Generate Schema Markup
Create JSON-LD schema markup for common website entities.
How to use the Schema Generator
Pick a schema type
Choose the type that matches what the page is actually about.
Fill in the details
Enter the values as they appear on the page itself. Never describe content the page does not show.
Copy the JSON-LD
Paste the generated script tag into your page head, then check it with Google's Rich Results Test.
About the Schema Generator
Structured data is how you tell a search engine what a page is rather than leaving it to infer. A page about an event, a product or an organisation reads as ordinary prose to a crawler; schema markup states the same facts in a format built to be parsed, and it is what makes rich results possible — the star ratings, prices and event dates that take up more space in the results than a plain blue link.
JSON-LD is the format Google recommends, and it has one large practical advantage over the alternatives: it sits in a single script tag rather than being woven through your HTML as extra attributes. You can add it, change it or remove it without touching the markup around it, which makes it far harder to break a page by editing its structured data.
The rule that catches people out is that schema must describe what is actually on the page. Marking up a rating that appears nowhere, or an event the page does not mention, is a guidelines violation and risks a manual action rather than a rich result. Generate the markup from what your page genuinely contains, paste it into the head, then confirm it with Google's Rich Results Test before relying on it.
Frequently asked questions
- What is JSON-LD schema markup?
- A block of structured data in a script tag that describes what a page is about in a format search engines parse directly. It is the format Google recommends.
- Where do I put the schema code?
- Inside a script tag in the head of the page it describes. One page can carry several schema blocks.
- Will schema markup improve my ranking?
- Not directly. It makes rich results possible, which typically improves click-through rate rather than position itself.