SERP.tools

Schema Markup Generator — Create Valid JSON-LD in Seconds

Pick a schema type, fill in the form, and get valid JSON-LD ready to paste into your page — with live validation so you know it will pass Google's Rich Results Test.

Select a schema type above to start building your JSON-LD markup.

Generate schema for a specific type

Each page pre-selects the schema type and targets the long-tail keyword for that type.

Article

Blog posts, news articles — Top Stories carousel and article rich results.
Breadcrumb

Site hierarchy signal for Google and AI systems. Visual SERP display removed Sep 2024; schema still actively used for crawl understanding.
Event

Event listings with date, venue, and ticket information in search results.
JobPosting

Job listings in Google Jobs — with salary, location, and company details.
LocalBusiness

Map pack visibility, opening hours, brand panel for physical locations.
Organization

Brand knowledge panel and logo — recommended on every homepage.
Person

Knowledge panel for individuals — author pages, profile pages.
Product

Product rich results with price, availability, and star ratings — highest ROI for ecommerce.
Profile Page

Enhanced author/creator knowledge panel — links name, bio, image, and social profiles for Google Search.
Recipe

Recipe cards with ratings, cook time, and calories in Google Search.
Review

Review snippets for products, businesses, books, courses, movies, and recipes.
AggregateRating

Star rating summary in SERPs — average rating and review count for any item.
Video

Video rich results, thumbnails in SERPs, and Videos tab eligibility.
WebSite

Sitelinks search box eligibility — recommended on every site homepage.
FAQ deprecated

Question & answer pairs — no longer a Google rich result (deprecated May 2026), still valid for AI comprehension.
HowTo deprecated

Step-by-step instructions — no longer a Google rich result (deprecated Sep 2023).

What is Schema Markup?

Schema markup is structured data — a standardised vocabulary from Schema.org that you add to a web page to tell search engines exactly what the page contains. Instead of leaving Google to guess that a page is a recipe, schema markup states it explicitly: this is a Recipe, it takes 30 minutes, it has a 4.6-star rating from 210 reviews, and here are the ingredients.

Google reads this structured data and can use it to display rich results — enhanced search listings with star ratings, FAQ dropdowns, recipe cards, event dates, product prices, and more. Rich results stand out in the search results and typically earn higher click-through rates than plain blue links. Structured data also helps AI systems like Google's AI Overviews reference your content more accurately.

Why JSON-LD? There are three formats for structured data: JSON-LD, Microdata, and RDFa. Google explicitly recommends JSON-LD because it sits in a single script block in the page's HTML head without modifying the visible markup. It is the easiest format to add, maintain, and debug. This tool generates JSON-LD exclusively.

How to Use the Generator

Select a schema type from the dropdown that matches your page. The form below updates to show the fields that type needs, with required fields marked. Fill in the fields — the JSON-LD code on the right updates in real time. When all required fields are filled and valid, the status badge turns green.

Once your markup is valid, copy the code and paste it into the <head> section of your page's HTML, or anywhere in the body. If you use a CMS like WordPress, paste it into a custom HTML block or use your SEO plugin's schema/structured-data field. After adding it to your live page, click Test in Google Rich Results to confirm the page is eligible for rich results.

Choosing the right type. Use Article for blog posts and news, Product for ecommerce pages, LocalBusiness for physical locations, FAQ for question-and-answer sections, HowTo for tutorials, Event for events, JobPosting for job listings, and Organization on your homepage to establish your brand. You can add multiple schema types to a single page when appropriate.

Which Schema Types Trigger Rich Results?

Highest ROI for most sites: Product (price, availability, star ratings — the single highest-value schema for ecommerce), Review and AggregateRating (star ratings that dramatically boost trust and click-through), and Video (video thumbnails and Videos tab eligibility).

Content sites: Article (Top Stories carousel eligibility and image carousels — recommended fields: headline, image in three aspect ratios, datePublished, author; no required fields), Recipe (recipe cards with ratings and cook times — one of the most clicked rich results), and Video. Note: HowTo rich results were fully deprecated on desktop in September 2023 — the schema is still valid but produces no Google SERP feature.

Business and brand: Organization (brand knowledge panel and logo), LocalBusiness (map pack visibility, opening hours, and richer local panels), Person (knowledge panel for individuals), and JobPosting (Google Jobs eligibility). Breadcrumb schema no longer shows as a visual breadcrumb in Google SERPs (removed Sep 2024 on desktop, Jan 2025 on mobile) — but it remains valuable as a site-structure signal for Google's crawler and AI systems.

Frequently Asked Questions

Will adding schema markup improve my rankings?
Schema markup is not a direct ranking factor — adding it does not by itself move you up the results. What it does is make your page eligible for rich results, which can significantly increase click-through rate by making your listing more prominent and informative. Higher click-through rates and better user engagement can indirectly support rankings. The main, reliable benefit is enhanced search appearance, not a ranking boost.
Where do I put the JSON-LD code?
Paste the full <script type="application/ld+json"> block into the <head> section of your page's HTML. Google also accepts it in the <body>, so if your CMS only lets you add code to the body, that works too. In WordPress, use a custom HTML block or your SEO plugin's structured-data field. The code does not affect how your page looks to visitors — it is invisible metadata read only by search engines.
Do I need to validate the markup after adding it?
Yes. After adding the schema to your live page, run the page URL through Google's Rich Results Test (the 'Test in Google Rich Results' button copies your code and opens the tool). This confirms the markup is well-formed and that your page is eligible for the rich result. The Schema.org validator checks general schema.org compliance, while the Rich Results Test checks specifically what Google supports.
Can I add more than one schema type to a page?
Yes, and it is often recommended. A blog post might have Article schema for the content, Breadcrumb schema for navigation, and Organization schema for the publisher. You can either combine them into a single script block as an array, or add separate script blocks — Google accepts both. Generate each type with this tool and place them in your page's head.
What is the difference between Review and AggregateRating?
Review schema marks up a single review — one person's rating and written opinion of a product, business, or other item. AggregateRating marks up the summary of many reviews — the average star rating and the total review count. Most pages with reviews use AggregateRating to show the overall star rating in search results; Review is used when you want to mark up individual reviews. They are frequently used together on the same page.