What is schema markup?

Schema markup (structured data) is machine-readable code, usually JSON-LD, that tells search engines and AI assistants exactly what your page is about - your business name, hours, products, FAQs and more. It powers rich results in Google and helps AI tools describe your business accurately.

Does schema markup help SEO?

Yes, indirectly and increasingly. Schema enables rich results (stars, FAQs, breadcrumbs) that raise click-through rate, and it is a primary data source for AI answer engines like ChatGPT, Perplexity and Google AI Overviews when they cite or recommend businesses.

Where do I paste the JSON-LD code?

Anywhere in the page's HTML - the head is conventional. On WordPress you can paste it with a code block or use an SEO plugin's custom schema field. One schema block per topic per page.

How do I test my schema?

Use Google's Rich Results Test (search.google.com/test/rich-results) or the Schema.org validator. Paste your page URL or the code itself - both are free.

Free Schema Markup Generator (JSON-LD)

Your JSON-LD

Paste this anywhere in your page's HTML (the <head> is conventional), then validate it with Google's Rich Results Test.

Related tools

Schema Markup: How Search Engines and AI Actually Read Your Site

Humans read your homepage; machines read your structured data. JSON-LD schema is the difference between Google guessing you're a plumber in Manchester and Google knowing it - along with your hours, service area, phone number and reviews. In 2026 that matters twice over, because AI answer engines (ChatGPT, Perplexity, Google AI Overviews) lean heavily on structured data when deciding which businesses to name in an answer.

Which schema type do you need?

LocalBusiness - any business serving a physical area: shops, trades, restaurants, clinics, agencies. The single highest-impact schema for local SEO.

Organization - your brand's identity card: logo, socials, contact. Put it on the homepage.

FAQPage - marks up question-answer content; it's also exactly the format AI assistants love to quote.

Article - blog posts and guides, with author and dates for credibility signals.

Product - price, availability and ratings that can appear directly in search results.

BreadcrumbList - replaces the raw URL in search snippets with a readable path.

Three rules for schema that works

Tell the truth. Schema must match what's visible on the page - mismatches can earn a manual penalty.

Validate before shipping. One missing comma silently disables the whole block; the Rich Results Test catches it in seconds.

Be specific. "Plumber" beats "LocalBusiness" - this generator lets you type any schema.org business subtype.

Frequently asked questions

Will schema get me rich results immediately?

Valid markup makes you eligible; Google decides when to show rich results. FAQ and breadcrumb enhancements typically appear within days of a recrawl, review stars take longer and need real review data.

Can I put multiple schema blocks on one page?

Yes - a homepage often carries Organization + LocalBusiness + FAQPage together. Just keep each block accurate for that page.

Generate JSON-LD Schema Without Writing Code