A free schema markup generator for website owners
Search engines read your page as plain text. Schema markup gives them a second, machine-readable copy that says exactly what everything means: this is the author, that is the price, this block is a question and its answer. Pages with correct structured data become eligible for rich results such as star ratings, FAQ drop-downs, recipe cards and event listings, which stand out in search and attract more clicks.
Writing that markup by hand is fiddly. One missing comma or wrong property name and the whole block is ignored. This schema markup generator for website owners removes the guesswork: pick a type, fill in a short form, and copy ready-to-paste JSON-LD. It covers 13 of the most useful types, marks required fields, warns you when something important is missing, and shows the code updating live as you type.
It's free, needs no account, and runs entirely in your browser, so nothing you type is sent anywhere.
How to use the schema generator
- Choose the type that matches your pageUse Article for blog posts, Product for a shop item, LocalBusiness for a shop or office, FAQ for a question page, and so on. One page can have more than one type.
- Fill in the fieldsRequired properties are marked with a red asterisk. Optional fields are worth completing where you can, since more detail means richer results.
- Watch the live previewThe JSON-LD builds as you type, and empty fields are left out automatically so you never ship blank properties.
- Copy and paste it into your pageThe code includes the
<script type="application/ld+json">wrapper, so you can paste it straight into your HTML. - Test before you rely on itRun the code through Google's Rich Results Test to confirm your page is eligible for the rich result you want.
What is schema markup?
Schema.org is a shared vocabulary created by Google, Microsoft, Yahoo and Yandex. It defines types such as Article, Product and LocalBusiness, and properties such as author, price and openingHours. Structured data is the practice of adding that vocabulary to your pages.
There are three formats: JSON-LD, microdata and RDFa. JSON-LD is a block of JSON in a script tag that sits apart from your visible HTML. Microdata and RDFa add attributes to your existing tags. Google recommends JSON-LD because it's easier to add, easier to maintain, and it doesn't break your layout. This generator produces JSON-LD only.
Here's what a small piece looks like:
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Article",
"headline": "How to bake sourdough",
"datePublished": "2026-09-23",
"author": { "@type": "Person", "name": "Pavitra Kumar" }
}
</script>
Why schema markup matters for SEO
Structured data is not a direct ranking factor. Google has been clear about that. What it does is make your page eligible for enhanced presentations in the search results, and those affect how many people click.
- Rich results: star ratings under a product, an FAQ list under an article, a recipe card with cooking time, event dates, job listings and more.
- Better click-through rate: a result that takes more space and answers more of the question attracts more attention than a plain blue link.
- Clearer meaning: markup removes ambiguity. Is "Apple" a company or a fruit? Is 1,299 a price or a product code?
- Knowledge panels and entity understanding: Organization and Person markup helps search engines connect your brand with your logo, social profiles and contact details.
- Voice search and AI answers: assistants and AI search features draw on structured data when summarising pages.
Reality check: markup describes your content, it doesn't improve it. Adding Review schema to a page with no reviews won't create rich snippets, and faking them breaks Google's guidelines.
Schema types included in this generator
| Type | Use it for | Possible rich result |
|---|---|---|
| Article / BlogPosting | Blog posts, news and guides | Headline, author and date details |
| FAQPage | Pages answering several questions | Expandable questions under your result |
| Product | Shop items with price and stock | Price, availability and star ratings |
| LocalBusiness | Shops, restaurants, clinics, offices | Address, hours and map details |
| Organization | Your company, on every page | Logo and knowledge panel details |
| Person | Author bios and profile pages | Entity and author details |
| HowTo | Step-by-step instructions | Step list in search and assistants |
| Recipe | Cooking recipes | Recipe card with time and rating |
| Event | Concerts, webinars, classes | Date, time and venue listing |
| VideoObject | Pages with a hosted video | Video thumbnail and key moments |
| BreadcrumbList | Any page with a navigation path | Breadcrumb trail instead of a URL |
| JobPosting | Vacancy pages | Listing in Google Jobs |
| WebSite + Sitelinks search | Your homepage | A search box in your brand result |
Where to add schema markup
Plain HTML
Paste the script tag inside <head>, ideally just before the closing tag. Placing it in the body works too; Google reads it either way.
WordPress
Most SEO plugins add basic schema automatically. For custom markup, use a header and footer scripts plugin, or paste it into a Custom HTML block on a specific page. If your theme has a "scripts in head" field, that's the cleanest spot. Never paste it into the visual editor, which may escape the code.
Blogger
Go to Theme, Edit HTML, and paste the script before </head> for site-wide types such as Organization. Page-specific markup can go inside an HTML widget on that page.
Shopify, Wix and other builders
Look for a custom code or embed section in the theme or page settings. Many builders output some Product markup already, so check what exists before adding a second block to avoid duplicates.
How to test your markup
Never publish untested structured data. Two free tools cover everything:
- Google Rich Results Test tells you whether the page qualifies for a specific rich result and which properties are missing. It accepts pasted code, so you can test before publishing.
- Schema.org validator checks the syntax and vocabulary in general, including types Google doesn't use for rich results.
- Search Console reports errors across the whole site after Google crawls it, under the enhancement reports for each type. Check it a week or two after a rollout.
Errors block a rich result entirely. Warnings mean a recommended property is missing: the markup still works, but adding it may produce a better result.
Common schema mistakes to avoid
- Marking up invisible content. Everything in your schema should be visible to visitors on that page. FAQ markup for questions that aren't on the page violates the guidelines.
- Using the wrong type. A category page is not a Product. A blog post about an event is not an Event.
- Self-serving reviews. Google ignores review markup a business writes about itself.
- Wrong date formats. Dates must be ISO 8601, such as
2026-09-23or2026-09-23T18:30:00+05:30. The generator formats them for you. - Copying the same markup everywhere. Each page needs its own URL, headline and image.
- Relative URLs. Always use full addresses starting with
https://. - Duplicate blocks. If your theme or plugin already outputs Article schema, don't add a second one with different values.
- Forgetting to update. Prices, stock, event dates and opening hours all change. Stale markup is worse than none.
Which schema type should you use?
Choosing the type is the only decision that really matters, and it's simpler than it looks. Match the type to what the page is, not to what you'd like it to rank for.
- A blog post or guide is an Article or BlogPosting, even if it mentions products.
- A single product with a price and buy button is a Product. A category listing several products is not.
- A page with a question-and-answer section can add FAQPage alongside its main type.
- A physical location is a LocalBusiness, and you should pick the most specific subtype available, such as Restaurant or Store.
- Your homepage usually carries Organization plus WebSite markup.
- Every page can carry BreadcrumbList if it sits inside a navigation path.
When two types could apply, add both as separate script tags rather than forcing everything into one block. Search engines read them all.
What happens after you add schema markup
Structured data doesn't take effect the moment you publish it. Google has to crawl the page again, parse the markup and decide whether to show a rich result. That usually takes a few days to a few weeks, depending on how often your site is crawled. You can speed it up by requesting indexing in Search Console.
Even then, a rich result is never guaranteed. Google decides case by case, based on the quality of the page, the search query and the device. Valid markup makes you eligible; it doesn't force a particular appearance. If you see valid markup but no rich result after a month, look at content quality and whether competitors offer more depth, rather than adding more properties.
Once markup is live, keep an eye on the enhancement reports in Search Console. They group errors by type and show exactly which URLs are affected, which is the fastest way to catch a template change that broke your markup across hundreds of pages at once.
Schema markup and AI search
Search is changing. AI overviews, chat assistants and shopping agents increasingly read pages to answer questions directly rather than just linking to them. Structured data helps here for the same reason it helped traditional search: it removes ambiguity. When a machine needs to know a price, an opening time, an author or a rating, clean markup gives an unambiguous answer instead of forcing a guess from the page text.
That doesn't mean you should mark up everything. The types in this generator cover the situations that matter most for both classic rich results and machine readers. Add them accurately, keep them updated, and let the content itself do the rest of the work.
Frequently asked questions
What is schema markup?
Schema markup is structured data added to a web page in a standard vocabulary from schema.org. It tells search engines what the page is about: that a number is a price, a date is an event start, or a block of text is a question and answer.
Is this schema markup generator free?
Yes. It is completely free, needs no sign-up, and generates unlimited markup. Everything runs in your browser.
Where do I paste the schema code?
Paste the whole script tag into the head section of the page it describes, or anywhere in the body. In WordPress you can use an SEO plugin, a header and footer scripts plugin, or a custom HTML block.
Does schema markup improve rankings?
Structured data is not a direct ranking factor, but it makes pages eligible for rich results such as star ratings, FAQs and recipe cards, which can increase click-through rate.
Should I use JSON-LD or microdata?
Google recommends JSON-LD, which is what this generator produces. It sits in a single script tag and does not touch your page HTML.
How do I test my schema markup?
Use Google's Rich Results Test for eligibility and the Schema.org validator for general syntax. Both accept pasted code, so you can test before publishing.
Can I add more than one schema type to a page?
Yes. It is common to have Organization or WebSite markup on every page plus a page-specific type such as Article or Product. Add each as its own script tag.
Will wrong schema hurt my site?
Marking up content that is not visible on the page, or describing it inaccurately, breaks Google's structured data guidelines and can cause a manual action. Always make the markup match what visitors see.
Generate your schema now
Structured data takes five minutes per page and can change how your result looks in search for years. Go back to the schema markup generator for website pages, choose your type, and copy your JSON-LD.