How to generate schema markup
- Choose a schema type: FAQ page, how-to, product, article or blog post, local business, breadcrumbs, organization or event.
- Fill in the form. Each type starts with a realistic example you can overwrite. Use + Add for repeating items such as questions, steps, opening hours or breadcrumb links.
- The JSON-LD updates as you type, and warnings tell you which properties Google requires for rich results.
- Copy the
<script type="application/ld+json">block into your page, then confirm it with Google's Rich Results Test and the Schema Markup Validator.
What structured data does
Structured data describes your page in a vocabulary search engines understand (schema.org). It does not directly raise rankings, but it makes pages eligible for rich results: star ratings and prices under product listings, event dates, breadcrumb trails instead of raw URLs, business details in local results and knowledge panels for organisations. Rich results stand out and typically earn more clicks. AI search features and assistants also use structured data to understand entities.
JSON-LD is the format Google recommends: a self-contained script that does not change your visible HTML, so it is easy to add to any template or CMS.
Rules to follow
- Mark up only content that is visible on the page. Hidden or invented reviews and FAQs can lead to a manual penalty.
- Use absolute URLs and real, crawlable images.
- Google now shows FAQ rich results mainly for authoritative government and health sites, and How-to rich results have been retired, but the markup is still valid schema.org and is used by other search engines and AI tools.
The generator runs entirely in your browser; nothing you type is uploaded.
Where do I put JSON-LD?
Anywhere in the HTML, usually in the head. Google reads JSON-LD inserted by JavaScript too, but server-rendered markup is more reliable.
Can a page have several schema types?
Yes. Add one script per type, for example Product plus BreadcrumbList, or combine them in an @graph array.
Why do I not see rich results after adding markup?
Eligibility is not a guarantee. Google decides per query, and it may take days or weeks after recrawling. Check Search Console's Enhancements reports for errors.