Generate JSON-LD schema markup Google can read
Structured data describes a page in a form search engines understand without guessing: this is a product, it costs £39, it is in stock; this is an event on 18 July at this venue. This Schema Markup Generator builds that description as JSON-LD — the format Google recommends — for thirteen common schema.org types, using plain forms instead of hand-written braces.
Each type comes with an honest note about what it can earn in Google today. Some types (Article, Product, Review, Recipe, Event, Video, Breadcrumb, LocalBusiness) are eligible for rich results; others have been restricted or retired — FAQ rich results ended for all sites on 7 May 2026, HowTo rich results were removed in 2023, and the sitelinks search box powered by WebSite markup was retired in 2024. The generator still produces valid markup for those types, but it won’t promise a result Google no longer shows. Everything runs in your browser.
How to use the Schema Markup Generator
- Choose a schema type. The form, sample values and eligibility note change to match.
- Fill in the fields. Required ones are marked; URLs must be absolute (https://…), dates get your time zone added, and durations are entered in minutes.
- For lists such as FAQs, breadcrumb levels, opening hours or recipe steps, use Add and the × buttons to manage entries.
- Read the checks under the output — missing required fields, invalid URLs and inconsistent values are listed.
- Press Copy script tag and paste it into the page’s HTML, then confirm with Google’s Rich Results Test (search.google.com/test/rich-results).
Schema Markup Generator features
Thirteen schema types
Article/BlogPosting/NewsArticle, Product, Review (of 15 item types, with brand, author or director written as the right property), FAQPage, BreadcrumbList, LocalBusiness (22 subtypes), Organization, Event, Person, WebSite, Recipe, VideoObject and HowTo.
Repeatable groups
Add as many questions, breadcrumb levels, opening-hour rules, ingredients, instructions or steps as you need; positions are numbered automatically.
Correct value formats
Dates become ISO 8601 with your time-zone offset, minutes become PT durations, prices become numbers, enumerations get the full https://schema.org/ URL and empty fields are pruned.
Validation before you publish
Required fields, absolute URLs, numeric ranges, event date order and matching rating value/count are checked as you type.
Safe output
Values are JSON-encoded and any “</script>” inside text is escaped so the tag cannot break your page.
Honest eligibility notes
Each type says whether Google currently shows a rich result for it, based on Google’s own documentation.
Which types still earn rich results in Google
| Type | Rich result status (2025–2026) |
|---|---|
| Article | Eligible — headline, image and date in Top stories and web results |
| Product | Eligible — price, availability, ratings (merchant listings and product snippets) |
| Review | Eligible — review snippet (stars, reviewer) for one specific item; never for a business or organisation that controls reviews about itself |
| Recipe, Event, VideoObject | Eligible — carousels and rich cards |
| BreadcrumbList | Eligible — breadcrumb trail shown in place of the URL on desktop |
| LocalBusiness | Eligible — business details in knowledge panels and local results |
| Organization, Person | No dedicated rich result; used for knowledge panels, site name and entity understanding |
| FAQPage | No rich result since 7 May 2026 (restricted to government and health sites from Aug 2023); markup still read |
| HowTo | Rich results removed in Sept 2023 |
| WebSite | Sitelinks search box retired Nov 2024; still helps with site-name display |
Rules that get markup ignored
Google only uses structured data that describes content actually visible on the page. Marking up reviews that aren’t shown, FAQs that aren’t on the page or prices that differ from the visible price breaks the structured data guidelines and can lead to a manual action. Ratings must come from real users; a business cannot publish an aggregate rating about itself (“self-serving reviews”), and copying ratings from another site is not allowed.
Being eligible is not a guarantee. Google decides per query whether to show a rich result, and it may take days or weeks after a page is recrawled. Use Search Console’s enhancement reports to track which pages have valid markup.
Where to place the JSON-LD
- Anywhere in the HTML, inside
<script type="application/ld+json">; the<head>is conventional but the body works too. - One page can carry several blocks — for example Article plus BreadcrumbList plus Organization — as separate script tags or as an array.
- Keep it consistent with your visible content and your meta tags and Open Graph tags; conflicting titles or images make Google trust the markup less.
- If your CMS injects markup already, check the Rich Results Test for duplicates before adding more. Tidy pasted JSON with the JSON Formatter.
Schema Markup Generator FAQ
What is a schema markup generator?
A tool that turns form fields into schema.org structured data. This schema markup generator outputs JSON-LD, the format Google recommends, wrapped in a ready-to-paste script tag and checked for required fields.
Does schema markup improve rankings?
Structured data is not a direct ranking factor. It can make a page eligible for rich results — stars, prices, breadcrumbs, event dates — which often improve click-through, and it helps search engines understand the page.
Will FAQ schema give me the dropdown in Google?
No. Google stopped showing FAQ rich results for all websites on 7 May 2026, after restricting them to government and health sites in August 2023. The markup remains valid schema.org and Google says it still uses it to understand the page, but it no longer changes how the result looks.
Is HowTo schema still worth adding?
Google removed HowTo rich results in September 2023, so it will not produce an enhanced result. The markup is still valid schema.org and harmless; add it only if another consumer of your data needs it.
How do I test the generated JSON-LD?
Paste the page URL or the code into Google’s Rich Results Test at search.google.com/test/rich-results to see Google-specific eligibility, or use the Schema Markup Validator at validator.schema.org for general schema.org validity.
Can I add review stars to my business home page?
No. If a business or organisation controls the reviews about itself — on its own site, directly or through an embedded review widget — Google treats them as self-serving and shows no stars. The Review type here suits independent reviews of products, books, films, recipes, courses, events, apps or another business, and the reviews must be visible on the page.
Is my data sent anywhere?
No. The form, validation and JSON generation run entirely in your browser.