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Schema Markup Generator: Free JSON-LD Structured Data Tool

This free schema markup generator builds valid JSON-LD structured data for 16 page types: Article, FAQ, Local Business, Product, Breadcrumb, How-To, Event, Person, Organization, Website, Review Snippet, Video, Job Posting, Recipe, Software App and Course. Choose a type, fill in the form, copy the code and paste it into your page. A Google icon opens the Rich Results Test so you can check it straight away.

Create your schema markup

Quick start

1Select a type

2Fill in the fields

3Click Generate Schema

4Copy the code

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Schema Markup Generator (JSON-LD)

Which Schema.org markup would you like to create?

Use this Schema.org structured data generator to create JSON-LD markups, including all of the required item properties and more. Click on the Google icon to test your markup with the Rich Results Test.

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Schema Markup Generator

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Select a schema type above to get started

Direct answer: What is schema markup?

Schema markup is structured data code, written with the Schema.org vocabulary, that labels the facts on a web page so search engines and AI systems can read them without guessing: this text is a price, that name is the author, that date is an event. Google recommends the JSON-LD format. Schema is not a direct ranking factor, but it can make a page eligible for rich results and clarifies entities.

What Is Schema Markup, in Plain English?

A search engine reads your HTML as text. It can usually work out that "Rs 1,499" is a price, but it is guessing. Schema markup removes the guess. You add a block of code that says, in a shared vocabulary, this page is a Product, its name is X, its price is 1,499 and its currency is INR.

The vocabulary comes from Schema.org, a community project started in 2011 by Google, Microsoft, Yahoo and Yandex. The code can be written in three formats: JSON-LD, Microdata and RDFa. This generator outputs JSON-LD, which Google recommends because it sits in one script block, separate from your layout.

Does Schema Markup Help SEO?

Not directly. Google has said structured data is not a ranking factor. It helps in three practical ways:

Rich results. Eligible pages can show prices, ratings, event dates, breadcrumbs or images in the listing. These take more space and can lift click-through.
Entity clarity. Organization, Person and Article markup help Google connect your content to the right brand, author and date.
Machine readability. Bing and retrieval crawlers can parse labelled data more reliably. Google states that AI Overviews and AI Mode need no special schema, but the markup must match what is on the page.

Which Schema Types Still Earn Rich Results in 2026?

Google has cut several rich result types over the years, and many tools still describe the old picture. The table follows Google's current treatment as shown on the live tool page for July 2026. "Entity signal" means no visual result, but the data still helps Google understand the page.

Schema type	Best for	Google rich result
Product	Product pages	Yes
Review Snippet	Ratings and stars	Yes, with limits on self-serving reviews
Local Business	Physical and service-area businesses	Yes
Breadcrumb	Navigation path	Yes
Article	Blog posts and news	Yes
Recipe	Food recipes	Yes
Video	Hosted and embedded video	Yes
Event	Conferences, webinars, shows	Yes
Job Posting	Job listings	Yes
Software App	Apps and tools	Yes
Course	Online courses	Yes
FAQ	Question and answer content	Restricted in 2023 to well-known government and health sites; live page states fully removed 7 May 2026
How-To	Step-by-step guides	Removed in 2023
Website	Sitelinks search box	Retired in November 2024
Person	Authors and speakers	Entity signal
Organization	Company and brand pages	Entity signal

Retired types remain valid Schema.org markup. Keeping FAQPage or HowTo on a page that already has them causes no errors in Search Console. You just should not add them to chase a display feature that no longer exists.

How to Use the Schema Markup Generator

1
STEP 1 Select a type from the dropdown that matches the page, such as Article, Product or Local Business.
2
STEP 2 Fill in the fields. Required fields are marked. Skip anything that does not apply, and only enter facts that are visible on the page.
3
STEP 3 Click Generate Schema to produce formatted JSON-LD.
4
STEP 4 Copy the code and paste it into the page inside a script tag of type application/ld+json, in the head or the body.
5
STEP 5 Validate it. Use the Google icon for the Rich Results Test, or the Schema.org Validator for general syntax checks.

Create your schema markup

Schema Types Explained, With What to Fill In

Organization schema

Use Organization markup on your homepage or About page. Fill in the legal or brand name, URL, logo, and links to official profiles in the sameAs field. It earns no visual result, but it gives Google a clean statement of who you are.

FAQ schema

FAQ markup describes question and answer pairs that are visible on the page. Google no longer shows FAQ rich results for most sites, so the value now lies in clean, machine-readable answers rather than extra SERP space. Use it only where the questions and answers are printed on the page.

Local Business schema

Add business name, full address, phone, opening hours and geo coordinates. Keep every detail identical to your Google Business Profile. Mismatched phone numbers or addresses weaken trust. For Indian businesses, use the full postal address including PIN code.

Product and Review schema

Product markup needs a name and either offers, review or aggregateRating, with price and currency. Use INR for Indian prices, and set availability correctly. Review markup must reflect genuine reviews shown on the page. Google does not allow self-serving reviews, where a business reviews itself, to earn review stars on LocalBusiness or Organization.

Article schema

Use headline, image, author, datePublished and dateModified. Name a real author and link to a bio. This pairs with the checks in the E-E-A-T Score Checker, which flags missing Article and Person markup.

Breadcrumb, Person, Event, Job Posting and others

Breadcrumb markup mirrors your visible navigation trail. Person markup describes an author or speaker. Event needs a name, start date and location. Job Posting needs a title, description, date posted, hiring organization and location. Video, Recipe, Course and Software App follow the same rule: describe only what the page really offers.

Add Schema to WordPress

Rank Math: open the page editor, go to the Schema tab, choose a custom schema and paste the JSON-LD.
Yoast SEO: use the Schema settings in the editor, or paste the code into a Custom HTML block for a single page.
Header scripts plugin: use a plugin such as WPCode or Insert Headers and Footers and paste the code in the head, site-wide or per page.
Theme file: add it before the closing head tag in your child theme's header file. Only do this if you manage theme code.

If your SEO plugin already outputs Article or Organization schema, do not paste a second copy of the same type on the same page. Duplicates can conflict.

JSON-LD vs Microdata vs RDFa

Format	How it works	Verdict
JSON-LD	One script block, separate from the layout	Google recommends it. Easiest to add, edit and audit
Microdata	Attributes woven into HTML tags	Valid, but breaks easily in redesigns
RDFa	Attributes in HTML tags, more flexible vocabulary	Valid, harder to maintain

The Rule That Matters Most: Match the Visible Page

Google's structured data guidelines require markup to describe content users can see. If your schema claims a 4.8 rating that appears nowhere on the page, or a price that differs from the page, you risk losing rich result eligibility and, in serious cases, a manual action for spammy structured data. Valid code is not the same as honest code.

A Quick Validation Workflow

Generate the markup and add it to a staging or live page.
Test the live URL in the Rich Results Test to see which features the page is eligible for.
Run the Schema.org Validator for syntax and vocabulary errors.
Open Search Console, check the Enhancements reports a few days after Google recrawls, and fix flagged items.
Recheck after template or plugin updates, which often break or duplicate markup.

Common Schema Mistakes

Marking up content that is not on the page. The most common cause of penalties.
Duplicate types from a plugin and a pasted block at the same time.
Missing required properties, which makes the page ineligible for the feature.
Wrong date formats. Use ISO 8601, such as 2026-07-15.
Fake or self-serving reviews.
Marking up every page the same. Each page needs its own name, URL and details.
Adding FAQ or HowTo to win a display feature that Google no longer shows.

Honest Limits of This Tool

It builds code from what you enter. It does not read your page or check that the markup matches it.
It outputs JSON-LD only. It does not produce Microdata or RDFa.
It covers 16 types. Other Schema.org types need to be written by hand.
Valid markup does not guarantee a rich result. Google decides eligibility case by case.
Google changes feature support often. Check Google Search Central for current rules.

Privacy

Per the tool page, the generator runs in your browser, needs no signup and has no usage limits. Schema ends up in your public page source, so only enter information you are happy to publish.

Open the tool

Frequently Asked Questions

Is this schema markup generator free?

Yes. It is free, with no signup and no usage limit. You can generate JSON-LD for as many pages as you like across all 16 types.

What is the difference between schema markup and structured data?

Structured data is the general term for labelled, machine-readable page data. Schema markup usually means structured data written with the Schema.org vocabulary. People use the two terms interchangeably.

Is schema markup a ranking factor?

No. Google has said structured data is not a direct ranking factor. It can make pages eligible for rich results and helps search engines understand entities, which may improve how a listing looks and performs.

Which format should I use: JSON-LD, Microdata or RDFa?

Use JSON-LD. Google recommends it because it lives in a single script block that is easy to add and maintain. This generator outputs JSON-LD only.

Where do I put the JSON-LD code?

Paste it inside a script tag with type application/ld+json, normally in the head of the page. Google can also read it in the body. On WordPress, use an SEO plugin field or a header scripts plugin.

Does FAQ schema still show rich results?

For most sites, no. Google restricted FAQ rich results to well-known government and health sites in 2023. The markup is still valid and harmless, but do not expect expandable answers in the listing.

How do I test my schema markup?

Use Google's Rich Results Test for feature eligibility and the Schema.org Validator for general syntax. After publishing, check the Enhancements reports in Search Console.

Can wrong schema hurt my site?

Yes, if it misrepresents the page. Markup for content users cannot see, or fake reviews, can lose rich result eligibility or trigger a manual action. Accurate markup that matches the visible page is safe.

Do I need schema for AI Overviews or ChatGPT?

No special schema is required. Google says AI Overviews need nothing extra. Accurate Article, Organization and Product markup still helps machines read and attribute your content correctly.

What is the best schema type for a small business in India?

Start with Organization on the homepage and Local Business if you serve customers at a location or in a service area. Add Product, Article or Event only on pages that truly show that content.