Pick a schema type, fill in the form and copy ready-made JSON-LD code. It covers the types most small business sites need: articles, FAQs, local businesses, organizations, products and breadcrumbs.
Paste the code into the page it describes, in the head or anywhere in the body. Only mark up things a visitor can actually see on that page.
What schema markup is for
Schema markup is a block of code that tells search engines, in a fixed vocabulary, what a page is about: this is a dentist in Pune, open Monday to Saturday; this is a product that costs 1,499 rupees and is in stock; this article was written by this person on this date. Google uses it to show rich results such as star ratings, prices and breadcrumbs, and AI search tools use it to read your page more reliably.
JSON-LD is the format Google recommends. It sits in a single script tag and doesn’t touch your page design.
Which type to use
- Article / BlogPosting for blog posts and news. Include the author and dates so they match the byline on the page.
- LocalBusiness for any business customers visit, or that serves a local area. Use the most specific subtype you can, and keep the name, address and phone exactly the same as on your Google Business Profile.
- Organization for your home page or about page, with your logo and social profiles.
- Product for product pages. Google needs a price, a rating or a review before it shows product rich results.
- BreadcrumbList to show a clean path like Home › Services › SEO in search results instead of a long URL.
- FAQPage for genuine question-and-answer sections.
Adding the code to your site
On WordPress, check your SEO plugin first. Rank Math and Yoast already output Article, Organization and Breadcrumb schema, and adding the same type twice can confuse things. Use this generator for types your plugin doesn’t cover, then paste the code into a Custom HTML block on the page or into a header-code plugin.
On other sites, paste it into the page’s HTML, in the <head> or anywhere in the body.
Test before and after
Run the page through Google’s Rich Results Test (the button next to the code opens it) and fix anything marked as an error. Warnings for optional fields are fine. A few days after publishing, check the Enhancements section of Search Console. Our guide to adding and testing structured data on a small business site covers the common errors.
One rule matters more than any other: only mark up what visitors can see on the page. Ratings that don’t exist, or FAQs hidden from readers, can earn a manual penalty.
Common questions
Does schema markup improve rankings?
Not directly. It helps search engines understand your page and can earn rich results, which tend to get more clicks than plain blue links.
Why don't my FAQs show in Google any more?
Since August 2023 Google shows FAQ rich results mainly for well-known government and health websites. The markup is still valid and still read by search engines and AI tools, so it does no harm to keep it.
Can I have more than one schema type on a page?
Yes. A product page can have Product and BreadcrumbList, and a blog post can have BlogPosting and BreadcrumbList. Use separate script blocks or combine them with @graph.
Is this generator free for client work?
Yes. Use the code anywhere, for your own sites or for clients.