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Free Schema Markup Generator (JSON-LD)

Pick a schema type, fill in the fields, and copy ready-to-paste JSON-LD structured data. Empty fields are left out, so you always get valid markup rather than a template full of blanks. Everything runs in your browser — nothing you type is uploaded or stored.

Generated JSON-LD

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Empty fields are dropped, so the output is always valid JSON. Being valid is not the same as qualifying for a rich result — test the finished page with Google's Rich Results Test and the Schema Markup Validator.

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What schema markup actually does

Schema markup is structured data: a block of machine-readable code that states plainly what a page is about — that this is a product with a price, that this is an article by a named author, that these are the answers to six questions. Search engines already try to work that out from your text, and mostly succeed. Structured data removes the guesswork, and it is the input Google uses to decide whether a page is eligible for a rich result: review stars, an FAQ dropdown, a breadcrumb trail, a product price in the listing itself. Eligible is the honest word — marking a page up makes the enhanced result possible, never guaranteed.

Which schema type to choose

One page, one primary type, matched to what the page actually is. A homepage or an about page is usually Organization — or LocalBusiness if you serve customers from a physical address, since that adds the opening hours and location fields local results are built from. A blog post is an Article. A page that sells one thing is a Product. FAQPage marks up questions and answers that are genuinely visible on the page, and BreadcrumbList describes the trail from your homepage down to it. Breadcrumbs are the one worth adding almost everywhere: they are cheap, they apply to nearly every page, and Google uses them to replace the raw URL in the search result.

Technical SEO guide

JSON-LD, and where to paste it

There are three ways to write structured data — JSON-LD, microdata and RDFa — and Google recommends JSON-LD. It is the format this generator produces, and the practical reason is that it lives in one self-contained block rather than being threaded through your HTML as extra attributes on the elements themselves. That means you can add it, change it or remove it without touching your markup. Paste the block into the <head> of the page it describes, or anywhere in the <body>; both work. One page can carry several blocks — an Article and a BreadcrumbList and an FAQPage — and that is normal.

Only mark up what is really on the page

The rule underneath every structured-data guideline is that your markup must describe content the visitor can actually see. FAQ schema for questions that appear nowhere on the page, review stars for ratings you invented, a price that does not match the one displayed — these are manual-action territory, not clever SEO, and the enhanced result gets taken away rather than granted. It is also why this generator leaves the rating fields blank by default. If the data is real and visible, mark it up; if it is not, the fix is to put it on the page first.

Validating what you generate

Generating valid JSON is not the same as being eligible for a rich result, because each result type has its own required properties. Test the finished page with Google's Rich Results Test, which tells you which enhancements the page qualifies for, and the Schema Markup Validator at validator.schema.org, which checks the markup against the schema.org vocabulary itself without the Google-specific filter. Between them they catch both classes of mistake: syntax the parser rejects, and syntax it accepts but Google will not use.

One page's schema versus a whole site's

Filling in a form fixes the page in front of you. The structured-data problems that cost real traffic are the ones nobody is looking at: the product template that stopped emitting markup after a theme update, the hundreds of posts that never had Article markup, the breadcrumbs present on half the site. A generator cannot see any of that, because it only knows about the page you are typing into. A crawl can — Crawl Cove reports the structured data on every page it finds, so you learn which templates are missing it instead of auditing URLs one at a time.

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Frequently asked questions

What is schema markup?
Schema markup is structured data added to a page in a shared vocabulary (schema.org) that tells search engines what the page is about — that this is a recipe, a product, an event or a business — instead of leaving them to infer it from your text.
Does schema markup improve rankings?
Not directly — Google has been clear that structured data is not a ranking factor in itself. What it does is make a page eligible for rich results: star ratings, FAQ dropdowns, breadcrumb trails, prices shown in the listing. Those change how much of the results page you occupy and how many people click, which is where the value is.
Should I use JSON-LD, microdata or RDFa?
JSON-LD, which is what this tool generates and what Google recommends. It sits in a single self-contained block rather than being woven through your HTML as extra attributes, so you can add or change it without touching the page markup.
Where do I put the generated code?
Paste the whole application/ld+json script block into the page it describes — inside the head, or anywhere in the body. Both are supported. Add it to the specific page rather than sitewide, so the markup always matches the content underneath it.
Can one page have more than one schema type?
Yes, and it is common. A blog post might carry Article markup, a BreadcrumbList and an FAQPage. Generate each block separately and paste all of them into the page.
How do I test my schema markup?
Use Google's Rich Results Test to see which enhancements the live page is eligible for, and the Schema Markup Validator at validator.schema.org to check the markup against the schema.org vocabulary itself. The first tells you what Google will use; the second tells you whether the markup is correct at all.
Do I have to fill in every field?
No. Empty fields are left out of the output entirely, so you get valid markup either way. But each rich result type has its own required properties — a Product with no price or availability will validate as schema and still not qualify for a product result — so check the finished page with the Rich Results Test.
Is this schema generator free?
Yes — free, no sign-up, and it runs entirely in your browser. Nothing you type is sent to a server or stored anywhere; the JSON-LD is built on your own device as you edit.

From one page to your whole site

This builds the markup for one page. Crawl Cove checks the structured data you have already published across every page — finding pages with no schema at all, and reporting what each page declares — so you can see the gaps rather than guess at them. See run a full site audit or compare the plans.

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