Schema Markup Generator

Fill in the fields for the type you need and the JSON-LD appears below, with the nested entities Google expects around it. Every field is marked required or recommended according to Google's documentation for that type, and the panel above the output names what is still missing, so you learn whether the page is eligible before you paste anything into it.

Schema type

Pick the type that describes what the page is about. Most pages carry two or three: the thing itself, an Organization or Person for the publisher, and a Breadcrumb List.

Generated JSON-LD

// Fill in the fields above and the JSON-LD appears here.

Copy wraps this in the <script type="application/ld+json"> tag it belongs in. Paste the result anywhere in the head or the body of the page it describes.

Once it is on the page, confirm it with the structured data validator, which reads the live URL and checks every property Google requires.

Mark up what is on the page

The one rule that matters more than any property list: the markup must describe what a visitor actually sees. Google's structured data policies name this explicitly, and the enforcement is real. A page marked up with a five-star aggregate rating that appears nowhere on the page is the textbook example of what earns a manual action.

The rule is also useful in the other direction. If a property is hard to fill in honestly, that usually means the page is missing something a reader would want. A Product with no visible price, a Recipe with no cook time, or an Article with no author are all gaps the markup is pointing at rather than a formatting problem to work around.

Required and recommended are different things

Google documents two lists per type, and they carry different weight. A missing required property makes the page ineligible: a local business without an address and an event without a location are both simply skipped, however well-formed the JSON is. A missing recommended property costs you detail in the result rather than the result itself, so a product without an image still qualifies and still shows less.

The panel above the output separates the two. It names each missing property alongside the field that fills it in, and it turns green only when both lists are satisfied. Some types have no required list at all: Google documents none for Article, which is why an article with a headline and nothing else generates markup and still reports work left to do.

Two types no longer earn a rich result of any kind. Google retired how-to results, and FAQ results ended on 7 May 2026. The generator still writes both, because the markup stays valid schema.org and AI crawlers and other search engines still read it, and it says so above the output rather than letting you assume otherwise.

Frequently Asked Questions

What is JSON-LD and why does Google prefer it?

JSON-LD is structured data written as a block of JSON in a script tag, rather than woven through the HTML as attributes. Google recommends it because it sits separately from the markup, which means adding or changing it does not touch the page layout and a template change cannot accidentally break it.

Where do I put the generated code?

Inside a <script type="application/ld+json"> tag, anywhere in the head or the body. Position makes no difference. Most CMS platforms have a field for custom head code, and most SEO plugins have a structured data section that takes it directly.

Will this get me a rich result?

It makes you eligible, which is not the same as guaranteed. Google decides per query whether a rich result helps the searcher, and it withholds them from pages where the markup describes something the visitor cannot see. Mark up what is genuinely on the page and the odds are good; mark up a rating that appears nowhere and you risk a manual action. Two of the types here, FAQ page and how-to, no longer earn a rich result at all.

Are FAQ and how-to schema still worth adding?

Neither one earns a rich result any more. Google retired how-to results for desktop and mobile, and it stopped showing FAQ results on 7 May 2026, then removed the search appearance, the rich result report, and Rich Results Test support the following month. Both remain valid schema.org, and AI crawlers and other search engines still read them, so markup already on your pages is not worth tearing out. It just no longer changes how the page looks in Google, and this tool says so above the output whenever you select either type.

How many schema types should one page have?

Usually two or three: the thing the page is about, an Organization or Person for the publisher, and a BreadcrumbList. Adding types that do not describe the page does not increase your chances and does increase your risk.

How do I check markup that is already live?

Use the structured data validator. It pulls the JSON-LD from any URL and checks each entity against the properties its rich result type requires, which catches the common case of valid JSON that is missing something Google needs.