Search

Structured data through JSON-LD

Learn how to add and validate structured data on your Framer site using JSON-LD.

Structured data helps search engines better understand your page content by providing information in a standardized format. For example, a recipe page can define ingredients, cooking time, and calorie count in a way that search engines can easily interpret. Google Search Central recommends using structured data to improve content comprehension and categorization.

Add structured data to your site

Before adding structured data, identify the most appropriate schema type for your content. Resources such as Understanding how structured data works and the Search Gallery can help you choose the correct format.

On Framer sites, you can add structured data using the Custom Code feature. JSON-LD is the recommended format and should be placed inside a <script type="application/ld+json"> tag in the <head> section of your site.

Screenshot of Framer Custom Code settings showing a JSON-LD script added to the site <head>.

Add structured data to CMS pages

You can also use the Custom Code feature to add structured data to CMS detail pages. By referencing CMS fields with the {{}} syntax, you can generate unique structured data for each page.

For example:

{{Title}} references the CMS Title field.
{{Title | json}} ensures the value is formatted safely for JSON output.

Screenshot of Framer CMS Custom Code example showing JSON-LD that uses CMS variables like {{}} to output per-page structured data.

After publishing, inspect your live site to confirm that variables such as {{Title | json}} are correctly rendered for each page.

Store schema in a CMS text field

While dynamically generating schema with CMS variables is recommended, you can also store complete JSON-LD markup in a plain text CMS field.

To output this field in the <head>, use:

<script type="application/ld+json">
  {{variable_name | unsafeRaw}}
</script>

<script type="application/ld+json">
  {{variable_name | unsafeRaw}}
</script>

<script type="application/ld+json">
  {{variable_name | unsafeRaw}}
</script>

The {{variable_name | unsafeRaw}} filter outputs the stored content without modification. This approach is useful when you want full control over the JSON-LD markup directly within the CMS.

Warning: Use unsafeRaw carefully. It does not escape content. Invalid HTML or malformed JSON can break your site or introduce security risks.

Validate structured data

After publishing your site, validate your structured data using Google’s Rich Results Test. This tool confirms whether your schema is correctly implemented and eligible for enhanced search results.

Test specific schema types, such as breadcrumbs or recipes, to ensure they function as expected.

Updated

February 20, 2026