How to use the schema generator
Choose the type of content your page has, fill in the fields, and the JSON-LD code appears below as you type. Required fields are flagged in the note under the code. Click Copy code, paste it into the <head> of your page (or anywhere in the body), publish, then test the page with Google's Rich Results Test to confirm it's eligible for rich results.
What schema markup is
Schema markup, also called structured data, is a small block of code that describes your page in a format search engines understand without guessing: this is a business with this address and these opening hours; this is an article by this author, published on this date; this is a product with this price. Google uses it to show rich results such as star ratings, prices, breadcrumbs and business details, and AI search tools use it to understand and cite pages. JSON-LD is the format Google recommends, because it sits in one block and doesn't change your visible HTML.
Which type to choose
| Type | Use it for |
|---|---|
| FAQ | A page with a list of questions and answers written by you. |
| Article | Blog posts, news stories and guides. Helps Google show the right headline, image, author and date. |
| Local business | The home or contact page of a business with a physical location, such as a shop, restaurant or clinic. |
| Organization | Your home page, to tell Google your official name, logo and social profiles. |
| Product | A page selling a single product, with its price and availability. |
| Breadcrumbs | Any page deep in your site, to show its path in search results instead of a long URL. |
Rules to follow
- Only mark up what's on the page. FAQ answers, prices, ratings and opening hours must be visible to visitors too. Markup that describes hidden or false content breaks Google's guidelines.
- Rich results aren't guaranteed. Valid markup makes a page eligible; Google decides when to show them. FAQ rich results, for example, now appear mainly for well-known government and health sites, though the markup still helps search engines understand the page.
- Use real reviews only. Add ratings only when they come from genuine customer reviews shown on the page.
- Keep it updated. When a price, address or opening time changes, update the markup at the same time.
To see which structured data a live page already has, run it through the On-Page SEO Checker.
Frequently asked questions
Where do I paste the JSON-LD code?
Anywhere in the page's HTML, usually inside the <head>. In WordPress you can use a header-code plugin or your SEO plugin's custom schema option.
Does schema markup improve rankings?
Not directly, but it can earn rich results such as stars, prices and breadcrumbs, which often increase clicks, and it helps search engines understand your page.
Why doesn't Google show my FAQ rich results?
Since 2023 Google shows FAQ rich results mainly for authoritative government and health sites. The markup is still valid and still helps search engines understand the page.
Can I add more than one schema type to a page?
Yes. Add a separate JSON-LD block for each type, for example Organization and Breadcrumbs on the same page.
How do I test my schema?
Use Google's Rich Results Test or the Schema.org validator after publishing the page.
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