Schema Markup Generator – Create JSON-LD Structured Data
About the Schema Markup Generator
This generator builds structured data for more than 20 schema types — Article, Product, FAQPage, HowTo, Recipe, LocalBusiness, JobPosting and others. Pick a type and its required fields appear pre-filled, add optional properties with a click, create nested properties using dot notation like author.name or offers.price, and combine multiple blocks into a single @graph.
Structured data is a machine-readable description of what a page is about, placed in the page source where crawlers read it. JSON-LD is the format to use: Google states a preference for it, it sits in a single script block rather than being woven through your HTML, and it can be added or changed without touching the page layout. Microdata and RDFa remain valid but are harder to maintain, since a template change can silently break markup that is tangled into the markup it describes.
Here is the thing most pages on this topic understate: valid structured data does not entitle you to a rich result. Markup makes eligibility possible; Google decides case by case whether to show anything, based on page quality, whether the markup matches visible content, and whether the query warrants it. Sites frequently add perfect schema, see nothing change, and conclude the markup is broken when it is working exactly as specified.
Three current realities worth knowing before you invest time in a particular type. FAQ rich results were sharply restricted in August 2023 and now generally appear only for authoritative government and health sites — FAQPage markup on an ordinary commercial site is unlikely to produce visible stars or dropdowns, though it remains useful as a description of your content. HowTo rich results were deprecated entirely and no longer display on desktop or mobile. And review snippets are not shown for self-serving reviews, meaning ratings you place on your own site about your own business or products. That last rule catches a lot of people, because adding aggregateRating to your own service pages looks like an easy win and simply does not qualify.
The rule underneath all of this is that markup must describe content a visitor can actually see on the page. Marking up a price, a rating, or a set of questions that are not visible is a policy violation, and the penalty is a structured data manual action that removes your rich results entirely. Schema describes your page; it does not add claims to it.
Where structured data does reliably earn its place: Product markup with real price and availability, LocalBusiness details, Recipe, Event, JobPosting, and BreadcrumbList, which changes how your URL is displayed in results. It is also increasingly how AI systems and answer engines parse a page, which makes accurate markup valuable beyond the rich result itself.
The BigToolSite team that handles our own structured data tested every schema type here, along with the repeating field groups and all three output formats, checking each result through Google’s Rich Results Test and the Schema.org validator to confirm the nesting and property names come out correct.
Before publishing, running the output through the JSON Formatter confirms the syntax parses cleanly and makes nested structures readable enough to check by eye.
Structured data governs how search engines read your page, while Open Graph tags govern how social platforms display it, and the Open Graph Generator covers that second layer.
Markup only matters on pages that get crawled, so keeping discovery healthy with the XML Sitemap Generator is worth doing alongside.
How to Use the Schema Markup Generator
- Click a Schema Type to add a block with its required fields already listed.
- Fill in each value using information that appears on the page itself. Never mark up something a visitor cannot see.
- Click the Add Optional Field buttons for extra properties. Required fields make you eligible; recommended ones improve how the result is displayed.
- For repeating structures such as FAQPage or HowTo, use + Add Question or + Add Step for each entry.
- Add nested properties with dot notation —
author.name,offers.price,address.addressLocality— and the correct nested JSON is built for you. - Drag blocks and fields to reorder them. Order does not affect validity, only readability.
- Add more than one block and they are combined automatically under
@graph, which is the correct way to carry several schemas in one script. - Switch between JSON-LD, Script Tag, and HTML Microdata depending on what you need to paste.
- Copy or Download the result and place the script tag in your page’s
<head>. - Test the live URL in Google’s Rich Results Test afterwards. Validating the code is not the same as validating the page.
Example Usage
Schema Type: FAQPage
Output (Script Tag):
<script type="application/ld+json">{"@context":"https://schema.org","@type":"FAQPage","mainEntity":[{"@type":"Question","name":"What is your return policy?","acceptedAnswer":{"@type":"Answer","text":"We offer 30-day returns..."}}]}</script>
Every question and answer in that block must also appear as visible text on the page. FAQ markup describing content that only exists in the schema is exactly what the guidelines prohibit.
A common and genuinely effective combination is Article plus BreadcrumbList. Adding both blocks produces a single @graph containing each schema, which keeps everything in one script rather than scattering multiple tags through your head section. Breadcrumbs are among the more dependable rich results, since they change how your URL is presented rather than competing for a special display format.
For Product markup, include offers.price, offers.priceCurrency, and offers.availability alongside the name and image. Price and availability are what actually get shown in results, and stale values are worse than none — markup claiming a product is in stock when it is not is a quality problem Google acts on.
For LocalBusiness, the details in your markup should match your Google Business Profile and the contact information on your site exactly. Inconsistent name, address, and phone data across those three places undermines the confidence that makes local results work.
Frequently Asked Questions
Structured data added to a page that describes its content in a standard vocabulary from schema.org. It lets search engines understand what a page represents rather than inferring it from the text alone.
Not directly. It is not a ranking factor. It makes a page eligible for rich results, which can raise click-through rates, and it helps search engines and AI systems interpret your content accurately.
JSON-LD. Google recommends it, it lives in one script block separate from your HTML, and it survives template changes. Microdata still works but is far harder to maintain.
Valid markup creates eligibility, not entitlement. Google decides whether to display a rich result based on page quality, whether the markup matches visible content, and the query itself. Several types have also been restricted or retired.
Rarely for most sites. Google restricted FAQ rich results in August 2023 to authoritative government and health sources. The markup remains valid and useful for describing your content, but do not expect a visible rich result from it.
No. Google deprecated HowTo rich results and they no longer display in search. The schema type is still valid markup, it simply does not produce a special result.
Most likely because they are self-serving. Google does not display review snippets for ratings a business publishes about itself or its own products or services. Third-party review platforms are treated differently.
No. Structured data must describe content visitors can see. Marking up hidden or nonexistent content violates the guidelines and can trigger a manual action removing all your rich results.
Yes, and it is often correct to. Multiple blocks combine under @graph in a single script, which is Google’s recommended approach for pages that are several things at once, such as an article with breadcrumbs by a named author.
Use dot notation in the field name, such as author.name or offers.price, and the correct nested JSON structure is generated automatically.
In the
section of the page it describes. It also works in the body, but the head is conventional and easier to manage. One script per page containing all your schema is cleaner than several separate tags.It produces valid JSON-LD and pre-fills the commonly required fields for each type, but Google’s requirements change and depend on page context. Always run the published URL through the Rich Results Test before considering it done.
It appears to help. Explicitly describing entities, relationships, and facts gives AI systems a reliable structure to read rather than leaving them to infer meaning from prose, which matters as more search traffic moves through generated answers.
