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Schema markup generator
Pick a type, fill in the fields, copy the JSON-LD. The output updates as you type and only includes the fields you actually filled, so you never ship an empty property that Google then complains about.
What are you marking up?
Details
Your JSON-LD
Paste the code inside the <head> of the page it describes, wrapped in <script type="application/ld+json">.
Where the code goes
Inside the head of the single page the markup describes, wrapped in a script tag with the type application/ld+json. It can sit in the body and still work, but the head is the convention and it keeps things easy to find later.
On WordPress, Yoast and RankMath both output their own schema. Adding a second LocalBusiness block on top of theirs creates two competing descriptions of the same business, so check what your plugin already prints before you paste anything in. The quickest way to look is the Rich Results Test, which lists every block it finds.
Which type to use
Most small business sites need two or three, no more:
- LocalBusiness on the home page or contact page, once, with the same name, address and phone number you use on your Google Business Profile
- Service on each service page, naming the service and the area you cover
- BreadcrumbList on deeper pages, which is what gets you the folder path in the search result instead of a bare URL
- Article on blog posts
- Product only where you genuinely sell a product with a price
Person, Organization and Event cover the rest of what a normal site needs.
The rules that get markup ignored
Google drops structured data when it describes something the visitor cannot see on the page. A price in your markup has to be a price on the page. A rating has to come from reviews you actually display.
Self-serving review markup is the one that catches people out. You cannot mark up ratings about your own business on your own site and expect stars in the results, because Google stopped showing those years ago for LocalBusiness and Organization.
Dates need the full ISO format, so 2026-11-03, and times need a timezone offset where the time matters.
After you paste it in
Run the page through the Rich Results Test, then check the Enhancements reports in Search Console a week later. Valid markup with no eligible rich result is normal and fine. An error there is worth fixing the same day, because Google stops showing the enhancement for every page in that group.
Want to know if the change worked?
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