A schema markup generator turns a form into JSON-LD structured data you can paste into a page. The free Schema Markup Generator produces valid JSON-LD for Organization, LocalBusiness, Article, FAQPage, Product, BreadcrumbList, Person and Service. It runs in your browser, so the details you enter are not uploaded or stored.
JSON-LD is now the most common route: the 2024 Web Almanac structured data chapter reported JSON-LD on 41% of pages, up from 34% in 2022, the fastest growing of the structured data formats.
How to use the Schema Markup Generator
- Choose the type that matches the page: for example Article for a blog post or LocalBusiness for a contact page.
- Fill in the form fields with details that are visible on the page.
- Generate the JSON-LD.
- Copy the code and add it to the page, either in the head or in the body, inside a script tag of type
application/ld+json. - Test the published page with Google’s Rich Results Test and the Schema Markup Validator.
Only mark up what a visitor can actually see on the page. Structured data that describes content that is not there breaks Google’s guidelines.
Which type to pick
- Organization: your business or brand, usually on the homepage or about page.
- LocalBusiness: a business with a physical location or service area.
- Article: a blog post or news article.
- FAQPage: a page with questions and answers written out on it.
- Product: a single product page.
- BreadcrumbList: the breadcrumb trail leading to a page.
- Person: an author or profile page.
- Service: a page describing a service you offer.
Use one type per real purpose. Several types can sit on one page, such as Article plus BreadcrumbList.
How to read the results
The output is a block of JSON-LD code. It is structured as properties and values: a name, a URL, a description and so on, wrapped in braces. If you entered fields in the form, they should appear in the code with the values you typed.
Valid code is not the same as a rich result. Valid means the syntax and the structure are correct. Whether Google shows an enhancement depends on the type, the page and Google’s current rules, which change. Some types, such as FAQPage, no longer give an expected rich result for most sites, but can still describe the page clearly.
Common problems this finds
- Marked-up text not on the page: match the markup to visible content.
- Empty or placeholder fields: leave out optional fields you cannot fill truthfully rather than inventing values.
- Wrong URLs: use full, working addresses.
- Duplicate markup: if a plugin already outputs schema, adding more can create conflicts. Check the source first.
- Out-of-date details: update the markup when prices, addresses or authors change.
Worked example and why it matters
Imagine a plumber with one office writing a contact page. They choose LocalBusiness and fill in the business name, address, phone number, opening hours and website. The generator returns a block of JSON-LD that repeats those details in a form machines can read.
They paste it into the page, publish it and run the Rich Results Test on the live address. If the test reports no errors, the markup is valid. Whether Google shows anything extra is up to Google. This is a made-up example to show the order of steps.
Schema markup labels the facts on a page, such as who published it, where a business is and what a product costs. That helps search engines and other systems read the page with less guesswork. For some types it can make a page eligible for enhanced results, and Google lists which ones it supports in its documentation, which changes over time. Check the current list before you expect a result.
Limits of a generator
The tool builds code from what you enter. It does not read your page, check your facts or guarantee a rich result. It covers eight types, so a more specialised type needs hand-written markup. Always test the live page and, for a larger site, consider automating markup through your CMS. For help with a full structured data setup, see my technical SEO service.
Questions about the Schema Markup Generator
Do I paste JSON-LD in the head or the body?
Either works. Many people place it in the head. What matters is that it sits inside a script tag of type application/ld+json and that the page is crawlable.
Will schema markup improve my rankings directly?
Structured data helps search engines understand the page and can make it eligible for enhanced results. It is not a shortcut to a higher position, so treat it as clarity, not a ranking lever.
Can I use more than one schema type on a page?
Yes. A blog post can carry Article and BreadcrumbList, for example. Each block should describe something that is really on the page, and the blocks should not contradict each other.
Browse the rest of the free schema markup generators or the full free SEO tools list. If you would rather have someone review your pages with you, see my technical SEO service or ask for a free audit.