What schema markup is
Schema markup, or structured data, is a short block of code that says in a standard vocabulary what a page is about: this page sells this product at this price, this article was written by this person on this date, this business is open at these hours. The vocabulary comes from schema.org, and the format most sites use is JSON-LD, a script tag that visitors never see. Google recommends JSON-LD when your setup allows it.
The generator writes that block for seven common types and checks it as you type. Malformed values, like a URL without https or a price with a currency sign, are errors. Properties that Google lists as required for its rich result show as Google requirements, and the properties it recommends show as tips.
Which schema types Google still shows as rich results
Google's search gallery still documents rich results for Article, Breadcrumb, Local business, Organization, Product and Software app (checked on 24 October 2026). FAQ is no longer one of them: the Search Central changelog says FAQ rich results stopped appearing on May 7, 2026. The FAQ Schema Generator page explains what that changes.
| Type | Put it on | Google requires |
|---|---|---|
| Organization | Home or about page | Nothing, but name, URL and logo help |
| Software app | App page | Name, price, a rating or a review |
| Product | Product page | Name, plus an offer, a review or a rating |
| Article | Blog post, news story | Nothing, headline and dates recommended |
| Breadcrumbs | Any page with a trail | At least two steps |
| Local business | The page of a place | Name and address |
Two details matter for makers. The Software App result needs a rating or a review: only add one if real reviews are visible on the page. And Google shows breadcrumb trails from this markup on desktop results only, according to its changelog of January 2025.
How to add schema markup to your website
Copy the script tag and paste it into the HTML of the page it describes, in the head or the body. In a site builder, look for the custom code setting of the page or a custom HTML block. In WordPress or Shopify, a theme file or a header code setting does the same. In a framework such as Next.js, render the tag from the page component. Here is what a small Organization block looks like:
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Shiplog",
"url": "https://shiplog.example.com",
"logo": "https://shiplog.example.com/logo.png",
"sameAs": ["https://x.com/shiplog"]
}
</script>How to test schema markup
Open the Rich Results Test, choose the code option and paste the block, or test the live URL once it is published. It tells you which rich results the page is eligible for and which properties are missing. For types without a Google rich result, the Schema.org validator checks the syntax. After a launch, the URL Inspection tool of Search Console shows what Google found on the live page.
JSON-LD, microdata or RDFa?
Google reads all three formats and treats them equally when the markup is valid. Microdata and RDFa add attributes to your visible HTML, so a redesign can break them without anyone noticing. JSON-LD lives in its own script tag, which makes it easier to generate, review and update, and it is the format Google recommends. That is why this generator writes JSON-LD only. If a plugin already adds microdata for the same item, keep one source, not both, so the two never disagree.
Good practices
- Mark up only what visitors can read on the page. Google's structured data guidelines say so, and they also say rich results are never guaranteed.
- Use full URLs that start with https, and images that search engines can crawl.
- Never invent ratings, prices or dates. Update the markup when the page changes.
- Pair the markup with a clear title and description: check them with the SERP simulator.
