Schema Markup Generator (JSON-LD)

What is schema markup?

Schema markup, also called structured data, is code that describes your content in a language search engines understand precisely. Instead of guessing that "+1 214 555 0100" is a phone number, Google reads it as the telephone of your LocalBusiness. The shared vocabulary comes from Schema.org, a project backed by Google, Microsoft, Yahoo and Yandex.

Structured data can make your page eligible for rich results: star ratings, FAQ answers, product prices, event dates and breadcrumbs shown right in Google. These richer listings take up more space and often earn more clicks.

This schema markup generator creates code in JSON-LD, the format Google recommends, for eight common types:

• Local Business (with 13 sub-types such as Plumber, Dentist or Restaurant)
• Organization
• Article / Blog Posting / News Article
• FAQ Page
• Product with price, availability and rating
• Person
• Breadcrumb
• Event, including online and hybrid events

How to add schema to your website

1. Choose the schema type that matches the page.
2. Fill in the fields. Fields marked with * are required, the rest are optional but helpful.
3. Click Copy code.
4. Paste the code into the <head> or <body> of that page. On WordPress, use a header/footer plugin or your SEO plugin's schema settings.
5. Test the page with Google's Rich Results Test.

Rules to follow

Only mark up what visitors can see on the page. If your page does not show reviews, do not add a rating. Google's structured data guidelines say misleading markup can lead to a manual action, which removes rich results for the whole site.

Use one main type per page. A service page might combine LocalBusiness and Breadcrumb, while a blog post uses Article and maybe FAQ.

Rich results are never guaranteed. Google decides when to show them based on the search and the page quality.

Which schema should a small business use?

Start with LocalBusiness on your homepage or contact page, including your full address, phone, hours and social profiles. Add FAQ schema to pages with a real FAQ section and Breadcrumb schema across the site. Then check the live page with our Meta Tag Checker, which lists every schema type it finds, or run a full Website SEO Audit.

Schema for each page type

As a quick guide: use Organization or LocalBusiness on your homepage, Article on blog posts, Product on product pages, FAQPage where you answer questions, Event for webinars and events, and Breadcrumb everywhere. After adding it, check the whole page with the Meta Tag Checker, tidy the code with the JSON Formatter and test social sharing with the Open Graph Preview.

Rich results schema can unlock

Structured data does not change your ranking position by itself, but it can make your result look different and more useful. Depending on the type and Google's current rules, pages with valid markup can be eligible for:

• Product details such as price, availability and review stars on shopping results.
• Event dates and locations shown directly in search.
• Breadcrumb trails instead of a long URL under your title.
• Organization and LocalBusiness details that help Google understand your logo, address, phone number and opening hours.
• Article information such as the headline, author and date for news and blog posts.

Google decides which rich results to show, and it changes these features over time. For example, FAQ rich results are now shown mainly for well-known government and health websites, but FAQ markup is still valid and helps machines understand your content. The Search Gallery lists the features currently supported.

Schema types in this generator

Testing your structured data

After adding the code, always test it:

1. Paste the page URL or the code into Google's Rich Results Test. It shows which rich results the page is eligible for and lists errors.
2. Use the Schema Markup Validator to check the markup against the full schema.org vocabulary.
3. After Google has crawled the page, check the Enhancements reports in Google Search Console for warnings across your whole site.

Common schema mistakes

• Marking up content that is not visible on the page, such as fake reviews or FAQs that visitors cannot see. This breaks Google's guidelines.
• Wrong business details. The name, address and phone number in your schema should match your website and your Google Business Profile exactly.
• Missing required properties, such as name on a Product or startDate on an Event.
• Using an old or broken image URL for the logo or article image.

To check which schema types a live page already has, run it through the Meta Tag Checker. For local businesses, schema works best together with a complete Google Business Profile and consistent contact details across the web.

Last updated: October 25, 2026