Schema Markup Generator
Generate JSON-LD structured data for Google rich results. Local Business, Article, FAQ, and Product schemas.
Choose a schema type, fill in the details, and copy the generated JSON-LD code to paste into your HTML.
What Is Schema Markup?
Schema markup is structured data you add to your HTML that tells search engines exactly what your content means — not just what it says. When Google reads "4.5", it doesn't know if that's a price, a rating, or a shoe size. Schema markup says "this is a rating out of 5 stars for a product called X".
The payoff is rich results — those enhanced search listings with star ratings, prices, FAQs, recipe cards, event dates, and more. Pages with rich results get significantly higher click-through rates because they take up more visual space and provide more information before the click.
Schema Types and Their Rich Results
| Schema Type | Rich Result | Best For | Impact on CTR |
|---|---|---|---|
| LocalBusiness | Knowledge panel, map pack | Local shops, restaurants, services | High — appears in local pack |
| Article | Top Stories carousel, article cards | Blog posts, news articles | Medium — carousel visibility |
| FAQPage | Expandable Q&A below listing | Support pages, info articles | High — takes up more SERP space |
| Product | Price, availability, ratings | E-commerce product pages | Very high — purchase intent |
| HowTo | Step-by-step instructions | Tutorials, recipes, guides | Medium — informational intent |
| Review / AggregateRating | Star ratings in search | Product/service review pages | Very high — social proof |
| Event | Date, location, ticket info | Concerts, conferences, meetups | High — time-sensitive |
| BreadcrumbList | Breadcrumb trail in URL line | Any multi-level site | Low but improves UX |
What this means for you: Start with the schema type that matches your primary content. An e-commerce site should prioritise Product schema. A blog should start with Article and FAQPage. A local business needs LocalBusiness schema first.
JSON-LD vs Microdata vs RDFa
JSON-LD (recommended)
A JavaScript block in your HTML. Google's preferred format. Easy to add without modifying your HTML structure. This tool generates JSON-LD.
Microdata
HTML attributes woven into your existing markup. Harder to maintain and more error-prone. Still supported but JSON-LD is preferred.
RDFa
Similar to Microdata but with its own attribute names. Used primarily in academic and government contexts. Not commonly used for commercial websites.
Common Schema Mistakes
Missing required properties
Every schema type has required fields. Product needs name + either offers or review. FAQPage needs at least one Question with acceptedAnswer. Google's Rich Results Test will flag what's missing.
Schema doesn't match visible content
If your schema says "4.8 stars" but the page shows "4.2 stars", Google considers that spammy structured data. Every schema claim must be verifiable on the page itself.
Self-serving reviews on your own pages
Google doesn't allow Review schema on your own product pages anymore. Use AggregateRating with verified third-party reviews instead. Self-reviews will get a manual action.
Related Tools
Meta Tag Generator
Generate meta tags alongside your schema markup.
Google SERP Preview
Preview how your page looks in search results.
JSON Formatter
Pretty-print and validate your JSON-LD schema code.
Sitemap Generator
Help search engines discover your schema-enhanced pages.
Keyword Density Checker
Optimise the content that your schema markup describes.
Robots.txt Generator
Ensure search engines can crawl your schema-enriched pages.
How to use this tool
Select a schema type (Business, Article, FAQ, or Product)
Fill in the relevant fields for your content
Click Generate Schema, then copy the JSON-LD with script tags
Common uses
- Adding LocalBusiness schema for local SEO visibility
- Generating FAQPage schema for expandable Q&A in Google results
- Creating Product schema with pricing for e-commerce rich snippets
- Building Article schema for blog post structured data
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