Schema Markup Generator

What schema markup actually does

Structured data is a machine-readable summary of what a page is about: this is a dentist at this address, open these hours; this is a product that costs $48 and is in stock; this article was written by this person on this date. Search engines can usually work some of that out from your copy, but JSON-LD removes the guesswork. In return, the page becomes eligible for rich results (stars, prices, breadcrumbs, event dates) and the facts become far easier for search engines and AI assistants to quote correctly.

JSON-LD is the format Google recommends because it lives in a single <script> tag, separate from your HTML. You can add, edit or remove it without touching the visible layout.

Picking the right type

• LocalBusiness for anything with a physical location or service area. Always choose the most specific subtype available. Dentist beats MedicalBusiness, which beats LocalBusiness.
• Organization for the company itself, usually on the homepage or About page. This is where your logo and social profiles belong.
• Product for a single item you sell. Google requires at least one of offers, review or aggregateRating before it will show a product rich result.
• Article / BlogPosting for editorial content. Author and dates matter more here than anywhere else.
• BreadcrumbList on any page deeper than the homepage. It replaces the raw URL in search results with a readable trail.
• Event for concerts, classes, webinars and anything with a start date. Online events need eventAttendanceMode set to online and a VirtualLocation.
• Person for author pages and personal brands.
• WebSite once, on the homepage, to declare your preferred site name.

Rules that keep markup out of trouble

The single most important rule: mark up only what is visible on the page. If your JSON-LD claims a 4.9 rating from 212 reviews, those reviews need to be on the page. Ratings you invent, prices that differ from the visible price, or FAQ answers that appear nowhere in the content can earn a manual action that removes rich results across your whole site.

Keep values consistent with the rest of the web, too. The business name, address and phone number in your LocalBusiness markup should match your Google Business Profile exactly, character for character.

Combining several types on one page

A typical service page might carry LocalBusiness, BreadcrumbList and FAQPage at once. You can paste each block as its own script tag, or merge them under a single @graph:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@graph": [
    { "@type": "Dentist", "name": "Bright Smile Dental", ... },
    { "@type": "BreadcrumbList", "itemListElement": [ ... ] }
  ]
}
</script>

What changed recently

Google has narrowed some rich results over the last few years. FAQ results now appear mainly for authoritative government and health sites, HowTo rich results were retired, and the sitelinks search box that came from WebSite SearchAction markup was removed in late 2024. None of these types are invalid, and Bing, other engines and AI tools still read them, so the generator keeps them. Just do not expect them to change how your Google listing looks.

Testing and deploying

Copy the output, paste it into your page's head, deploy, then run the live URL through Google's Rich Results Test (the button above opens it). You can also paste the code directly into the test's code tab before deploying. After launch, Search Console's Enhancements reports flag errors across every page that uses the same template, which is where problems at scale usually show up.

Frequently asked questions