What schema markup is and why it matters
Schema markup is a standardised vocabulary, defined at Schema.org, that you add to a page so search engines can understand its content explicitly rather than guessing from the raw text. Google reads this structured data to power rich results — the star ratings, FAQ accordions, breadcrumbs, event dates and product prices that appear directly in the search listing. Pages with the right markup take up more space on the results page and tend to earn a higher click-through rate, which is why technical SEOs treat structured data as a core on-page task rather than an optional extra.
Google’s recommended format is JSON-LD: a single block of JSON wrapped in a <script type="application/ld+json"> tag, placed anywhere in the page’s HTML. Unlike older microdata, JSON-LD lives separately from your visible markup, so it is far easier to add and maintain. This generator writes that block for you for the eight schema types that drive the most common rich results.
How to use this generator
- Choose the schema type that matches your page — for example FAQ Page for a help article, Product for a shop listing, or LocalBusiness for a storefront.
- Fill in the fields. They change to match the type you picked, and only the fields you complete appear in the output.
- For FAQ and Breadcrumb types, use Add to include as many questions or breadcrumb levels as you need.
- Watch the JSON-LD output update live, with a validity indicator that warns you if a required field is missing.
- Press Copy script and paste the block into the
<head>or<body>of your page, then confirm it with Google’s Rich Results Test.
Which type should you use?
- Article / BlogPosting — news, guides and blog posts; enables headline, author and date enhancements.
- FAQPage — pages with a list of questions and answers; can show an expandable FAQ directly in search.
- Product — e-commerce items; supports price, availability and rating snippets.
- LocalBusiness — physical businesses; feeds address, hours and contact details to local search and Maps.
- Organization — your brand entity; helps build a Knowledge Panel with logo and social profiles.
- WebSite — adds a Sitelinks Search Box so users can search your site straight from Google.
- BreadcrumbList — replaces the plain URL in results with a readable breadcrumb trail.
- Event — concerts, webinars and conferences; surfaces dates, location and ticket info.
Frequently asked questions
Where do I put the generated code?
Paste the entire <script type="application/ld+json"> block into your page’s HTML — the <head> is conventional, but anywhere in the document works. Add one block per schema type the page needs.
Does adding schema guarantee rich results?
No. Valid markup makes a page eligible for rich results, but Google decides whether to show them based on quality and relevance. The markup must also accurately reflect content visible on the page.
How do I check that it is valid?
Use the Rich Results Test button to open Google’s validator, or the Schema.org validator. This tool also flags missing required fields before you copy.
Is my input sent anywhere?
No. The JSON-LD is assembled in your browser with JavaScript. Nothing you type is uploaded or stored.