Schema Markup Generator

Schema Markup Generator: How It Works

Structured data describes your page in a format machines can read without interpreting prose. It does not improve rankings directly, but it makes a page eligible for rich results — the ratings, FAQs, prices and images that make a listing occupy more space and attract more clicks.

Use JSON-LD

Three formats exist — JSON-LD, Microdata and RDFa. Google recommends JSON-LD, and it is the practical choice: it sits in a single <script> block rather than being woven through your HTML, so it can be added, changed or removed without touching the markup.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "How to Choose an Espresso Machine",
  "datePublished": "2026-03-14",
  "dateModified": "2026-08-02",
  "author": {"@type": "Person", "name": "A. Writer"},
  "publisher": {"@type": "Organization", "name": "Example"}
}
</script>

The types worth implementing

Type	Use on	Can produce
Article / BlogPosting	Editorial content	Dates, author, article carousels
Product + Offer	Product pages	Price, availability, ratings
FAQPage	Genuine Q&A sections	Expandable questions in results
HowTo	Step-by-step guides	Numbered step displays
LocalBusiness	Physical locations	Hours, address, map presence
BreadcrumbList	Every page in a hierarchy	Breadcrumb path instead of a raw URL
Organization / WebSite	Homepage	Knowledge panel data, sitelinks search box

The rule that gets sites penalised

Structured data must describe what is actually visible on the page. FAQ schema for questions that do not appear, review markup for reviews you invented, or a price that does not match the page are all violations of the structured data guidelines and can trigger a manual action removing all rich results for the site. The markup is a machine-readable summary of the page — not an opportunity to claim more than the page contains.

Connecting entities with @id

Rather than repeating your organisation details in every block, declare them once with an @id and reference that identifier elsewhere. This produces a coherent graph rather than a set of disconnected assertions, and it makes it clear that the article's publisher and the site's organisation are the same entity.

Eligibility is not a guarantee

Valid markup makes a rich result possible. Whether it appears is Google's decision, based on the query, the device, and its assessment of the page's quality. Rich result availability also changes: FAQ and HowTo rich results were substantially reduced across most sites in 2023, which stranded a lot of markup that had been added purely for the display benefit. Implement schema because it describes your content accurately; treat display as an upside.

Testing

Use Google's Rich Results Test for eligibility on specific types, and the Schema Markup Validator for general correctness. Check the Enhancements reports in Search Console for errors across the whole site — that is where problems introduced by a template change first appear.

Frequently Asked Questions

Does structured data improve rankings?

Not directly. It makes pages eligible for rich results, which can substantially increase click-through rate. The indirect benefit is real; the direct ranking effect is not.

Which format should I use?

JSON-LD. Google recommends it, and it keeps the markup in one block separate from your HTML, which makes it far easier to maintain than Microdata woven through the page.

Can I add FAQ schema for questions not on the page?

No. Structured data must reflect visible page content. Marking up questions that do not appear violates the guidelines and risks a manual action that removes rich results across your whole site.

Why is my markup valid but no rich result appears?

Validity establishes eligibility, not entitlement. Google decides per query and device, and it reduced FAQ and HowTo rich results for most sites in 2023. Quality assessment of the page also plays a part.

How much schema should one page have?

As much as accurately describes it, and no more. A typical article page carries Article, BreadcrumbList and Organization. Adding types that do not apply creates errors without benefit.

Do I need schema on every page?

BreadcrumbList and a reference to your Organization are worth having site-wide. Beyond that, add the type that matches each page's actual content — product markup on products, article markup on articles.