Schema markup generator (JSON-LD)
Generate JSON-LD structured data for rich results. Pick a type, fill in the fields, and copy the markup.
Runs 100% in your browserHow to generate schema markup
- Choose a type. Pick the schema type that matches your page — Organization, Local Business, Article, Product, FAQ or Breadcrumbs.
- Fill in the fields. Enter the details; the JSON-LD updates live and skips any empty fields.
- Copy and validate. Copy the block into your page, then check it in Google’s Rich Results Test.
What structured data does
Structured data is a machine-readable layer that states explicitly what a page is — this is
a product, that is its price, this is the author, that is the publish date — instead of leaving search
engines to infer it from prose. Google's recommended format is JSON-LD: a single
<script type="application/ld+json"> block you drop in the <head> or
body, kept separate from your visible HTML so it's easy to maintain. This tool emits JSON-LD and omits
any field you leave blank, so the output stays valid no matter how much you fill in. Adding it correctly
makes a page eligible for enhanced results — but eligibility is not a guarantee; Google decides
per query whether to show a rich result at all.
The types here and the results they unlock
Each type maps to a specific opportunity in the SERP. Organization feeds the knowledge
panel and links your social profiles via sameAs; LocalBusiness adds
address, phone and hours for map and local results. Article supplies the byline and
dates that power Top Stories and article cards; Product can surface price, availability
and review stars. FAQPage renders expandable questions directly under your listing, and
BreadcrumbList replaces the raw URL with a readable category trail. Pick the one type
that genuinely describes the page — stacking schema a page doesn't earn (FAQ markup on a page with no
visible FAQ, for instance) is exactly what triggers a structured-data manual action.
Match the page, then validate
The cardinal rule: structured data must describe content a visitor can actually see on the page. Marking up a price or rating that doesn't appear in the visible content violates Google's guidelines and risks losing rich results across the whole site. After you paste the markup, run the URL through Google's Rich Results Test and the Schema.org validator to confirm it parses and qualifies, then watch the Enhancements reports in Search Console for warnings once it's crawled. Required versus recommended properties differ by type — filling the recommended ones (an image on Article, a brand and review on Product) materially improves how rich the result can be.
Frequently asked questions
- Schema markup is structured data that describes your page to search engines using the shared vocabulary at schema.org. Added as JSON-LD, it can unlock rich results — star ratings, FAQs, breadcrumbs, business info — in Google and Bing.
- Google recommends JSON-LD: it sits in a single
<script>block in your<head>or body, separate from your visible HTML, so it is easy to add and maintain without touching your layout. - No. Valid markup makes your page eligible for rich results, but Google decides whether to show them. Always validate with the Rich Results Test and make sure the markup matches the visible content.
- Paste the whole
<script type="application/ld+json">block into your page — the<head>is the most common place. You can include multiple blocks for different types.