Where do I put this code?

In the head of the page, inside a script tag with type set to application/ld+json. Most site builders have a field for custom head code. It also works in the body if that is all you have. To write the ordinary meta tags rather than structured data, use the Meta Tag Generator.

Does this help my ranking?

No. Structured data makes a page eligible to be shown differently, not higher. Google states directly that a structured data manual action costs a page its rich result eligibility without changing how it ranks in ordinary search. What changes is how the result looks and therefore whether people click it.

Which type should I choose?

Match the page, not the business. A page about your bakery is a local business. A page about one loaf you sell is a product. A page about a class you are running is an event. If a page is genuinely about two things, use two blocks.

Why does the product type ask for a price or a review?

Because Google requires one of three: a review, a rating or an offer. A shop with no reviews yet supplies an offer, which is the price and availability. Inventing a rating to satisfy the validator is the wrong fix and breaks the rule about markup matching the page.

Is FAQ markup worth adding?

Not for Google results. FAQ rich results were removed on 7 May 2026 and no site is eligible any more. The markup is still valid and costs nothing to leave in place, and other search engines read structured data, but nobody should add it expecting something to appear in Google.

Do I need to fill in every field?

No, and several types have no required fields at all. Fill in what is true of the page. An empty optional field costs you detail in the result; a wrong one is worse than an empty one.

Can I check it worked?

Yes, once the page is live. Google Rich Results Test reads the page and reports what it found. Errors stop the result appearing; warnings do not, though fixing them improves what Google can show. To see how the same page looks in results, use the SERP Preview.

Home / Free tools / Schema Generator

Tell Google what your page is about

Write the block of code that tells Google what a page is about.

A search engine reads your page the way anyone else does, as text, and works out the rest by inference. Structured data removes the guessing. It is a small block of code in the head of the page that states plainly what the page is: this is a business, here is its address, here are its opening hours. Google reads that block and can then show the information directly in results. This tool writes the block. Pick what the page is about, fill in the fields, copy the code. Each field is marked required or optional according to Google's own documentation, and the code updates as you type, so you can see what you are about to paste before you paste it.

What is this page about?

Nothing here is saved or sent. The code is built in your browser as you type.

Required and optional are not the same thing

Most generators present every field as though it matters equally. Google does not. A local business needs a name and an address and nothing else; an article and an organization have no required fields at all; a product needs a name plus any one of a review, a rating or an offer. Miss a required field and the page is not eligible for the result. Miss a recommended one and the page stays eligible, though Google will flag it as a warning and you give it less to work with. This tool marks each field the way Google's documentation marks it.

The markup has to match the page

Google's guidelines are explicit that you must not mark up content that is not visible to readers. Prices, ratings, opening hours and addresses in the code have to be the same ones on the page. This is not a technicality. Breaking it can bring a manual action, and a structured data manual action means the page stops being eligible for the rich result, though it does not change how the page ranks in ordinary search.

Some of this stopped working

Google removed FAQ rich results on 7 May 2026, for every site, after four years of narrowing eligibility. Search Console reporting for them ends in June 2026 and the API in August 2026. FAQPage is still valid markup and Google says there is no need to strip it out, but it no longer produces anything you can see in search. Breadcrumbs still work and appear on desktop only. Product, event, business and organization markup are all still read.

Where the code goes

Inside the head of the page, in a script tag with the type set to application/ld+json. Most site builders and content systems have a field for custom code in the head; if yours does not, the block can also sit in the body. One page can carry more than one block, and a single page describing one business with a breadcrumb trail above it would reasonably carry both.

What it writes

Seven types, each with the fields Google actually asks for.

Types

Business, organization, article
Product, event, breadcrumb
Questions and answers

Marked as Google marks it

Required fields flagged
Optional fields explained
Warnings where they apply

Valid on the way out

JSON-LD, the format Google recommends
Checked as you type
Ready to paste in the head

Nothing sent

Runs in your browser
No account
Nothing stored

How to use it

Say what the page is about

Pick the type that matches the page. A page about one product is a product; a page listing many is not.

Fill in the required fields

They are marked. The rest are optional and add detail rather than eligibility.

Copy the block

It updates as you type. Paste it into the head of the page, inside a script tag.

Check it with Google

Run the live page through the Rich Results Test. It reports errors that stop the result appearing and warnings that do not.

What these words mean

JSON-LD

The format this tool writes and the one Google recommends over the alternatives. It sits in its own script block and does not touch the rest of your HTML, which is why it is easier to add and to change.

Rich result

Anything Google shows beyond the plain title, address and description. A star rating, an event date, a breadcrumb trail. Structured data makes a page eligible for one; it does not guarantee one appears.

Required property

A field Google's documentation lists as necessary for the page to be eligible. Fields listed as recommended improve what Google can show but leave eligibility intact when absent.

Questions