Schema markup generator: valid JSON-LD.

Schema markup is structured data that describes a page's content using the shared schema.org vocabulary: this page is an Article by this author, published on this date; this is a Product with this price and availability; this business opens at these hours. Search engines can read that without guessing from the layout, and Google uses it to decide whether a page qualifies for enhanced results.

Google supports three syntaxes and recommends JSON-LD, which this tool produces. JSON-LD sits in a script tag of type application/ld+json, separate from your HTML, so it is easy to generate from a CMS or a template and does not break when the design changes. It is plain JSON, so you can also check it with our JSON formatter.

Google's search gallery, last updated in June 2026, lists the features it currently supports. Of the types here, Article, Product, BreadcrumbList, Event and SoftwareApplication are eligible for rich results, subject to each feature's requirements. Organization and LocalBusiness feed knowledge panels and local details, such as your logo, address, phone and opening hours, rather than a distinct snippet style.

FAQPage is the big change. Google limited FAQ rich results to authoritative government and health sites in 2023, and on May 7, 2026 stopped showing them in Search altogether; the documentation was removed in June 2026. FAQ markup is still valid schema.org and does no harm, and other consumers of structured data can read it, but do not add it expecting expanded results in Google. HowTo rich results were retired earlier.

Eligibility is not a guarantee. Google decides per query whether to show an enhancement, and pages must meet its general quality guidelines.

Each type marks Google's required properties with a red asterisk and its recommended ones with (rec.). Missing a required property makes the page ineligible for that feature; missing recommended ones just gives Google less to work with. The checks also catch common format errors: relative URLs, prices with currency symbols, currency codes that are not ISO 4217, events that end before they start, and breadcrumbs without links.

Markup must describe what visitors can see on the page. Ratings and reviews are the area where sites most often get this wrong. Only mark up genuine reviews collected from customers and shown on the page; never invent or copy them. For this reason the samples for Product and SoftwareApplication leave ratings empty, and the SoftwareApplication check reports honestly that Google will not show a software rich result without real ratings or reviews. Misleading structured data can lead to a manual action that removes rich results across your site.

Use Organization once, on the home page or about page, to describe your company: name, logo, contact details and sameAs links to official profiles. Use LocalBusiness, or a more specific subtype such as Restaurant or Dentist, for each physical location, with the same name, address and phone number as your Google Business Profile.

Use Article, BlogPosting or NewsArticle on editorial pages, Product on product detail pages (not category pages), Event for things that happen at a specific time, and SoftwareApplication, WebApplication or MobileApplication for app landing pages. BreadcrumbList belongs on any page below the home page and should match the breadcrumb trail people see.

Paste the script tag into the HTML of the page it describes, in the head or the body. In frameworks such as Next.js, render it from the page component so it is in the server-rendered HTML; that is how this site emits its own BreadcrumbList, FAQPage and WebApplication data. A page can carry several blocks, for example Article and BreadcrumbList.

After deploying, run the URL through Google's Rich Results Test to see which features it detects, and the Schema Markup Validator at validator.schema.org for general schema.org errors. Search Console then reports valid and invalid items per feature over time. Our SEO services team uses the same workflow on client sites.

AI assistants and answer engines increasingly cite web pages. Google states that no special markup is required to appear in its AI features, and no schema type guarantees inclusion. What structured data does offer is precision: an unambiguous name, author, date, price or address that any system parsing your page can read correctly. That makes it a sensible part of generative engine optimization, alongside clear writing and a crawlable site.

The most frequent problems are simple. Markup is added to every page through a site-wide template, so an Organization or Product block appears where it does not belong. Values drift out of sync with the page, for example a price or event date that was updated in the content but not in the JSON-LD. Dates are written in a local format such as 05/11/2026 instead of ISO 8601. Image and page URLs are relative instead of absolute.

Others are about scope. Product markup belongs on a page for one product, not a category page listing many. Review markup should describe reviews of the thing on the page, not testimonials about your company placed on every page. LocalBusiness details should match your Google Business Profile exactly, down to the phone number format, so the two sources reinforce each other.

Generate markup from the same data that renders the page, so they cannot disagree, and validate a sample of each template after every release. For e-commerce catalogues, our e-commerce development projects wire Product and BreadcrumbList data directly to the product database for exactly this reason.