Schema Markup Generator
Select a schema type, fill in the fields, and get valid JSON-LD structured data to add to your page.
What Is Schema Markup?
Schema markup (structured data) is a standardised vocabulary for describing what a page is about in a way search engines can parse unambiguously. Where your prose says "we offer dental services in London", schema markup says {"@type": "Dentist", "address": {"addressLocality": "London"}}. Google uses structured data to understand entities, relationships, and facts — and to enable rich results in SERPs: FAQ dropdowns, star ratings, product prices, recipe cards, breadcrumb trails, and more.
Schema.org, the vocabulary used by Google, Microsoft, Yahoo, and Yandex, defines hundreds of types. In practice, most sites only need six or seven: Organization, LocalBusiness, Article, FAQPage, Product, BreadcrumbList, and Person. This generator covers the essentials.
Which Schema Types Unlock Rich Results
| Schema Type | Rich Result | When to Use |
|---|---|---|
| FAQPage | Expandable Q&A dropdowns in SERP | Pages with genuine FAQ sections |
| Article / NewsArticle / BlogPosting | Top Stories carousel, enhanced snippet | Blog posts, news content |
| Product | Price, availability, ratings in SERP | E-commerce product pages |
| LocalBusiness | Knowledge Panel, local pack eligibility | Any business with a physical location |
| Organization | Knowledge Panel (brand-level) | Your homepage or About page |
| BreadcrumbList | Breadcrumb trail in SERP (replaces URL) | Any page with breadcrumbs |
| Event | Event details in SERP and Maps | Events, webinars, concerts |
| Recipe | Recipe card with photo, rating, time | Cooking content |
| VideoObject | Video thumbnail, duration in SERP | Pages with embedded video |
| HowTo | Step-by-step rich result | Instructional content |
| Review / AggregateRating | Star ratings in SERP | Any rated product or service |
Note: In 2023 Google scaled back FAQ rich results to only show on authoritative government and health sites. FAQPage schema is still valuable for understanding and for other search engines, but do not expect SERP dropdowns on most sites.
How to Add Schema to Your Page
- Generate the JSON-LD using the form above.
- Copy the code.
- Paste inside
<head>of your page, wrapped in<script type="application/ld+json">...</script>. - One schema per block is fine; multiple is also allowed. Article schema, FAQPage schema, and Organization schema can all coexist on the same page.
- Validate. Paste your live URL into Google's Rich Results Test at search.google.com/test/rich-results or use the structured data checker.
- Monitor. Search Console's "Enhancements" tab reports rich result eligibility and errors over time.
JSON-LD vs Microdata vs RDFa
There are three ways to embed structured data in HTML. Google prefers JSON-LD because it:
- Separates data from markup. Schema lives in its own script block, not sprinkled through HTML attributes.
- Is easy to generate. Template engines output JSON trivially; sprinkling
itempropattributes across HTML is tedious. - Is easy to update. Editing a single script tag beats re-annotating every heading and paragraph.
- Scales well. One JSON-LD block can describe a complex entity with nested properties; microdata gets unwieldy fast.
Microdata and RDFa still work, but new projects should use JSON-LD.
Common Schema Mistakes
Schema Doesn't Match Visible Content
Marking up a price of £10 in schema when the page shows £50 is a policy violation. Google's quality raters treat this as spam. Schema must accurately describe what users actually see.
Using the Wrong Type
A blog post marked up as Product will not earn rich results and may trigger errors. Pick the type that matches what the page is.
Missing Required Properties
Each schema type has required and recommended properties. Google's docs list them. For example, Product requires name, image, and one of (review, aggregateRating, offers) for rich results.
Invalid JSON
Unquoted keys, trailing commas, or unescaped quotes in string values will cause the whole block to fail silently. Use a validator.
Duplicate Organization Schema
Site-wide Organization schema should appear on only one page — usually the homepage. Repeating it on every page can confuse Google's entity graph.
Related Schema & Structured Data Resources
- What is structured data? — reference.
- Structured data checker — validate live schema on any URL.
- How to create FAQ schema — dedicated FAQ guide.
- Meta tag generator — pair schema with complete meta tags.
- Site Audit — verify schema presence across all pages.