What is schema markup?

Schema markup is structured data added to a page's HTML that describes its content in a format search engines and AI systems can read without interpreting the prose. It uses the shared vocabulary at schema.org, and JSON-LD is the format Google recommends. Its function is to remove ambiguity: instead of a machine inferring that a number on the page is a price, the markup states that it is.

Does schema markup improve rankings?

Not directly, and anyone telling you otherwise is overselling it. Google has stated repeatedly that structured data is not a ranking factor. What it does is make your page eligible for rich results, which changes how the listing appears and typically improves click-through, and it strengthens how confidently machines can identify your entity. Treat it as an eligibility and accuracy mechanism rather than a ranking one.

Which schema types does Google actually support for rich results?

Google supports a specific documented list, and it is shorter than schema.org's vocabulary. Product, Recipe, Event, JobPosting, VideoObject, LocalBusiness, Article, Breadcrumb, and Review snippets are among the reliably supported types. Others including Service and WebPage are valid schema that Google reads for understanding but does not turn into a visual rich result. This generator marks which is which per type rather than implying every type produces a rich result.

Do FAQ and HowTo rich results still appear in Google?

No. Google fully deprecated FAQ rich results: expandable Q&A dropdowns stopped appearing in standard search listings on 7 May 2026, FAQ support was removed from the Rich Results Test, and Search Console reporting is being phased out. This finalised a restriction that had already limited visible FAQ snippets mostly to major government and health sites from 2023. HowTo rich results were retired earlier. Both types remain valid markup worth including for machine comprehension and AI answer engines, and neither is a rich-result tactic any more.

Where do I put the JSON-LD on my page?

Inside a script tag with type set to application/ld+json, ideally in the head, though anywhere in the HTML is acceptable. It must be present in the raw HTML that crawlers receive rather than injected later by client-side JavaScript, because several crawlers including most AI crawlers do not execute JavaScript. If your markup only exists after hydration, a meaningful share of the systems you want reading it never see it.

Can I get penalised for schema markup?

Yes. Google issues structured data manual actions for markup that describes content not visible on the page, marks up content that is irrelevant or misleading, or uses review markup in ways its guidelines prohibit, including self-serving reviews about your own organisation or service. The most common accidental violation is marking up ratings you collected yourself for your own business on your own site. This generator warns you before you generate that.

Should I use one script tag per type or combine them?

Combine them into a single @graph, which is what this generator produces when you add more than one type. Separate script blocks work, but entities in them are isolated from each other, so the relationship between your Article, its author, and the publishing Organization is lost. Using @graph with @id references lets you state those relationships explicitly, and entity relationships are what AI systems use to resolve who you are.

Why does the date field reject what I typed?

Dates in structured data must be ISO 8601, meaning 2026-03-14 rather than March 14 2026 or 14/03/2026. A date in the wrong format is not partially valid, it is ignored, and the property counts as missing. This is one of the most common reasons a technically present markup produces no rich result, and it is the sort of thing most generators let you export without comment.

Does schema markup help with AI search and ChatGPT citations?

It helps with accuracy and entity resolution rather than with being cited more often. Structured data makes your facts unambiguous, which reduces the chance an AI system describes your business, product, or pricing incorrectly, and sameAs links help it connect your profiles into one entity. It is not the primary lever for AI visibility, which is crawler access, extractability, and content structure. Schema is worth doing and worth understanding accurately.

Is this schema generator free?

Yes, with no signup, no email gate, and no watermark in the output. Everything runs in your browser, nothing you type is sent anywhere, and your work is saved locally so a refresh does not lose it. The markup it produces is yours to use on any site, including sites we have nothing to do with.

Free · no signup · runs in your browser

Schema markup generator that validates as you type

Most schema generators build whatever you type and let you find out in Search Console eight weeks later that the date format was wrong, the price had a currency symbol in it, or the review markup was a policy violation. This one checks the values, marks which fields Google actually uses, and tells you when the markup you are about to generate would be a bad idea.

Open the generator Check markup I already have

1 Which type do you need?

What is this page, in plain terms?

Add more than one and they are composed into a single @graph with @id references, so the entities stay connected instead of sitting in isolated blocks. Types marked “no rich result” are still valid and still useful — they are just not the ones Google renders visually.

2 Fill the fields {{ activeTypeCount }}

✕ {{ f.error }}

+ Already have markup? Paste it in.

Paste existing JSON-LD and we will load what we recognise into the editor above, then flag what is invalid or missing. Useful for auditing what a plugin has been emitting.

3 Your JSON-LD {{ statusLabel }}

Rich result eligibility {{ eligLabel }}

{{ output }}

Then do these three things

Rich Results Test ↗ Schema Markup Validator ↗

Your work is saved in this browser only. Nothing you type here is sent to us or to anyone else.

What schema will not do

It will not improve your rankings. Google has said repeatedly that structured data is not a ranking factor, and every tool that implies otherwise is selling you something. What it does is make you eligible for rich results, and make your facts unambiguous to machines.

FAQ rich results are gone

Google deprecated them outright. Expandable Q&A dropdowns stopped appearing on 7 May 2026, and FAQ support was removed from the Rich Results Test and Search Console. HowTo went earlier. Any generator still selling FAQ schema as a rich-result tactic is months out of date.

Where it does matter now

Entity resolution. Clean @id and sameAs links help AI systems connect your profiles into one confident entity, which reduces how often they describe you wrongly. That is a real benefit, and it is not a ranking claim. More on that in answer engine optimisation.

Reference

Which schema types actually change your result

Dozens of types validate. Only a handful produce something a searcher can see, and a few more matter only to AI assistants. This is the honest split.

Type What it can produce Google renders it Worth doing when

FAQPage Expandable questions under your result Limited, mostly authoritative sites You want the answers quoted by AI assistants, which still works

Product Price, availability and review stars Yes You sell something with a price and stock state

Review / AggregateRating Star rating in the result Yes, with restrictions Ratings are genuine and shown on the page itself

Article / NewsArticle Top stories and rich headline treatment Yes for news publishers You publish dated editorial with named authors

BreadcrumbList Path instead of a raw URL Yes Always. Cheapest visible win in the list

LocalBusiness Hours, location and contact in knowledge panels Yes You have a physical location or defined service area

HowTo Step carousel Withdrawn in 2023 Rarely worth it now, except for AI extraction

Organization Knowledge panel and entity resolution Indirectly Always. This is what disambiguates you to AI systems

VideoObject Video thumbnail and key moments Yes You host video that answers the query

Event Date and venue in the result Yes You run dated events with a booking URL

Worked examples

Three blocks you can paste today

Copy, replace the values, and validate. Every one of these is the shape we ship on client sites.

Organization with sameAs

The entity anchor. Put this on your homepage and reference it by @id everywhere else.

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "@id": "https://example.com/#organization",
  "name": "Example Ltd",
  "url": "https://example.com/",
  "logo": "https://example.com/logo.png",
  "sameAs": [
    "https://www.linkedin.com/company/example",
    "https://x.com/example"
  ]
}

Product with real availability

Availability must reflect live stock. Stale values are the most common rich-result suppression we see.

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Merino Crew Neck",
  "sku": "MC-NAVY-M",
  "offers": {
    "@type": "Offer",
    "price": "89.00",
    "priceCurrency": "GBP",
    "availability":
      "https://schema.org/InStock",
    "url": "https://example.com/product/mc"
  }
}

Breadcrumb

The lowest-effort visible change on this list, and almost nobody ships it correctly on templated pages.

{
  "@context": "https://schema.org",
  "@type": "BreadcrumbList",
  "itemListElement": [
    { "@type": "ListItem", "position": 1,
      "name": "Home",
      "item": "https://example.com/" },
    { "@type": "ListItem", "position": 2,
      "name": "Knitwear",
      "item": "https://example.com/knitwear" }
  ]
}

From real audits

Why valid markup still fails

Every one of these passes the validator and still produces nothing in search. Validation checks syntax, not truth.

Markup describes something the page does not show Google requires the marked-up content to be visible to the user. Review stars in JSON-LD with no reviews on the page is the most common cause of a manual action against structured data.

Injected by JavaScript after load If the schema only exists after hydration, it may never be seen. Server-render structured data into the raw HTML, always.

Prices and stock go stale A Product block hard-coded at build time drifts from reality within days. Bind it to the same source the page renders from.

Every page claims to be the Organization Organization belongs once, on the homepage, referenced by @id elsewhere. Repeating it everywhere fragments the entity rather than reinforcing it.

FAQPage on a page with no questions Adding FAQ markup to a commercial page to farm result space was widely abused, which is exactly why Google restricted the feature. Use it where real questions are answered.

Nobody validates after a release Schema breaks silently during template changes. Add a validation step to your deployment checklist or it will be broken for months before anyone notices.

Our stack

Billion Game runs your work through the same instruments the best in-house teams use.

Licences are on us, and every export we pull from them is yours to keep.

✎

Be wary of any agency whose reporting is a tool dashboard with their logo on it. Tools measure; they do not decide what matters, and every one of these will happily generate a hundred findings that change nothing. What you are paying for is the judgement about which three of those hundred are worth your developers’ time.

FAQ

Schema markup questions

Answered properly, including the parts that are inconvenient for a tool page.

Generating valid markup is the easy half. Getting it into the raw HTML on every template, keeping it accurate as products and prices change, and validating it after every release is the half that fails — and that is technical SEO work rather than a tool problem.

Valid markup is not the same as markup that is actually being read.

If your schema is correct and still producing nothing, the problem is usually upstream: it is rendering client-side, it contradicts the page, or the page is not being crawled at all.

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