Structured data overview

Schema.org JSON-LD blocks emitted in the page <head> (Luma + Hyvä) and via the seo.structured_data GraphQL field (headless). Pluggable provider pattern — register new schema types by implementing one interface.

Built-in providers

Provider code	Schema type	Where it fires
`product`	`Product` (with `Offer`, optional `AggregateRating`, `Brand`, `gtin`, `mpn`)	Product pages
`breadcrumb`	`BreadcrumbList`	Product + category pages
`organization`	`Organization` (with `logo`, `sameAs`)	Home page only
`website`	`WebSite` + `SearchAction` (sitelinks search box)	Home page only

Each is independently togglable.

Configuration

Stores → Configuration → SEO Suite → Structured Data (JSON-LD)

Field	Default
Enable JSON-LD output	No
Product schema	Yes (when master switch on)
Breadcrumb schema	Yes
Organization schema (home page)	Yes
WebSite + SearchAction schema (home page)	Yes
Organization name	Falls back to store name
Organization logo URL	Empty (recommended to set)
Social / official URLs (one per line)	Empty — used for `sameAs`
Search URL template	Defaults to `/catalogsearch/result/?q={search_term_string}`

Per-store overrides supported.

Output format

JSON-LD is rendered with JSON_UNESCAPED_SLASHES | JSON_UNESCAPED_UNICODE | JSON_PRETTY_PRINT so the source view stays readable. The template also escapes </ to <\/ defensively.

<script type="application/ld+json">
{
    "@context": "https://schema.org/",
    "@type": "Product",
    "name": "Acme Widget Pro",
    "sku": "AWP-001",
    "image": "https://store.example/media/catalog/product/cache/.../awp.jpg",
    "url": "https://store.example/acme-widget-pro.html",
    "offers": {
        "@type": "Offer",
        "price": "49.99",
        "priceCurrency": "GBP",
        "availability": "https://schema.org/InStock",
        "url": "https://store.example/acme-widget-pro.html"
    },
    "brand": {
        "@type": "Brand",
        "name": "Acme"
    },
    "aggregateRating": {
        "@type": "AggregateRating",
        "ratingValue": 4.5,
        "reviewCount": 28,
        "bestRating": 5,
        "worstRating": 1
    }
}
</script>

How it composes with Magento core

Magento Open Source ships no JSON-LD out of the box. Adobe Commerce ships limited Product/Offer JSON-LD via Magento_CatalogStorefront. The SEO Suite's providers don't conflict — both blocks render and Google merges them, but to avoid confusion we recommend disabling Adobe Commerce's storefront JSON-LD if you're on EE.

Validation

Use Google's Rich Results Test on a product page URL. You should see Product snippets detected with no errors.

Splitting structured data across multiple `<script>` tags

A single provider can return either one document or an array of documents. The renderer wraps each in its own <script> tag — the recommended pattern over packing multiple @types into one block, because Google's parser is more lenient with separate blocks.

Built-in providers — exact field-by-field output for each
Custom providers — adding FAQ, Article, Video, LocalBusiness, etc.

Built-in providers​

Configuration​

Output format​

How it composes with Magento core​

Validation​

Splitting structured data across multiple <script> tags​

Next​