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Schema Markup (JSON-LD) Generator

Structured data is how a page earns a rich result. Here is the JSON-LD for eight of the common types.

JSON-LD

Paste this into the <head> or anywhere in the <body>. Structured data must describe content that is genuinely visible on the page — marking up an FAQ that is not there is a policy violation and can cost you rich results across the whole site.

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What the schema Markup (JSON-LD) Generator does

Structured data is a machine-readable description of what a page contains, expressed in the schema.org vocabulary. Search engines use it to understand a page more confidently and, for certain types, to display a rich result: star ratings on a product, an expandable FAQ under a link, a recipe card with a cook time, an event with a date.

JSON-LD is the format Google recommends. Unlike microdata, it sits in a single <script> block rather than being woven through your HTML attributes, which means you can add or change it without touching the page's markup. It can go in the head or the body; both work.

This generator covers eight of the types that most often produce a visible benefit. Article and BlogPosting establish authorship and dates. Product with an Offer is what drives price and availability in results, and adding an AggregateRating is what produces stars. FAQPage and HowTo create expandable elements that take up more space in the results page. LocalBusiness feeds local results and knowledge panels. BreadcrumbList replaces the raw URL in a result with a readable path.

One rule governs all of it, and breaking it is expensive: the markup must describe content that is genuinely on the page and visible to a user. Marking up an FAQ that does not appear, or a rating nobody left, is a structured data policy violation. Google issues manual actions for it, and the penalty is loss of rich results across the whole site rather than just the offending page.

How to use it

  1. Choose the schema type that matches the page — not the one with the prettiest rich result.
  2. Fill in the fields. Anything left blank is omitted from the output rather than emitted empty.
  3. Copy the JSON-LD with its script tag and paste it into your page.
  4. Test the live page in Google's Rich Results Test before expecting anything to appear.

A worked example

An FAQ page with three questions generates:

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "Do stability shoes help flat feet?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "They add structure under the arch, which reduces how far the foot rolls inward."
      }
    }
  ]
}

For this to be valid, all three questions and all three answers must be visible on the page itself — in an accordion is fine, since the content is present in the HTML, but generating markup for questions that exist only in the JSON is a violation. The practical test: could a visitor read every question and answer without opening developer tools? If not, do not mark it up.

Frequently asked questions

Does structured data improve rankings?

Not directly. Google has been clear that it is not a ranking factor. What it does is make rich results possible, and a result with stars, an FAQ accordion or a price occupies more space and attracts more clicks — which is a real benefit arrived at indirectly.

JSON-LD, microdata or RDFa?

JSON-LD. Google recommends it explicitly, and it is far easier to maintain because it lives in one block rather than being scattered across HTML attributes. The others are still supported but there is no reason to choose them for new work.

Can I mark up content that is not visible on the page?

No. Structured data must describe content a user can see. Marking up hidden or non-existent content violates Google's policies and can trigger a manual action that removes rich results from your entire site, not just that page.

Why is my rich result not showing?

Valid markup makes a rich result possible, never guaranteed. Google decides per query whether to show one, and it can take weeks after the page is recrawled. Check the markup in the Rich Results Test first, then look at the Enhancements reports in Search Console.