What is schema markup and why does it matter for SEO?

Schema markup is structured data (in JSON-LD, Microdata or RDFa format) that you embed in a web page to tell search engines precisely what your content means. Google uses it to generate rich results — star ratings under product listings, FAQ dropdowns in search, event cards, recipe details and more — which significantly improve click-through rates. JSON-LD is the format Google recommends because it sits in a script tag and does not affect your HTML layout.

What is JSON-LD and how does it differ from Microdata?

JSON-LD (JavaScript Object Notation for Linked Data) embeds structured data as a JSON object inside a script tag, completely separate from your visible HTML. Microdata and RDFa, by contrast, annotate individual HTML elements with schema attributes. Google supports all three, but recommends JSON-LD because it is easier to maintain, can be injected by a CMS or tag manager without touching markup, and does not risk layout breakage if attributes are accidentally removed.

Which schema types produce rich results in Google Search?

Google currently supports rich results for: Articles and Blog Posts (sitelinks, date, author), Breadcrumbs (path in URL), Events (date, location in SERP), FAQ (expandable Q&A below the result), How-To (numbered steps), Job Postings (integrated with Google Jobs), Products (price, rating, availability), Recipes (time, calories, ratings), Reviews and AggregateRating, Videos (thumbnail in results), and Websites (sitelinks search box). Not every page is guaranteed a rich result — Google decides based on quality signals — but correct schema markup is a prerequisite.

Where exactly should I place the script tag on my page?

Place the script tag inside the head element of your HTML for best practice, though Google also reads JSON-LD in the body. If you use a CMS like WordPress, most SEO plugins (Yoast, Rank Math) have dedicated schema fields; paste only the JSON object (without the script wrapper) into those fields. For Shopify, use the theme.liquid file. For Next.js or other React frameworks, use a Head component or the built-in metadata API.

Can I have more than one schema markup block on a single page?

Yes. A product page might legitimately have a Product schema, a BreadcrumbList schema and a Review schema all on the same page, each in its own script tag. They are independent objects and Google processes each separately. Avoid duplicating the same type for the same entity, as that can confuse parsers, but layering different types is both allowed and encouraged.

How do I test whether my schema markup is valid?

Use the Google Rich Results Test (search.google.com/test/rich-results) to paste your URL or raw code and see which rich result types are detected and whether any errors or warnings are present. The Schema Markup Validator (validator.schema.org) performs a broader conformance check against the full schema.org vocabulary. This generator outputs well-formed JSON-LD that passes both tools for all supported types.

Schema Markup Generator

Schema markup — formally called structured data — is the invisible layer of meaning beneath a web page. Search engines like Google read your HTML content but cannot always infer context: is this number a price, a rating or a phone number? Is this list of steps a recipe or a how-to guide? Schema markup answers those questions precisely using a shared vocabulary defined at schema.org, and it does so without changing anything your visitors see.

This generator lets you produce valid JSON-LD structured data for 15 popular schema.org types entirely in your browser. Fill in the labelled fields, get clean JSON-LD output, and paste the script tag directly into your page’s <head>. No accounts, no uploads, no tracking.

How it works

The tool exposes a form tailored to whichever schema.org type you select. Every field maps to one or more official schema.org properties. When you complete all required fields the JSON-LD is assembled in real time and displayed in the output panel. Toggling “Wrap in script tag” adds the surrounding HTML so you can paste it straight into your source.

The generated markup follows three rules that Google enforces for rich results:

The @context key is always "https://schema.org" — the namespace that tells parsers which vocabulary you are using.
The @type key matches the exact schema.org class name — Article, Product, FAQPage, and so on.
Required properties for rich-result eligibility are surfaced as mandatory fields — the generator will not produce output until they are filled, so you cannot accidentally submit a schema missing a property Google considers essential.

Supported schema types

Type	Common use case
Article / Blog Post	News, editorial and blog content
Breadcrumb List	Navigation path shown in the URL in SERPs
Event	Concerts, conferences, sports fixtures
FAQ Page	Expandable Q&A panels below your search result
How-To	Numbered instructions with optional cost and time
Job Posting	Listings that appear in Google Jobs
Local Business	Map pack integration, opening hours, contact details
Organisation	Brand knowledge panel, sameAs social links
Person	Author bio, expert attribution
Product	Price, availability, ratings below shopping results
Recipe	Cooking time, calories, ingredient cards
Review	Star ratings for hotels, books, products, places
Video	Thumbnail and duration in video search results
Website	Sitelinks search box for your domain

Worked example: FAQ schema

Suppose you have a support page with three common questions. Select FAQ Page from the dropdown, then enter your questions and answers in the multi-line field using the Q: / A: convention:

Q: How long does delivery take?
A: Standard UK delivery takes 3-5 working days.
Q: Can I return an item?
A: Yes, within 30 days for a full refund.
Q: Do you ship internationally?
A: We ship to 40 countries; select your country at checkout.

The generator produces:

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "How long does delivery take?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Standard UK delivery takes 3-5 working days."
      }
    }
  ]
}

When Google indexes this page, the three questions may appear as expandable panels directly beneath your result in the SERP — extra visible real estate at zero extra cost.

Formula note: how the JSON-LD is built

Each schema type has a mapping function that converts your field inputs into the nested object structure schema.org specifies. Key patterns used across types:

Nested entities: an author string becomes { "@type": "Person", "name": "..." } — schema.org requires entities rather than bare strings for names of people, organisations and brands.
Schema.org URL prefixes: availability, condition, event status and attendance mode values are prefixed with https://schema.org/ as the spec requires (e.g. "https://schema.org/InStock").
ISO 8601 durations: recipe and how-to times use the format PT2H30M (2 hours 30 minutes) — P starts the period, T separates date from time components, H/M/S are hours/minutes/seconds.
Monetary values: salary and cost fields wrap in a MonetaryAmount with separate currency and value keys so parsers can display localised formatting.
Optional fields are omitted when empty rather than set to empty strings, keeping the output concise and avoiding schema validation warnings.