What is schema markup?
Schema markup is structured data that describes a page in a format search engines can read without guessing. It uses the shared vocabulary from schema.org and is usually added as a JSON-LD script, which Google recommends.
Good structured data helps Google understand your business, can make pages eligible for rich results such as review stars, business details and article information, and gives AI search tools clear facts to cite.
How to use the schema generator
- Choose a schema type: Local Business, Organization, FAQ Page or Article.
- Fill in the form. Fields marked * are required. The JSON-LD updates as you type and leaves out empty fields.
- Copy the code and paste it into the
<head>of the page, or into a custom HTML block or your SEO plugin’s schema settings. - Test it in Google’s Rich Results Test and the Schema Markup Validator before publishing.
Which schema type should I use?
| Schema type | Use it on | What it describes |
|---|---|---|
| LocalBusiness | Home or location pages of businesses with a physical location or service area | Name, address, phone, hours, geo coordinates, price range |
| Organization | Home or about page of any company | Name, logo, contact details, social profiles |
| FAQPage | Pages with a list of questions and answers | Each question and its answer |
| Article / BlogPosting | Blog posts, guides and news | Headline, author, dates, image, publisher |
Choose the most specific LocalBusiness subtype that fits, such as Plumber or Dentist, rather than the generic LocalBusiness.
Schema markup best practices
- Only mark up content that is visible on the page.
- Keep NAP details (name, address, phone) identical to your Google Business Profile.
- Use absolute URLs for the website, logo and images.
- Add
sameAslinks to your official social profiles and key directory listings to strengthen your entity. - Do not add the same schema twice. If your SEO plugin already outputs Organization schema, extend it rather than duplicating it.
- Since 2023 Google shows FAQ rich results mainly for authoritative government and health sites, but FAQ markup still helps machines understand your content.
Schema markup and AI search
AI search experiences such as Google AI Overviews and ChatGPT search rely on clear, consistent facts about entities. Accurate Organization and LocalBusiness schema, matched by the same details across your site and listings, makes it easier for these systems to identify your business correctly. Check your wider readiness with our GEO audit checklist.
Frequently asked questions
What is a schema markup generator?
A tool that turns details you enter into structured data code, usually JSON-LD, which you add to a web page so search engines can understand it.
Is JSON-LD better than microdata?
Google recommends JSON-LD because it sits in one script block, separate from the page HTML, so it is easier to add and maintain.
Where do I put the schema code?
Paste the script into the head of the page, or into a custom HTML block in the page body. Many SEO plugins also let you add custom schema.
Does schema markup improve rankings?
Schema is not a direct ranking factor, but it can make pages eligible for rich results, which can improve click-through rate, and it helps search engines and AI tools understand your content.
How do I test my schema?
Use Google’s Rich Results Test to check eligibility for rich results and the Schema Markup Validator at validator.schema.org to check the code itself.
Can I use FAQ schema on any page?
You can use it on any page that shows questions with answers. Google currently shows FAQ rich results mostly for well-known government and health sites, but the markup is still valid.