Schema Markup Generator (JSON-LD / Schema.org)
A schema markup generator turns details you type into Schema.org structured data, formatted as a JSON-LD script tag you paste into a page. Pick a type below, fill in the fields, and copy code that tells search engines what the page describes and makes it eligible for rich results.
Supports LocalBusiness, FAQPage, Article, Product, Event, HowTo, Organization and BreadcrumbList. Already published? Check the live page with the schema validator.
Select Schema Type
For businesses with a physical location or service area
Fill in Your Details
Use $ signs: $, $$, $$$, $$$$
Generated JSON-LD
Fill in the fields and the code below updates as you type. Empty fields are left out of the output.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "",
"description": "",
"url": "",
"address": {
"@type": "PostalAddress",
"streetAddress": "",
"addressLocality": "",
"addressRegion": "",
"postalCode": "",
"addressCountry": "US"
}
}
</script>How to use this markup
- Click "Copy HTML" above
- Paste the script tag into your page's
<head>section - Test with Google Rich Results Test
- Validate with Schema.org Validator
- Once it is live, check the real URL with our schema validator
Want schema on every page, done for you?
A free audit shows which pages are missing structured data and which existing markup has errors.
Next step: publish the code, then run the page through the schema validator to confirm it parses on the live URL. Selling products? The product listing schema generator adds shipping, returns and GTIN fields for merchant listings.
How to use the schema generator
- Pick the schema type that matches what the page shows.
- Fill in the fields; the JSON-LD updates as you type.
- Press Copy HTML, paste it into the page, publish, then check the live URL in the schema validator.
More detail on each step: full walkthrough.
Rich Snippet Generator: Which Rich Results Each Type Supports
Rich snippets (Google now calls them rich results) come from structured data, not from a separate tool. Use the generator above with the type that matches the page; Google then decides per query whether to show the enhancement.
| Schema type | Rich result in Google | Current status |
|---|---|---|
| Product | Price, availability and review stars (from genuine reviews) | Shown |
| BreadcrumbList | Readable path in place of the raw URL | Shown |
| Article | Better headline, image and date handling; Top Stories eligibility | Shown |
| Event | Date, venue and ticket details in event listings | Shown |
| LocalBusiness / Organization | Business details and logo for knowledge panels | Used as a signal; panel display not guaranteed |
| FAQPage | Expandable questions under the listing | Limited to well-known government and health sites since 2023 |
| HowTo | Step-by-step results | No longer shown by Google (2023); still valid Schema.org |
Status per Google Search Central's structured data search gallery and its August 2023 announcement on FAQ and How-to rich results.
Why You Need Schema Markup
Structured data is the secret weapon that separates average search listings from the ones that actually get clicked. Here's what it does for you.
Unlock Rich Results
Transform plain search listings into rich results with review stars, prices, breadcrumb paths and event details, where Google supports them for your page type.
Boost Click-Through Rates
Rich results occupy more visual real estate in search results. More visibility means more clicks — and more qualified traffic to your website.
Machine-Readable Entities
Structured data states plainly what a page is about: the business, product or article, and how they relate. That helps search engines and AI systems that parse it interpret the page correctly.
Validate in One Click
Output follows schema.org syntax and Google's documented required properties. After publishing, check the live page with our schema validator or Google's Rich Results Test.
8 Schema Types Covered
LocalBusiness, FAQ, Article, Product, Event, HowTo, Organization, and Breadcrumb — the schema types that matter most for real-world SEO.
Zero Learning Curve
Fill in the form fields, watch the JSON-LD update in real time, and copy the finished code. No coding knowledge required.
How to Use This Schema Generator
You don't need to understand JSON syntax to generate perfect structured data. Follow these five steps and you'll have valid, deployment-ready markup in under two minutes.
Choose Your Schema Type
Select the schema type that matches your page content. Running an e-commerce site? Pick Product. Writing a blog post? Go with Article. Building a FAQ section? Choose FAQ. If you're unsure, start with Organization for your homepage and BreadcrumbList for every page.
Fill In the Required Fields
Each schema type has its own set of fields — business name, product price, article headline, event date, and so on. Fill in every field accurately. The more complete your data, the better your chances of qualifying for rich results. Don't leave optional fields blank if you have the information.
Preview the JSON-LD Output
Watch the JSON-LD code update in real time as you type. The preview panel shows you exactly what will be added to your page. Review it carefully — make sure names, URLs, and descriptions are correct before copying.
Copy and Add to Your Website
Click the copy button to grab the complete HTML snippet (including the <script> wrapper). Paste it into your page's <head> section or just before the closing </body> tag. In WordPress, add it via a custom HTML block or your theme's header. In Next.js, use a <script> tag with dangerouslySetInnerHTML.
Validate and Monitor
After deploying, run your page through Google's Rich Results Test to confirm the markup is valid. Then submit the URL for re-crawling in Google Search Console. Check the Enhancements report regularly to catch any errors or warnings early.
Structured Data by the Numbers
The evidence is clear: schema markup changes how your content performs in search.
Schema.org vocabulary stats from schema.org; Google recommendation per Google Search Central documentation.
Schema Markup Best Practices
Getting structured data onto your pages is only half the battle. To maximize your rich result eligibility and avoid penalties, you need to follow a handful of critical best practices that separate amateurs from professionals.
Always Use JSON-LD
Google explicitly recommends JSON-LD as the preferred structured data format. Unlike Microdata (which requires weaving attributes into your HTML) or RDFa (which uses a different attribute syntax), JSON-LD lives in a standalone <script> tag. That means you can add, update, or remove schema markup without touching your templates or visible content. It also makes debugging infinitely easier — just look at the script block rather than hunting through nested HTML attributes.
Mark Up What's Actually on the Page
This is the rule most people break. Google requires that your structured data accurately represents the visible content on the page. If you add Product schema with a price of $29 but the page shows $49, that's a violation. If you add FAQ schema for questions that don't appear anywhere on the page, Google may issue a manual action. Always ensure your markup matches what users can actually see.
Be Specific with Schema Types
The schema.org vocabulary contains more than 750 types, with very specific subtypes for niche use cases. Instead of using the generic LocalBusiness type, check if a more specific type fits — Restaurant, Dentist, LegalService, RealEstateAgent, and dozens more are available. More specific types give search engines richer context and can unlock type-specific rich result features.
Include All Recommended Properties
Google distinguishes between required and recommended properties for each schema type. Required properties are the bare minimum — without them, your markup won't qualify for rich results at all. But recommended properties significantly improve your chances. For example, Product schema technically only requires name, but adding image, offers, aggregateRating, and review properties dramatically increases your odds of earning a rich product snippet.
Use Absolute URLs Everywhere
Every URL in your structured data — images, canonical URLs, author profiles — should be an absolute URL (starting with https://). Relative URLs can confuse crawlers and may cause validation errors. Double-check image URLs especially; a broken og:image or schema image property means no visual rich result.
Test Before You Deploy
Never push schema markup to production without validating it first. Google provides two free testing tools: the Rich Results Test (which shows whether your markup qualifies for specific rich result types) and the Schema Markup Validator (which checks syntax against the schema.org specification). Run both. Fix every error and warning. Then deploy. Once the page is live, our schema validator reads the JSON-LD from the real URL, and the meta tag checker confirms the title, description and canonical on the same page.
Monitor in Google Search Console
After deploying structured data, monitor your Enhancements report in Google Search Console regularly. It surfaces errors, warnings, and valid items for each schema type detected on your site. Watch for spikes in errors after deploying — they often indicate a template issue affecting multiple pages at once. Fix errors promptly; pages with invalid markup lose their rich results.
Don't Forget BreadcrumbList
BreadcrumbList is the most underrated schema type. It replaces the raw URL path in search results with a clean, readable breadcrumb trail (e.g., "Home > Blog > SEO Tips" instead of "example.com/blog/seo-tips"). It improves click-through rates, helps users understand your site structure, and takes less than a minute to implement. Add it to every page on your site. Breadcrumbs are one item on our SEO checklist; work through the rest once your markup is in place.
Keep Markup Updated
Structured data isn't a set-and-forget task. If your business hours change, update your LocalBusiness schema. If a product goes out of stock, update the availability property. If an event date passes, remove or update the Event schema. Stale markup leads to Google warnings — and eventually, removal of your rich results.
Common Schema Markup Mistakes to Avoid
Even experienced developers fall into these traps. Avoid these five mistakes and you'll stay on Google's good side.
Marking Up Content That Isn't Visible
Google requires that structured data reflects what users can actually see on the page. Adding FAQ schema for questions hidden behind a login, or Product schema for items not displayed — that violates Google's guidelines. If a Googlebot can't see the content, neither should your schema claim it exists.
Using Outdated or Deprecated Properties
Schema.org evolves constantly. Properties get deprecated, new ones emerge, and Google's requirements shift. Using outdated properties (like the old review snippet format) means your markup won't qualify for rich results — even if it passes a syntax validator. Always check Google's Search Central documentation for the latest requirements.
Forgetting to Test After Template Changes
You redesigned your blog template and the JSON-LD script tag got dropped. Or a CMS update overwrote your custom markup. These silent failures happen all the time. Set up automated monitoring — either through Google Search Console alerts or a third-party tool — to catch schema errors the moment they appear.
Adding Schema to Every Page Without Strategy
Not every page needs every schema type. A privacy policy page doesn't need Product schema. A 404 page doesn't need Article schema. Be strategic: identify which pages have the highest search traffic potential, and prioritize those for structured data implementation. Quality over quantity wins every time.
Using Relative URLs in Markup
Every URL property in your JSON-LD — images, canonical URLs, author pages, sameAs links — must be an absolute URL starting with https://. Relative paths (like /images/product.jpg) cause validation errors and can prevent your markup from being processed. Always use the full URL including the protocol and domain.
When to Use Each Schema Type
Choosing the right schema type is critical. Here's a breakdown of when each type delivers the most value — and what kind of rich results you can expect.
LocalBusiness
Best for: Business listing pages, Google Business Profile optimization, location pages, and service area businesses. Essential for any company that serves customers in a specific geographic area.
Rich result impact: Knowledge panel, map pack listings, business info cards with hours, phone, and address directly in search results.
FAQ
Best for: Pages with a visible list of questions and answers: support pages, product Q&A and service FAQs. Still useful for machine readability even where Google no longer shows the rich result.
Rich result impact: Since August 2023, Google shows FAQ rich results only for well-known, authoritative government and health sites. Other sites keep valid markup but no dropdowns.
Article
Best for: Blog posts, news articles, editorial content, guides, tutorials, press releases, and any long-form written content.
Rich result impact: Article rich results, Top Stories carousel eligibility, Google Discover visibility, and author attribution.
Product
Best for: E-commerce product pages, pricing pages, SaaS product listings, and both physical and digital goods you sell online.
Rich result impact: Product rich results displaying price, availability, ratings, and review counts directly in search — critical for e-commerce.
Event
Best for: Conferences, webinars, workshops, concerts, meetups, and recurring events. Any gathering with a date, time, and location.
Rich result impact: Event rich results with date, location, ticket pricing, and availability — plus Google Events integration.
HowTo
Best for: Step-by-step guides, tutorials, DIY instructions, recipes, installation guides, and any content that walks users through a process.
Rich result impact: Google stopped showing How-to rich results in 2023. HowTo remains valid Schema.org that other consumers can read, but expect no search enhancement from it.
Organization
Best for: Company homepage, about page, corporate site, and non-profit landing page. Establishes your entity in Google's Knowledge Graph.
Rich result impact: Knowledge panel with company info, social profiles, logo, founding date, and contact details.
BreadcrumbList
Best for: Every page on your site. Seriously — breadcrumb schema is lightweight, easy to implement, and improves every single listing.
Rich result impact: Replaces raw URL paths with clean, clickable breadcrumb trails in search results.
How JSON-LD Works Under the Hood
If you want to get the most out of structured data, it helps to understand what's actually happening when a search engine encounters your JSON-LD. Here's the short version.
When Googlebot crawls your page, it looks for <script type="application/ld+json"> tags. It parses the JSON inside, maps each property to the schema.org vocabulary, and stores that data in a structured format alongside your page's content. This structured representation is what powers Knowledge Graph entries, rich results, and AI-driven features like Google AI Overviews.
The @context property tells the parser which vocabulary to use (almost always https://schema.org). The @type property specifies the entity type. Everything else maps to properties defined in the schema.org specification for that type.
Here's what makes JSON-LD powerful: it supports nesting. A Product can contain an Offer, which contains a PriceSpecification, which references a QuantitativeValue. This deep nesting lets you express complex relationships — like a business with multiple locations, each with different hours and services — in a single, clean data structure.
The @graph property lets you combine multiple entities in one JSON-LD block. Instead of multiple <script> tags, you wrap everything in a single block with "@graph": [...]. Both approaches are valid, but @graph is cleaner when you have many schema types on one page.
JSON-LD vs Microdata (and Why This Tool Outputs JSON-LD)
JSON-LD, Microdata and RDFa are three syntaxes for the same Schema.org vocabulary. Google supports all three, and its structured data documentation recommends JSON-LD because it is the easiest to implement and maintain at scale.
- JSON-LD is one
<script type="application/ld+json">block, separate from the visible HTML. You can add, edit or template it without touching page layout, and a CMS or framework can inject it from data. - Microdata adds
itemscope,itemtypeanditempropattributes to existing HTML elements. The data is tied to the markup, so a redesign or a moved element can silently break it. - RDFa works like Microdata with different attribute names (
vocab,typeof,property); it is mostly seen in older CMS themes.
This generator outputs JSON-LD only. If you searched for a microdata generator, the JSON-LD it produces describes the same Schema.org types and properties, and search engines read it the same way. Converting an existing Microdata site? You can add JSON-LD alongside it and remove the attributes once the validator shows the JSON-LD parsing cleanly; avoid leaving two conflicting descriptions of the same entity.
Comparing tools before you choose? See our roundup of the best schema markup generators, including plugins and paid options.
Frequently Asked Questions
Everything you need to know about schema markup, JSON-LD, and structured data for SEO.
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