Schema.org Markup Generator

Article, Product, LocalBusiness, Recipe, FAQ, Event — copy-ready JSON-LD for rich results.

Schema typeHeadlineDescriptionAuthor nameDate published (ISO, e.g. 2026-04-14T00:00:00Z)Image URLPublisher nameCanonical URL

Generated JSON-LD

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article"
}
</script>

Want the background behind this tool? Meta Tags and Open Graph: SEO, Social Previews, and Rich Cards

Google shows star ratings, prices, FAQ accordions, recipe cards, and event dates directly in the search results — but only for pages that tell it which numbers mean what. That "telling" happens through Schema.org structured data, usually written as a JSON-LD block in the <head>. Fill in the form for Article, Product, LocalBusiness, Recipe, FAQPage, or Event, click Copy, paste the generated <script type="application/ld+json"> block into your page, and you unlock the Rich Results path. Everything runs client-side.

Structured data isn't just SEO decoration anymore. AI overviews (Google SGE, Bing Copilot, Perplexity) read JSON-LD to summarize pages, voice assistants pull answers from FAQ schema, and shopping interfaces depend on Product schema for inventory. The sections below cover format choice (JSON-LD vs Microdata vs RDFa), which types matter, validation, and the manual-action risks of getting it wrong.

JSON-LD vs Microdata vs RDFa

Format	Where it lives	Pros	Cons
JSON-LD	`<script>` in `<head>` or `<body>`	Separate from HTML; easy to update; Google's recommended format since 2015	Data can drift from visible content if not auto-generated
Microdata	`itemscope` / `itemprop` attributes on HTML elements	Inline with content — content and schema can't drift	Verbose, brittle during template refactors, harder to debug
RDFa	`vocab`, `typeof`, `property` attributes	W3C standard, semantic web compatible	Least support from search engines, complex syntax

Use JSON-LD. Google, Bing, Yandex, and DuckDuckGo all prefer it. The other formats still work but offer no advantages and introduce more failure modes.

Common Schema.org types

Type	Use for	Rich Result it unlocks
Article	Blog posts, news	Top Stories carousel, AMP-like headline cards
Product	E-commerce items	Price, availability, star rating in SERP
FAQPage	FAQ sections	Expandable Q&A directly in results
Recipe	Cooking instructions	Recipe card with photo, time, rating, calories
Organization	Company pages	Knowledge Panel info — logo, social, contact
LocalBusiness	Physical stores, restaurants	Maps integration, hours, ratings
Event	Concerts, conferences	Date, venue, ticket link carousel
BreadcrumbList	Navigation hierarchy	Breadcrumb path instead of bare URL in SERP
HowTo	Step-by-step guides	(Deprecated 2023 for non-cooking; still works for some queries)
VideoObject	Hosted videos	Video thumbnail, duration in image search

Google Rich Results eligibility

Valid Schema.org markup is necessary but not sufficient. Google adds three extra gates before granting Rich Results:

Required fields filled.Each Rich Result type has a Google-specific required-field list that goes beyond Schema.org's minimums. Product Rich Results need name + image + at least one of offers, review, or aggregateRating.
Content matches the visible page. If the JSON-LD claims a 5-star rating but the page shows no reviews, Google detects the mismatch and either suppresses the result or issues a manual action.
Page quality threshold. Thin content, doorway pages, and sites with low domain authority get fewer Rich Results even when the markup is perfect.

Always test with the Rich Results Test (search.google.com/test/rich-results), not just the Schema.org validator. The two tell you different things.

How to use

Pick a schema type from the dropdown (Article, Product, FAQPage, etc.).
Fill the required fields (marked with *) and as many optional fields as apply. The more complete, the richer the result.
The JSON-LD block updates live in the right panel. Copy it with one click.
Paste the block inside <head>on the page you want indexed. Don't put it inside another <script>; keep it standalone.
Deploy, then run the live URL through Google's Rich Results Test to confirm eligibility.

Examples

Example 1: Product

Supply name, price, currency, and availability — Google Shopping can ingest the JSON-LD and render a Rich Product result with the price next to the URL.

Form input

type:         Product
name:         Mechanical Keyboard K-01
brand:        AcmeTech
price:        129.99
currency:     USD
availability: InStock
rating:       4.6 (214 reviews)

Output

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Mechanical Keyboard K-01",
  "brand": { "@type": "Brand", "name": "AcmeTech" },
  "offers": {
    "@type": "Offer",
    "priceCurrency": "USD",
    "price": "129.99",
    "availability": "https://schema.org/InStock"
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.6",
    "reviewCount": "214"
  }
}
</script>

Example 2: Article

Article schema unlocks the Top Stories carousel and adds publish date + author to the SERP snippet. image must be an array — Google requires at least one and accepts up to three with different aspect ratios.

Output

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "Why schema markup still matters in 2025",
  "image": [
    "https://example.com/cover-16x9.jpg",
    "https://example.com/cover-4x3.jpg",
    "https://example.com/cover-1x1.jpg"
  ],
  "datePublished": "2025-01-14T09:00:00+09:00",
  "dateModified": "2025-01-20T12:30:00+09:00",
  "author": {
    "@type": "Person",
    "name": "Alice Park",
    "url": "https://example.com/authors/alice"
  },
  "publisher": {
    "@type": "Organization",
    "name": "Example Media",
    "logo": {
      "@type": "ImageObject",
      "url": "https://example.com/logo.png"
    }
  }
}
</script>

Example 3: FAQPage

FAQ schema renders expandable Q&A directly in the search results. Each question must match a visible Q on the page — Google penalizes hidden or fabricated FAQs.

Output

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [{
    "@type": "Question",
    "name": "Where do I paste the JSON-LD?",
    "acceptedAnswer": {
      "@type": "Answer",
      "text": "Inside the <head> of your HTML, before </head>."
    }
  }]
}
</script>

Schema.org types Google actually uses

Article / NewsArticle / BlogPosting — powers the Top Stories carousel and publish-date rich snippets.
Product + Offer + AggregateRating — price and stars in the search result; requires review data.
Recipe — image, time, ratings carousel on food queries.
FAQPage — expanded question list; Google limits this to authoritative sites as of 2023.
HowTo — step-by-step rich result; now mobile-only.
BreadcrumbList — the breadcrumb shown above the title in SERPs.
Event / LocalBusiness / Organization — knowledge panel hints.

Common pitfalls

Markup doesn't match visible content.The single fastest way to a manual action. If your schema claims a 4.8-star rating that nobody can see on the page, Google's spam team flags it and suppresses your Rich Results — sometimes site-wide.
Fabricated FAQs.FAQ schema requires the questions and answers be user-visible on the page. Don't add "ghost" FAQs in JSON-LD only.
Missing required fields. Each Google Rich Result type has a checklist. Product needs image; Recipe needs recipeIngredient; Article needs headline and datePublished. The Rich Results Test surfaces these.
Multiple JSON-LD blocks merged into one array.Google parses them fine, but humans and CMS plugins often don't. Keep one schema per script tag.
Stale dateModified. If you bump the date without actually changing content, Google's freshness signals catch on and may suppress the result.
HTML in JSON values. Schema.org fields are plain text. Embedded <br> or <a> tags get stripped or ignored. Use the structured fields (step, itemListElement) instead of HTML formatting.

Validation tools

Google Rich Results Test — search.google.com/test/rich-results. Tells you which Rich Result type the page qualifies for and lists missing required fields.
Schema.org Validator — validator.schema.org. Generic Schema.org spec compliance, useful for non-Google consumers.
Google Search Console — Enhancements. Shows site-wide structured data status for indexed pages, surfaces sitewide errors.
Bing Webmaster Tools — Markup Validator. Bing-specific validation; Bing supports a slightly different subset than Google.
Yandex Webmaster — Structured data validator. For pages targeting CIS markets.

Manual action risks

Google issues spammy structured datamanual actions for markup that misleads users or doesn't match the visible page. Common triggers: fake reviews, recipes with no instructions, FAQ schema on non-FAQ pages, Product schema with invented prices. The penalty ranges from suppressing Rich Results on the affected page to demoting the entire domain. Recovery requires removing the offending markup and submitting a reconsideration request — typically takes 2–4 weeks. Check Search Console → Manual Actions weekly to catch issues early.

When NOT to use

Internal admin pages — no SEO benefit, just adds payload.
Pages without the corresponding content.Don't add Recipe schema to a blog post that mentions a recipe in passing — only to the actual recipe page.
When you can't maintain it.Schema that's manually typed and never updated drifts from the page over time. Either auto-generate from the same source as the visible content or skip it.
Behind authentication.Googlebot can't see logged-in pages, so schema there is invisible. Move the content public or accept that it won't be indexed.

Troubleshooting

Rich Results Test says "Page is not eligible." Required fields missing. The error message names exactly which fields — add them and re-test.
Valid markup but no Rich Results in production search.Could take 2–8 weeks for Google to discover and apply. Submit the URL via Search Console's URL Inspection tool to speed indexing. If still nothing after 30 days, check for a manual action or low domain authority.
JSON-LD breaks page rendering.Likely an unescaped quote in a string value. Use the tool's output (which escapes properly) instead of hand-editing.
Two schemas conflict.Don't ship Article + NewsArticle on the same page — pick one. Same for Product + AggregateOffer (use one Product with nested offers).

Related guides

Meta Tags and Open Graph: SEO and Social Previews

Schema.org is the structured-data layer; meta tags are the discovery layer. Together they cover everything Google needs to surface your page well.

JSON Schema Validation: Protecting Your API

JSON-LD and JSON Schema sound similar but solve different problems. One describes meaning to crawlers; the other validates structure for APIs.

Frequently asked questions

Q: Where do I paste the generated JSON-LD?

Inside the <head> of your HTML, anywhere before </head>. Google, Bing, and other crawlers pick it up regardless of position. You can also place it at the end of <body> for performance — both work. Use one <script type="application/ld+json"> block per schema type and keep them separate rather than merging into an array.

Q: How do I validate the generated schema?

Use Google's Rich Results Test at search.google.com/test/rich-results — paste the URL of the live page or the JSON-LD block directly. The Schema.org validator at validator.schema.orgchecks generic Schema.org compliance, while Google's tool tells you whether you're actually eligible for Rich Results. Always validate after every edit; a single typo in a required field disqualifies the page.

Q: Which schema types are supported?

Article, Product, LocalBusiness, Recipe, FAQPage, and Event. Each type covers the required and recommended fields from schema.org plus the additional fields Google needs for Rich Results eligibility. For more exotic types (HowTo, JobPosting, VideoObject, Course, BreadcrumbList), write the JSON-LD by hand using the schema.org reference and validate with Google.

Q: Do I need multiple schemas per page?

Yes, often — a blog post can ship Article + FAQPage + BreadcrumbList together. Place each in its own <script type="application/ld+json"> block. Avoid duplicating the same type twice on one page (two Articles confuses Google about which is canonical). Make sure the schemas describe the same primary entity to avoid mixed signals.

Q: Why is JSON-LD preferred over Microdata or RDFa?

JSON-LD lives in <head> separate from the visible HTML, so writers can edit content without touching schema and developers can update schema without touching content. Microdata and RDFa attributes get tangled into the markup and break easily during template refactors. Google has recommended JSON-LD as the preferred format since 2015 and supports it most reliably across Rich Results types.

Q: My markup is valid but Rich Results don't appear in search. Why?

Rich Results take 2–8 weeks to roll out after Google re-crawls the page. Submit the URL via Search Console's URL Inspection tool to speed the process. If nothing appears after 30 days, the most likely causes are: low domain authority, content quality below the Rich Results threshold, or an existing manual action. Check Search Console → Manual Actions and the Enhancements report for clues.

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Meta Tags and Open Graph: SEO, Social Previews, and Rich Cards11 min read

Schema.org Markup Generator

Article, Product, LocalBusiness, Recipe, FAQ, Event — copy-ready JSON-LD for rich results.

Schema typeHeadlineDescriptionAuthor nameDate published (ISO, e.g. 2026-04-14T00:00:00Z)Image URLPublisher nameCanonical URL

Generated JSON-LD

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article"
}
</script>

Want the background behind this tool? Meta Tags and Open Graph: SEO, Social Previews, and Rich Cards

JSON-LD vs Microdata vs RDFa

Format	Where it lives	Pros	Cons
JSON-LD	`<script>` in `<head>` or `<body>`	Separate from HTML; easy to update; Google's recommended format since 2015	Data can drift from visible content if not auto-generated
Microdata	`itemscope` / `itemprop` attributes on HTML elements	Inline with content — content and schema can't drift	Verbose, brittle during template refactors, harder to debug
RDFa	`vocab`, `typeof`, `property` attributes	W3C standard, semantic web compatible	Least support from search engines, complex syntax

Use JSON-LD. Google, Bing, Yandex, and DuckDuckGo all prefer it. The other formats still work but offer no advantages and introduce more failure modes.

Common Schema.org types

Type	Use for	Rich Result it unlocks
Article	Blog posts, news	Top Stories carousel, AMP-like headline cards
Product	E-commerce items	Price, availability, star rating in SERP
FAQPage	FAQ sections	Expandable Q&A directly in results
Recipe	Cooking instructions	Recipe card with photo, time, rating, calories
Organization	Company pages	Knowledge Panel info — logo, social, contact
LocalBusiness	Physical stores, restaurants	Maps integration, hours, ratings
Event	Concerts, conferences	Date, venue, ticket link carousel
BreadcrumbList	Navigation hierarchy	Breadcrumb path instead of bare URL in SERP
HowTo	Step-by-step guides	(Deprecated 2023 for non-cooking; still works for some queries)
VideoObject	Hosted videos	Video thumbnail, duration in image search

Google Rich Results eligibility

Valid Schema.org markup is necessary but not sufficient. Google adds three extra gates before granting Rich Results:

Required fields filled.Each Rich Result type has a Google-specific required-field list that goes beyond Schema.org's minimums. Product Rich Results need name + image + at least one of offers, review, or aggregateRating.
Content matches the visible page. If the JSON-LD claims a 5-star rating but the page shows no reviews, Google detects the mismatch and either suppresses the result or issues a manual action.
Page quality threshold. Thin content, doorway pages, and sites with low domain authority get fewer Rich Results even when the markup is perfect.

Always test with the Rich Results Test (search.google.com/test/rich-results), not just the Schema.org validator. The two tell you different things.

How to use

Pick a schema type from the dropdown (Article, Product, FAQPage, etc.).
Fill the required fields (marked with *) and as many optional fields as apply. The more complete, the richer the result.
The JSON-LD block updates live in the right panel. Copy it with one click.
Paste the block inside <head>on the page you want indexed. Don't put it inside another <script>; keep it standalone.
Deploy, then run the live URL through Google's Rich Results Test to confirm eligibility.

Examples

Example 1: Product

Supply name, price, currency, and availability — Google Shopping can ingest the JSON-LD and render a Rich Product result with the price next to the URL.

Form input

type:         Product
name:         Mechanical Keyboard K-01
brand:        AcmeTech
price:        129.99
currency:     USD
availability: InStock
rating:       4.6 (214 reviews)

Output

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Mechanical Keyboard K-01",
  "brand": { "@type": "Brand", "name": "AcmeTech" },
  "offers": {
    "@type": "Offer",
    "priceCurrency": "USD",
    "price": "129.99",
    "availability": "https://schema.org/InStock"
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.6",
    "reviewCount": "214"
  }
}
</script>

Example 2: Article

Output

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "Why schema markup still matters in 2025",
  "image": [
    "https://example.com/cover-16x9.jpg",
    "https://example.com/cover-4x3.jpg",
    "https://example.com/cover-1x1.jpg"
  ],
  "datePublished": "2025-01-14T09:00:00+09:00",
  "dateModified": "2025-01-20T12:30:00+09:00",
  "author": {
    "@type": "Person",
    "name": "Alice Park",
    "url": "https://example.com/authors/alice"
  },
  "publisher": {
    "@type": "Organization",
    "name": "Example Media",
    "logo": {
      "@type": "ImageObject",
      "url": "https://example.com/logo.png"
    }
  }
}
</script>

Example 3: FAQPage

FAQ schema renders expandable Q&A directly in the search results. Each question must match a visible Q on the page — Google penalizes hidden or fabricated FAQs.

Output

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [{
    "@type": "Question",
    "name": "Where do I paste the JSON-LD?",
    "acceptedAnswer": {
      "@type": "Answer",
      "text": "Inside the <head> of your HTML, before </head>."
    }
  }]
}
</script>

Schema.org types Google actually uses

Article / NewsArticle / BlogPosting — powers the Top Stories carousel and publish-date rich snippets.
Product + Offer + AggregateRating — price and stars in the search result; requires review data.
Recipe — image, time, ratings carousel on food queries.
FAQPage — expanded question list; Google limits this to authoritative sites as of 2023.
HowTo — step-by-step rich result; now mobile-only.
BreadcrumbList — the breadcrumb shown above the title in SERPs.
Event / LocalBusiness / Organization — knowledge panel hints.

Common pitfalls

Markup doesn't match visible content.The single fastest way to a manual action. If your schema claims a 4.8-star rating that nobody can see on the page, Google's spam team flags it and suppresses your Rich Results — sometimes site-wide.
Fabricated FAQs.FAQ schema requires the questions and answers be user-visible on the page. Don't add "ghost" FAQs in JSON-LD only.
Missing required fields. Each Google Rich Result type has a checklist. Product needs image; Recipe needs recipeIngredient; Article needs headline and datePublished. The Rich Results Test surfaces these.
Multiple JSON-LD blocks merged into one array.Google parses them fine, but humans and CMS plugins often don't. Keep one schema per script tag.
Stale dateModified. If you bump the date without actually changing content, Google's freshness signals catch on and may suppress the result.
HTML in JSON values. Schema.org fields are plain text. Embedded <br> or <a> tags get stripped or ignored. Use the structured fields (step, itemListElement) instead of HTML formatting.

Validation tools

Google Rich Results Test — search.google.com/test/rich-results. Tells you which Rich Result type the page qualifies for and lists missing required fields.
Schema.org Validator — validator.schema.org. Generic Schema.org spec compliance, useful for non-Google consumers.
Google Search Console — Enhancements. Shows site-wide structured data status for indexed pages, surfaces sitewide errors.
Bing Webmaster Tools — Markup Validator. Bing-specific validation; Bing supports a slightly different subset than Google.
Yandex Webmaster — Structured data validator. For pages targeting CIS markets.

Manual action risks

When NOT to use

Internal admin pages — no SEO benefit, just adds payload.
Pages without the corresponding content.Don't add Recipe schema to a blog post that mentions a recipe in passing — only to the actual recipe page.
When you can't maintain it.Schema that's manually typed and never updated drifts from the page over time. Either auto-generate from the same source as the visible content or skip it.
Behind authentication.Googlebot can't see logged-in pages, so schema there is invisible. Move the content public or accept that it won't be indexed.

Troubleshooting

Rich Results Test says "Page is not eligible." Required fields missing. The error message names exactly which fields — add them and re-test.
Valid markup but no Rich Results in production search.Could take 2–8 weeks for Google to discover and apply. Submit the URL via Search Console's URL Inspection tool to speed indexing. If still nothing after 30 days, check for a manual action or low domain authority.
JSON-LD breaks page rendering.Likely an unescaped quote in a string value. Use the tool's output (which escapes properly) instead of hand-editing.
Two schemas conflict.Don't ship Article + NewsArticle on the same page — pick one. Same for Product + AggregateOffer (use one Product with nested offers).

Related guides

Meta Tags and Open Graph: SEO and Social Previews

Schema.org is the structured-data layer; meta tags are the discovery layer. Together they cover everything Google needs to surface your page well.

JSON Schema Validation: Protecting Your API

JSON-LD and JSON Schema sound similar but solve different problems. One describes meaning to crawlers; the other validates structure for APIs.