Free Schema Markup Generator
Generate clean, valid JSON-LD schema for ten of the most-used schema types. Live preview, required-field validation, one-click Google Rich Results test. Free, no sign-up.
Pick a schema type
Pick the type of content you are marking up. You can switch later.
JSON-LD output
Valid ✓<!-- Fill in the form to generate schema -->Rich result preview
Approximate preview of how this might render in Google. Actual appearance depends on Google's discretion and current rich-result policies.
Free JSON-LD schema markup generator
A schema markup generator builds structured data for your web pages in JSON-LD format, which is the format Google explicitly recommends. Adding schema to a page helps search engines understand its content and can earn you rich results in the SERPs (star ratings, FAQ accordions, product carousels, breadcrumb paths and more).
This free JSON-LD generator from The Digital Maze supports the ten most-used schema types for SEO. Live preview, required-field validation, one-click test on Google. Everything runs in your browser. No sign-up, no ads, no data leaves your device.
What schema types does this tool support?
Organization
Organization schema establishes your brand identity for search engines. Should appear on the homepage of every site. Required for the Google brand knowledge panel.
LocalBusiness
LocalBusiness schema drives map pack visibility, opening hours in SERPs and richer brand panels for local searches. Critical for any business with physical locations.
Article
Article schema for blog posts, news, evergreen content. Drives Top Stories carousel eligibility and visual treatment in News tab.
Product
Product schema powers product rich results: price, availability, star ratings, image carousels. The single highest-ROI schema for ecommerce sites.
FAQPage
FAQ schema. Note: Google scaled back FAQ rich results in August 2023 — they now appear only for "authoritative government and health sites" in Google. Still worth implementing for Bing, ChatGPT search citations and other AI-driven results.
How-To
HowTo schema for step-by-step instructions. Drives image carousels and step previews. Also scaled back by Google in 2023 but still surfaces selectively.
Event
Event schema for concerts, courses, webinars, in-person events. Drives event carousels and date-aware rich results.
Review / AggregateRating
Review schema drives star ratings in SERPs. Has to apply to one of: Product, LocalBusiness, Movie, Book, Course, Event, Recipe, SoftwareApplication. Self-serving reviews are not allowed.
BreadcrumbList
Breadcrumb schema replaces the URL display in Google SERPs with a clean breadcrumb path. Universal SEO win, low effort.
VideoObject
Video schema drives video rich results, thumbnails in SERPs and eligibility for the Videos tab. Required for any meaningful video SEO.
JSON-LD vs Microdata vs RDFa
Three formats exist for marking up structured data on a page. Google supports all three but explicitly recommends JSON-LD because it can sit in a single <script> block in the page head without polluting the HTML markup.
- JSON-LD. Recommended. One self-contained script block. Easy to add to existing pages without rewriting templates.
- Microdata. Older format. Requires adding
itempropattributes throughout your HTML. Harder to maintain. - RDFa. Even older, similar attribute-based approach. Rarely used today.
How to install schema on your site
- Use this tool to generate the JSON-LD for your schema type.
- Copy the output (everything from
<script>to</script>). - Paste it into the
<head>of the relevant page. On WordPress, use a plugin like Rank Math or Yoast SEO that lets you inject custom code per page. On Shopify, paste into the theme's liquid template. On a custom site, your dev team can add it to the template. - Test the implementation on Google's Rich Results Test. Fix any errors it flags.
- Submit the URL to Google Search Console for recrawling.
Schema markup best practices
- Only mark up what is actually on the page. Schema must match the visible content. Google penalises sites for fake schema (e.g. five-star ratings that do not exist on the page).
- One schema graph per page when possible. If a page has multiple schemas (e.g. Article + BreadcrumbList + Organization), wrap them in a single
@graphblock. - Always include required fields. Google ignores schema that is missing required fields. Optional fields strengthen the markup but are not blocking.
- Test before you ship. Use the Rich Results Test on every change. Schema errors that get past testing can hurt SERP appearance for weeks.
- Use absolute URLs. All URLs in schema (images, logos, page links) should be absolute (
https://...), not relative.
Need help with structured data?
If you need help auditing your existing schema, planning structured data for a complex site, or implementing schema across hundreds of pages, our technical SEO team works with brands across the UK on schema strategy, JSON-LD implementation and rich-result optimisation. Get in touch for a no-pressure conversation.