Schema Markup Generator

A schema markup generator creates structured data that tells search engines precisely what a page is about: a business, an article, a product, a list of questions or the page's place in your site. Our free tool builds JSON-LD, the format Google recommends, for LocalBusiness, Organization, FAQPage, Article, BreadcrumbList and Product. Fill in a simple form, copy the ready-made script tag into your page and check it with our Schema Markup Validator. Everything is generated in your browser and nothing you enter is stored.

How to use the Schema generator

1. 1 Choose a schema typePick LocalBusiness, Organization, FAQPage, Article, BreadcrumbList or Product to match what the page is mainly about.
2. 2 Fill in the formEnter the details exactly as they appear on the page: name, address, phone, opening hours, headline, author, prices and so on. Leave optional fields blank rather than guessing.
3. 3 Add repeating itemsFor FAQs, add one row per question and answer. For breadcrumbs, add each level from the home page down to the current page.
4. 4 Copy the scriptCopy the complete script tag and paste it into the page's HTML, or into the custom schema or header code field of your CMS or SEO plugin.
5. 5 Validate and monitorTest the live page with our Schema Markup Validator or Google's Rich Results Test, then watch the Enhancements reports in Google Search Console.

What schema markup and JSON-LD are

Schema markup is a shared vocabulary, maintained at schema.org, for describing things on web pages in a way machines can read reliably. Instead of a search engine inferring that a string of numbers is probably a phone number, structured data says so explicitly. Google, Bing and other services use it to understand pages and, for some types, to show enhanced results such as product prices, review stars or breadcrumb trails.

JSON-LD is the format Google recommends. It sits in a single script tag, separate from your visible HTML, so you can add or change it without touching the page design. The generator outputs one complete script tag per schema type, using the https://schema.org context, ready to paste.

Structured data is not a ranking shortcut. Google has said that it does not use structured data as a general ranking signal; its value lies in helping search engines interpret the page and in qualifying for certain result features. The best reason to add it is that it describes your real content accurately and consistently.

The schema types this generator creates

Use the type that matches the main purpose of each page. A single page can carry more than one type, for example Article plus BreadcrumbList on a blog post.

• LocalBusiness: name, business type, address, phone, website, opening hours, map coordinates and links to your official profiles (sameAs). For shops, trades, restaurants and practices with a physical location or service area.
• Organization: your business name, logo, website and official social profiles. Usually placed on the home page or about page.
• FAQPage: a list of questions and answers that are visible on the page.
• Article: headline, author, published and modified dates, main image and publisher. For blog posts, news and guides.
• BreadcrumbList: the trail from your home page to the current page, which Google may show in place of the full URL.
• Product: name, image, brand and an offer with price in GBP and availability, plus an aggregate rating only when genuine reviews are shown on the page.

Rich results in 2026: what to expect honestly

Structured data makes a page eligible for rich results; it never guarantees them. Google decides when to show them based on the search, the page and its own quality judgements. Some types have also been scaled back. Google limited FAQ rich results to authoritative government and health websites in 2023, and its documentation says they stopped appearing in Google Search from May 2026, so FAQ markup will not add expandable questions under your result. HowTo rich results have been removed altogether, which is why this generator does not offer HowTo.

That does not make FAQPage or Article markup pointless. Structured data still helps search engines and other systems understand the content and how it fits together, and the types that commonly produce visible enhancements for businesses, such as Product, BreadcrumbList and review snippets in eligible contexts, remain useful. Add schema because it describes your page accurately, not because you expect a particular display.

LocalBusiness schema for UK businesses

For a local business, keep the name, address and phone number identical to what appears on your website, your Google Business Profile and major directories. Use a full UK postcode, the country code GB, and a phone number in international format such as +44 113 496 0000 or in the same national format you show on the page. Choose the most specific business type available, such as Plumber, Dentist, Restaurant or AccountingService, rather than the generic LocalBusiness, where one fits.

Opening hours should match your real hours, including the days you are closed. Geo coordinates help pin the location precisely; you can find them by right-clicking your premises on a map. In sameAs, list only official profiles you control, such as your Facebook page, LinkedIn company page or Instagram account. Structured data does not replace a well-maintained Google Business Profile, which remains the main driver of map results.

Product schema and reviews: stay within the rules

Product markup should describe a product a visitor can actually buy or view on that page, with a price in GBP that matches the price shown, including VAT if that is how you display it, and an availability value such as InStock or OutOfStock. Update the markup when prices change, or generate it from your shop platform so it stays in sync.

Only add an aggregate rating if genuine customer reviews of that product are visible on the same page, and use the real average and count. Google's guidelines do not allow ratings that are invented, copied from elsewhere, or self-serving reviews about your own business placed on your own LocalBusiness or Organization markup. Breaking these rules can lead to a manual action that removes rich results across your site.

Adding the code and testing it

Paste the script tag into the HTML of the page it describes. It can go in the head or the body. In WordPress, many SEO plugins add basic Organization, Article and breadcrumb schema automatically and offer a custom schema field for extra types; check what your plugin already outputs before adding more, to avoid duplicate or conflicting markup. Shopify themes usually include Product schema already.

After publishing, test the live URL with our Schema Markup Validator to catch syntax errors and missing properties, and with Google's Rich Results Test to see which rich result types Google considers the page eligible for. Over the following weeks, Google Search Console will report errors and warnings for supported types under its Enhancements section.

Examples you can copy

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Plumber",
  "name": "Smith Plumbing & Heating",
  "url": "https://www.example.co.uk/",
  "telephone": "+44 113 496 0000",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "12 Example Street",
    "addressLocality": "Leeds",
    "postalCode": "LS1 1AA",
    "addressCountry": "GB"
  },
  "openingHoursSpecification": [{
    "@type": "OpeningHoursSpecification",
    "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
    "opens": "08:00",
    "closes": "18:00"
  }],
  "sameAs": ["https://www.facebook.com/example"]
}
</script>

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Oak Chopping Board",
  "image": "https://www.example.co.uk/images/oak-board.jpg",
  "brand": { "@type": "Brand", "name": "Example Woodcraft" },
  "offers": {
    "@type": "Offer",
    "price": "34.00",
    "priceCurrency": "GBP",
    "availability": "https://schema.org/InStock",
    "url": "https://www.example.co.uk/oak-chopping-board/"
  }
}
</script>

Common mistakes to avoid

Frequently asked questions