Free tool
Schema Markup Generator
Fill in a short form, get valid JSON-LD ready to paste into your page. Runs entirely in your browser; nothing is uploaded anywhere.
Four types that cover most real needs
FAQPage for genuine question-and-answer sections; Article for posts and guides, with author, publisher and dates (the fields Google Discover and news surfaces read); Organization for the company itself, including the sameAs links that tie your site to its profiles, which matters increasingly for entity recognition and AI answers; LocalBusiness for anything with an address and opening hours. These four handle the overwhelming majority of small-site markup needs without a plugin.
Why JSON-LD and not microdata
JSON-LD is Google’s recommended format for a practical reason: it lives in one script block, separate from your HTML, so redesigns do not silently shred attributes scattered across the markup. It is also the format machines parse most reliably, which as AI assistants become a traffic source is quietly turning into its biggest advantage.
Rules that keep markup safe
Describe only what is on the page, in the same words. One entity of a given type per page unless the page genuinely lists several. Keep dates real; a dateModified that updates on every request is a known spam pattern. And validate: the generator produces syntactically valid JSON-LD, but Google’s Rich Results Test is the arbiter of eligibility, so the output links straight to it.
Frequently asked questions
Where do I put the generated code?
Anywhere in the page HTML, though the head section is conventional. In WordPress, a code block or your SEO plugin's custom schema field works; site-wide types like Organization belong in the theme or plugin so they render on every page. After adding it, run the URL through Google's Rich Results Test to confirm parsing.
Will schema markup improve my rankings?
Structured data is not a ranking factor; Google has said so consistently. What it does: makes pages eligible for rich results (stars, FAQs, breadcrumbs) and helps machines, including AI assistants, understand entities unambiguously. Treat it as clarity infrastructure with occasional visual rewards, not as a rankings lever.
Why does my FAQ markup not show rich results?
Since 2023, Google limits FAQ rich results to a small set of well-known, authoritative sites, mainly government and health. Your markup can be perfectly valid and never produce stars or dropdowns; that is policy, not error. The markup itself remains valid, machine-readable and worth keeping where the page genuinely contains Q&A.
Should I mark up content that is not visible on the page?
No. Markup must describe what a visitor actually sees; invisible or inflated structured data violates Google's guidelines and can earn a manual action. The generator builds only from what you type, and what you type should mirror the page.
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