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Schema.org Generator: Create JSON-LD Structured Data for Rich Results

5 min read By OhMyApps

Rich results — star ratings, FAQ dropdowns, product prices, recipe cards — stand out dramatically in Google search results. They take up more visual space and consistently earn higher click-through rates than standard blue links. The key to getting them is structured data, and our Schema.org Generator creates the JSON-LD code you need without writing it by hand.

What Is Structured Data?

Structured data is a standardized format that describes the content of a web page to search engines. Instead of search engines guessing what your page is about, you explicitly declare it: “This is an article, published on this date, by this author” or “This is a product, priced at $29, with a 4.5-star rating.”

The most widely adopted vocabulary for structured data is Schema.org, maintained jointly by Google, Microsoft, Yahoo, and Yandex. The preferred format for embedding it is JSON-LD (JavaScript Object Notation for Linked Data), which goes inside a <script> tag in your page’s HTML.

How JSON-LD Works

A JSON-LD block sits in the <head> or <body> of your HTML page inside a script tag:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "How to Use Structured Data",
  "author": {
    "@type": "Person",
    "name": "Jane Smith"
  },
  "datePublished": "2026-02-07"
}
</script>

Search engines parse this block to understand the page content. Unlike microdata or RDFa, JSON-LD does not require changes to your visible HTML markup. You add it once and it works independently of your page structure.

Supported Schema Types

Article / BlogPosting

Used for news articles, blog posts, and editorial content. Enables headline, author, and date display in search results.

Key fields: headline, author, datePublished, dateModified, image, publisher

Product

Used for e-commerce product pages. Enables price, availability, and review stars in search results.

Key fields: name, description, image, offers (price, currency, availability), aggregateRating

FAQ Page

Used for pages with question-and-answer content. Enables expandable FAQ dropdowns directly in search results, which can significantly increase your listing’s visual footprint.

Key fields: mainEntity (array of Question items, each with acceptedAnswer)

Local Business

Used for businesses with physical locations. Enables knowledge panel information, map integration, and business details in search results.

Key fields: name, address, telephone, openingHours, geo (latitude/longitude)

How-To

Used for instructional content with step-by-step directions. Enables step displays with optional images in search results.

Key fields: name, step (array with name, text, and optional image for each step)

Used to show the page’s position in the site hierarchy. Enables breadcrumb trails in search results instead of raw URLs.

Key fields: itemListElement (array of ListItem with name and item URL)

How to Use Our Schema.org Generator

  1. Select a schema type — choose the type that matches your page content (Article, Product, FAQ, etc.)
  2. Fill in the fields — enter the required and recommended properties for your chosen type
  3. Generate the JSON-LD — the tool outputs valid, properly formatted structured data
  4. Copy and paste the generated code into your page’s HTML
  5. Validate — test the output with Google’s Rich Results Test to confirm eligibility

Best Practices for Structured Data

Only Mark Up Visible Content

The structured data on your page should reflect content that users can actually see. Google’s guidelines explicitly require that structured data matches visible page content. Marking up content that does not appear on the page can result in a manual penalty.

Use the Most Specific Type

If your page is a blog post, use BlogPosting instead of the more generic Article. If your page is a software product, use SoftwareApplication instead of Product. More specific types give search engines better context and may unlock additional rich result features.

Required fields are the minimum for valid structured data, but recommended fields improve your chances of earning rich results. For example, an Article schema technically only requires a headline, but adding author, datePublished, image, and publisher significantly increases its value to search engines.

Keep It Updated

If your page content changes — a product price is updated, an article is revised, hours of operation change — update the structured data to match. Stale structured data that contradicts visible content erodes trust with search engines.

Common Mistakes to Avoid

  • Marking up hidden content — structured data must reflect what users see on the page
  • Using incorrect types — a recipe page should use Recipe schema, not Article
  • Missing required fields — incomplete schemas may be ignored entirely
  • Duplicate schemas — having two Article schemas on one page creates ambiguity
  • Incorrect date formats — dates must use ISO 8601 format (YYYY-MM-DD)

Frequently Asked Questions

Does structured data directly improve rankings? Structured data is not a direct ranking factor. However, it enables rich results, which increase click-through rates and visibility. Higher CTR can indirectly improve rankings over time through stronger engagement signals.

Which JSON-LD format does Google prefer? Google recommends JSON-LD over microdata and RDFa. JSON-LD is easier to implement, does not require changes to your HTML markup, and is simpler to maintain and debug.

How do I test my structured data? Use Google’s Rich Results Test (search.google.com/test/rich-results) to validate your JSON-LD. It shows whether your markup is valid, which rich result types you are eligible for, and any errors or warnings that need attention.

How long does it take for rich results to appear? After adding valid structured data, it can take anywhere from a few days to several weeks for Google to recrawl your page and display rich results. There is no guarantee that rich results will appear for every page, even with valid markup.

Can I use multiple schema types on one page? Yes. A product page might include Product schema, BreadcrumbList schema, and FAQ schema. Each goes in its own JSON-LD script block. This is a common and recommended practice for pages that serve multiple purposes.

Try our free Schema.org Generator to create JSON-LD structured data for rich results in Google search.

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