Blog post
- Input
- Article · headline, author, publish date, image
- Output
- {"@type":"Article","headline":"…","author":{"@type":"Person"…}}
Article markup makes a post eligible for rich results carrying the headline, date and author in search listings.
Schema Markup Generator
Schema markup is structured data that tells search engines what a page is about, using a vocabulary from schema.org. This generator builds valid JSON-LD for the most common types — article, product, local business, event, recipe, person and organisation — from a short form. Fill in the fields, copy the script tag, and paste it into your page's HTML.
Runs entirely in your browser — nothing you type is uploaded.
Google truncates headlines over 110 characters.
Fill in at least one field to generate the markup.
How to
How to use the Schema Generator
- 1
Choose a schema type
Pick the type that matches the page: Article for a blog post, Product for a shop page, LocalBusiness for a physical location, and so on.
- 2
Fill in the fields
Required fields are marked. The generator warns you when one that Google needs for rich results is missing.
- 3
Check the output
The JSON-LD updates as you type. Empty fields are left out rather than written as blank values.
- 4
Add it to your page
Copy the script tag and paste it into the <head> of the page it describes, then confirm it with Google's Rich Results Test.
Examples
Schema Generator examples
Shop page
- Input
- Product · name, price, currency, availability, rating
- Output
- {"@type":"Product","offers":{"@type":"Offer","price":"29.99"…}}
Price and availability can appear directly in the listing. Only mark up ratings you genuinely collect.
Physical shop
- Input
- LocalBusiness · name, address, phone, opening hours
- Output
- {"@type":"LocalBusiness","address":{"@type":"PostalAddress"…}}
LocalBusiness feeds the knowledge panel and map results. The address must match your Google Business Profile exactly.
Why use it
What the Schema Generator gives you
Valid JSON-LD, not a template
Output is built from a real object and serialised, so the result is always syntactically valid and correctly escaped.
Only the fields you filled
Blank inputs are omitted instead of written as empty strings, which is what causes most validator warnings.
Tells you what Google needs
Fields Google requires for rich results are flagged, so you find out before the validator does.
The format Google recommends
JSON-LD sits in one script tag and never touches your visible markup, unlike Microdata which is woven through the HTML.
Runs in your browser
Nothing you type is sent anywhere, which matters when a page is not published yet.
Good to know
Schema Generator limitations
- Markup makes a page eligible for rich results; it does not guarantee them. Google decides what to show.
- The content you mark up must be visible on the page. Describing things a visitor cannot see breaks Google's guidelines and can earn a manual action.
- Seven common types are covered. Rarer types such as Course, JobPosting or SoftwareApplication are not in this generator.
- Schema markup is not a ranking factor on its own. It affects how a listing looks, not where it sits.
Summary
Schema Generator in short
- Schema markup is structured data that describes a page to search engines using schema.org vocabulary.
- JSON-LD is Google's recommended format and lives in a single script tag in the head.
- Marked-up content must be visible on the page, or the markup violates Google's guidelines.
- Valid markup makes rich results possible but never guaranteed.
FAQ
Schema Generator questions
What is schema markup?
Schema markup is code that describes your page's content in a vocabulary search engines understand, defined at schema.org. It does not change what visitors see — it tells Google that a number is a price, a date is an event, or a name is an author.
Where do I put the generated code?
Paste the whole script tag into the <head> of the page it describes. It also works in the <body>, but the head is the convention. Each page needs its own markup describing that page.
Why JSON-LD rather than Microdata?
Google recommends JSON-LD. It sits in one self-contained block, so you can add or change it without touching your HTML structure — Microdata requires attributes scattered through the visible markup.
Will schema markup improve my rankings?
Not directly — Google has stated structured data is not a ranking factor. It affects how your listing is displayed, and richer listings often earn more clicks, which is where the practical benefit comes from.
Why is my markup valid but no rich result appears?
Eligibility is not a guarantee. Google weighs page quality, query intent and its own confidence in the data. New markup can also take days or weeks to be recrawled and reflected.
Can one page have more than one schema type?
Yes, and it is common — a blog post might carry Article, BreadcrumbList and Organization together. Add each as its own script tag, or combine them in one array.
Can I mark up content that is not on the page?
No. Google requires structured data to reflect visible page content. Inventing reviews or prices that do not appear is a guideline violation and can trigger a manual penalty.
How do I check my markup works?
Run the URL through Google's Rich Results Test to see which rich results it qualifies for, and the Schema Markup Validator for general schema.org validity. Search Console reports issues across the whole site once it has crawled.
Why were my review stars removed?
Google restricted self-serving review markup: a business marking up reviews of itself is not eligible. Ratings must come from a genuine third-party review system to show stars.
Discover
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