WebPage Schema Generator — Declare Page Purpose Clearly

Tie each page to its canonical URL, breadcrumbs, and primary entity. Keep your knowledge graph tidy and make complex sites easier to reason about.

Try the WebPage Generator

Why WebPage is overlooked

Pain points we solve

• Teams only focus on rich-result types (Product, Article) and forget to describe the page container, making it harder to link entities together.
• During site migrations, URLs change but structured data isn’t updated, so `mainEntityOfPage` points to dead pages.
• Breadcrumb markup exists sitewide, yet there is no JSON‑LD connecting navigation to WebPage data, causing inconsistent hierarchies.
• Localization introduces duplicate slugs with different languages, but schema never specifies `inLanguage` or `availableLanguage`, leading to confusion.

How SwiftSchema adds structure without bloat

Solution

The generator prompts you for page name, canonical URL, breadcrumb trail, and `mainEntity` references so every template emits consistent metadata.

You can layer WebPage on top of entity-specific schema to clarify which Product, Article, or Service the page represents, especially for template-driven CMS builds.

Optional fields capture `isPartOf`, `speakable`, `about`, and `specialty`, helping multi-vertical sites maintain taxonomy and governance.

How it works

How it works

1. Select WebPage in the generator below.
2. Enter the page title, canonical URL, description, and hero image.
3. Specify `breadcrumb` items, `inLanguage`, and relationships such as `isPartOf` (Website) or `mainEntity` (Product, Article).
4. Add `about`, `mentions`, and `potentialAction` details if the page drives a clear action (search, subscribe).
5. Export JSON‑LD, embed it in the head or near closing body tag, and validate whenever URLs or navigation change.

Generate WebPage JSON‑LD

One snippet per template. Validate. Ship.

What is WebPage structured data?

WebPage describes the page container itself — its name, URL, hierarchy, language, and relationship to other entities or websites. Think of it as the glue that binds a page’s content (Product, Article, FAQ) to the site’s navigation and metadata. It doesn’t grant a unique rich result, but it helps search engines understand where a page lives in your architecture and which entity it primarily represents.

Eligibility & status

WebPage is a general-purpose schema type with no dedicated rich result. It’s always eligible, but its utility depends on accuracy. Use it on pages with unique topics or when you need to tie breadcrumbs,

, and canonical URLs together. Avoid duplicating WebPage entries with conflicting data — one snippet per page is enough. Ensure the structured data matches HTML , canonical tags, and visible breadcrumbs.

Why WebPage markup matters

• Site migrations: Documenting
  isPartOf
  and canonical URLs makes it easier to audit after redesigns.
• Entity linking:
  mainEntity
  helps connect your Product, Organization, or Article schema to the exact page that hosts it.
• Language clarity:
  inLanguage
  keeps multi-language experiences scoped properly, reducing duplicate content confusion.
• Governance: Having a standard WebPage template ensures breadcrumbs and ‘about’ relationships remain consistent, which is critical for enterprise sites.
• Analytics alignment: Structured naming of pages supports internal knowledge graphs or headless CMS setups where metadata drives personalization.

Essential properties to include

• name
  and
  description
  : align with page title and meta description.
• url
  and
  mainEntityOfPage
  : canonical URL and references.
• inLanguage
  (BCP 47 code) and
  isPartOf
  referencing the Website entity.
• breadcrumb
  as a BreadcrumbList with stable URLs.
• mainEntity
  or
  about
  linking to the primary entity (Product, Article, Event).
• Optional:
  primaryImageOfPage
  ,
  potentialAction
  ,
  speakable
  ,
  specialty
  ,
  significantLink
  ,
  lastReviewed
  .

Preparing page data before generating schema

1. Inventory templates: List page types (category, PDP, article, support). Decide what
   mainEntity
   each should reference.
2. Audit navigation: Ensure breadcrumb paths align with actual site architecture. Document them so schema stays consistent.
3. Confirm canonical URLs: Use output from SEO audits or your CMS to guarantee the canonical matches the one in structured data.
4. Catalog languages: For localized sites, determine language codes, hreflang strategy, and whether each variant gets unique schema.
5. Connect entities: Link each page to the relevant Product, Article, FAQ, or Person schema so
   mainEntity
   makes sense.
6. Define governance: Identify who updates WebPage metadata when URLs change (SEO, platform, localization teams).
7. Map actions: If the page offers search or subscribe actions, note the endpoint for
   potentialAction
   (SearchAction, SubscribeAction).

Implementation workflow inside SwiftSchema

1. Choose WebPage in the generator and fill page name, URL, description, and hero image.
2. Specify
   inLanguage
   ,
   isPartOf
   (Website), and
   about
   topics or taxonomy tags.
3. Build the
   breadcrumb
   list with positions, names, and URLs.
4. Add
   mainEntity
   referencing the primary schema block (Product, Article). If multiple entities exist, focus on the one that best describes the page.
5. Include
   potentialAction
   entries (SearchAction, SubscribeAction, ReadAction) when relevant.
6. Export JSON‑LD, embed it on the page template, and test with the Rich Results Test or Schema Markup Validator.

Troubleshooting & QA

• Conflicting canonicals: If the canonical tag differs from the WebPage URL, align them immediately.
• Broken breadcrumbs: Validate each breadcrumb URL; outdated paths confuse crawlers and users.
• Multiple WebPage snippets: Ensure only one WebPage block per page. Consolidate duplicates from plugins or theme files.
• Orphaned mainEntity: Make sure
  mainEntity
  references a real entity defined on the same page or accessible via
  @id
  .
• Localization drift: When translating pages, update
  name
  ,
  description
  , and
  inLanguage
  . Don’t reuse English metadata for other locales.

Maintenance and governance

• During releases or migrations, audit WebPage schema as part of QA to catch altered URLs or breadcrumbs.
• Keep a metadata spreadsheet mapping URLs to
  mainEntity
  IDs; use it when reorganizing site sections.
• Review Search Console or structured data logs monthly to fix WebPage warnings triggered by navigation changes.
• Train localization partners to update schema text when translating UI.
• Record
  lastReviewed
  dates within metadata to show when each template was verified.

Common errors & quick fixes

• Treating WebPage as optional: Add it to key templates so entity relationships stay intact.
• Leaving breadcrumbs empty: Always provide a BreadcrumbList that mirrors visible navigation.
• Pointing mainEntity to another URL: Use internal IDs or
  @id
  references instead of linking to unrelated pages.
• Skipping language codes: Set
  inLanguage
  per locale to aid hreflang and duplication checks.
• Copy/paste leftovers: When duplicating templates, update page names, URLs, and breadcrumb paths to avoid referencing other sections.

{
  "@context": "https://schema.org",
  "@type": "WebPage",
  "name": "ACME Anvil — Product Page",
  "url": "https://example.com/products/acme-anvil",
  "breadcrumb": {
    "@type": "BreadcrumbList",
    "itemListElement": [
      {
        "@type": "ListItem",
        "position": 1,
        "name": "Home",
        "item": "https://example.com/"
      },
      {
        "@type": "ListItem",
        "position": 2,
        "name": "Products",
        "item": "https://example.com/products"
      }
    ]
  }
}