How to use the Schema Markup Generator
- Choose the schema type that matches the main content of your page, such as Product for a product page or Event for an event page.
- Fill in the form. Fields marked with an asterisk are required; the messages under the form list anything missing.
- Click Copy JSON-LD and paste the script into the page’s HTML, in the head or body.
- Publish the page, then run its URL through Google’s Rich Results Test to confirm Google can read the markup.
Features
- Nine common types, including FAQPage, Article, LocalBusiness, Product and Event
- Repeatable rows for questions, breadcrumb levels and opening hours
- Dates with the correct time zone offset
- Checks for required fields, absolute URLs, GTINs and currency codes
- Removes empty fields so the output stays clean
- Escapes the JSON safely for use inside a script tag
What structured data is
Structured data is a machine-readable description of what a page is about, written in the shared vocabulary published at schema.org. Search engines can read a product page and guess the price, but markup states it outright: this is a Product, its price is 49.00, the currency is USD and it is in stock. Google uses that information to understand pages and, for some types, to show rich results such as prices, event dates or a site name.
Why JSON-LD
Schema.org data can be written three ways: JSON-LD, Microdata and RDFa. Google recommends JSON-LD because it sits in a single script block, separate from your visible HTML, so you can add or update it without touching the page layout. The script can go in the <head> or the <body>, and a page may contain more than one block, for example an Article plus a BreadcrumbList.
Which type should you use?
| Page | Type | Key fields |
|---|---|---|
| Blog post or news story | Article, BlogPosting, NewsArticle | headline, image, author, datePublished |
| Product page | Product with Offer | name, image, price, priceCurrency, availability |
| Shop, clinic, restaurant | LocalBusiness subtype | name, address, telephone, opening hours |
| Home or about page | Organization and WebSite | name, url, logo, sameAs |
| Concert, class, webinar | Event | name, startDate, location |
| Any page in a hierarchy | BreadcrumbList | name and URL of each level |
| Help or support page | FAQPage | question and answer pairs |
Google’s rules you must follow
Markup has to describe content that visitors can actually see on the page. Marking up text that is hidden, misleading or unrelated breaks Google’s structured data guidelines and can lead to a manual action that removes rich results for the whole site.
- No fake reviews or ratings. Ratings must come from genuine customers and be visible on the page. Google does not show review stars for reviews a business writes about itself on its own LocalBusiness or Organization pages. This generator deliberately leaves out rating fields.
- Prices must match. The price and availability in your Product markup should be the same as on the page and in your shop.
- Events must be real events. Do not mark up a sale or a coupon as an Event.
- FAQs need visible answers. Since 2023 Google shows FAQ rich results only for well-known government and health sites, so for most sites FAQ markup no longer changes how results look, though it remains valid.
Even perfect markup does not guarantee a rich result; Google decides case by case.
Testing your markup
Use Google’s Rich Results Test to see which rich result types a page is eligible for and to catch errors in required fields. The Schema Markup Validator checks the markup against the full schema.org vocabulary, including types Google does not use. After publishing, the Enhancements reports in Google Search Console show errors across your whole site.
Common mistakes
- Relative URLs in image, logo or item fields; always use full https:// addresses.
- Dates without a time zone for events, which can shift the start time by hours.
- Copying one Organization block with a different name onto every page.
- Forgetting to update dateModified, prices or availability when the page changes.
Pair structured data with solid basics from the Meta Tag Generator and the Open Graph Generator.
Frequently asked questions
Where do I put JSON-LD code?
Paste the whole script block into the page’s HTML, either in the <head> or anywhere in the <body>. Many CMSs and SEO plugins also offer a field for custom head code.
Will schema markup improve my rankings?
Structured data is not a direct ranking boost. It helps search engines understand your content and can make pages eligible for rich results, which may make your listing more noticeable.
Why does this tool not include review stars?
Ratings must come from real, visible customer reviews, and fake or self-written ratings break Google’s guidelines. If you have genuine reviews, add them with your review platform’s markup.
Can I use more than one schema type on a page?
Yes. Add a separate script block for each, for example Article plus BreadcrumbList on a blog post, or Organization plus WebSite on the home page.
Why is my FAQ markup not showing in Google?
Since 2023 Google limits FAQ rich results to well-known, authoritative government and health websites. The markup is still valid, but most sites will not see FAQ dropdowns in results.