Free Schema.org JSON-LD Generator
Generate structured data markup for SEO. Paste the output inside a <script type="application/ld+json"> tag in your HTML head.
Paste inside <script type="application/ld+json"> in your HTML <head>.
What Is Schema Markup?
Schema markup, also known as structured data, is a form of microdata that you add to your website's HTML to help search engines understand the content on your pages. It is a shared vocabulary that Google, Bing, Yahoo, and Yandex all recognise — defined at Schema.org — and it allows your web pages to communicate directly with search engines about what type of content they contain. Without schema markup, a search engine must infer context from your text alone. With schema markup, you explicitly tell the search engine: "this page is about a product named X, it costs $49, and it has 124 reviews averaging 4.8 out of 5."
Schema markup was co-created by Google, Bing, Yahoo, and Yandex in 2011 through the Schema.org initiative. Since then it has grown to cover hundreds of entity types — from articles and recipes to local businesses, events, courses, and job postings. The vocabulary is structured as a hierarchy of types, each with its own set of properties. For example, the Product type has properties like name, description, price, and aggregateRating, while the LocalBusiness type has address, telephone, and openingHours.
How JSON-LD Improves SEO
JSON-LD (JavaScript Object Notation for Linked Data) is the preferred format for adding schema markup, recommended by Google over Microdata and RDFa. It works by embedding a block of structured data inside a <script type="application/ld+json"> tag in your HTML head. Unlike Microdata, JSON-LD is completely separate from your visible HTML markup, which makes it far easier to add, edit, and maintain without changing your page layout or risking broken HTML.
Search engines process JSON-LD by reading this script block and associating the structured data with your page. When Google verifies your structured data as valid, it may display enhanced search results — called rich results or rich snippets — for your page. These enhanced displays can include star ratings beneath product pages, FAQ dropdowns inside search results, event dates and locations, recipe cook times, and business opening hours. Rich results take up significantly more visual space in the search results page, which consistently leads to higher click-through rates.
According to multiple industry studies, pages with rich snippets achieve click-through rates between 20% and 30% higher than equivalent pages without structured data. For competitive keywords, the difference between a standard blue link and a result showing star ratings and price can be the deciding factor in whether a user clicks your result or a competitor's. Implementing structured data is therefore one of the highest-return technical SEO investments available for most websites.
Rich Snippets Explained
Rich snippets are the enhanced search result listings that Google and other search engines display when they can verify your page's structured data. Each schema type unlocks different types of rich results. Understanding which types your pages are eligible for helps you prioritise which schema to implement first.
Product rich results show the product name, price range, availability, star rating, and review count directly in the search results. These are particularly valuable for e-commerce product pages and SaaS pricing pages, as they give users key purchasing signals before they even click through to your site.
FAQ rich results expand your search result to show a list of questions with expandable answers. They can dramatically increase the vertical space your result occupies in the SERP, pushing competitor results further down the page. FAQ schema is ideal for support pages, product detail pages, and content articles that naturally contain a Q&A structure.
Local business rich results power the Knowledge Panel that appears on the right side of Google search results when someone searches for your business by name. They also feed into Google Maps results. Accurate LocalBusiness schema — especially openingHours, telephone, and address — ensures that Google shows correct information about your business hours and location.
Article rich results can display the article headline, featured image, and publication date in Google Search and Google Discover. They are most commonly seen in news carousels and Top Stories features. Article and BlogPosting schema are recommended for any regularly updated editorial content.
Event rich results show the event name, date, and location directly in search results, and events can appear in Google's dedicated Events results carousel. This is particularly valuable for conference websites, concert venues, ticketing platforms, and local event organisers.
Frequently Asked Questions
<head> section of your HTML page — between the opening <head> and closing </head> tags. The full tag looks like: <script type="application/ld+json">{ ... your JSON ... }</script>. Unlike Microdata, JSON-LD does not need to be near the visible content it describes — it works fine anywhere in the head or even at the bottom of the body.Product schema and a BreadcrumbList schema. You can also combine multiple types within a single script block using the @graph property, which is what Google recommends for pages with multiple entities.itemscope, itemtype, and itemprop, which makes it tightly coupled to your markup. RDFa similarly annotates HTML elements with structured data attributes. JSON-LD is universally preferred today because it is easier to maintain, debug, and update without risking HTML errors.Product. For a business homepage, use LocalBusiness or Organization. For blog posts, use Article or BlogPosting. For support or FAQ pages, use FAQPage. Add BreadcrumbList schema to every page that has navigational breadcrumbs — it is quick to implement and consistently appears in Google Search results for most websites.Related Free Tools
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