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Schema Generator

Pick a schema type, fill in the form and copy ready-made JSON-LD structured data, with checks for missing and invalid properties.

Build your schema markup

Schema type

Your JSON-LDPaste it into the HTML of the page
 
     
 
 
 
Checks
 
     
    When the code is on your page, test the live URL in Google’s Rich Results Test and the Schema.org validator.
     
       
     
       
    The markup is built in your browser. Nothing you enter is sent to a server.
       
       
     
      
    What structured data is
     
    Structured data is a short block of code that describes a page in a format machines can read without guessing. Instead of working out from the text that a page sells a mug for $28, a search engine reads "@type": "Product", the name, the price and the currency. The vocabulary comes from schema.org, a shared project of the major search engines, which is why it is often called schema markup.
     
    Pages also need a clear title and description. The Meta Tag Generator previews both the way Google shows them.
     
    JSON-LD is the format Google recommends. It sits in its own script tag and does not touch your visible HTML, so you can add, change or remove it without editing the layout. Valid structured data can make a page eligible for rich results, such as prices and stock status under a product, event dates, or a breadcrumb trail instead of a bare URL. Eligible is the key word: Google decides for each search whether to show a rich result, and correct markup never guarantees one.
     
    Which schema type fits your page
     
       
    • Article: blog posts and news stories. Helps search engines pick up the headline, the images, the dates and the author. BlogPosting and NewsArticle are more specific kinds of Article.
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    • Product: pages that sell one product or review it. Price, currency and availability are the parts Google uses most.
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    • Local business: shops, restaurants, salons, practices and offices that customers visit. Address, phone and opening hours should match your Google Business Profile.
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    • Organization: your home page or about page. Name, logo and links to your social profiles tell search engines which accounts belong to you.
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    • Breadcrumb: any page below the home page. It shows where the page sits in your site.
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    • Event: concerts, workshops, classes and webinars with a fixed date, in person or online.
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    • FAQ: pages with a list of questions and answers. Google now shows FAQ rich results only for some well-known, authoritative sites, such as government and health sites, so for most sites FAQ markup may not produce a rich result. It still describes the page clearly.
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    HowTo markup is not offered here, because Google no longer shows HowTo rich results.
     
    Rules that keep your markup eligible
     
       
    • Mark up what people can see. Every question, price, review and date in the code must also be visible on the page.
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    • Describe the page itself. Use Product on the product page, not on a category page that lists twenty products.
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    • Use real reviews only. Ratings must come from actual customers. Invented or copied ratings can lead to a manual action from Google.
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    • Keep it current. Update prices, stock, opening hours and event dates when they change, or remove the markup.
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    • Use full URLs. Links and images need the complete address, starting with https://.
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    How to use the schema generator
     
       
    1. 1Pick the schema type that matches the main content of your page, then fill in the form. Add rows for questions, breadcrumb items or opening hours as needed.
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    2. 2Work through the checks below the code. Items marked Fix are missing or invalid, Recommended items help your markup do more.
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    3. 3Copy the code or download it as a .json file, paste it into the page, publish, and test the live URL in Google’s Rich Results Test.
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    Frequently asked questions
     
     
     Does schema markup improve my rankings? 
    Not by itself. Structured data helps search engines understand what a page is about and can make it eligible for rich results, like product prices, review stars or event dates in the listing. Those can make a result more noticeable, but the content of the page and its usefulness still decide where it ranks.
     
     Why don’t I see rich results after adding the code? 
    Valid markup makes a page eligible, it never guarantees a rich result. Google first has to crawl the page again, which can take days or weeks, and then decides for each search whether a rich result fits. Check the page in the Rich Results Test and watch the enhancement reports in Google Search Console for errors.
     
     Where do I put the JSON-LD code? 
    Paste the script tag into the HTML of the page it describes, in the head or anywhere in the body. In WordPress you can use a plugin that adds code to the header, or the schema settings of your SEO plugin. Google can also read JSON-LD that JavaScript adds to the page, but markup that is in the HTML from the start is the most reliable.
     
     Can I use several schema types on one page? 
    Yes. A product page often has Product and BreadcrumbList, and a home page Organization. Add one script tag per type, or put several objects in one array. Each one must describe content that is actually on that page.
     
     Can I add review stars to my own business? 
    Google does not show review stars for reviews that a local business or organization publishes about itself on its own site. That is why this generator offers ratings only for products. A product rating must come from real customers, and the reviews have to be visible on the page.