Should I use JSON-LD, Microdata or RDFa?

JSON-LD, which is what this outputs. Google explicitly recommends it, and it sits in one block in the head rather than being woven through your HTML — so changing the markup doesn't mean touching your templates, and the two can't drift apart.

Where does the script tag go?

Anywhere in the HTML. The head is conventional and easiest to find later, but Google reads it from the body too, including when it's injected by JavaScript — though a tag present in the initial HTML is more reliably picked up.

Can structured data get my site penalised?

Yes, if it describes things a visitor can't see. Marking up reviews that don't appear on the page, or a price that isn't the real one, is a manual-action risk. The rule is simple: the markup should describe what is actually on the page, for that page.

How do I check the output is valid?

Google's Rich Results Test tells you which rich result types the page qualifies for and what is missing; the Schema Markup Validator at validator.schema.org checks the syntax against the vocabulary itself. Run both — the first tells you what Google will do with it, the second whether it's correct.

Schema Markup Generator

Structured data tells a search engine what a page is about in a form it doesn't have to infer — that this string is a price, this one an author, this one a phone number. Google uses it to build the richer search results with stars, prices and breadcrumbs. This generates JSON-LD, the format Google recommends, for the five types that cover most sites, and only includes the properties you actually filled in rather than padding the output with empty fields.

Schema type

Name or headline

URL

Description

Image or logo URL

Author or brand

Used by Article and Product.

Published

Article only.

Telephone

Local business only.

Address

Local business only.

Price

Product only.

Currency

Result

Add a name or headline to build the markup.

Nothing is uploaded — this tool runs inside your browser, so your files never leave your device.

Help us improve

Why use this tool

JSON-LD for Organization, LocalBusiness, Article, Product and WebSite
Only emits properties you filled in — no empty or placeholder values
Escapes the output so it can't break out of the script tag
Runs in your browser, with nothing sent to a server

How it works

1Pick the schema type that matches the page.
2Fill in the fields that apply — the rest are ignored.
3Paste the script tag into your page and check it with Google's Rich Results Test.

Schema Markup Generator — frequently asked questions

Not on its own — Google treats it as a way to understand and display a page, not as a ranking factor. What it can do is change how the result looks: star ratings, prices, FAQ dropdowns and breadcrumbs all come from structured data, and a result that takes up more space and answers more of the question gets clicked more.

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