Schema Markup Generator

How the Schema.org Markup Generator works

Schema markup generator: JSON-LD basics

JSON-LD is the format Google recommends for structured data: a single <script type="application/ld+json"> block that describes the page's subject as a graph of typed objects. Unlike microdata it does not touch your HTML, so it can be added, tested and removed without changing the layout. The trade-off is that nothing checks it for you — a misspelt property or a missing required field silently disqualifies the page from a rich result. That is why this tool builds the object from named fields rather than letting you type JSON.

Shared fields. Every type gets name, and usually url, description, image and sameAs. The sameAs list is where you put the entity's profiles on other sites — LinkedIn, Wikipedia, GitHub, Crunchbase, social accounts — and it is the single strongest signal for connecting your markup to the knowledge graph entry search engines already hold. Fields that do not apply to the chosen type are simply ignored, so you can switch types without clearing the form.

Organization. Used on the home page or about page to describe the company behind the site. Google's knowledge panel draws the logo from logo, which should be a square-ish image at least 112 pixels on each side on a URL that is crawlable. Add a telephone in international format and a postal address when the organisation has a public one; for a shop or office with visiting hours use the Local Business Schema Generator instead, which is the subtype built for that.

Person. For author bios, team pages and personal sites. jobTitle and worksFor link the person to their organisation, and sameAs to their profiles. Person markup does not produce a rich result on its own, but it supports Google's understanding of authorship when it is referenced from Article markup on the same site.

WebSite and the sitelinks search box. The WebSite type is mainly used to declare potentialAction — a SearchAction whose urlTemplate contains {search_term_string}. When Google shows sitelinks for your brand it can add a search box that submits to that template. Include it on the home page only, once, and make sure the URL really returns results.

Event. Concerts, webinars, courses, meetups. startDate is required and should include a time and timezone offset, such as 2026-10-04T19:30:00+01:00. Attendance mode controls the location shape: in-person events get a Place with a name and address, online events get a VirtualLocation whose URL is the ticket or main URL. Status covers scheduled, rescheduled, postponed, moved online and cancelled — keep the markup on cancelled events and change the status rather than deleting it, so search results update. Offers with a price of 0 mark a free event.

VideoObject. For pages whose main content is a video, including embedded YouTube videos. Google requires name, description, thumbnailUrl and uploadDate; duration can be typed as mm:ss or h:mm:ss and is converted to the ISO 8601 PT4M12S form. Provide contentUrl for a directly hosted file or embedUrl for a player page; having one of them lets Google index the video itself rather than only the page.

SoftwareApplication. For apps, extensions, SaaS products and downloads. The rich result needs applicationCategory (one of Google's fixed values such as BusinessApplication, DeveloperApplication or GameApplication), operatingSystem, an offers block with a price — 0 for free — and an aggregateRating. Ratings must come from real user reviews on your own site; inventing them is a manual-action risk.

Testing. Paste the output into Google's Rich Results Test or the Schema Validator on this site before deploying. The validator checks the JSON-LD is well formed and the properties exist; the Rich Results Test tells you which features the page is eligible for.

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