Free tool
JSON-LD schema generator
Generate JSON-LD structured data for Google rich results: pick a type, fill in the useful fields and copy the code to paste into your page.
Fill only the useful fields: empty ones are ignored.
JSON-LD code
JSON-LD schema generator: build structured data ready to paste
Structured data is a block of code that tells Google and AI assistants what's on your page: that you're a pizzeria in Bologna, that this is a product priced at 39 euros, that this is a question with its answer. Google uses it to build rich results: the review stars, the price and availability under a product, the accordion FAQs that open right inside the search results. Pages with these elements take up more space and attract more clicks. On top of that, ChatGPT, Gemini and Perplexity read the same code to understand and cite your business in their answers.
This JSON-LD schema generator lets you skip the syntax. You pick the type, fill the fields with plain-language labels, and copy the ready-made code without writing a single line by hand. For a small business the five most useful types are: Organization (the company and its logo), LocalBusiness (address, phone, hours of the physical shop), Product (name, price, currency), Article (for the blog) and FAQPage (frequently asked questions). The JSON-LD schema generator outputs each of these with correct schema.org markup.
JSON-LD is the format Google recommends because it sits in a single separate block instead of being scattered through the HTML like the old microdata: you paste it, edit it and remove it without touching the visible text of the page. It goes inside a script tag, usually in the head, though it also works in the body. Once you've pasted the code, validate it with Google's Rich Results Test to check whether it's eligible for rich results.
FAQ
Frequently asked questions
Where does the JSON-LD code go, in the head or the body?
It works in both places: Google reads the block wherever it sits on the page. The most common practice is to put it in the head, inside a <script type="application/ld+json"> tag, so it stays with the other metadata. If your theme or CMS won't let you edit the head, paste it in the body: the SEO result is identical. The code you copy here already comes wrapped in the correct script tag, so you paste it as-is.
Does structured data guarantee me stars and rich results on Google?
No, and no tool can promise that. Schema makes the page eligible for rich results, but the final decision on what to show stays with Google, which weighs quality and relevance. Stars, for example, require real, verifiable reviews: you can't invent them in the markup. Think of structured data as a necessary but not sufficient requirement: without it you're ruled out, with it you become a candidate.
Why is JSON-LD preferred over microdata?
Because it's cleaner and easier to manage. Microdata has to be scattered as attributes inside the HTML tags of the visible text: if you change the layout you risk breaking it. JSON-LD instead sits in a single separate block, independent of the content: you add it, edit it or remove it without touching the page. Google explicitly names it as the recommended format, and it's also what this generator produces.
Which schema type do I choose for my business?
It depends on the page. For the homepage or About page use Organization with name, site and logo. If you have a physical location with address and hours, LocalBusiness fits better. For a product page choose Product with name, price and currency. For a blog post use Article, and for the FAQ page use FAQPage, which can surface accordion questions in the search results. You can put several different schemas on the same page, one per type of content.
How do I check that the schema is correct after pasting it?
Use Google's Rich Results Test: you paste the URL of the published page (or the code directly) and it tells you whether the schema is valid and which rich results it's eligible for, flagging errors and warnings. Alternatively there's schema.org's Schema Markup Validator for a purely syntactic check. Always run this verification before you call the job done: a missing required field can exclude the page from rich results entirely.
The full audit finds missing structured data, technical errors and opportunities on every page. Free, 7 days, no card.
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