Where Schema Markup Actually Goes (And Why Placement Matters for Entity Recognition)

Schema markup belongs in the `` as JSON-LD, that’s the short answer Google has given us for years. The longer answer is that placement is a per-entity decision: site-wide schemas (Organization, WebSite, SearchAction) live in the template header, page-specific schemas (Article, Product, Event) get injected dynamically into each page’s head, and a narrow subset (BreadcrumbList, LocalBusiness when it describes visible content) sometimes earns a spot in the body. This guide walks through where each schema type goes, why the placement matters for entity recognition, and the validation step that catches the silent failures most teams miss.