Schema Markup Generator (JSON-LD)
Pick a schema type, fill in the fields and get valid JSON-LD to paste into your page. Structured data does not improve rankings directly, but it is what makes a result eligible for the rich features that raise click-through rate.
- Free, no sign-up
- Runs in your browser
- Nothing uploaded
- Updated Sep 2026
At a glance
- Format
- JSON-LD — the format Google recommends over microdata and RDFa
- Placement
- Inside a
<script type="application/ld+json">tag in the head - Ranking
- Not a direct ranking factor — it earns rich result eligibility
- Validation
- Test with Google's Rich Results Test and the Schema.org validator
- Risk
- Markup that does not match visible content can trigger a manual action
- Processing
- Entirely client-side
What structured data does, and does not, do
Structured data is a machine-readable description of what a page is about, written in a vocabulary search engines understand. It does not raise rankings — Google has been consistent about that for years. What it does is make a result eligible for rich features: star ratings, FAQ accordions, breadcrumbs in place of a raw URL, product prices and availability, event dates.
Eligible is doing real work in that sentence. Valid markup is necessary but not sufficient; Google decides per query whether to show the enhancement, and it shows rich results far less often than it used to. FAQ rich results in particular were dramatically scaled back in 2023 and now appear mainly for recognised authoritative sites. Adding FAQ markup in 2026 and expecting an accordion is optimistic.
The indirect benefit is more durable, and increasingly the better reason to do it. Structured data states unambiguously who published a page, when, about what, and how it relates to your organisation. Search engines and AI answer systems both use that to build an understanding of an entity. For a site trying to establish that it is a real thing run by real people, that clarity is worth having whether or not a rich result ever appears.
The rule that keeps you out of trouble
Markup must describe content that is visible on the page. This is the rule that generates manual actions, and it is worth stating plainly because the temptation runs the other way.
Concretely: do not add FAQ markup for questions that do not appear on the page. Do not mark up a review rating you invented. Do not claim a price the page does not show. Do not apply Recipe markup to something that is not a recipe. Each of these is a documented violation, and the penalty — a structured data manual action — suppresses rich results across the whole domain, not just the offending page.
Invented aggregate ratings deserve a specific mention, because they are so common. A
line like "ratingValue": "4.9", "ratingCount": "3000" on a site with no review
system is fabricated data, and putting it sitewide in a template multiplies the problem
across every page. It is one of the fastest ways to lose search visibility, and because
nothing visibly breaks, sites often run it for months without connecting the two.
The safe position is simple: mark up what is genuinely there, leave out what is not, and keep the markup in step when the page changes.
Which types are worth your time
| Type | Use it for | Realistic benefit |
|---|---|---|
| Organization | Your home page, once | Establishes the entity; feeds knowledge panels |
| BreadcrumbList | Every page below the root | Reliably shown — replaces the raw URL in results |
| Article | Blog posts and news | Top Stories eligibility; clarifies authorship and dates |
| Product | Product pages with real prices | Price, availability and ratings in results |
| LocalBusiness | Businesses with a physical address | Local pack and map eligibility |
| FAQPage | Pages with genuine visible Q&A | Rarely shown since 2023, but still parsed |
| HowTo | Step-by-step instructions | Rich result mostly retired; still useful semantically |
If you implement only two things, make them Organization on the home page and
BreadcrumbList everywhere else. Breadcrumbs are among the most consistently displayed rich
results, and the Organization node is what everything else can reference as its publisher.
Connecting your nodes with @id references, rather than repeating the same
publisher block on every page, gives search engines a single coherent graph instead of
scattered fragments.
How to use the Schema Markup Generator
-
Choose the schema type
Pick the one that describes what the page actually is. A page can carry more than one — an article with breadcrumbs is normal — but each must be accurate.
-
Fill in the fields
Only complete the ones you can answer truthfully from what is on the page. Empty fields are omitted from the output rather than emitted blank.
-
Paste it into your head
Wrap the output in
<script type="application/ld+json">. JSON-LD does not need to sit near the content it describes. -
Validate before you rely on it
Run the page through Google's Rich Results Test. It reports both errors, which block eligibility, and warnings, which are recommended fields you have left out.
Frequently asked questions
Does schema markup improve rankings?
Not directly. Google has said repeatedly that structured data is not a ranking factor. It makes a page eligible for rich results, which can raise click-through rate, and it helps search engines and AI systems understand what your page and organisation are — both worth having, neither a ranking boost.
Why am I not getting rich results despite valid markup?
Valid markup only makes you eligible. Google decides per query whether to show an enhancement, and factors in site quality and trust. FAQ and HowTo rich results in particular were heavily scaled back and now appear mostly for well-established sites. Valid markup with no rich result is the normal outcome, not a bug.
Can I add FAQ schema for questions not on the page?
No. Structured data must describe content visible to the user, and marking up invisible content is a documented violation that can trigger a manual action affecting the whole domain. If you want FAQ markup, put a real FAQ section on the page.
Is it safe to add an aggregateRating?
Only if the ratings are real, collected from actual users, and displayed on the page. Fabricated ratings — especially a fixed value placed in a sitewide template — are one of the most reliable ways to earn a structured data manual action and lose rich results across the entire site.
JSON-LD, microdata or RDFa?
JSON-LD. Google explicitly recommends it, it sits in one block rather than being woven through your HTML, and it is far easier to maintain because changing the markup does not mean touching the template.
Can one page have several schema types?
Yes, and it usually should. An article page sensibly carries Article, BreadcrumbList and a reference to your Organization. Put them in one script tag using an @graph array, and link them with @id references so search engines see one connected description rather than three unrelated ones.