Ghost

Ghost starts ahead of the field. It renders server-side, produces clean semantic HTML, generates a sitemap automatically and emits Article and Organization schema without being asked. If you are on Ghost, a good deal of pillar one is already handled.

The gaps are narrow and specific.

What Ghost already does

Server-rendered content, so your posts exist in the HTML before any JavaScript runs. A sitemap at /sitemap.xml, kept current. Basic JSON-LD for posts and the publication itself. Canonical URLs. Open Graph tags.

That is a genuinely good baseline, and it is why Ghost sites tend to score well on Find you without anyone doing anything.

What it does not

FAQ schema. If your posts answer questions — and most do — Ghost will not mark them up as answers. This is usually the largest single gain available on a Ghost site.

Anything about your business rather than your publication. Ghost describes you as a publication. If you are a consultancy or a service business using Ghost as your whole website, the Organization schema it emits will be thin. Add LocalBusiness or ProfessionalService markup yourself.

llms.txt. Ghost has no route for arbitrary root files, which is the one genuine friction point. Options: use a redirect in your hosting layer, put it behind a Ghost route, or serve it from a CDN or reverse proxy in front of Ghost. If you are on Ghost Pro, a redirect in redirects.json pointing at a hosted file is the least painful route.

Where custom markup goes

Site-wide: Settings → Code injection → Site Header. Anything here appears in <head> on every page.

One post: the post settings sidebar has its own code injection panel, which is where per-post FAQ schema belongs.

Do not put JSON-LD in the footer injection. It works, but it is harder to find later and some tools check the head first.

Worth knowing

Ghost themes vary a lot in how much semantic structure they preserve. A minimal theme usually scores better than an elaborate one, because there is less markup between your words and a crawler. Run the free check on a post before and after a theme change.

Common questions

Can I add llms.txt to Ghost?

Not directly — Ghost has no route for arbitrary root files. Use a redirect in redirects.json pointing at a hosted file, or serve it from a proxy or CDN in front of Ghost.

Does Ghost emit schema already?

Yes, Article and Organization schema for posts and the publication, plus a current sitemap. What it does not emit is FAQ schema or anything describing you as a business rather than a publication.