How to add schema markup to your Showit site using Google Tag Manager

Quick answer

The easiest way to add schema to a Showit site is via Google Tag Manager. Create a Custom HTML tag with your schema code wrapped in a script tag, set it to fire on the right pages, and publish. No code editing in Showit required.

How to fix it in Showit

1. Before you start. Make sure your website is connected to Google Tag Manager and your GTM container is installed correctly on your Showit site. If you haven't done this yet, follow the guide 'How to Connect Showit to Google Tag Manager' first. FastaSEO also checks whether GTM is connected — check your sitewide results if you're unsure.

2. Step 1 — Open Google Tag Manager. Go to tagmanager.google.com and log in. You'll see a list of your accounts and containers. Select the container that matches your Showit website. If you have multiple sites make sure you're in the right one — the container name and URL are shown on the workspace screen.

3. Step 2 — Create a new tag. In the left sidebar, click Tags. You'll see a list of any existing tags. Click the blue New button in the top right corner. A panel will slide open — the first thing to do is give your tag a clear name. Click the pencil icon next to 'Untitled Tag' at the top and type your tag name. Use a consistent naming structure like: Schema — Homepage Organization, Schema — About Page Person, Schema — Services Page Service, Schema — FAQ FAQPage, Schema — Contact LocalBusiness. Good naming becomes very important as your schema setup grows — you'll thank yourself later.

4. Step 3 — Choose Custom HTML as the tag type. In the tag panel, click Tag Configuration. A list of tag types will appear. Scroll down and select Custom HTML. This option lets you paste any HTML or code directly into the tag — which is how you'll add your JSON-LD schema.

5. Step 4 — Add your schema code. A text box will appear inside the tag configuration. Paste your complete schema markup here. Your schema code must be wrapped in a script tag to work correctly. It should look like this: . Make sure the opening and closing script tags are included — without them the schema won't be recognised by Google. If you're not sure what code to add, check the Schema Markup tab in FastaSEO for your page recommendations, then use a tool like Schema.dev or Google's Structured Data Markup Helper to generate the code.

6. Step 5 — Add a trigger. Scroll down to the Triggering section and click the pencil icon. Click the blue + icon in the top right to create a new trigger. Choose Page View as the trigger type. Select Some Page Views — this lets you control which pages the tag fires on. You'll now see a condition row. Set it to: Page URL — contains — /about (replacing /about with the URL path of the page this schema applies to). For your homepage, use Page Path — equals — /. For your about page, use Page URL — contains — /about. For your services page, use Page URL — contains — /services. Important: each schema tag should only fire on the pages it relates to. Do not set triggers to All Pages unless the schema genuinely applies to every page on your site. Using the wrong trigger is one of the most common schema mistakes.

7. Step 6 — Save the tag. Click Save in the top right corner of the tag panel. You'll be taken back to the Tags list where your new tag will now appear. Review the tag name, tag type (Custom HTML), and trigger to make sure everything looks correct before moving on.

8. Step 7 — Test using GTM Preview Mode. Never publish schema changes without testing first. Click the Preview button in the top right of your GTM workspace. A new tab will open asking for your website URL. Enter the full URL of the page where your schema should load and click Connect. A debug panel will appear at the bottom of your site. Navigate to the page you set the trigger for. In the debug panel, look for your schema tag name in the Tags Fired section. If it appears there, the tag is firing correctly. If it appears in Tags Not Fired, check your trigger conditions — the URL path may not match exactly. Close Preview mode when you're done testing.

9. Step 8 — Publish your GTM container. Once your testing confirms the tag fires correctly, go back to your GTM workspace and click the blue Submit button in the top right. You'll be prompted to add a version name — something like 'Added homepage schema' is helpful for tracking changes over time. Click Publish. Your schema is now live on your website.

10. Step 9 — Confirm in FastaSEO. Run a fresh scan in FastaSEO to confirm the schema is now detected on the correct pages. FastaSEO will verify that your structured data is appearing correctly and flag any pages that still need schema added.

What's the issue

Before you start, make sure your website is connected to Google Tag Manager and your GTM container is installed correctly on Showit. If you haven't done this yet, follow the guide 'How to Connect Showit to Google Tag Manager' first.

Why it matters

• Google Tag Manager gives you full control over when and where your schema fires — without modifying your Showit design. Each page type can have its own tag with tailored schema code. If you need to update your business details, you update the GTM tag rather than digging into page code. It's also easier to test and debug using GTM's preview mode before publishing live.

The alternative is adding schema directly in Showit's custom code area under page settings, which works but is harder to maintain across multiple pages.

What good looks like

Each page type has its own GTM tag with the correct schema code. Tags are set to fire on specific page URLs. FastaSEO confirms schema is detected on every page that needs it.

How long this takes

Setting up your first schema tag in GTM takes around 15–20 minutes. Each additional page type takes around 5–10 minutes once you have the process down.