Schema Markup Generator
Build JSON-LD structured data for the page types Google actually supports, and see which required properties are still missing before you paste it into your site.
Generated JSON-LD
What this tool does
Structured data is a small block of JSON that tells a search engine what a page is about in terms it can act on: this is a company, this is a product with this price, this person wrote this. This tool builds that block as JSON-LD, the format Google recommends, for the six page types it supports with rich results — Organization, WebSite, WebPage, Person, Service and Product.
Two warnings, because this is an area where it is easy to waste effort. Schema markup does not improve rankings: it makes a page eligible for a richer result, which can earn more clicks at the same position, and that is a different thing. And markup must describe what is actually on the page. Describing a 4.9-star rating that no visitor can see is a structured-data guidelines violation, and Google issues manual actions for it — including on sites that added the markup by accident through a plugin.
How to use it
- Choose the type that matches the page. If the page is a product, choose Product; if it is your homepage, Organization or WebSite are usually the right pair.
- Fill in the name and URL first. Everything else is optional, and the notes tell you which properties Google expects for the type you picked but could not find.
- Add the same-as profile links for an Organization or a Person. They are how a search engine connects the page to a known entity rather than treating it as a new one.
- Copy the JSON-LD into your page inside a
<script type="application/ld+json">tag, then test the live URL in Google's Rich Results Test before you consider it done.
Common use cases
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Your homepage
An Organization or WebSite block tells Google your brand name, logo and social profiles, which is what feeds the knowledge panel beside your results.
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Product pages
Price, currency and availability are what a merchant listing shows in the result. Without the markup the listing is plain, and the details sit one click further away.
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A service or consultancy site
Service and Person blocks describe what you sell and who delivers it, so a page that is not a product can still be described precisely.
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Auditing a plugin's output
Paste what your theme or SEO plugin already emits and compare it against the fields here. It is a quick way to find properties it claims to set and does not.
Frequently asked questions
Does schema markup improve my rankings?
Not directly. Structured data does not change where a page ranks, and Google has said so plainly. What it changes is how the page can be displayed: with stars, prices, breadcrumbs or an FAQ dropdown in the result. Those rich results often earn more clicks at the same position, which is a real benefit — just a different one from ranking higher.
Which schema type should I use?
The one that describes what the page actually is. A product page takes Product, a page about your company takes Organization, a blog post takes Article. Google only grants rich results for the types it supports, so check its search gallery before investing in markup for an unusual type. Describing content that is not on the page is a guidelines violation, not a shortcut.
How do I add the JSON-LD to my page?
Paste it inside a script tag with type application/ld+json, in the head or the body — Google reads it wherever it appears. Then test the URL in Google's Rich Results Test, which reports both syntax errors and the properties Google needed but could not find. Markup can be perfectly valid JSON and still do nothing if it is missing a required property.