What structured data does
Structured data is a standard way to describe what a page is about, for example a product with a price, an article with an author and date, or a business with an address and phone number. Search engines and AI assistants read it to understand the page and to show it with richer results, such as prices or star ratings.
JSON-LD is the format Google recommends: a small script block in the page that does not change what visitors see. This generator builds JSON-LD for four common types (Product, Article, LocalBusiness and FAQPage), using only the fields you fill in, so you never publish empty or placeholder values.
Structured data must describe what is really on the page. Marking up a price, review or FAQ that visitors cannot see goes against Google's guidelines and can lead to a manual action.
How to add schema markup to your page
- Choose the type that matches the page: Product, Article, LocalBusiness or FAQ.
- Fill in the fields. Use the same values that appear on the page.
- Copy the generated code, which already includes the script tag.
- Paste it into the page HTML, ideally in the head, or use your CMS's custom code field.
- Test the published page with Google's Rich Results Test and watch the Enhancements reports in Search Console.
When to use each type
Product
For a product page in an online store: name, image, description, SKU, brand, price and currency. It can make the product eligible for price and availability in Google results and Shopping.
Article
For blog posts and news: headline, author, publish date and image. It helps search engines show the right date and author and understand who wrote the content.
LocalBusiness and FAQ
LocalBusiness for a shop, clinic or office with an address and phone number. FAQPage for a page with visible questions and answers, like a support page.
Frequently asked questions
Is JSON-LD better than Microdata?
Both work, but Google recommends JSON-LD because it sits in one block, separate from the visible HTML, so it is easier to add and maintain without breaking the page layout.
Will schema markup improve my rankings?
Structured data is not a direct ranking factor. It helps search engines understand the page and can make it eligible for rich results, which often get more clicks than a plain result.
Does FAQ markup still show in Google?
Since 2023 Google shows FAQ rich results only for well-known authoritative government and health sites. FAQ markup is still valid and helps search engines and AI assistants understand the questions your page answers.
Where do I put the JSON-LD code?
Anywhere in the HTML, but the head is the usual place. In WordPress, Shopify and most builders you can add it through a custom code or header scripts setting, or in the page template.
How do I check that my schema is valid?
Use Google's Rich Results Test for Google features and the Schema Markup Validator at validator.schema.org for general schema.org syntax.
Related free tools
On-page SEO checker
Analyse one page: title, meta description, headings, canonical, images, structured data and common issues.
SERP preview
See how your page shows up in Google and check title and description length.
robots.txt checker
Check whether a URL can be crawled by search engines and list the sitemaps declared in robots.txt.