Free Schema Markup Generator
Generate valid JSON-LD structured data for your business in seconds — LocalBusiness, AutoDealer, Dentist, Roofing, Real Estate, Restaurant, FAQ, Service and more.
Schema type
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"priceRange": "$",
"openingHoursSpecification": [
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": [
"Monday",
"Tuesday",
"Wednesday",
"Thursday",
"Friday"
],
"opens": "09:00",
"closes": "17:00"
}
]
}
</script>What structured data does for a page
Structured data is machine-readable context added to a page in JSON-LD format. It does not change what a visitor sees and it is not a ranking factor in itself. What it does is make a page eligible for rich results — star ratings, FAQ dropdowns, opening hours, breadcrumbs — and those materially affect how much of the result page you occupy and how many people click.
It has also become considerably more important with AI-generated answers. Language models and answer engines lean heavily on structured data to understand what an entity is and what it offers, which makes accurate markup one of the more durable investments available.
What each input means
- LocalBusiness (and its subtypes)
- The foundation for any business with a physical location or service area. Subtypes like Dentist, AutoDealer, HomeAndConstructionBusiness and LegalService are more specific and preferred where they fit. Include address, geo coordinates, opening hours and telephone.
- Service
- Describes a specific offering, its provider and its service area. Useful on individual service pages so each is understood as a distinct thing rather than generic page copy.
- FAQPage
- Marks up question-and-answer content. The answers must match the visible page text exactly — mismatched markup is a manual action risk, not just a wasted opportunity.
- BreadcrumbList
- Replaces the raw URL in search results with a readable hierarchy. Cheap to implement and applies to nearly every page on a site.
- Organization and Person
- Establishes entity identity, including logo, social profiles and founder. This is what search engines and language models use to connect mentions of you across the web.
Which types earn a visible rich result
Eligibility is not a guarantee. Google decides per query whether to display a rich result, and it withdraws them from sites with inaccurate markup.
| FAQPage | Expandable Q&A | Currently limited to authoritative sites for many queries. |
|---|---|---|
| LocalBusiness | Knowledge panel data | Feeds hours, location and contact details. |
| BreadcrumbList | Breadcrumb trail | Reliable and near-universally displayed. |
| Product / Offer | Price and availability | Requires accurate, current pricing. |
| Review / AggregateRating | Star ratings | Must reflect genuine, verifiable reviews. |
| Article | Publication metadata | Author and date signals for editorial content. |
Common mistakes
Marking up content that is not on the page
This is the single most common violation. Structured data must describe what a visitor can actually see. Invisible FAQ markup or invented ratings risk a manual penalty.
Self-serving review markup
Ratings you assign to yourself are not eligible and have not been for years. Aggregate ratings must come from genuine, independently collected reviews.
Duplicating Organization markup site-wide
One Organization entity per site, referenced by @id, is correct. Repeating the full block on every page creates duplicate entities rather than reinforcing one.
Never validating after deployment
A JSON syntax error silently disables the entire block. Run the Rich Results Test after any change, and watch the Enhancements reports in Search Console.
Start with the three types that apply to almost every page — Organization, BreadcrumbList and either LocalBusiness or Service — and get those right across the whole site before reaching for anything more exotic. Consistent, accurate markup on every page is worth considerably more than elaborate markup on a handful, particularly now that answer engines rely on it to work out what your business actually is.
Frequently Asked Questions
Everything you need to know about this free tool.
Want Us to Implement Schema Site-Wide?
We add and validate structured data across your whole site — so you win rich results and get cited by Google AI Overviews and AI assistants.
- Full structured-data implementation
- Rich results & AI Overview optimization
- Technical SEO audit
- Month-to-month — no contracts