Schema markup generator (JSON-LD)
Pick a type, fill in the fields and copy the JSON-LD script. Required and recommended fields are checked as you type.
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Short answer
Schema markup is structured data, usually a JSON-LD script, that tells search engines and AI tools what a page is about: a business, a product, an article. This generator writes valid JSON-LD for six common schema.org types from a form, leaves empty fields out, and flags missing required fields and badly formatted values.
How to use the schema markup generator
- Pick the type that describes the page: organization, local business, product, article, software app or breadcrumbs.
- Fill in the fields. Required fields are marked; recommended fields help search engines show more. Leave a field empty if the information is not on the page.
- Fix the notes, then copy the script into the page, in the head or at the end of the body.
- Test it with the Schema Markup Validator (validator.schema.org) and Google's Rich Results Test.
Which type to use where
| Type | Use it on | Key fields |
|---|---|---|
| Organization | Home or about page | Name, website, logo, official profiles |
| LocalBusiness | Home or contact page of a shop, clinic, office | Name, street address, city, phone, opening hours |
| Product | Each product page | Name, image, price and currency, availability |
| Article | Blog posts and news | Headline, author, published and updated dates, image |
| SoftwareApplication | App or SaaS product page | Name, category, operating system, price |
| BreadcrumbList | Any page below the home page | Each level with its name and URL |
Rules that keep markup useful
- Mark up what is on the page. If the price is not visible, do not put it in the markup.
- One topic per page. A product page describes one product; a blog post is one Article.
- Keep it current. A wrong price or an old address in the markup is worse than none. If your CMS can generate the markup from the same data as the page, use that.
- No invented ratings. Ratings and reviews must come from real customers and be shown on the page. This generator leaves those fields out on purpose.
Formats the checker expects
- URLs start with https:// and have no spaces.
- Dates use the ISO format, such as 2026-10-29.
- Prices are numbers without a currency sign: 49 or 49.99.
- Currencies are three-letter codes such as USD, EUR or INR.
- Opening hours use the schema.org short form, such as Mo-Fr 09:00-17:00, one line per rule.
- Breadcrumbs are one line per level, from the home page down: Home | https://example.com/.
Values are escaped so that a < in a name cannot close the script tag and break the page.
Example: a local business
A dental clinic fills in its name, street, city, phone and two lines of opening hours. The generator writes a LocalBusiness block with a PostalAddress inside it and the hours as a list. Fields the clinic left empty, such as the postal code, do not appear at all, because an empty value in structured data is still a claim and can trigger a warning in testing tools. The same block on the contact page lets search engines and maps show the address and hours that match the page.
Structured data and AI assistants
Search engines read structured data to understand a page and to show rich results. AI assistants that browse the web can use it the same way: an Organization block states your name, website and official profiles plainly, and a Product block states the price without the assistant having to find it in the layout. It is one of the checks in the AI readiness grader.
Where to put the script
- WordPress: an SEO plugin usually adds Organization and Article markup. Add other types with a code snippet plugin or the theme's header field.
- Shopify: most themes include Product markup. Check the page source before adding a second copy.
- Custom sites: render the script on the server with the same data as the page.
Two blocks of the same type on one page confuse more than they help. If a plugin already adds one, edit that instead. For question and answer content, use the FAQ schema generator.
Frequently asked questions
What is schema markup?
Code that describes a page in the shared schema.org vocabulary, so machines do not have to guess. For example, it can state that a page is a product with a price, or that a site belongs to a named organization.
Which schema type should my home page have?
Organization for most companies, or LocalBusiness if customers visit a physical location. Add WebSite as well if you like. Product pages get Product, blog posts get Article.
JSON-LD, Microdata or RDFa?
JSON-LD. It sits in one script tag instead of being spread through the HTML, so it is easier to add and maintain, and Google recommends it.
Can I add ratings or reviews?
Only real ones that are visible on the page. Marking up ratings you invented, or reviews of your own business on your own site, breaks search engine guidelines. This generator does not add rating fields.
Does schema markup improve rankings?
Not directly. It helps search engines and AI tools understand the page and can make it eligible for rich results, which can raise clicks. The page content still decides the ranking.
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Related
- Free toolFAQ Schema GeneratorType your questions and answers, or paste an existing FAQ. Copy the JSON-LD script and the visible FAQ HTML that matches it.
- Free toolAI Support Readiness GraderEnter your website. The grader checks crawler access, sitemap, page text, help pages, structured data and llms.txt, and shows what to fix first.