How to fix missing schema howto on BigCommerce

Steps for BigCommerce

1. Go to Storefront › My Themes › Advanced › Edit Theme Files (Stencil theme).
2. Open the relevant template file, typically templates/pages/custom/page/[your-page].html or templates/pages/blog-post.html for instructional content.
3. Paste the <script type='application/ld+json'> block (HowTo + BreadcrumbList) anywhere within that template file before </body>.
4. Alternatively, add a Custom Script via Storefront › Script Manager: set location to 'Footer', select the specific page(s), and paste the JSON-LD wrapped in a <script type='application/ld+json'> tag.
5. Validate with Google's Rich Results Test.

{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": "HowTo",
      "name": "How to [Task Name]",
      "description": "A brief description of what this guide helps the user accomplish.",
      "step": [
        {
          "@type": "HowToStep",
          "position": 1,
          "name": "Step 1 Heading",
          "text": "Detailed description of what to do in step 1."
        },
        {
          "@type": "HowToStep",
          "position": 2,
          "name": "Step 2 Heading",
          "text": "Detailed description of what to do in step 2."
        },
        {
          "@type": "HowToStep",
          "position": 3,
          "name": "Step 3 Heading",
          "text": "Detailed description of what to do in step 3."
        }
      ]
    },
    {
      "@type": "BreadcrumbList",
      "itemListElement": [
        {
          "@type": "ListItem",
          "position": 1,
          "name": "Home",
          "item": "https://www.example.com/"
        },
        {
          "@type": "ListItem",
          "position": 2,
          "name": "Guides",
          "item": "https://www.example.com/guides/"
        },
        {
          "@type": "ListItem",
          "position": 3,
          "name": "How to [Task Name]",
          "item": "https://www.example.com/guides/how-to-task-name/"
        }
      ]
    }
  ]
}

What is missing schema howto?

Structured data is hidden code — written in a format called JSON-LD — that you add to a web page to tell search engines exactly what the content means, not just what it says. HowTo schema marks up step-by-step instructional content (like "How to assemble your product" or "How to apply for a return") so Google can understand each step individually. BreadcrumbList schema tells Google the navigation path to the page (e.g. Home › Help › Returns), which shows up as a readable trail in search results. Neither type is visible to shoppers; it lives quietly in the page's code and speaks directly to search engines and AI answer tools.

Pages with valid HowTo structured data are eligible for rich results — expanded, step-by-step listings in Google Search that take up significantly more screen space than a plain blue link, driving higher click-through rates. They are also prime candidates for Google's AI Overviews and other answer-engine features that pull structured steps directly into zero-click answers, putting your brand in front of shoppers before they even visit a competitor. BreadcrumbList markup improves how your URL path is displayed in search results, which has been shown to increase trust and clicks. Missing these schema types means leaving visible, high-intent real estate on the search results page empty — and handing it to competitors who have implemented them.

See the complete Missing schema howto guide for every platform and the full background.