April 2022: <\/b>Wix\u2019s out-of-the-box markup for vertical pages becomes customizable without using a dev tool for single pages.<\/b><\/li>\n<\/ul>\nHow did this happen?<\/p>\n
It came about because SEO became a C-level priority and structured data was the logical place to make that priority a reality.<\/p>\n
This is what I was alluding to earlier: How Wix evolved around structured data tells the more recent story of SEO.<\/p>\n
In this column, you\u2019ll learn how structured data works on a Wix site and how it corresponds to how significant SEO has become as an industry.<\/p>\n
This significance is the overarching catalyst for our more recent developments.<\/p>\n
The Challenges Of Solving Structured Data For Wix Sites<\/h2>\n
Making structured data implementation accessible and scalable for a robust platform was not easy. I say robust not to use embellishing marketing terminology but because of the construction of Wix as a platform.<\/p>\n
Essentially, you have your main pages for the site (static pages).<\/p>\n
Pages, such as your homepage and about page, are \u201cowned\u201d by the team responsible for the main Wix Editor.<\/p>\n
Wix offers, however, all sorts of page types, from product pages to blog pages to niche verticals, such as restaurant and fitness pages.<\/p>\n
Adding any of these pages means you need to add the \u201capp\u201d for the page type to your Wix site.<\/p>\n
To run a blog on your site, you need to add the Wix blog app to create those dynamic blog pages, for example.<\/p>\n
Of course, each \u201capp\u201d or vertical is run by its own team, often with unique technical considerations.<\/p>\n
Now to make matters just a bit more complicated, there are static pages within the Wix Editor.<\/p>\n
You manage vertical pages (which, for this post, is how I will refer to pages such as product pages, courses, blog pages, forums, etc.) from the Wix dashboard.<\/p>\n
![\"Wix](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/06\/wix-structured-data-guide-how-to-use-standard-custom-markup-via-sejournal-mordyoberstein.png\")
Wix\u2019s vertical pages are managed within the dashboard, not the Wix Editor.<\/em><\/span><\/div>\nTo create an across-the-board change to structured data implementation, you make the change across two different sub-platforms within Wix (the Wix Editor and the Wix dashboard) and across any multiple (and unique) verticals.<\/p>\n
Let\u2019s make the problem more complicated: Wix has all sorts of users.<\/p>\n
There are business owners with little technical know-how and professional developers using an in-built full-stack dev tool called Velo to build sites.<\/p>\n
How do you cater to both?<\/p>\n
Once we got up and running with improving structured data in a serious way (circa early 2020), we were left in a peculiar situation: Wix offered out-of-the-box markup for a variety of dynamic verticals ranging from courses to products to the blog, but without an easy way for customization.<\/p>\n
Users had to rely on our dev tool to make changes to the markup we created.<\/p>\n
This doesn\u2019t work for business owners and it doesn\u2019t work for many SEO experts.<\/p>\n
And in either case, it\u2019s not the most straightforward or streamlined approach.<\/p>\n
Moreover, prefabricated markup at the folder level is great until you need to change the markup for a specific page within that group.<\/p>\n
Again, you could, but you needed our dev tool, leading you to the same problem.<\/p>\n
Out-Of-The-Box Structured Data Markup On Wix<\/h2>\n
Now let\u2019s talk about solutions. We\u2019ll start with the initial offering we created to make structured data scalable and help site owners who don\u2019t have an SEO background \u2013 out-of-the-box markup.<\/p>\n
There are a set of pages in Wix that (again) I will refer to as \u201cvertical pages\u201d throughout this post.<\/p>\n
These are dynamic pages part of the various core verticals or \u201cdynamic page types\u201d Wix offers.<\/p>\n
These verticals include:<\/p>\n
\n- Product pages (i.e., Wix Store).<\/li>\n
- Blog pages.<\/li>\n
- Courses.<\/li>\n
- Events.<\/li>\n
- Forums.<\/li>\n<\/ul>\n
Wix automatically creates Rich Result-optimized JSON-LD structured data markup<\/a> based on best practice recommendations from Google for these page types.<\/p>\nYou don\u2019t need to add any structured data markup to gain rich results \u2013 Wix handles that for you.<\/p>\n
Since Wix is a closed-CMS, we understand the structure of vertical pages because we built these pages and can automatically create markup.<\/p>\n
So, when your client creates a new event page, we can pull the necessary information from the page to create Event markup automatically.<\/p>\n
The same is true for product pages, courses, forums, etc.<\/p>\n
This is helpful for two reasons:<\/p>\n
\n- It can be a major time-saver when initially working on a site.<\/li>\n
- It can be a major time-saver when Google changes its rich result requirements.<\/li>\n<\/ul>\n
To the latter, when Google changes its structured data requirements for rich result eligibility, you don\u2019t need to start making changes to what can be hundreds (if not thousands) of pages.<\/p>\n
When relying on Wix\u2019s out-of-the-box markup, Wix\u2019s SEO product team will implement these changes so that users don\u2019t have to.<\/p>\n
More recently, Wix\u2019s automated markup already included Google\u2019s new rich result eligibility requirements:<\/p>\n