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Schema Markup Generator

Runs in your browser

Generate valid JSON-LD structured data for Articles, Products, Local Businesses, FAQs, Events, and Organizations. Copy ready-to-paste script tags.

Schema Type

Article / Blog Post

Generated JSON-LD

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "Article Headline",
  "author": {
    "@type": "Person",
    "name": "Author Name"
  }
}
</script>

Paste this into your page's <head> section. Validate at Google Rich Results Test.

Runs entirely in your browser — nothing is uploaded

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JSON-LD Structured Data — Why Google Reads It Differently

Structured data is a standardised vocabulary, defined at Schema.org and jointly maintained by Google, Microsoft, Yahoo, and Yandex, that describes the entities on a page in a way machines can parse without natural-language understanding. This generator outputs the JSON-LD serialisation, which Google has officially preferred since 2015 because it lives in a single script tag and does not have to be interleaved with visible HTML.
JSON-LD (JSON for Linked Data) wraps a JavaScript object in a script tag with type=&quot;application/ld+json&quot;. Two keys are mandatory: @context, which is always &quot;https://schema.org&quot;, and @type, which names the entity (Article, Product, FAQPage, Event, LocalBusiness, Organization, and around 800 others). Every other property is defined by the chosen type's schema page.
JSON-LD is materially better than the older Microdata and RDFa formats it replaces. Microdata embeds itemprop attributes throughout the rendered DOM, so any markup change risks breaking the structured data and the visible HTML simultaneously. JSON-LD sits in one block, can be rendered server-side or injected by tag managers, and is the only format Google's own structured-data examples use.
Eligibility for Rich Results is gated by required and recommended properties. A Product needs name plus offers (with price and priceCurrency) or aggregateRating to appear with pricing in the SERP; an Event must have name, startDate, and a typed location; an FAQPage needs at least two Question entities with non-truncated answers. Missing a required field silently disqualifies the page from rich features without affecting standard ranking.
Critically, structured data must accurately describe content visible to the user on the same URL. Google's spam guidelines explicitly forbid marking up content that is hidden, gated behind login, or simply not present in the rendered HTML. Manual actions for &quot;structured data issue&quot; cause Rich Result loss and can take months to recover from once a reconsideration request is filed.
FAQ and HowTo Rich Results were heavily restricted in August 2023 — Google now shows FAQ snippets only for &quot;well-known authoritative government and health websites&quot;, and HowTo only on desktop. Marking up a typical small-business FAQPage is still valid, still validates green in the Rich Results Test, but will rarely surface visually. Article, Product, LocalBusiness, Event, Recipe, and BreadcrumbList remain widely surfaced.
Always validate before deploying. Google's Rich Results Test (search.google.com/test/rich-results) reports both syntactic errors (malformed JSON, unknown @type) and Rich Result eligibility. Schema.org's own validator (validator.schema.org) is stricter and catches vocabulary issues Google ignores. After deployment, Search Console's Enhancements reports show live coverage and any errors found by Googlebot in the wild.

Common Use Cases

01

Enable product Rich Results on e-commerce pages

Generate Product schema with name, image, brand, sku, and offers (price, priceCurrency, availability) so listings show prices and stock state in Google Shopping and the main SERP.

02

Mark up news and blog articles

Add Article (or NewsArticle) schema with headline, datePublished, author, and image to qualify for Top Stories carousels and Discover article cards.

03

Surface a local business in Knowledge Panels

Use LocalBusiness with PostalAddress, telephone, openingHours, and priceRange so Google can populate the local pack and Maps result with consistent data.

04

Add Event schema for conferences and webinars

Output Event with startDate, endDate, eventAttendanceMode, and location (Place or VirtualLocation) to appear in Google's events search and the events knowledge panel.

Frequently Asked Questions

Google has officially recommended JSON-LD since 2015 because it decouples structured data from the rendered HTML — you can add, remove, or update markup without touching the visible page. Microdata requires itemprop attributes scattered through the DOM, and RDFa is verbose. All three formats are valid, but Google's own examples and most documentation now use JSON-LD exclusively.
The script tag belongs in the <head> or <body> — Google reads it from either location. Most teams put it in <head> for clarity. The type attribute must be exactly application/ld+json (with the hyphen), and Google will silently ignore the block if the MIME type is missing or wrong.
Structured data is not a direct ranking factor, but Rich Results substantially improve click-through rate by adding stars, prices, images, or FAQs to the SERP listing. Higher CTR is a quality signal, and pages with Rich Results often gain traffic without moving in raw position. Think of schema as eligibility for SERP features, not a rank multiplier.
In August 2023 Google restricted FAQ snippets to &quot;well-known authoritative government and health websites&quot; and limited HowTo to desktop. Your FAQPage markup is still valid and still passes the Rich Results Test, but it will rarely render visually unless your domain matches the new criteria. The markup still helps voice assistants and AI Overviews quote your answers.
Yes — Googlebot now renders JavaScript before parsing structured data, so JSON-LD injected by Google Tag Manager or a client-side framework is read normally. Other crawlers (Bingbot, Yandex) lag in render coverage, so for maximum compatibility output JSON-LD server-side wherever possible.
No. Google's structured-data guidelines explicitly forbid marking up content that is hidden, gated, or simply not present in the rendered HTML the user sees. Doing so risks a manual action for &quot;structured data issue&quot; that disqualifies the entire site from Rich Results until you submit a reconsideration request.
Required properties gate Rich Result eligibility — miss one and the SERP feature will not show, even if the markup validates. Recommended properties (like Product's aggregateRating or Article's author.url) increase the chance of richer treatment and provide more signals to the Knowledge Graph. Aim for all required plus as many recommended as you have data for.
There is no hard limit, and combining types is normal — a single article page often has Article, BreadcrumbList, Organization (publisher), and WebSite markup. Use multiple <script type=&quot;application/ld+json&quot;> blocks, or a single block with an @graph array containing multiple typed objects with @id cross-references.
Organization describes a brand or company as an abstract entity. LocalBusiness extends Organization with physical-location properties — address, telephone, openingHours, geo, priceRange — and is what Google uses to populate the local pack and Maps panels. Use LocalBusiness (or one of its subtypes like Restaurant, Dentist, Store) for any single physical premises.
Google Search Console's Enhancements section reports live coverage for each Rich Result type with error and warning counts pulled from real Googlebot crawls. Bing Webmaster Tools has an equivalent under Site Explorer. Run the Rich Results Test on every new template, and re-test after any layout change that might break what is rendered server-side.

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