engines?

Continuing with the same example of organization (logo) structured data, parts and/or all of it can be used in what is known as knowledge panels on Google search results. For example here’s what you will see if you look for bigger companies or celebrities:

Some of this info found within the knowledge panel is pulled from your organization schema, other information might come from your Google business profile (especially if you are a local business). Also other websites talking about you online to confirm information is important to Google, so having Wikipedia pages and enough digital PR is important.

Keep in mind that you can claim ownership of knowledge panels that already exist. We recommend doing some research on this if you want to force Google to create panels in the future, different panels can be easier or harder to get.

Adding Structured Data to Static Pages on Webflow

To add specific type of schema (structured data) to your Webflow page, you will need to:

Open page settings
Go to Custom Code section
In the <head> section add your JSON code with all the schema markup you need
Save page and publish website

Can You Add Structured Data to Global Webflow Website Custom Code <head>?

No. Don’t do that. Seriously.

Structured data is all about explaining specific on page contents to Google crawlers and each instance of static or dynamic schema has to be specifically tailored for that specific page. Therefore, adding global custom code to your Webflow project that contains structured data for every page globally will not make any sense.

What Types of Schema is Static on Webflow?

By default, every static page on your Webflow website (if it requires data definitions) will need to have a specific schema added to <head> code. This means in smaller website builds, all structured data might be static (think markup parameters for logo, address, contact info, FAQs, navigation breadcrumbs, local business information, and even reviews).

Bigger builds will definitely consider adding more dynamic parameters to classify their CMS collection content. To better understand this distinction, we now recommend reading the last article in this series about dynamic structured data for Webflow websites.

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