Search engines read the words on a page, but they understand it better when it also says in a fixed format what those words are: an article with an author and a date, a product with a price, a business with opening hours. That format is schema.org structured data, and the usual way to write it is JSON-LD, a script block in the page. This generator builds the block from a simple form, so you do not have to remember property names or write JSON by hand.
Generate markup in three steps
- Choose the markup type that fits your page.
- Fill in the fields. Empty fields are left out of the result.
- Press Copy, paste the script into the head or body of the page and test it.
The five types
- Article: headline, author, publisher, dates and image for blog posts and news.
- FAQ page: questions and answers, entered as blocks separated by a blank line.
- Local business: name, address, telephone, website and opening hours.
- Product: name, brand, SKU and an offer with price, currency and availability.
- Organization: name, logo, contact details and links to your profiles.
Testing and honesty
After you add the script, check the page with Google’s Rich Results Test or the Schema Markup Validator. Structured data must match what visitors can see: a price in the markup that is not on the page, or reviews that do not exist, can lead to a manual penalty. Markup does not guarantee a rich result, because search engines decide whether to show it.
How the script is written
The output is a script tag of the type application/ld+json that contains one JSON object with the context https://schema.org. Dates use the format year-month-day, prices are plain numbers and the currency is an ISO code such as EUR. Closing tags inside your text are escaped so that they cannot end the script early. Everything is created in your browser.