Free Schema Markup Generator

Schema markup is structured data that tells search engines what a page is about in a form a program can read without guessing: this page is a product with this price, this business opens at 9:00, this article was written by this person on this date. The words come from schema.org, a shared vocabulary that Google, Bing and other search engines all read.

JSON-LD is the format Google recommends for it. The markup sits in a script element of type application/ld+json, usually in the page's head, and visitors never see it. Because it is separate from the HTML visitors read, you can add or change it without touching the page's layout.

A schema markup generator saves you from writing that JSON by hand. You fill in a form, and it writes the braces, quotes, nesting and @type names for you, so a missing comma or a misspelled property cannot break the block.

Six of the nine types here can earn a rich result in Google: an enhanced listing such as a price and rating under a product, a breadcrumb trail in place of the URL, or event dates. Organization and Person markup earns no rich result of its own, so the generator marks none of their fields as required, though Organization markup can still tell Google which logo to use. WebSite markup earns no rich result either, but Google's site name feature reads it: to choose the site name it shows next to your results, Google requires the WebSite name and the home page url, so those two are marked required.

Article and BlogPosting share one Google page, which lists no required properties at all, only recommended ones. A blog post can use either type; BlogPosting is the more specific one.

1. Pick the type that matches what the page is mainly about. For a local business, pick the closest subtype too, such as Restaurant or LegalService.
2. Fill in every field marked required, then as many recommended fields as are true for the page. Optional fields are extra detail.
3. Read the checks under the form. A value that fails a check, such as a price with a currency sign or a time that is not HH:MM, is left out of the markup until you fix it.
4. Copy the JSON-LD, wrapped in its script element, and paste it into the page's head or body.
5. Send it to the schema markup validator to check it, then test the live page once it is published.

Every value must describe what is on the page. Markup that claims a price, a rating or opening hours the page does not show breaks Google's structured data guidelines, and the page can lose its rich results for it.

Google's documentation sorts each type's properties into two groups. Required properties must be there for the page to be eligible for the rich result at all. Recommended properties are not needed for eligibility; Google's pages describe them as extra information it can use. The generator marks each field with Google's own label and lists what is still missing next to the output.

Some rules are "one of" rules. A product needs at least one of an offer, an aggregate rating or a review; an aggregate rating needs at least one of a rating count or a review count. A breadcrumb trail needs at least two items, and every item but the last needs a URL.

Opening hours, prices and ratings

• Opening hours are 24-hour HH:MM. A closing time earlier than the opening time means the business closes after midnight, which is how Google's local business page writes overnight hours. 00:00 to 23:59 means open 24 hours, and 00:00 to 00:00 means closed all day.
• Prices are plain decimal numbers with a dot, such as 1299.00, with no currency sign or thousands separator. The currency is a three-letter ISO 4217 code, such as USD or EUR.
• A rating must sit within its scale. Google assumes 1 to 5 when no best and worst rating are given; set both if you use another scale, such as 0 to 10.

No. Valid markup makes a page eligible, and Google decides whether to show a rich result for each search. It can leave one out because of the query, the device, the page's quality, or because the markup does not match what visitors see. Some features are also limited by place: Google shows event results only in some countries and languages, and breadcrumbs in results only on desktop.

After the page is crawled, Search Console's rich result reports show which pages Google read the markup on and any problems it found. That is the only place to see what Google itself made of it.

Ratings are where markup most often goes wrong. Google's review snippet guidelines say ratings must come directly from users, that the reviews you mark up must be readily available to visitors on the marked-up page, and that fake reviews, or reviews not based on a genuine experience, do not belong in the markup.

A business cannot mark up its own star rating either. When the entity being reviewed controls the reviews about itself, Google says its pages using LocalBusiness or Organization markup are not eligible for star review snippets. That is why this generator offers a rating on Product only, and only with a reminder that it must reflect real reviews shown on the page.

Both features are gone from Google. The sitelinks search box, which WebSite markup with a SearchAction used to power, stopped appearing on November 29, 2024. FAQ rich results stopped appearing on May 7, 2026, for every site. The markup for either does no harm, but neither earns anything in Google today.

FAQPage markup is still valid schema.org that other search engines and AI tools can read. If you want it, the FAQ schema generator writes it, with the answer HTML cleaned to the tags the format allows.

Each type's required and recommended fields are copied from the page below, as it read on the date shown. Google updates these pages, so we check them again at least once a year.

• Organization

  Source · Checked Oct 29, 2026

• Local business

  Source · Checked Oct 29, 2026

• Product

  Source · Checked Oct 29, 2026

• Article and BlogPosting

  Source · Checked Oct 29, 2026

• Breadcrumb

  Source · Checked Oct 29, 2026

• Website

  Source · Checked Oct 29, 2026

• Person

  Source · Checked Oct 29, 2026

• Event

  Source · Checked Oct 29, 2026

• Review snippet guidelines (ratings)

  Source · Checked Oct 29, 2026

• Google Search Central updates (retired features)

  Source · Checked Oct 29, 2026