Free Schema Markup Generator: Create Valid JSON-LD Without Writing Code
Our schema markup generator free tool creates structured data in JSON-LD, the format Google recommends, by filling in a simple form. Choose a type (FAQ, Local Business, Organization, Article, Product, Breadcrumb or Event), complete the fields and copy a ready-to-paste <script> block. Required fields are checked as you type, empty fields are left out automatically, and the “How to fix it” panel suggests the extra properties that make your markup more useful to search engines and AI assistants.
This guide explains what schema markup is, which types are worth adding, how each one should be filled in, how to add it to your website and how to test it.
Key takeaways
- Schema markup describes your content in a language search engines understand; JSON-LD is the recommended format.
- Every business site should have Organization or LocalBusiness markup; articles, products and breadcrumbs come next.
- Only mark up information that’s visible on the page, and keep it accurate.
- Valid markup makes pages eligible for rich results, but Google decides whether to show them.
What is schema markup?
Schema markup, or structured data, is code that labels the information on a page so machines can understand it unambiguously: this is a business with this address and these opening hours; this is an article by this author published on this date; this is a product with this price and availability. The vocabulary comes from Schema.org, a project founded by Google, Microsoft, Yahoo and Yandex.
JSON-LD, Microdata and RDFa
There are three ways to add structured data. Microdata and RDFa add attributes inside your HTML; JSON-LD is a separate block of code that doesn’t touch your design. Google recommends JSON-LD because it’s easier to add, read and maintain, and our generator produces JSON-LD only.
What structured data does for your site
- Rich results: eligible pages can show extras in Google such as review stars, prices, breadcrumbs and event dates.
- Better understanding: search engines connect your pages to entities such as your business, people and products.
- AI and knowledge panels: consistent entity data helps Google’s Knowledge Graph and AI assistants describe your brand accurately.
Google’s introduction to structured data explains how it uses markup, and the search gallery lists every rich result type it currently supports.
Does schema improve rankings?
Structured data isn’t a direct ranking factor. It helps search engines understand and present your content, which can improve click-through rate when rich results appear. Think of it as making your existing quality more visible, not as a shortcut.
How to use our schema markup generator
- Pick a schema type from the buttons at the top.
- Fill in the fields. Required fields are marked; optional ones improve completeness.
- Add repeating items such as FAQ questions or breadcrumb levels with “Add another”.
- Watch the checks: missing required fields are listed, along with tips specific to the type.
- Copy or download the JSON-LD code.
- Test it with the Rich Results Test and Schema Markup Validator links below the checks.
example.com/logo.png becomes a full HTTPS URL. Still check that every URL opens before you publish.Which schema types should you add?
Organization
Describes your company: name, website, logo, description, contact details and official profiles. Add it to your home page (or About page). It’s the foundation of how search engines and AI systems identify your brand.
The sameAs property
sameAs lists the URLs of your official profiles, such as LinkedIn, Facebook, X, YouTube, Crunchbase and Wikipedia or Wikidata if they exist. It links your website to those profiles as one entity, which supports knowledge panels and helps AI assistants recognise your brand.
Example
"sameAs": [
"https://www.linkedin.com/company/your-company",
"https://www.facebook.com/yourpage",
"https://www.youtube.com/@yourchannel"
]LocalBusiness
For businesses that serve customers at a location or in an area. Include your exact business name, full address, phone number in international format, opening hours, geo coordinates, price range and sameAs links. Choose the most specific subtype available, such as Dentist, Plumber, LegalService or Restaurant, rather than generic LocalBusiness. Keep everything consistent with your Google Business Profile.
Article
For blog posts, news and guides. Include the headline, a large image, datePublished, dateModified, the author (with a URL to their profile page) and the publisher. Author and date information support the trust signals that Google’s quality guidelines describe as E-E-A-T, and Google’s Article structured data guide lists recommended properties.
Product
For pages selling a single product. Include the name, image, description, brand, SKU or GTIN, and an offer with price, currency and availability. Add aggregate ratings only if real customer reviews are shown on the page. Online stores should also consider shipping details and return policies for merchant listings.
BreadcrumbList
Shows the page’s position in your site hierarchy, such as Home › Services › Local SEO. Google can display breadcrumbs instead of the raw URL in search results. Every level except the last needs a full URL.
FAQPage
Marks up a list of questions and answers that appear on the page. Since 2023, Google shows FAQ rich results mainly for well-known government and health websites, so most sites won’t see FAQ snippets. The markup still makes your questions and answers explicit for search engines and AI systems, so it can be worth adding where you have a genuine FAQ section.
Event
For concerts, workshops, webinars and other dated events. Include the name, start and end dates with time zones, location (a physical address or an online URL), event status, attendance mode, organizer and ticket offers.
Filling in each type correctly
Use absolute HTTPS URLs
Every URL in your markup (website, logo, image, author page, breadcrumb items) should be a full address starting with https://.
Write dates in ISO 8601 format
Use 2026-11-03 for dates and 2026-11-03T19:00:00+05:00 for dates with times. Include a time zone for events.
Phone numbers in international format
Write phone numbers with the country code, such as +1 512-555-0123 or +92 300 1234567.
Opening hours
List each day’s opening and closing time. If your hours vary by season or holiday, update your markup and Google Business Profile together.
Images
Use large, high-quality images that are crawlable and indexable. For articles and products, Google recommends providing several aspect ratios where possible.
Keep markup and page content in sync
If a price, address or date changes on the page, change it in the markup too. Out-of-date structured data is a common reason rich results disappear.
A complete LocalBusiness example
Here’s the kind of output the generator produces for a local business. Every value should match what customers see on your website and Google Business Profile.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Plumber",
"name": "Brightflow Plumbing",
"url": "https://brightflow.example/",
"image": "https://brightflow.example/images/van.jpg",
"telephone": "+1 512-555-0123",
"priceRange": "$$",
"address": {
"@type": "PostalAddress",
"streetAddress": "120 Main Street",
"addressLocality": "Austin",
"addressRegion": "TX",
"postalCode": "78701",
"addressCountry": "US"
},
"geo": { "@type": "GeoCoordinates", "latitude": 30.2672, "longitude": -97.7431 },
"openingHours": ["Mo-Fr 08:00-18:00", "Sa 09:00-13:00"],
"sameAs": ["https://www.facebook.com/brightflow"]
}
</script>What makes this example strong
- A specific subtype (Plumber) instead of generic LocalBusiness.
- A full postal address with a two-letter country code.
- Coordinates that place the business precisely on a map.
- Opening hours in a standard format.
- A phone number with its country code.
- sameAs links that connect the website to the business’s official profiles.
Why use a free schema markup generator?
Hand-writing JSON-LD is error-prone: one missing comma or an unescaped quote makes the entire block invalid, and search engines silently ignore it. A schema markup generator free of charge removes those errors, nests objects such as addresses and offers correctly, drops empty fields so you don’t publish blank properties, and reminds you about required and recommended properties as you go. It’s also faster: most types take a couple of minutes to complete, and you can reuse the output as a template for similar pages.
How to add schema markup to your website
WordPress
Yoast SEO and Rank Math already output Organization, WebSite, WebPage, Article and Breadcrumb schema automatically. Configure those plugins first (for example Yoast’s Site representation settings for your logo and social profiles), then use our generator for types they don’t cover, such as a detailed LocalBusiness, Event or FAQ block. Paste the code in an HTML or Custom HTML block on the relevant page, or use a header and footer code plugin for site-wide markup.
Elementor
Drag an HTML widget onto the page and paste the full <script type="application/ld+json"> block. It doesn’t affect the design.
Shopify
Most themes include Product schema. Add extra markup by editing the theme’s templates or using a structured data app. Avoid duplicating product markup that the theme already outputs.
Custom websites
Place JSON-LD in the <head> or <body> of the page. Generate values dynamically from your database so markup always matches the page.
Avoid duplicate entities
Two plugins outputting separate Organization or Product blocks can confuse search engines. Use our free SEO checker to see which schema types a page already has before adding more.
How to test structured data
Google Rich Results Test
The Rich Results Test shows which rich results your page is eligible for and lists errors and warnings. Test the live URL after publishing, or paste code before.
Schema Markup Validator
The Schema Markup Validator checks your code against the full Schema.org vocabulary, including types Google doesn’t use for rich results.
Search Console enhancement reports
After Google crawls your pages, Search Console shows reports for supported types, such as Breadcrumbs and Products, with errors to fix across the whole site.
Errors vs warnings
Errors stop a page from being eligible for a rich result and must be fixed. Warnings are recommended properties that are missing; adding them makes your markup more complete.
Structured data for AI search and GEO
Generative engines such as Google’s AI Overviews, ChatGPT search and Perplexity need to understand who a business is, what it offers and whether it’s trustworthy. Clear Organization or LocalBusiness markup with sameAs links, author information on articles and accurate product data all help those systems describe you correctly and cite your pages. It’s one part of generative engine optimization, alongside clear content and a consistent presence across the web.
Remember that schema supports content; it doesn’t replace it. Make sure every fact in your markup, such as prices, opening hours, ratings and authors, is visible on the page and kept up to date. Mismatches between structured data and visible content can make your markup ineligible for rich results and confuse AI systems that rely on it. Re-test important pages in the Rich Results Test after template or plugin updates.
Schema markup checklist
- Organization or LocalBusiness markup on the home page, with logo and sameAs links.
- Article markup on blog posts with author, dates and image.
- Product markup on product pages with price, availability and identifiers.
- BreadcrumbList on pages below the home page.
- All URLs absolute and HTTPS; dates in ISO format.
- Markup matches visible content exactly.
- No duplicate entities from multiple plugins.
- Tested in the Rich Results Test and monitored in Search Console.
Related free SEO tools
- Free SEO checker: detect existing schema and broken JSON-LD.
- Meta tag generator online: create title, description and social tags.
- OG tag checker: check how your page looks when shared.
- SERP preview tool: preview your search snippet.
- Content quality checker: check author and date signals on articles.
Ready to create your markup? Use the free schema markup generator above and copy valid JSON-LD in minutes.