Schema Markup Generator (JSON-LD)
Article, FAQ, Product, LocalBusiness and breadcrumb structured data, written as JSON-LD.
The JSON-LD block — schema.html
What each type needs before a rich result can appear
Valid and eligible are not the same test. A block can parse cleanly and still be ignored because a property Google treats as required is missing.
| Type | Required | Worth adding | Rich result today |
|---|---|---|---|
| Article | headline, image | author, datePublished, dateModified, publisher | Article and Top stories treatments. The date is what shows most often. |
| FAQPage | mainEntity[] with name and acceptedAnswer | - | Restricted since August 2023 to well-known government and health sites. Still parsed, rarely shown. |
| Product | name, image, offers.price, offers.priceCurrency | brand, sku, gtin, aggregateRating, review, availability | Price, availability and stars. Ratings need real reviews on the page. |
| LocalBusiness | name, address | telephone, openingHours, priceRange, geo, url | Feeds the knowledge panel and local pack rather than a snippet decoration. |
| BreadcrumbList | itemListElement[] with position, name, item | - | Replaces the URL line in the result. The cheapest one to add and the safest. |
Check it against the source of truth
- Google Rich Results Test — The only tester that answers the question you actually have: is this page eligible for a rich result, and for which one. Test the live URL, not the pasted snippet, once the block is deployed.
- Schema.org validator — Stricter about schema.org itself and not limited to the types Google supports. Use it when the Rich Results Test says nothing at all, which usually means the type is valid but has no rich result attached to it.
- Search Console enhancement reports — The only view of what Google actually parsed on your live pages, at scale, after crawling. A block that validates in a tester and does not appear here has not been seen yet.
About this generator
Pick a schema.org type, fill in the fields, and copy a ready-to-paste JSON-LD script block. Covers Article, FAQPage, Product, LocalBusiness and BreadcrumbList - the five types that carry almost all structured data on the web. The notes flag the properties Google treats as required before it will show a rich result.
JSON-LD, microdata or RDFa?
JSON-LD, and it is not really a debate any more. Google recommends it, and the practical reason is that it lives in one block in the <head> instead of being woven through your markup as attributes. Microdata breaks the moment somebody refactors a template and moves a <span>; a JSON-LD block survives every redesign because it describes the page rather than decorating it.
All three formats are still parsed, so existing microdata is not a problem to leave in place. Just do not describe the same thing twice in two formats - conflicting values are worse than no markup.
Markup has to match the page
The single rule behind every structured-data penalty is this: the markup must describe content a visitor can actually see. FAQ markup for questions that are not on the page, a rating with no reviews behind it, a price that differs from the one in the cart - all of that is a spam violation, and a manual action removes every rich result for the whole site, not just that page.
The realistic upside is a better-looking result, not a higher position. Structured data is not a ranking factor. It is how you qualify for the extra pixels - dates, star ratings, breadcrumb trails - and those move click-through rate quite a lot.
What people get wrong about structured data
- Will schema markup improve my rankings?
- Not directly. Google has been consistent that structured data is not a ranking signal. What it does is make a page eligible for rich results - stars, prices, dates, breadcrumbs - which raises click-through rate. More clicks on the same position is still more traffic.
- Why is my valid markup not showing a rich result?
- Eligibility is not a guarantee. Google decides per query whether a rich result is useful, and it needs to trust the site. Validate first with the Rich Results Test, then be patient: markup added today can take weeks to show, and some types (FAQ especially) are now limited to a narrow set of sites.
- Do FAQ rich results still exist?
- Barely. Since August 2023 Google only shows FAQ rich results for well-known government and health sites. The markup is still read and still valid - and it is worth keeping if you use it to describe your content - but do not add it expecting the accordion in search results.
- Can one page have several JSON-LD blocks?
- Yes, and it is normal: an article page usually carries an Article block and a BreadcrumbList block. Google merges them. Use a @graph array if you would rather ship one block, but separate scripts are easier to maintain and just as valid.
Generated in this tab. Prices, ratings and addresses you paste in stay on your machine.