Free Tool

4.9/5

Free Schema Markup Generator

Build JSON-LD structured data for Article, Product, FAQ, Breadcrumb, Organization, LocalBusiness, HowTo, Event, Review, Person, and WebPage. Live preview, copy-paste HTML.

Schema type

Try a preset

Headline *

The article's main title (max 110 chars per Google)

Description

Short summary for SERPs and social

Author name *

Required for Article rich results

Author URL

Author's profile or bio page

Image URL

Use 1200x630 absolute HTTPS URL

Date published

ISO 8601 format

Date modified

Defaults to date published

Publisher name

Publisher logo URL

600x60 minimum

Canonical URL

Wrap in <script type="application/ld+json">

Fill in the fields above (or pick a preset) to generate your JSON-LD.

Want every shared link to look this good?

Pair your schema markup with Flyn short links, branded URLs with click analytics, QR codes, and A/B testing baked in.

Shorten for free

How to Generate Schema Markup in 3 Steps

Pick a schema type

Choose from 11 schema types, Article, Product, FAQ, Breadcrumb, Organization, LocalBusiness, HowTo, Event, Review, Person, or WebPage. Each shows only the fields that matter for that type.

Fill in the fields

Enter your content details, headline, author, price, FAQs, address. Watch the JSON-LD update live as you type. Load a preset (e.g., Recipe Article, Software Product) to see a complete example.

Copy into your <head>

Grab the full <script type="application/ld+json"> block. Paste into the <head> of your HTML, validate with Google's Rich Results Test, and your structured data is live.

What Is Schema Markup and Why Does It Power Rich Results?

Schema markup is structured data, a shared vocabulary (defined at schema.org) that you embed in your HTML to tell search engines exactly what each page contains. Instead of relying on Google to guess that a page about "the new MacBook Pro M5" is a product review or an editorial article, you state it explicitly with a single JSON-LD block in your <head>. Google, Bing, Yandex, and AI assistants all consume this data to power richer, more confident search results.

The biggest payoff is rich results, the visual enhancements that turn plain blue links into stars, prices, FAQ accordions, recipe images, event cards, and breadcrumb trails. Rich results consume far more SERP real estate, push competitors below the fold, and drive 20-30% higher click-through rates than unenhanced listings. Schema is also how Google builds its Knowledge Graph and how AI assistants like Gemini and ChatGPT extract structured answers from your pages. In 2026, schema is no longer optional for competitive SEO, it is table stakes.

Example JSON-LD block in <head>:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "...",
  "author": { "@type": "Person", "name": "..." }
}
</script>

The 11 Schema Types We Generate

Pick the type that matches your page. Each unlocks specific rich result features in Google.

ArticleBlog posts, news articles, editorial content

Tells Google your page is a structured article with an author, publish date, and headline. Required for Top Stories carousels and article rich results in mobile search.

ProductE-commerce product pages, software listings

Powers price snippets, star ratings, stock status, and shopping graph entries. Combine with Offer for pricing and AggregateRating for reviews. The single highest-ROI schema for retailers.

FAQPageFAQ sections, support pages, help docs

Generates collapsible FAQ rich results directly in SERPs. The FAQs must be visible on the page (not hidden behind tabs). Boosts SERP real estate by 2-3x and pushes competitors below the fold.

BreadcrumbListAny page with hierarchical navigation

Replaces the raw URL in search results with a clean breadcrumb trail (Home > Category > Product). Improves both perceived authority and click-through rate. Trivial to add, always worth it.

OrganizationHomepage, About page

Establishes your brand entity in Google's Knowledge Graph. Required for sitelinks, brand panels, and the corporate contact box on the right side of search results. Include logo, sameAs (social), and contactPoint.

LocalBusinessRestaurants, stores, service providers with physical locations

Powers local pack listings, Google Maps integration, opening hours snippets, and "near me" results. Critical for any business with a physical address. Include geo coordinates, address, hours, and phone.

HowToStep-by-step tutorials, recipes, guides

Marks up sequential instructions with steps, tools, and supply requirements. Google deprecated most HowTo rich results in 2023 but still uses the data for context and voice search.

EventConcerts, webinars, conferences, classes

Generates event rich results with date, location, ticket prices, and venue. Required for events to appear in Google's event search and Maps. Update eventStatus to EventCancelled or EventPostponed when needed.

ReviewIndividual review pages, critic reviews

Marks up a single review of a product, movie, book, or business. Combine with itemReviewed and a numeric reviewRating. Different from AggregateRating, which summarizes multiple reviews.

PersonAuthor bio pages, leadership profiles, personal portfolios

Establishes a person entity with name, job title, employer, and social profiles. Important for E-E-A-T signals, Google uses Person schema to verify content authority and authorship.

WebPageGeneric pages, landing pages, content types not covered above

The fallback type for any web page. Useful for setting primary entity, language, and breadcrumb references when no more-specific type fits. Often used with @graph to link multiple schemas.

JSON-LD vs Microdata vs RDFa: Why JSON-LD Wins

All three formats, JSON-LD, microdata, and RDFa, communicate the same schema.org vocabulary to search engines. The difference is where and how the data lives. Microdata and RDFa embed itemprop, itemtype, property, and typeof attributes directly into your visible HTML, scattering metadata across dozens or hundreds of tags. JSON-LD lives in a single <script> block in your <head>, completely separate from your visible content.

JSON-LD wins for three practical reasons. First, maintenance: one block per page is far easier to keep in sync than attributes scattered across a template. Second, resilience: if your designer changes the HTML structure, your schema does not break. Third, Google’s preference: Google’s documentation universally uses JSON-LD in examples, and they have repeatedly recommended it as the format of choice. New schema types ship with JSON-LD examples first. Unless you have a legacy reason to use microdata or RDFa (e.g., an old CMS that generates them automatically), use JSON-LD.

Schema Markup Best Practices

Hard-earned lessons from shipping schema on production sites.

Match schema to what the page actually is

Do not use Product schema on a blog post or Article schema on a category page. Google may flag mismatched schema as spam, suppressing rich results across your whole domain. Be honest about content type.

Only mark up content visible on the page

Google requires that schema content (FAQs, reviews, product specs) is actually visible to users. Hiding FAQs in collapsed tabs that lazy-load via JavaScript can disqualify rich results. Keep schema in sync with rendered HTML.

Use absolute URLs for images and links

All URLs in schema (image, url, sameAs, logo) must be absolute https:// URLs. Relative paths like /images/logo.png will be ignored or trigger validation errors. Always include the full domain.

Keep schema close to your CMS data

Generate schema from the same source as your visible content (product database, CMS fields, author table). If your visible price says $29 but schema says $19, Google penalizes the mismatch. Single source of truth prevents drift.

Validate before every deploy

Run Google's Rich Results Test on a staging URL or by pasting raw HTML. Watch for errors AND warnings, warnings indicate optional fields that, while not blocking, are required for full rich result eligibility on some queries.

Re-validate after content updates

Templates change, plugins update, CMS migrations break things. Add schema validation to your CI/CD pipeline or set a monthly audit reminder. Search Console "Enhancements" surfaces errors at scale across your domain.

Schema Markup + Branded Short Links: Full SERP Domination

Great schema wins the SERP click. Flyn short links capture every click that follows, analytics, retargeting, and A/B tests built in.

Rich result eligibility

Valid JSON-LD unlocks stars, prices, FAQs, and breadcrumbs in SERPs, 20-30% higher CTR on the same ranking.

Knowledge Graph entry

Organization and Person schema feed Google’s Knowledge Graph and trigger brand panels in search.

Live JSON-LD preview

See your structured data update as you type. Copy a ready-to-paste <script> tag, no manual JSON formatting required.

AI assistant ready

Gemini, ChatGPT, and Perplexity parse JSON-LD to extract structured answers. Schema is now table stakes for AI search visibility.

Frequently Asked Questions

What is schema markup and why does it matter for SEO?

Schema markup is structured data that you add to your HTML to help search engines understand the content and context of your page. Using the vocabulary defined at schema.org, you can tell Google explicitly that "this is an article", "this is a product with a $29 price", or "this is a FAQ list". Search engines use this data to power rich results, the star ratings, FAQ accordions, recipe cards, and event cards that appear in search results. Pages with valid schema can earn 20-30% higher click-through rates than plain blue links.

Do I really need schema markup on every page?

Not every page, but every page that fits a clear schema type benefits. Articles, products, recipes, events, FAQs, how-to guides, local businesses, and review pages should always have schema. Generic marketing pages or thin content pages may not gain much. Start with the highest-value pages, your homepage (Organization), your most-trafficked blog posts (Article), and your product or service pages (Product, Service, or LocalBusiness). Add schema iteratively as you find new opportunities, rather than trying to mark up everything at once.

Does schema markup actually boost rankings?

Schema is not a direct ranking signal, Google has stated this publicly. However, it indirectly helps SEO in two big ways. First, valid schema unlocks rich results in SERPs (stars, FAQ accordions, recipe images, event dates) which dramatically improve click-through rates. Higher CTR is a quality signal Google uses to refine rankings over time. Second, schema helps Google understand entity relationships and topical relevance, which can improve how your content surfaces for related queries. Plus, schema is required for some features like Top Stories carousels.

What schema types do I need for my site?

It depends on your content. An e-commerce site needs Product (with Offer and AggregateRating) on every product page, Organization on the homepage, and BreadcrumbList on category pages. A blog needs Article on every post, BreadcrumbList on category and tag pages, and Organization on the about/homepage. A local business needs LocalBusiness with address, hours, and phone. A SaaS site benefits from SoftwareApplication, Organization, FAQPage on pricing pages, and HowTo for tutorials. Match the schema type to what the page actually is.

How do I validate that my schema markup is correct?

Use Google's Rich Results Test at search.google.com/test/rich-results, paste your URL or HTML and it will tell you which rich result types are eligible and flag any errors or warnings. For broader schema.org validation (covers types Google doesn't support for rich results), use the Schema.org Validator at validator.schema.org. After deploying, also monitor Google Search Console's "Enhancements" section, which reports errors at scale across your entire site. Fix critical errors before warnings, warnings are usually optional recommended properties.

What is JSON-LD and how is it different from microdata or RDFa?

JSON-LD (JSON for Linked Data) is the format Google strongly recommends for schema markup. It lives in a separate <script type="application/ld+json"> block in your <head>, so it does not pollute your visible HTML. Microdata embeds attributes like itemtype and itemprop directly into your existing tags. RDFa uses property and typeof attributes. All three communicate the same information to search engines, but JSON-LD is easier to maintain (one block per page, not scattered across hundreds of elements), survives template changes better, and is what Google's documentation universally uses in examples.

Can I have multiple schema blocks on the same page?

Yes, and you often should. A blog post typically has Article, BreadcrumbList, and Organization (the publisher). A product page often combines Product, BreadcrumbList, Organization, and FAQPage. You can put each in its own <script type="application/ld+json"> block, or combine them as an array in a single block using the @graph property. Both are valid; multiple blocks are easier to maintain in code, while @graph lets you reference shared entities by @id. Just avoid declaring the same entity twice with conflicting data, pick one source of truth.

What is the difference between FAQPage and HowTo schema?

FAQPage is for a list of question-and-answer pairs where each answer stands on its own, like an FAQ section at the bottom of a product page or a dedicated FAQ page. Each question is self-contained. HowTo is for sequential, step-by-step instructions to accomplish a task, like a recipe, a tutorial, or a guide. Steps are ordered and dependent. Google only shows rich results for FAQPage when the FAQs are visible on the page (not behind tabs or accordions that hide content from crawlers). HowTo rich results were deprecated by Google in 2023 for most queries but the schema is still valuable for context.

Can I fake reviews or aggregateRating in my schema?

No, Google explicitly forbids this and will issue manual actions (search penalties) for sites caught doing it. The reviews and ratings in your schema must reflect real, verifiable reviews displayed on the page. If you put aggregateRating: 4.8/5 in your Product schema but show no reviews to users, Google may suppress your rich results, remove them across your entire site, or in serious cases demote your domain. Only use Review and AggregateRating when you genuinely collect reviews. If you do not, leave those fields out, having no rich results is much better than getting penalized.

What image dimensions should I use in schema markup?

For Article, Product, and similar types, Google recommends multiple aspect ratios so they can pick the best one for each surface (mobile, desktop, AMP). Provide at minimum a 16:9 image, ideally also 4:3 and 1:1, each at least 1200px on the longest side and under 5MB. Use absolute HTTPS URLs (https://example.com/image.jpg), not relative paths. The image must be on the same domain or a CDN you control. JPEG or PNG works; SVG and WebP are also supported for most types. Always include image dimensions in the schema when possible using ImageObject with width and height.

What is the difference between dateModified and datePublished?

datePublished is when the article was first published. It should not change after publication. dateModified is when the content was last meaningfully updated. Google uses both to gauge freshness, a recent dateModified can boost rankings for time-sensitive queries. Only update dateModified when you make substantive content changes (adding new sections, fixing outdated information, updating statistics), do not change it for typo fixes or CSS tweaks, or you risk being seen as gaming freshness signals. Both should be in ISO 8601 format (e.g., 2026-05-13T14:30:00+00:00) including timezone.

Why is my schema valid but not showing rich snippets in Google?

Several common reasons: (1) Google may not have re-crawled the page since you added the schema, wait a week or request indexing in Search Console. (2) Your content quality may not meet Google's threshold, rich results require both valid schema AND high-quality, original content. (3) Your site may be too new or have low authority. (4) The query itself may not trigger rich results, Google decides per-query whether to show them. (5) You may have a manual action, check Search Console. (6) Required fields may be missing, re-run the Rich Results Test, even if it says "valid" check the eligibility column. Rich results are never guaranteed even with perfect schema.

More Free SEO Tools

Explore more technical SEO tools from Flyn, free, instant, no sign-up required.

URL Shortener

Create branded short links with analytics, QR codes, and A/B testing.

Ready to win rich results across your site?

Generate every schema type in seconds, then track every click with Flyn, branded short links, analytics, and A/B testing in one platform.

Start free, no credit card Read the API Docs