What is JSON-LD, and should I use it instead of microdata?

JSON-LD is a script block that sits in the head of the page and keeps the structured data separate from the markup. Google recommends it over microdata and RDFa because it is easier to generate, easier to keep in sync, and does not require touching your template's HTML.

Does schema markup improve rankings?

Not directly. Google has said structured data is not a ranking factor. It makes a page eligible for rich results such as review stars, prices, breadcrumbs, FAQs and video thumbnails, which raise click-through rate, and it gives AI answer engines unambiguous facts to cite.

Where do I put the JSON-LD script?

In the head of the page it describes, though Google also accepts it in the body. On WordPress, use a plugin's custom-code field or your theme's header hook. On Shopify or Webflow, use the page-level custom code panel. In React, Next.js or Astro, render it as a script tag in the document head.

Can one page have more than one schema type?

Yes. A blog post commonly carries BlogPosting, BreadcrumbList and sometimes FAQPage, each in its own script tag. Generate them one at a time here and paste all of them. Keep one primary type that describes what the page actually is.

What happens if my markup does not match the visible page?

Google treats it as spam. Marking up ratings nobody left, prices you do not charge, or FAQs that are not on the page risks a manual action for structured data issues, which removes your rich results entirely.

Do FAQ and HowTo rich results still show in Google?

Google narrowed both in 2023. FAQ rich results now appear mainly for well-known government and health sites, and HowTo results were dropped from desktop. The markup is still worth adding: it is cheap, it clarifies the page for AI answer engines, and the eligibility rules have changed before.

Is this schema generator free?

Yes. It runs entirely in your browser, requires no signup, and nothing you type is sent to a server.

All tools

Free schema markup generator

Build valid JSON-LD structured data for 13 schema types, then copy the <script> tag straight into your page. The generator flags missing required properties as you type. Everything runs in your browser, with no signup.

Schema type

Guides, editorial and evergreen posts.

Headline

Google truncates headlines past roughly 110 characters.

Description

Article URL

Featured image URL

Use an image at least 1200px wide, or article rich results will not show.

Author name

Author page URL

Point at a real bio page. It is one of the strongest E-E-A-T signals you control.

Publisher name

Publisher logo URL

Date published

Date modified

Update this whenever you meaningfully revise the page, not on every deploy.

Your JSON-LD

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "How to fix Core Web Vitals on a WordPress site",
  "description": "A step-by-step walkthrough of the three Core Web Vitals and how to fix each one.",
  "url": "https://example.com/blog/core-web-vitals",
  "image": "https://example.com/images/core-web-vitals.jpg",
  "author": {
    "@type": "Person",
    "name": "Jane Doe",
    "url": "https://example.com/authors/jane-doe"
  },
  "publisher": {
    "@type": "Organization",
    "name": "Example Media",
    "logo": {
      "@type": "ImageObject",
      "url": "https://example.com/logo.png"
    }
  },
  "datePublished": "2026-09-24",
  "dateModified": "2026-09-24"
}
</script>

Paste the whole block into the <head> of that page. Download gives you the raw JSON for CMS fields that want it without the script tag.

What is schema markup?

Schema markup is structured data written in the schema.org vocabulary. It states plainly what a page is: that this is a product costing $499, that this article was written by a named person on a given date, that this business is at a specific address. Search engines otherwise have to guess all of that from your HTML.

JSON-LD is the format Google recommends. It is a single script block in the head, kept separate from your markup, which means you can add or change it without touching your templates. This generator only emits JSON-LD, never microdata.

Structured data is not a ranking factor. What it buys you is eligibility for rich results, which lift click-through rate, and unambiguous facts for AI answer engines such as ChatGPT, Perplexity and Google AI Overviews to cite. That second use is why schema coverage is now a check in every AI search audit.

Which schema type should I use?

Pick the one type that describes what the page actually is. Breadcrumbs and FAQs are additions on top of that, in their own script tags.

Article: Guides, editorial and evergreen posts.
BlogPosting: The Article subtype Google expects on a blog.
NewsArticle: Time-sensitive reporting, eligible for Top stories.
Organization: Sitewide company identity. Put it on your home page.
LocalBusiness: A business with a physical address and opening hours.
Product: Price, availability and review stars in search results.
FAQPage: Question and answer pairs from a real on-page FAQ.
HowTo: An ordered set of steps that completes a task.
Event: Dates, venue and ticket price for a single event.
Person: An author or founder profile. Feeds E-E-A-T.
BreadcrumbList: Replaces the raw URL in the search result with a path.
WebSite: Site name plus an optional sitelinks search box.
VideoObject: Gets a video thumbnail and key moments in search.

How to add schema markup to a page

1
Pick the type that matches the page
One page, one primary type. A blog post is BlogPosting, a product page is Product, a company home page is Organization. Do not mark a page up as something it is not.
2
Fill in the fields
Required fields are marked. Everything you enter must also be true and visible on the page itself, because that is what Google checks.
3
Clear any warnings
The generator flags missing required properties and URLs that are not absolute. Fix those before you ship, or the markup will not earn a rich result.
4
Copy the script tag into your page
Paste the generated <script type="application/ld+json"> block into the head of that page, or into your CMS's custom-code or SEO field.
5
Validate and re-crawl
Run the live URL through Google's Rich Results Test and the Schema Markup Validator, then request indexing in Search Console so the change is picked up.

How to validate your structured data

Paste the code, or the live URL, into Google's Rich Results Test to see which rich results the page qualifies for.
Run it through the Schema Markup Validator to catch syntax and vocabulary errors the Google test ignores.
Check that the script survives rendering. If your framework strips unknown tags or injects the schema only on the client, fetch the page with JavaScript disabled and confirm the block is still in the HTML.
Watch the Enhancements reports in Google Search Console for a week after shipping. That is where invalid items and manual actions for structured data show up.

See which pages are missing schema

Run a free SEO and GEO audit to find pages with no structured data, invalid JSON-LD, or markup that does not match the visible content.

Frequently asked questions

What is schema markup?: Schema markup is structured data added to a page in the schema.org vocabulary. It states in machine-readable form what the page is about, who wrote it, what a product costs and so on, instead of leaving search engines to infer that from the HTML.
What is JSON-LD, and should I use it instead of microdata?: JSON-LD is a script block that sits in the head of the page and keeps the structured data separate from the markup. Google recommends it over microdata and RDFa because it is easier to generate, easier to keep in sync, and does not require touching your template's HTML.
Does schema markup improve rankings?: Not directly. Google has said structured data is not a ranking factor. It makes a page eligible for rich results such as review stars, prices, breadcrumbs, FAQs and video thumbnails, which raise click-through rate, and it gives AI answer engines unambiguous facts to cite.
Where do I put the JSON-LD script?: In the head of the page it describes, though Google also accepts it in the body. On WordPress, use a plugin's custom-code field or your theme's header hook. On Shopify or Webflow, use the page-level custom code panel. In React, Next.js or Astro, render it as a script tag in the document head.
Can one page have more than one schema type?: Yes. A blog post commonly carries BlogPosting, BreadcrumbList and sometimes FAQPage, each in its own script tag. Generate them one at a time here and paste all of them. Keep one primary type that describes what the page actually is.
What happens if my markup does not match the visible page?: Google treats it as spam. Marking up ratings nobody left, prices you do not charge, or FAQs that are not on the page risks a manual action for structured data issues, which removes your rich results entirely.
Do FAQ and HowTo rich results still show in Google?: Google narrowed both in 2023. FAQ rich results now appear mainly for well-known government and health sites, and HowTo results were dropped from desktop. The markup is still worth adding: it is cheap, it clarifies the page for AI answer engines, and the eligibility rules have changed before.
Is this schema generator free?: Yes. It runs entirely in your browser, requires no signup, and nothing you type is sent to a server.

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