Schema Markup Generator

Q: Where should the script go?

Either the <head> or the <body> works; <head> is conventional. Google also executes JavaScript, so dynamically inserted JSON-LD is read - though server-rendered markup is more reliable.

Schema Markup Generator at a glance

What it does: Generate valid JSON-LD structured data for articles, FAQs, local businesses and more, and understand which rich results each type can produce.
Where it runs: Entirely in your browser — no data is uploaded
Works offline: Yes, once the page has loaded
Cost: Free, with no account and no usage limit
Category: Webmaster & SEO

How to use the schema generator

Choose a schema type that matches what the page actually is.
Fill in the fields, using exactly the values shown on the page itself.
Copy the JSON-LD into a <script type="application/ld+json"> block in your <head>.
Validate with Google's Rich Results Test before publishing.

Why JSON-LD

Three formats exist - JSON-LD, Microdata and RDFa. Google explicitly recommends JSON-LD, and it is the right choice for a practical reason: it sits in one self-contained block rather than being woven through your HTML as attributes.

That separation means you can change your markup without breaking the structured data, and you can generate it from the same source as the page content. Microdata scattered across a template is fragile, and it breaks the first time someone restructures the HTML.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "How compound interest works",
  "datePublished": "2026-09-09",
  "author": { "@type": "Person", "name": "Jane Smith" }
}
</script>

The types worth implementing

Type	Use on	Possible rich result
`Article`	Blog posts, news	Headline, image and date in results
`FAQPage`	Pages with genuine Q&A	Expandable questions under your result
`Product`	Product pages	Price, availability and rating
`LocalBusiness`	Physical premises	Hours, address and phone in local results
`Recipe`	Recipes	Image, time, rating and calories
`Event`	Events with a date and place	Date and venue listing
`BreadcrumbList`	Any page in a hierarchy	Breadcrumb path instead of a bare URL
`Organization`	Homepage	Knowledge panel details and logo
`HowTo`	Step-by-step instructions	Numbered steps

Google periodically retires rich result types - FAQ and HowTo results were substantially reduced in 2023, and only shown for a narrow set of sites since. Valid markup for a retired type is still useful for machine understanding, but the visible payoff can disappear without notice.

The rules Google enforces

Structured data must describe the page it is on, accurately and visibly.

The content must be on the page. FAQ markup for questions a visitor cannot see is a violation, and a common one.
Reviews must be genuine and about the item on that page. Self-serving markup on your own homepage claiming five stars is explicitly prohibited.
Use the most specific type that fits. Recipe rather than Article, LocalBusiness subtypes rather than the generic parent.
Fill the required properties. Missing ones make the item ineligible - the Rich Results Test tells you which.
Keep it consistent with the page. A price in markup that differs from the displayed price is treated as deceptive.

Manual actions for structured data spam are issued, and they remove rich results across the whole site rather than one page.

What to realistically expect

Structured data is not a ranking factor. Google has been consistent about this: it does not raise your position. What it can do is change how your result looks, and a result with a rating, an image or an expanded set of questions occupies more space and attracts more clicks at the same position.

That is worth having, with two caveats. Rich results are never guaranteed - Google decides per query whether to show them, and valid markup is a prerequisite rather than a promise. And they can be a mixed blessing: an FAQ result that answers the question in the search page may reduce clicks rather than increase them.

The most reliable wins are BreadcrumbList, which almost always displays and improves how the URL reads, and Organization on the homepage, which feeds the knowledge panel.

Testing

Use Google's Rich Results Test to check eligibility for rich results, and the Schema Markup Validator at schema.org for general validity against the vocabulary. They answer different questions, and both are worth running.

After publishing, the Enhancements reports in Search Console show errors and warnings across the whole site over time - which is where you notice that a template change three weeks ago broke the markup on two thousand pages.

Frequently asked questions

No, not directly. Google has stated it is not a ranking factor. It affects how your result is displayed, which can substantially improve click-through at the same position.

JSON-LD. Google recommends it, and keeping the markup in one block rather than woven through your HTML makes it far easier to maintain.

No. Valid markup makes you eligible; Google decides whether to show it, and that varies by query, by site and over time. Some rich result types have been reduced or retired entirely.

No. That violates Google's guidelines and can trigger a manual action affecting the whole site. The content must be visible to visitors.

Either the <head> or the <body> works; <head> is conventional. Google also executes JavaScript, so dynamically inserted JSON-LD is read - though server-rendered markup is more reliable.

Nothing you enter here leaves your browser

Schema Markup Generator does its work in JavaScript running on your own device. The page loads once, and after that there is no upload step and no server involved — which matters here because site structure and configuration are worth keeping to yourself.

You can verify this rather than taking our word for it: load the page, disconnect from the internet, and the tool keeps working. Our privacy policy sets out what is and is not collected, and this guide explains why the distinction matters.