Schema Markup Generator (JSON-LD)

What is the Schema Markup Generator (JSON-LD)?

The Schema Markup Generator (JSON-LD) is a free tool that turns a schema.org type and a list of properties into JSON-LD you can paste into a page. It covers 13 types, including Article, Product, FAQPage, LocalBusiness and Event, nests values such as authors and addresses into the right objects, and lists any required property you left out.

How to use the Schema Markup Generator (JSON-LD)

1. Choose a schema type, from Article to VideoObject.
2. In Values, write one property per line as key: value, such as headline: How to write a meta description. Repeat a key for lists, such as step: or recipeIngredient:. For FAQPage, alternate question: and answer: lines; for BreadcrumbList, write each level as name: url.
3. Press Generate markup.
4. Check the required properties list under the code. Anything marked missing needs a line of its own: add it and generate again.
5. Press Copy, then paste the JSON-LD into the page inside a <script type="application/ld+json"> tag.

Does schema markup help SEO?

Schema markup does not raise rankings on its own. It makes a page eligible for rich results, such as review stars, product prices or event dates, and it states plainly what the page is about to anything that reads it. Eligibility is not a guarantee: valid markup lets Google show a rich result, and Google decides whether to.

JSON-LD is the format Google recommends. It sits in its own script tag, apart from your visible HTML, so a template change is less likely to break it than microdata attributes spread through the markup.

Which properties does each schema type need?

Each type has a list of required properties, shown under the generated code. The generator asks for headline, author, datePublished and image on an Article, for example, and title, description, datePosted and hiringOrganization on a JobPosting.

Google's rich result rules differ by result type and change over time. Once the markup is on the page, run it through Google's Rich Results Test, which checks it against Google's current requirements.

Where does schema markup go, and how do I test it?

Put the JSON-LD script tag in the page's <head> or <body>; Google reads both. Keep it in the HTML the server sends: every crawler can read server-rendered markup, while markup injected by JavaScript is seen only by crawlers that run it.

Then test it twice. Google's Rich Results Test tells you which rich results the page qualifies for. The Schema Markup Validator at validator.schema.org checks the markup against schema.org itself. They answer different questions, so use both.